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Abstract

Care for the environment is driving global developments in the fi eld of food and nutrition, which apply equally to consumption, production and distribution of food. To get insights into changes in consumer behaviour towards food implied by the concern for the environment, quantitative research was carried out on a representative sample of 1000 Polish consumers. The questionnaire contained, among others, variables describing various dimensions of food related lifestyle and willingness to pro-environmental changes in the sphere of food consumption. The data obtained was analysed using cluster analysis and dividing consumers into four segments with different inclinations to engage in behaviour in line with the concept of sustainable consumption. Concern for the environment was most strongly emphasized in the segment of “modern” consumers. Consumers representing this segment were distinguished by attention to environmental issues and at the same time they were willing to pay more for food products with outstanding quality attributes. They attached great importance to the brand when making food purchasing decision. Moreover, they declared more often to buy organic food, and at the same time refrain from ready meals and pre-prepared meal components. The slightest concern for the environment was observed in the segment of “uninvolved” taste-oriented consumers who are interested in new products but less in issues related to food and nutrition. The results of the research highlight the relationship between lifestyle, food choices, and concern for the environment, which can be used in the creation of marketing communication strategy to stimulate sustainable consumption.

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