Where do consumers buy organic food? Relationships between sociodemographic data and organic product distribution channels in Poland

One can observe a growing interest in organic food among consumers. This phenomenon can be viewed as positive in terms of sustainable development goals, as it promotes environmentally friendly practices in food production and, on the other hand, provides consumers with high-quality food. One of the challenges organic food market actors face is adapting their sales channels to meet consumer preferences. Most organic consumers reside in cities, and organic food production in Poland is spread throughout the country. Therefore, delivering food to the outlets preferred by consumers is crucial. This study aimed to identify and analyse the attitudes and preferences of Polish consumers regarding places where they buy organic food products. In order to achieve this objective, a questionnaire survey of 600 consumers was conducted between December 2023 and March 2024. The analysis used the chi-square test of independence and the V-Cramer coefficient of convergence. The research indicates that organic food is most frequently purchased in retail chains, including supermarkets and hypermarkets, drugstores, and discount stores. The relationships between consumer demographics (gender, age, place of residence, education, professional status) and the frequency of purchasing organic food in specific distribution locations were also identified.