Abstract

The aim of this study is to identify the profile of young consumers in Poland and the United Kingdom who, despite having pro-environmental awareness, decide not to purchase organic food. The 2021 survey encompassed a sample of 624 consumers who defined themselves as non-buyers of organic food. Greater environmentally positive attitude was observed among young British consumers. Barriers to purchasing organic products in both countries were being too expensive, problems with availability, a lack of consumers’ interest and in Poland their competition with home-grown foods. Food acquired directly from a farmer, domestic and local food were all seen as viable alternatives to organic food. British non-buyer is more likely to buy food products with sustainability cues than Polish non-buyer, and Polish non-buyer is more interested in home-grown food than British non-buyer. Most authors have conducted their studies in just one country and focused on buyers, and our study fulfills this research gap. The study makes a contribution to the literature on the perceived value of organic food because it shows the environmental and social values held by young non-buyers do not translate into greater interest in organic food per se. Moreover, the non-buyers of organic food have often a positive opinion on these products and perceive them as healthy, safe, high quality, strictly controlled, trustworthy and authentic products. One of the barriers to organic market development might be the identified coexistence of various and/or conflicting opinions on organic food system among young people of the same or other cultural backgrounds, and it would be useful if both politicians and business people were aware of it.