Young adults in Poland – the coming of age of a generation of responsible food consumers?

Purpose: The aim of the study was to diagnose attitudes and consumption behaviors among the young adults, regarding food consumption in Poland. Design/methodology/approach: 483 respondents took a part in the research. They were students of three Cracovian universities, representing all voivodships in Poland. The research instrument consisted of two types of questions: traditional closed survey questions and a series of projection questions, based on fictional characters, which the respondents had to assess and determine the degree of identification with the attitudes and behaviors described. Findings: The research revealed some akrasia. The relatively high level of awareness regarding the effects of unsustainable production and consumption of young adults did not translate into consumption behavior of a sustainable nature. The curiosity regarding origin of the product and its composition turned out to be low, as was the feeling of responsibility for their own decisions. There was a tendency to expect the transition of responsibility to food producers and the institutional environment. Young adults pay special attention to food prices and easy access to shopping. Local marketplaces are a niche shopping place. The majority of food is purchased in large-area stores, where consumers are not informed about the place of origin of food. The respondents group is characterized by high outside-diagonality, solutions forcing more sustainable behavior, for example, the payment for plastic bags, the need for recycling of waste meet with wide acceptance. Originality/value: The research revealed enforcing proecological behaviors by institutions seems to be a more effective than building consumer awareness.