FORMATION AS A FACTOR IN CONSUMER DEMAND FOR ORGANIC FOOD

This article identifies and assesses the importance of informational factors in shaping consumer demand for organic food in Poland, using demographic segmentation criteria, including gender, age, education, place of residence, and wealth. The empirical data came from a survey conducted among 850 randomly selected organic food consumers in Poland in December 2020, using the CAWI (Computer Assisted Web Interview) method, accessed via an internet panel. The collected and structured empirical data are presented in descriptive, tabular, and graphical form, using comparative analyses. The results of the research have allowed for the construction of three original models of organic food consumers, with regard to information credibility and reliability. Additionally, the results confirmed the research hypothesis, which assumes that consumers who recognize the credibility and reliability of information concerning organic food products purchase them more often and spend more on them. Thus, in the case of organic food, the impact of credible and reliable information on the process of shaping consumer demand is clear: it constitutes a significant factor that triggers demand.