Abstract
The main purpose of this research is to identify and characterize phenomena of rationalization in food behavior of Polish consumers and the factors shaping them. For this purpose, household budget surveys are conducted. It makes it possible to observe changes in food consumption over a period of 10 years. Moreover, direct surveys among 660 respondents using quantitative methods are used. The collected data are analyzed using factor analysis (main component method), Cronbach’s alpha-factor, linear regression models, Pearson’s χ2 and Cramer’s V coefficients, and descriptive statistics and structure indicators. The analyses show that the phenomenon of rationalization is clearly visible in food behavior of Polish consumers and is associated with higher food awareness of Poles, lower consumption of most of the food articles, higher importance of quality and consistence of food, development of phenomena of foodsharing and freeganism, and growing popularity of some diets such as vegetarian or vegan diet.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Alexander, S., & Ussher, S. (2012). The voluntary simplicity movement: A multi-national survey analysis in theoretical context. Journal of Consumer Culture, 12(1), 66–86.
Bigliardi, B., & Galati, F. (2013). Innovation trends in the food industry: The case of functional foods. Trends in Food Science & Technology, 31(2), 118–129.
Cherrier, H. (2009). Anti-consumption discourses and consumer-resistant identities. Journal of Business Research, 62(2), 181–190.
CSO. (2007). Household Budgets Surveys 2006, Warsaw 2007.
CSO. (2017). Household Budgets Surveys 2016, Warsaw 2017.
Doyon, M., & Labrecque, J. (2008). Functional foods: A conceptual definition. British Food Journal, 110(11), 1134.
Elgin, D. (1981). Voluntary simplicity: Toward a way of life that is outwardly simple, inwardly rich. New York: Morrow.
Ganglbauer, E., Fitzpatrick, G., Subasi, Ö., & Güldenpfennig, F. (2014). Think globally, act locally: A case study of a free food sharing community and social networking. In Proceedings of the 17th ACM Conference on Computer Supported Cooperative Work & Social Computing, pp. 911–921.
Gębski, J., Kosicka-Gębska, M., & Tul-Krzyszczuk, A. (2017). Wpływ Internetu na zachowania współczesnych konsumentów wobec żywności [The impact of the internet on the behavior of modern consumers towards food]. Handel Wewnętrzny, 2(367), 103–112.
Goryńska-Goldmann, E., & Ratajczak, P. (2010). Świadomość żywieniowa a zachowania żywieniowe konsumentów [Nutritional awareness and nutritional behavior of consumers]. Journal of Agribusiness and Rural Development, 4(18), 41–48.
Green, L., Costello, J., & Dare, J. (2010). Veganism, health expectancy, and the communication of sustainability. Australian Journal of Communication, 37(3), 51–72.
Gutkowska, K., & Ozimek, I. (2005). Wybrane aspekty zachowań konsumentów na rynku żywności: Kryteria zróżnicowania [Selected aspects of consumer behavior on the food market—differentiation criteria] (p. 20). Warsaw: Scientific Publisher SGGW.
Hoang, V., Iida, T., Matsumoto, S., Watanabe, N., & Wilson, C. (2016). Consumer’s comparison between local and imported organic products: A hedonic analysis of the Japanese table wine market. Eurasian Business Review, 6(3), 405–415.
Hoek, A., Pearson, D., James, S. W., Lawrence, M. A., & Friel, S. (2017). Shrinking the food-print: A qualitative study into consumer perceptions, experiences and attitudes towards healthy and environmentally friendly food behaviors. Appetite, 108, 117–131.
Huneke, M. E. (2005). The face of the un-consumer: An empirical examination of the practice of voluntary simplicity in the United States. Psychology & Marketing, 22(7), 527–550.
Justin, P., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412–422.
Kearney, J. (2010). Food consumption trends and drivers. Philosophical Transactions of the Royal Society, 365, 2793–2807.
Laskowski, W., & Świstak, E. (2014). Zmiany we wzorcach spożycia żywnoŚci w Polsce [Changes in food consumption patterns in Poland] [pdf]. Retrieved November 29, 2019, from http://www.ekosaldo.pl/Wydania/ZmianySpozycia2014kk.pdfi.
Morone, P., Falcone, P. M., Imbert, E., & Morone, A. (2018). Does food sharing lead to food waste reduction? An experimental analysis to assess challenges and opportunities of a new consumption model. Journal of Cleaner Production, 185, 749–760.
Omyła-Rudzka, M. (2014). Diety Polaków [Poles’ diets] [pdf]. Retrieved November 29, 2019, from https://www.cbos.pl/SPISKOM.POL/2014/K_113_14.pdf.
Patrzałek, W. (2015). Zmiany nawyków żywieniowych w zachowaniach dekonsumpcyjnych [Changes in eating habits in deconsumption behavior]. Scientific Notebooks of the University of Szczecin. Problems of Management, Finance and Marketing, 38, 47–56.
Paul, B. D. (2014). From slow food to slow tourism. Annals of Faculty of Economics, University of Oradea, Faculty of Economics, 1(2), 137–144.
Raphaely, T., & Mainova, D. (2014). Flexitarianism: Decarbonising through flexible vegetarianism. Renewable Energy, 67, 90–91.
Stranieri, S., Ricci, E. C., & Banterle, A. (2017). Convenience food with environmentally-sustainable attributes: A consumer perspective. Appetite, 116, 11–20.
Thomas, S. (2010). Do freegans commit theft? Legal Studies, 30(1), 98–125.
Toselli, M. (2017). Knowledge sources and integration ties toward innovation. A food sector perspective. Eurasian Business Review, 7(1), 43–65.
Wahlen, S. (2018). “Foodsharing”: Reflecting on individualized collective action in a collaborative consumption community organisation. In I. Cruz, R. Ganga, & S. Wahlen (Eds.), Contemporary collaborative consumption: Trust and reciprocity revisited (pp. 57–75). Wiesbaden: Kritische Verbraucherforschung, Springer.
Wansink, B. (2010). From mindless eating to mindlessly eating better. Physiology & Behaviour, 100, 461–462.
Yang, Q., Honda, K., & Otsuki, T. (2019). Structural demand estimation of the response to food safety regulations in the Japanese poultry market. Eurasian Business Review, 9(3), 367–385.
Zalega, T. (2011). Spożycie żywności w gospodarstwach domowych z osobami bezrobotnymi w województwie mazowieckim [Consumption of food in households with the unemployed in the Mazowieckie voivodship]. Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, 93, 119–135.
Zrałek, J. (2015). Voluntary simplicity—zrównoważony styl życia współczesnych konsumentów [Voluntary simplicity—sustainable lifestyle of modern consumers]. Studia Ekonomiczne, Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach, 231, 139–158.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Hanus, G. (2021). Rationalization as New Trend in Food Behavior of Polish Consumers. In: Bilgin, M.H., Danis, H., Demir, E., Vale, S. (eds) Eurasian Business Perspectives. Eurasian Studies in Business and Economics, vol 16/2. Springer, Cham. https://doi.org/10.1007/978-3-030-65085-8_23
Download citation
DOI: https://doi.org/10.1007/978-3-030-65085-8_23
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-65084-1
Online ISBN: 978-3-030-65085-8
eBook Packages: Business and ManagementBusiness and Management (R0)