Purpose: To present the results of consumer research in terms of the self-reported levels of recognition, sourcing, self-preparation and consumption of certain types of fermented food products in Polish households and to investigate the traditions of making these products at home in two macro-regions. Design/methodology/approach: Recognition of products, household consumption habits, sourcing of products (RHS) in Northern and Eastern Poland were explored. On-line questionnaire survey was conducted in households located in these macro-regions (n = 600). Data were analysed with Statistica 13.1 PL software, which included descriptive statistics and Chi-squared χ2 test. Findings: Pickled cucumbers and sauerkraut were the most recognized fermented vegetable products. These products are rooted in the culinary tradition of the households surveyed. Regional differences in terms of consumption, commitment to culinary heritage, engagement with traditional production at home and openness to new market propositions were observed. The region and place of residence influence the consumption of pickles, as well as related behaviours, customs and culinary traditions. Research limitations/implications: The use of a convenience sampling method limits the conclusions and the generalisability of the results. The findings have theoretical implications as they bring new knowledge about consumer behaviour that is mediated by home heritage and tradition, and region of origin. Practical implications: The results can be a starting point for food promotion agencies and for importers of ethnic food. The regional differences should be taken into account by food business operators. Originality/value: There has been little empirical study on the subject. The designed RHS model can be replicated in further research.
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