Factors influencing the purchasing of organic food by Slovak consumers: Quality or promotion?
DOI:
https://doi.org/10.5219/scifood.67Keywords:
organic food, factors, consumption, cluster analysis, Slovak consumerAbstract
This study explores the purchasing behaviour of Slovak consumers regarding organic food. Using data collected by CAWI from 318 respondents, the research aims to examine the relationship between the socio-economic characteristics of Slovak consumers and their purchasing behaviour, with particular attention to the factors influencing their decision to buy organic food. Based on the chi-square test of independence, results show that the purchase of organic food depends on consumers' income and education levels. Organic food consumption is primarily driven by factors related to high quality, nutritional content, sensory attributes of organic food and healthy lifestyle, rather than by external social trends such as celebrity endorsement, curiosity, fashion, and trendiness, which are considered the least important. Additionally, the purchase of organic food is most frequently initiated for personal use and general household consumption, while purchases for children or individuals with allergies are less common. Using hierarchical cluster analysis, the study identifies three clusters of conumers who make decisions about purchasing organic food based on the same factors: (1) fashion and celebrities, (2) high quality, sensory quality, nutrient content, healthy lifestyle and traditional production methods, (3) fair trade, locally produced, family, curiosity, environmental impact, absence of GMOs and additives and controlled production process). The first cluster was the smallest. These were marginalized, niche factors. The second cluster consisted of respondents for whom the quality of the product, its features, as well as health and traditional production methods were important. The third cluster of respondents included people for whom social, environmental, and safety factors were important. These findings provide valuable insights for segmenting the organic food market and for developing product labelling policies and marketing communication strategies.
References
1. Aertsens, J., Verbeke, W., Mondelaers, K., & Van Huylenbroeck, G. (2009). Personal determinants of organic food consumption: a review. In British Food Journal (Vol. 111, Issue 10, pp. 1140–1167). Emerald Publishing Limited. https://doi.org/10.1108/00070700910992961
2. Kita, P., Žambochová, M., Strelinger, J., & Kitová Mazalánová, V. (2021). Consumer Behaviour of Slovak Households in the Sphere of Organic Food in the Context of Sustainable Consumption. In Central European Business Review (Vol. 10, Issue 1, pp. 1–17). Prague University of Economics and Business. https://doi.org/10.18267/j.cebr.256
3. Góralczyk, K. (2018). Is organic food really the best? (In Polish). In Studia Ecologiae et Bioethicae (Vol. 16, Issue 4, pp. 51–56). Scientific Publisher Cardinal Stefan Wyszyński. https://doi.org/10.21697/seb.2018.16.4.05
4. IPCC (Intergovernmental Panel on Climate Change), Climate Change 2021: The Physical Science Basis. Contribution of Working Group I to the Sixth Assessment Report of the IPCC. Cambridge University Press.
5. Sabaté, J., Sranacharoenpong, K., Harwatt, H., Wien, M., & Soret, S. (2014). The environmental cost of protein food choices. In Public Health Nutrition (Vol. 18, Issue 11, pp. 2067–2073). Cambridge University Press. https://doi.org/10.1017/s1368980014002377
6. Willett, W., Rockström, J., Loken, B., Springmann, M., Lang, T., Vermeulen, S., Garnett, T., Tilman, D., DeClerck, F., Wood, A., Jonell, M., Clark, M., Gordon, L. J., Fanzo, J., Hawkes, C., Zurayk, R., Rivera, J. A., De Vries, W., Majele Sibanda, L., … Murray, C. J. L. (2019). Food in the Anthropocene: the EAT–Lancet Commission on healthy diets from sustainable food systems. In The Lancet (Vol. 393, 10170, pp. 447–492). https://doi.org/10.1016/s0140-6736(18)31788-4
7. Holotová, M., Horská, E., & Nagyová, Ĺ. (2021). Changing Patterns of Sustainable Food Consumption Regarding Environmental and Social Impact-Insights from Slovakia. In Frontiers in Sustainable Food Systems (Vol. 5, p. 703827). Frontiers Media SA. https://doi.org/10.3389/fsufs.2021.703827
8. Kuźniar, W., Surmacz, T., & Wierzbiński, B. (2021). The Impact of Ecological Knowledge on Young Consumers’ Attitudes and Behaviours towards the Food Market. In Sustainability (Vol. 13, Issue 4, p. 1984). MDPI AG. https://doi.org/10.3390/su13041984
9. Serebrennikov, D., Kallas, Z., Thorne, F., Ornelas Herrera, S. I., & McCarthy, S. N. (2024). Determinants of organic food purchase behaviour in the European Union: a cross-country analysis guided by the theory of planned behavior. In British Food Journal (Vol. 126, Issue 8, pp. 3017–3036). Emerald Publishing Limited. https://doi.org/10.1108/bfj-04-2023-0305
10. Pawlak, J. (2022). Consumer Behavior on the Organic Fruit and Vegetable Market: The Evidence from Poland. In Journal of Marketing and Consumer Behaviour in Emerging Markets, (Vol. 2, Issue 15, pp. 24–36). The University of Warsaw. https://doi.org/10.7172/2449-6634.jmcbem.2022.2.2
11. Smoluk-Sikorska, J., Śmiglak-Krajewska, M., Malinowski, M., Wojciechowska-Solis, J., Kis, G., Krnáčová, P., Jarossová, M., Zámková, M., & Rojík, S. (2024a). Barriers to the Consumption of Organic Food in Visegrad Group Countries. In Scientific Papers of the Warsaw University of Life Sciences - Problems of World Agriculture (Vol. 24, Issue 4, pp. 58–71). The Warsaw University of Life Sciences. https://doi.org/10.22630/prs.2024.24.4.16
12. Smoluk-Sikorska, J., Wojciechowska-Solis, J., Śmiglak-Krajewska, M., Malinowski, M. (2024). Development of the organic food market and consumer behavior (In Polish), Wydawnictwo Naukowe Scholar.
13. Chiripuci, B., Popescu, M.-F., & Constantin, M. (2022). The European Consumers’ Preferences for Organic Food in the Context of the European Green Deal. In Amfiteatru Economic (Vol. 24, Issue 60, pp. 361–378). Bucharest University of Economic Studies. https://doi.org/10.24818/ea/2022/60/361
14. Grzywińska-Rąpca, M., Grzybowska-Brzezińska, M., Jakubowska, D., & Banach, J. K. (2025). The Perception of Organic Food Characteristics and the Demographic and Social Profile of Consumers: A Study of the Polish Market. Foods (Vol. 14, Issue 2, p. 308). MDPI AG. https://doi.org/10.3390/foods14020308
15. Kozelová, D., Fikselová, M., Vietoris, V., & Czako, P. (2013). Analysis of the Slovak consumer behaviour regarding the organic food purchase. In Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis (Vol. 61, Issue 7, pp. 2343–2350). Mendel University in Brno. https://doi.org/10.11118/actaun201361072343
16. Jánská, M., Žambochová, M., & Kita, P. (2023). The influence of Slovak consumer lifestyle on purchasing behaviour in the consumption of organic food. In British Food Journal (Vol. 125, Issue 8, pp. 3028–3049). Emerald Publishing Limited. https://doi.org/10.1108/bfj-07-2022-0618
17. Mider, D. (2013). Methodological dilemmas of researching political culture on the Internet (In Polish). In Political Science Review (Vol. 2, pp. 23–24).
18. Sowa, P., Pędziński, B., Krzyżak, M., Maślach, D., Wójcik, S., & Szpak, A. (2015). The Computer-Assisted Web Interview Method as Used in the National Study of ICT Use in Primary Healthcare in Poland – Reflections on a Case Study. In Studies in Logic, Grammar and Rhetoric (Vol. 43, Issue 1, pp. 137–146). The Gruyter. https://doi.org/10.1515/slgr-2015-0046
19. Fowler, F. J., & Magnione, T. W. (1990). Standardized Survey Interviewing: Minimizing Interviewer-Related Error. Sage.
20. Dziekan, R., & Konieczny, M. (2017). Education of organic food consumers from the Podkarpackie Voivodeship and factors influencing their purchase (In Polish). In Progress in Economic Sciences (Vol. 4, pp. 37–49). Scientific Journal of the Institute of Economics of the Stanisław Staszic State Higher Vocational School in Piła. https://doi.org/10.14595/PES/04/003
21. Grzybowska-Brzezińska, M., & Grzywińska-Rąpca, M. (2025). Altruistic consumer behavior in the context of the pro-environmental values of organic food. In Annals of the Polish Association of Agricultural and Agribusiness Economists (Vol. 27, Issue 1, pp. 61–75). Association of Agricultural and Agribusiness Economists (Poznań, Poland). https://doi.org/10.5604/01.3001.0054.9981
22. Tan, T. M., Makkonen, H., Kaur, P., & Salo, J. (2022). How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values. In Technological Forecasting and Social Change (Vol. 176, p. 121432). Elsevier BV. https://doi.org/10.1016/j.techfore.2021.121432
23. Kułyk, P., & Dubicki, P. (2019). Uwarunkowania zachowań konsumentów na rynku żywności ekologicznej. In Zeszyty Naukowe SGGW w Warszawie - Problemy Rolnictwa Światowego (Vol. 19, Issue 1, pp. 79–87). The Warsaw University of Life Science. https://doi.org/10.22630/prs.2019.19.1.7
24. Wierzbiński, B., Surmacz, T., Kuźniar, W., & Witek, L. (2021). The Role of the Ecological Awareness and the Influence on Food Preferences in Shaping Pro-Ecological Behavior of Young Consumers. In Agriculture (Vol. 11, Issue 4, p. 345). MDPI AG. https://doi.org/10.3390/agriculture11040345
25. Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2020). Purchase intention toward organic food among young consumers using the theory of planned behaviour: role of environmental concerns and environmental awareness. In Journal of Environmental Planning and Management (Vol. 64, Issue 5, pp. 796–822). Taylor & Francis Group. https://doi.org/10.1080/09640568.2020.1785404
26. Wang, G., Hao, Y., & Ma, J. (2024). Family Income Level, Income Structure, and Dietary Imbalance of Elderly Households in Rural China. In Foods (Vol. 13, Issue 2, p. 190). MDPI AG. https://doi.org/10.3390/foods13020190
27. Chelaru (Gaidargi), M., Holerga, T. A., & Zemeleaga, C. G. (2023). Study on the Consumption and Demand of Organic Food Products. In Ovidius University Annals. Economic Sciences Series (Vol. 23, Issue 1, pp. 298–303). Universitatea "Ovidius" din Constanța. https://doi.org/10.61801/ouaess.2023.1.38
28. Xing, Y., Li, M., & Liao, Y. (2022). Trust, price sensitivity and consumers’ organic food purchasing behaviour in China. In Food Science and Technology (Vol. 42, p. 42422). Publication of: Sociedade Brasileira de Ciência e Tecnologia de Alimentos. https://doi.org/10.1590/fst.42422
29. Gu, S. (2022). The effects of subjective knowledge, altruistic value and consumer self-confidence on the green purchase attitudes and green purchase behaviour of Chinese customers. In Turyzm/Tourism (Vol. 32, Issue 2, pp. 7–27). Lodz University Press. https://doi.org/10.18778/0867-5856.32.2.01
30. Hough, G., & Contarini, A. (2023). Can low-income consumers choose food from sustainable production methods? In Current Opinion in Food Science (Vol. 51, p. 101035). Elsevier BV. https://doi.org/10.1016/j.cofs.2023.101035
31. Andersen, J. L. M., Frederiksen, K., Raaschou-Nielsen, O., Hansen, J., Kyrø, C., Tjønneland, A., & Olsen, A. (2021). Organic food consumption is associated with a healthy lifestyle, socio-demographics and dietary habits: a cross-sectional study based on the Danish Diet, Cancer and Health cohort. In Public Health Nutrition (Vol. 25, Issue 6, pp. 1543–1551). Cambridge University Press. https://doi.org/10.1017/s1368980021001270
32. Nagaraj, S. (2021). Role of consumer health consciousness, food safety, and attitude on organic food purchase in emerging markets: A serial mediation model. In Journal of Retailing and Consumer Services (Vol. 59, 102423). Elsevier BV. https://doi.org/10.1016/j.jretconser.2020.102423
33. Günalan, E., Parmaksiz, A., & Mutlu, H. (2024). Sex and income level can be determinants for meat attachment behavior among Turkish university students. In The North African Journal of Food and Nutrition Research (Vol. 8, Issue 188, pp. 217–228). AfAc Publisher. https://doi.org/10.51745/najfnr.8.18.217-228
34. Imami, D., Ahmadi Kaliji, S., Miftari, I., Canavari, M., & Gjokaj, E. (2025). Exploring consumer segments: integrating food-related lifestyles and perceptions of organic food in Kosovo. In Organic Agriculture (Vol. 15, Issue 1, pp. 73–89). Springer Nature Limited. https://doi.org/10.1007/s13165-024-00483-4
35. Kim, C., & Kim, K. (2024). Income, environmental quality and willingness to pay for organic food: a regional analysis in South Korea. In Humanities and Social Sciences Communications (Vol. 11, Issue 1, p. 973). Springer Nature Limited. https://doi.org/10.1057/s41599-024-03463-x
36. Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. In Journal of Retailing and Consumer Services (Vol. 67, 102988). Elsevier BV. https://doi.org/10.1016/j.jretconser.2022.102988
37. Gundala, R. R., & Singh, A. (2021). What motivates consumers to buy organic foods? Results of an empirical study in the United States. In PLOS ONE (Vol. 19, Issue 9, p. 0257288). PLOS. https://doi.org/10.1371/journal.pone.0257288
38. Wojciechowska-Solis, J., & Śmiglak-Krajewska, M. (2022). Being a product consumer during the COVID-19 pandemic: profile of the Polish consumer in the organic dairy market. In British Food Journal (Vol. 125, Issue 7, pp. 2350–2367). Emerald Publishing Limited. https://doi.org/10.1108/bfj-04-2022-0384
39. Bennett, G., Young, E., Butler, I., & Coe, S. (2021). The Impact of Lockdown During the COVID-19 Outbreak on Dietary Habits in Various Population Groups: A Scoping Review. In Frontiers in Nutrition (Vol. 8, p. 626432). Frontiers Media SA. https://doi.org/10.3389/fnut.2021.626432
40. Janssen, M., Chang, B. P. I., Hristov, H., Pravst, I., Profeta, A., & Millard, J. (2021). Changes in Food Consumption During the COVID-19 Pandemic: Analysis of Consumer Survey Data from the First Lockdown Period in Denmark, Germany, and Slovenia. In Frontiers in Nutrition (Vol. 8, p. 635859). Frontiers Media SA. https://doi.org/10.3389/fnut.2021.635859
41. Philippe, K., Chabanet, C., Issanchou, S., & Monnery-Patris, S. (2021). Child eating behaviors, parental feeding practices and food shopping motivations during the COVID-19 lockdown in France: (How) did they change? In Appetite (Vol. 161, p. 105132). Elsevier BV. https://doi.org/10.1016/j.appet.2021.105132
42. Van Bussel, L. M., Kuijsten, A., Mars, M., & van ‘t Veer, P. (2022). Consumers’ perceptions on food-related sustainability: A systematic review. In Journal of Cleaner Production (Vol. 341, p. 130904). Elsevier BV. https://doi.org/10.1016/j.jclepro.2022.130904
43. Lim, H.-R., & An, S. (2021). Intention to purchase well-being food among Korean consumers: An application of the Theory of Planned Behaviour. In Food Quality and Preference (Vol. 88, p. 104101). Elsevier BV. https://doi.org/10.1016/j.foodqual.2020.104101
44. Castronuovo, L., Guarnieri, L., Tiscornia, M. V., & Allemandi, L. (2021). Food marketing and gender among children and adolescents: a scoping review. In Nutrition Journal (Vol. 20, Issue 52, pp. 1–16). BMC Part of Springer Nature Limited. https://doi.org/10.1186/s12937-021-00706-4
45. De Jans, S., Spielvogel, I., Naderer, B., & Hudders, L. (2021). Digital food marketing to children: How an influencer’s lifestyle can stimulate healthy food choices among children. In Appetite (Vol. 162, p. 105182). Elsevier BV. https://doi.org/10.1016/j.appet.2021.105182
46. Phua, J., Jin, S. V., & Kim, J. (Jay). (2019). The roles of celebrity endorsers and consumers’ vegan identity in marketing communication about veganism. Journal of Marketing Communications (Vol. 26, Issues 8, pp. 813–835). https://doi.org/10.1080/13527266.2019.1590854
47. Zhou, G., & Ali, S. (2024). Street food consumer behaviour decoded: analysing decision-making styles, risk factors and the influential power of social media celebrities. In British Food Journal (Vol. 126, Issue 4, 1781–1805). https://doi.org/10.1108/bfj-07-2023-0654
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Malgorzata Jarossová, Paulina Krnáčová, Julia Wojciechowska Solis, Renáta Benda Prokeinová, Joanna Smoluk Sikorska, Magdalena Śmiglak Krajewska, Mariusz Malinowski, Stanislav Rojík (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
This license permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
