Table 1.
Structure of the study sample.
| Gender | |||
|---|---|---|---|
| Female | Male | ||
| 481 | 531 | ||
| Y | Z | Y | Z |
| 330 | 151 | 359 | 172 |
| Age | ||||
|---|---|---|---|---|
| Z | Y | |||
| 16–19 years | 20–24 years | 25–29 years | 30–34 years | 35–40 years |
| 153 | 170 | 204 | 261 | 224 |
| 323 | 689 | |||
| Education | |||||||
|---|---|---|---|---|---|---|---|
| Basic | Basic vocational | Medium | Higher | ||||
| 22 | 52 | 103 | 835 | ||||
| Y | Z | Y | Z | Y | Z | Y | Z |
| 10 | 12 | 16 | 36 | 70 | 33 | 593 | 242 |
| Work situation | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| Employed with a job | Self-employed / freelance | Unemployed | Learners | Others | |||||
| 721 | 59 | 20 | 206 | 6 | |||||
| Y | Z | Y | Z | Y | Z | Y | Z | Y | Z |
| 625 | 96 | 33 | 26 | 9 | 11 | 18 | 188 | 4 | 2 |
| Economic situation | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| Very good | Good | Average | Bad | Very bad | |||||
| 232 | 363 | 355 | 52 | 10 | |||||
| Y | Z | Y | Z | Y | Z | Y | Z | Y | Z |
| 199 | 33 | 288 | 75 | 174 | 181 | 22 | 30 | 6 | 4 |
| Number of people in the household | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| 1 person | 2 persons | 3 persons | 4 persons | 5 or more people | |||||
| 24 | 52 | 475 | 290 | 171 | |||||
| Y | Z | Y | Z | Y | Z | Y | Z | Y | Z |
| 18 | 6 | 28 | 24 | 368 | 107 | 176 | 114 | 99 | 72 |
| Number of children under 18 in the household | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| No children | 1 child | 2 children | 3 children | 4 children | 5 and more | ||||||
| 262 | 542 | 158 | 23 | 3 | 0 | ||||||
| Y | Z | Y | Z | Y | Z | Y | Z | Y | Z | Y | Z |
| 93 | 169 | 429 | 113 | 132 | 26 | 15 | 8 | 2 | 1 | 0 | 0 |
Table 2.
Where do you get your information on organic product offers from?
| Total | Generation Y | Generation Z | |
|---|---|---|---|
| From family, friends who share information using social media | 33.3% | 35.6% | 27.9% |
| From social media run by producers of organic products | 27.8% | 29.7% | 23.3% |
| From social media run by sellers of organic products | 27.5% | 29.3% | 23.3% |
| From social media run by influencers or celebrities | 24.9% | 24.2% | 26.5% |
| From online portals | 23.4% | 24.2% | 21.6% |
| From family, friends who provide information in face-to-face conversations | 20.7% | 21.8% | 18% |
| From the websites of specific sellers of organic products | 20.3% | 21.6% | 17.3% |
| From the websites of specific organic product manufacturers | 18.8% | 20.1% | 15.5% |
| From television | 16.4% | 14.7% | 20.5% |
| From forums and newsgroups | 14.9% | 15.9% | 12.4% |
| From dedicated fairs | 14.8% | 14% | 16.6% |
| From posters/flyers | 7.6% | 8.3% | 6% |
| From magazines dedicated to ecology | 6.5% | 6.2% | 7.4% |
| From the radio | 3.6% | 3% | 4.9% |
| From the daily press | 2.7% | 2.1% | 4.2% |
| From other sources | 0.1% | 0% | 0.4% |
| I am not looking for such information | 2.3% | 1.2% | 4.9% |
Table 3.
Do you participate in discussions about organic products on social media?
| Total | Generation Y | Generation Z | |
|---|---|---|---|
| Yes, I ask questions to obtain information of interest to me | 47.7% | 51.4% | 39.9% |
| Yes, I am happy to speak out on online forums to share my experiences | 43.8% | 51.1% | 28.2% |
| Yes, I use recommendations from other people, especially experts | 42.8% | 47.3% | 33.1% |
| I only read texts posted on social media (articles, blogs, podcasts, etc.). | 24.6% | 25.1% | 23.5% |
| I watch ads for organic productss | 34.0% | 36.7% | 28.2% |
| I do not get involved in discussions on this topic | 9.4% | 6.7% | 15.2% |
| I do not read materials on the subject | 2.5% | 1.3% | 5.0% |
Table 4.
How would you rate the information about organic products presented on social media?
| Total | Generation Y | Generation Z | |
|---|---|---|---|
| The information is presented in an attractive, accessible form | 41.4% | 41.9% | 40.2% |
| This information significantly expands the knowledge of ecology and organic products | 58.4% | 57.6% | 60.1% |
| I consider it more reliable than that presented in other sources | 34.6% | 37.4% | 28.5% |
| I have more confidence in social media information | 30.7% | 31.8% | 28.5% |
| The reliability of information on social media is similar to others, but I prefer to use social media | 47.5% | 49.9% | 42.4% |
| I have no opinion | 5.7% | 4.6% | 8.0% |
Table 5.
How do you react to information about organic food presented on social media?
| Total | Generation Y | Generation Z | |
|---|---|---|---|
| It greatly expands my knowledge of organic food | 50.6% | 49.8% | 52.3% |
| It influences purchase intentions for organic products | 41.3% | 43.3% | 37.2% |
| It stimulates me to buy organic products | 39.3% | 41.1% | 35.6% |
| I like the form of these messages because it is attractive | 33.0% | 34.8% | 29.1% |
| It increases my sensitivity to ecological issues | 29.3% | 28.9% | 30.3% |
| It stimulates my interest to a greater extent than those from other sources | 26.5% | 28.4% | 22.3% |
| It stimulates good feelings about health care | 20.1% | 22.6% | 14.6% |
| It does not elicit much of a reaction from me | 4.2% | 3.2% | 6.2% |
Table 6.
In your opinion, should the scope of information activities related to organic food offer be increased, decreased, or remain at the current level?
| Total | Generation Y | Generation Z | |
|---|---|---|---|
| should be increased | 65.1% | 67.5% | 60.1% |
| there should be no change in scope | 26.5% | 24.7% | 30.3% |
| should be limited in scope | 8.4% | 7.8% | 9.6% |
Table 7.
What guides you when choosing organic food?
| Total | Generation Y | Generation Z | |
|---|---|---|---|
| product quality | 74.6% | 72.1% | 80.6% |
| product composition | 54.9% | 54.2% | 56.5% |
| certificate confirming the product’s ecological quality | 38.7% | 40.8% | 33.6% |
| the origin of the product | 37.8% | 38.6% | 36% |
| product brand | 26.1% | 28.2% | 21.2% |
| promotion of the products | 11.1% | 12.2% | 8.5% |
| opinions of relatives and friends | 10.6% | 11.1% | 9.5% |
| price | 8.2% | 6% | 13.4% |
| ecological packaging | 7.6% | 6.8% | 9.5% |
| place of purchase | 6.1% | 6% | 6.4% |
| expert opinions | 5.1% | 5.6% | 3.9% |
| recommendation of products through favorite social networks | 4.2% | 5% | 2.5% |
| current trends | 0.3% | 0.5% | 0% |
Table 8.
Why do you not buy organic food?
| Total | Generation Y | Generation Z | |
|---|---|---|---|
| It is too expensive | 52.4% | 65.2% | 45% |
| There is a lack of organic substitutes on the market for all the products I eat | 27% | 17.4% | 32.5% |
| I do not believe in the health benefits of organic food | 19% | 13% | 22.5% |
| There is an insufficient range of organic products in the stores I use | 19% | 4.3% | 27.5% |
| I do not pay much attention to environmental issues | 15.9% | 8.7% | 20% |
| I do not like the taste | 7.9% | 4.3% | 10% |