“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom

Globally, the organic food market is most successful green market. Young consumers, decision-makers of future, are perceived as being more environmentally concerned than older cohorts. The aim this study was to consider young consumers’ attitudes and behaviours concerning food, where in UK mature Poland. Empirical research conducted using a web-based survey questionnaire (CAWI) with consumers (n = 973) both countries. associations between four constructs (general pro-social attitudes, consumption values, receptivity communication, buying behaviour) were considered CB-SEM. We extended model two new explain purchases food. respondents significantly conscious higher environmental attitude intensity Polish residents. Intensity pro-environmental components influences directly indirectly choice People likely choose Perception only perception alone do not variability behaviour, despite good fit model. This suggests that other independent variables may be influence.