Why Do Consumers Buy Organic? Exploring Motivations and Socio-Economic Patterns. (2025)

Author(s): Dominika Jakubowska (corresponding author) [*]; Malgorzata Grzywinska-Rapca; Mariola Grzybowska-Brzezinska

1. Introduction

The organic food market has been one of the fastest growing markets in the European Union in recent years. This is evidenced by the fact that the share of organic food in the food market has been steadily increasing [1,2]. The organic food market in Europe has been one of the fastest growing food segments for more than two decades. The share of organic food in total food sales has exceeded 10% in some European countries, and despite the deterioration in consumer incomes during the pandemic, organic food sales have increased globally. Spending on organic food has also increased in Poland. It is estimated that the organic food market is a segment that is growing very dynamically and accounts for 0.5% of the value of the country’s total food market, but it is still a niche category in terms of the value of the total market [3].

By the end of 2021, Europe experienced significant growth in the organic farming sector, with 17.8 million hectares of organic farmland, accounting for 3.6% of the total agricultural area. In the European Union, this share reached 9.6%. Although the sector is developing dynamically, the data clearly show significant disparities between Central and Eastern European countries and the rest of the continent. These differences are the result of various factors. Firstly, Western European countries such as Germany, France, and Austria have been developing infrastructure to support organic farming for years, benefiting from EU funds and local support programs [4]. In Central and Eastern Europe, the economic transformation after 1989 directed many resources toward other economic priorities, and the development of the organic sector began relatively later. Western countries have more integrated and efficient political support systems for organic farming. The EU’s Common Agricultural Policy contributes to the growth of the organic sector in Central and Eastern Europe as well, but the implementation of regulations is often slower in these countries, which hinders the development of local markets and affects the structure of farms. In Western Europe, larger organic farms dominate, benefiting from access to innovative technologies and established markets [5,6]. By contrast, in Central and Eastern Europe, most organic farms are small, family-run enterprises that lack comparable investment opportunities. As a result, there are significant differences in the level of advancement of processing, research, and logistics infrastructure, which translates into much higher consumer awareness in Western European countries compared to that in Central and Eastern Europe [7,8]. Western countries, such as Denmark and Switzerland, have been investing for years in educational campaigns promoting the health and environmental benefits of choosing organic products. In Central and Eastern Europe, these campaigns are less intensive, leading to lower consumer interest. The lack of adequate informational efforts also limits the understanding of why organic products are more expensive [9].

Understanding consumer attitudes toward purchasing organic food is essential for developing effective marketing strategies, informing policy decisions, and advancing sustainable food systems. Increased consumer awareness of health and environmental issues has been a key driver of the organic food market’s growth. The rapidly evolving expectations of modern consumers present significant challenges for the organic food market. Research highlights that health awareness, environmental concerns, and a focus on food safety and quality are critical motivators for organic food consumption [10,11,12]. Some studies emphasize that attitudes and knowledge are significant predictors of sustainable food consumption [13]. Additionally, altruistic and hedonic motives influence sustainable food purchasing behaviors [14]. Altruistic values often drive environmental concerns, while egoistic values shape health-related motivations—both of which strongly impact the intention to purchase organic food [15]. Polish consumers exhibit highly positive attitudes toward organic food, frequently describing it as “good for health”, “safe food”, “high quality”, “nutritious”, and “trustworthy”. They are increasingly considering the ethical aspects of food production and distribution [16]. Other factors influencing whether a product makes it into a consumer’s shopping basket include income level, product price, and the attractiveness of its characteristics [17]. The market appeal of a food offering is, among other things, influenced by its perceived health benefits—an attribute highly valued by consumers and often factored into their purchasing decisions. Consumers define healthiness through various subjective attributes, making it a multidimensional concept. This highlights the multifaceted nature of consumer motivation to buy organic food. Understanding these multiple motivations is crucial for policy makers and practitioners to effectively promote and manage sustainable consumption behavior [16,18]. Therefore, research aimed at identifying the determinants of consumer behavior in the organic food market should focus on understanding the values—altruistic, egoistic, and hedonic—that guide organic food consumers.

This study aims to (1) show the relationship between motives (altruistic-egoistic, hedonic) for buying organic food and the demographic and socio-economic characteristics of the respondents, and (2) show the relationship between consumer attitudes (pro-environmental, pro-health, pro-wellbeing) toward organic food and their demographic and socio-economic characteristics.

2. Literature Review

2.1. Motives and Attitudes in Consumer Purchasing Decisions for Organic Food

Considering the research issues explored so far, consumption value theory can be applied to examine the motives behind purchasing organic food. Proposed by Sheth et al. [19], this theory suggests that consumer choice is driven by a combination of various consumption values, including functional, social, epistemic, emotional, and conditional values. These values shape the motives behind consumers’ decisions to buy or not buy specific products. The values are categorized based on their functionality, which consumers assess as either egoistic or altruistic. Altruistic values pertain to the emotional satisfaction derived from using the products, as well as the perception of one’s identity—whether personal (egoistic) or social (altruistic)—linked to owning or using these products [19,20].

Altruistic and hedonic reasons are cited as the primary motives for buying organic food by respondents [21]. Altruistic motives, which influence organic consumers’ actions and purchasing decisions, are driven by concern for the wellbeing of others, society, or the environment, rather than by self-interest alone. Altruistic consumers may choose products that contribute to positive social and environmental change, even if it means incurring higher costs or experiencing some inconvenience. These motives significantly impact the purchase of organic food, as demonstrated by various studies. For example, a study by Czudec [22] showed that consumers who prioritize the origin of organic food exhibit altruistic behavior, considering the needs of others and the environment, which leads to a stronger attachment to the organic food market. Additionally, a study conducted in China by Wei et al. [15] highlighted that altruistic values influence consumers’ intentions to buy organic food for the benefit of the environment, demonstrating the impact of altruism on consumer behavior (see Table 1). Together, these findings emphasize the importance of altruistic motives in influencing consumers’ decisions to purchase organic food and demonstrate a significant relationship between altruism and the choice to buy organic products.

One of the significant motivators for consumers choosing organic food is health benefits. Many consumers perceive organic products as being healthier compared to conventional options, which drives their purchasing decisions [12,28,29]. This perception is often fueled by marketing and media, which emphasize the absence of pesticides and synthetic additives in organic products. Concerns about pesticides, herbicides, and other chemical additives used in conventional agriculture are also motivating consumers to select organic products. Many consumers associate the absence of pesticides in food production with better taste and higher quality compared to conventional products. Studies indicate that health-conscious consumers are more inclined to purchase organic food, viewing it as a means to improve or maintain health. The growing demand for organic food is driven by consumers’ increasing desire for healthier food options. Organic food is perceived as less processed and free from harmful chemicals, which can positively impact consumers’ health.

Environmental awareness also plays a crucial role in influencing consumer attitudes toward organic food. Consumers who are concerned about sustainability and eco-friendly practices are more likely to purchase organic products [24,28,30,31]. They are becoming aware of the negative environmental impact of conventional farming. By choosing organic food, they are supporting more sustainable and environmentally friendly agricultural practices. Research indicates that consumers often associate organic food with reduced environmental impact, such as lower carbon footprint and less pollution. This perception is a significant motivator for environmentally conscious consumers who prioritize sustainability in their purchasing decisions [30]. Consumers who are environmentally conscious are more likely to purchase organic food. This is because organic farming practices are generally perceived as more sustainable and less harmful to the environment compared to conventional farming methods. Organic farming typically avoids synthetic fertilizers and pesticides, which are known to have detrimental effects on ecosystems [31].

Pro-wellbeing attitudes in the context of food purchasing refer to consumer mindsets and behaviors that prioritize health, environmental sustainability, and social responsibility when making food choices [11]. These attitudes are characterized by a focus on the holistic benefits of food consumption, including physical health, mental wellbeing, and the broader impact on society and the environment. Consumers with pro-wellbeing attitudes are often willing to pay a higher price for organic food due to their perceived benefits. This willingness is linked to the value placed on health, environmental sustainability, and ethical production methods [32]. For many consumers, purchasing organic food is part of a broader lifestyle choice that includes other sustainable and health-conscious behaviors. This integration reflects a holistic approach to wellbeing. In the case of organic products, consumers often perceive their actions as contributing positively to the environment, which generates emotional value. Emotional values are considered fundamental components of attitudes and play a significant role in shaping consumer preferences and choices [33]. Purchasing motives driven by the emotional value of a product refer to the benefits consumers derive from a product or service’s ability to evoke specific moods and emotions. This aspect of value is linked to the feelings buyers experience during the purchasing process [34]. Zamil et al. [35] found that emotional values significantly and positively influence consumer purchasing attitudes. Given the strong positive relationship between emotional values and purchasing attitudes and motives, it is crucial to identify the key motivations for purchasing organic food and to profile the consumers who integrate these emotional values into their purchasing decisions.

Another important set of factors motivating consumers to buy organic food are its quality attributes, referred to as sensory attributes. Consumers’ sensory motives significantly impact the purchase of organic food, as highlighted in various research studies. The sensory appeal of organic food, including factors such as taste, texture, and visual presentation, plays a key role in shaping consumers’ purchasing intentions. Emotional aspects, such as the positive emotions evoked by organic products, have a greater influence on purchasing intentions than rational factors like perceived social value. Consumer narratives reveal that the sensory experience of organic food, linked to nostalgia for childhood meals and family values, contributes to the perception that organic food “tastes better”, influencing purchasing decisions. Zheng et al. [36] examined the influence of consumers’ perceptions of the sensory attractiveness of organic food, the appeal of advertising, positive emotion, and perceived social value on purchasing intention for organic food. The influence of sensory motives on organic food purchasing behavior was also highlighted in the study by Jánská et al. [37], which showed that consumers base their purchasing decisions on factors such as taste, health benefits, and content quality.

These pro-environmental, pro-health, and pro-wellbeing attitudes, along with motives such as altruistic, egoistic, and hedonic motives, contribute to shaping consumers’ intentions to purchase organic food. This highlights the multifaceted nature of consumer behavior in the organic food market.

2.2. Socio-Economic Factors in Consumer Purchasing Decisions for Organic Food

Demographic trends reveal that younger, more educated, and urban consumers are more likely to purchase organic products [38]. Younger generations, particularly Millennials and Generation Z, are more inclined toward purchasing organic food compared to older generations. This trend is often attributed to their heightened awareness of health and environmental issues [31]. Studies have shown that younger consumers are more likely to prioritize sustainability and ethical considerations in their purchasing decisions, which aligns with the values often associated with organic products [30,32]. Higher income levels are generally associated with increased consumption of organic food. This is likely due to the higher cost of organic products, which can be a barrier for lower income consumers [39]. However, there is a growing trend of middle-income consumers also opting for organic options as they become more accessible and as awareness of their benefits increases [40] Some results indicate that consumers having higher incomes and smaller households are more frequent buyers of sustainably produced food [41]. Individuals with higher levels of education are more likely to purchase organic food. This correlation is often linked to greater awareness and understanding of the health and environmental benefits of organic products [8]. Educated consumers are also more likely to seek out information about food production practices and make informed choices based on that knowledge [12]. Research consistently shows that women generally exhibit more positive attitudes toward organic food compared to men. This difference is largely attributed to women’s higher health consciousness and greater concern for food safety and environmental issues. Women tend to perceive organic food as being more nutritious and safer, which aligns with their motivations for maintaining a healthy diet. They are more likely to support organic farming practices that are perceived as being more sustainable and less harmful to the environment. This environmental motivation often translates into a higher willingness to pay for organic products [42,43].

Important factors influencing organic consumers’ purchasing decisions are cultural and regional differences in attitudes toward organic food. They are shaped by a complex interplay of cultural values, economic conditions, availability, and environmental awareness. Cultural values significantly influence consumer attitudes toward organic food in Europe. In cultures where health and wellness are prioritized, there is often a stronger preference for organic products. For example, in many Western countries, organic food is associated with a healthy lifestyle and environmental sustainability, which aligns with cultural values emphasizing individual health and ecological responsibility [31]. Similarly, in Poland, these motivations also dominate; however, specific factors, such as local cultural attitudes and economic constraints, shape consumer behavior uniquely. While pro-health attitudes are common across Europe, Polish consumers often prioritize affordability and local origin due to varying income levels and purchasing power. By contrast, consumers in Western European countries may focus more on sustainability and luxury, reflecting higher average incomes and stronger emphasis on ethical consumption. Economic conditions play a crucial role in shaping regional attitudes toward organic food. In wealthier regions, consumers are more likely to afford and prioritize organic products, whereas in less affluent areas, the higher cost of organic food can be a significant barrier [40]. Regions with higher levels of environmental awareness and activism tend to have more positive attitudes toward organic food. This is often seen in areas with strong environmental policies and education programs that promote sustainable practices [12]. In some cultures, traditional food practices and local food systems may either support or compete with the concept of organic food. For instance, in countries with a strong tradition of local and seasonal eating, organic food may be seen as an extension of these practices. Conversely, in regions where industrial agriculture is predominant, organic food might be perceived as a niche market [30].

Considering these factors, it becomes evident that the decision to buy organic food is the result of a complex process influenced by multiple socio-economic factors. On the basis of these findings, the following hypotheses were proposed:

H1.

There is a correlation between respondents’ altruistic-egoistic motives for buying organic food and their demographic and socio-economic characteristics.

H2.

There is a correlation between respondents’ hedonic (sensory) motives for buying organic food and their demographic and socio-economic characteristics.

H3.

There is a correlation between respondents’ pro-environmental attitudes toward organic food and their demographic and socio-economic characteristics.

H4.

There is a correlation between respondents’ pro-health attitudes toward organic food and their demographic and socio-economic characteristics.

H5.

There is a correlation between respondents’ pro-wellbeing attitudes toward organic food and their demographic and socio-economic characteristics.

3. Materials and Methods

The statistical analysis focused on identifying respondents’ motives and attitudes toward purchasing organic food, using data collected through questionnaire surveys. This method has also been applied in the many consumer studies [13,41,42,43,44,45,46,47,48,49]. The research included households from various regions of Poland, with respondents being individuals primarily responsible for food purchases within their families. Conducted in 2022, the study analyzed a total of 1020 interviews with organic food consumers. The survey items were adapted from Magnusson et al. [44] and consisted of three sections: the first focused on motives for purchasing organic food, the second on attitudes toward purchasing organic food, and the third on the socio-economic and demographic characteristics of the respondents.

The motives for purchasing organic food were assessed based on respondents’ evaluations of how important and sensible they perceived such purchases to be. A seven-point bipolar rating scale was employed, ranging from “very disadvantageous” (1) to “very advantageous” (7) and from “really unimportant” to “very important.” Respondents’ perceptions of the consequences of purchasing organic food were evaluated based on their assessments of the probability and importance of specific outcomes associated with such purchases. Additional questions included “Through organic food purchases, I am helping/I would help…” and “When/if you buy/bought organic food, how important is it to you that it would help…” Both probability and importance assessments utilized the same set of 17 potential consequences. Responses were recorded on seven-point non-polar scales, ranging from “totally improbable/unimportant” (1) to “very probable/important” (7), with a neutral midpoint option (4) representing an undecided stance [44].

The sampling method was non-random, employing a discretionary, purposive approach that specifically targeted organic food consumers. The sample was intentionally selected to include a diverse range of age groups and education levels. The largest group of respondents comprised individuals aged 21–50 with secondary or higher education. The survey population primarily consisted of families with one or two children under the age of six, with a higher representation of urban residents.

Structural equation modeling (SEM) was used to analyze the relationships between the variables included in the study. This technique was chosen for its ability to handle a multivariate approach. One advantage of SEM is its ability to combine multiple regression analysis with factor analysis. In addition to analyzing regression relationships concerning observable variables, SEM allows for the identification of latent factors and the assessment of whether the selected exogenous variables are appropriate for analysis. Relationship models were constructed between various variables selected from a survey questionnaire on consumer attitudes towards organic food. Both latent and observable variables were included in the models [50,51,52]. The relationships in the model are presented using (1) unidirectional arrows (indicating the influence of exogenous variables on latent variables) and (2) bidirectional arrows (which occur between exogenous variables, indicating their interdependence). The hierarchical structure of the model is three-level: exogenous variables (first level); latent variables, which mediate between exogenous variables and observable variables (second level); and observable variables (indicators), which are components of latent variables (third level). The goodness-of-fit indices of the proposed model constructs indicated that the models could be considered useful for mapping reality and providing a synthetic explanation of the relationships between variables.

The results of the study emphasize the multidimensional nature of the main latent variables, altruistic-egoistic and hedonic motivations (Figure 1), and pro-health, pro-environmental, and pro-wellbeing (Figure 2) attitudes related to the purchase of organic food. Each of these latent variables consists of several subdimensions that reflect the complex nature of the motivations being studied. The multidimensional structure of the latent variables was developed using factor analysis (principal component method, Varimax rotation), which allowed for the confirmation of the multidimensional structure of the variables and the identification of key subdimensions. Based on the fit indices, the validity of the proposed models was determined. Defining subdimensions for the latent variables increased both the theoretical reliability and the empirical validity of the SEM model. The results of the study were analyzed using IBM SPSS Amos v.29.3.

4. Results

The results obtained from the survey were checked for reliability and validity. The obtained values of reliability measures indicate that the research tool is highly reliable and consistent. The high Cronbach’s alpha (0.934), Armor’s theta (0.921), and Jöreskog’s rho (0.934) values confirm the reliability of the results, while the AVE value (0.640) indicates that the research tool effectively measures the phenomena under study, with a large amount of explained variance. An AVE value of 0.64 means that over 64% of the variance is explained by the latent variables, while less than 36% is attributed to errors. An AVE value above 0.5 is considered to indicate good convergent validity, meaning that the variables accurately reflect the construct they are intended to measure. Therefore, the results can be successfully used in research, as they provide reliable and valid data.

One of the aims of the study was to determine whether the proposed model (Figure 1), which assumes the existence of the identified constructs (buying motives), accurately represents the actual relationships between observable and latent variables. In line with the study’s objectives, it is also important to address the question: What motivates consumers to buy organic food? Figure 1 presents a path diagram illustrating the confirmatory factor analysis (CFA) model, which examines the relationship between respondents’ motives for purchasing organic food and their demographic and socio-economic characteristics.

The structure of the SEM model (Figure 1) presents a structural equation model (SEM) that analyzes the relationships between exogenous (independent) variables, latent variables, and observable variables. The model consists of two main latent constructs, altruistic-egoistic and hedonic, which are linked to various variables. The observable variables included in the latent variable “Altruistic-Egoistic” are: respect for animals, concern for the environment, the belief that organic food is safe for health, and concern for health. The latent variable “Hedonic” is composed of the following observable variables: the smell of organic food, appearance of organic food, and taste of organic food. The model also includes exogenous variables, which are: gender of the respondent, respondent’s education, average monthly food expenditure in the respondent’s household, average monthly expenditure on organic food in the respondent’s household, and average monthly income in the respondent’s household.

Measures of model fit to the empirical data indicate a good degree of fit. The value of the ?[sup.2]/df measure is close to the upper limit for well-fitting models (CMIN/DF = 4.259), which is a favorable result considering the model’s applicability. The RMSEA value of 0.111 suggests an average fit of the model to the data. However, when considering other fit indices, the model can still be regarded as acceptable. The regression and covariance relationships between respondents’ motives for purchasing organic food and their demographic and socio-economic characteristics are presented in Table 2 and Table 3.

The results of the structural equation modeling (SEM) analysis presented in Table 2 indicate no statistically significant relationship between the Altruistic-Egoistic variable and the respondent’s gender (C.R. = 1.063, p = 0.288), the respondent’s education level (C.R. = 1.232, p = 0.218), or the average monthly household income (C.R. = 1.383, p = 0.167). A statistically significant negative relationship is found between the Altruistic-Egoistic variable and the average monthly food expenditure in the household (C.R. = -6.971, p < 0.001). Higher food expenditures generally reduce altruistic-egoistic motives for purchase. A statistically significant positive relationship exists between the average monthly expenditure on organic food and the Altruistic-Egoistic variable (C.R. = 6.116, p < 0.001). Higher expenditures on organic food are associated with stronger altruistic-egoistic motives. The relationships for the Hedonic variable are positive and statistically significant in the case of the respondent’s gender (C.R. = 2.089, p = 0.037), the respondent’s education (C.R. = 3.286, p = 0.001), and the average monthly expenditure on organic food (C.R. = 2.656, p = 0.008). This means that the respondent’s gender, education level, and expenditure on organic food positively influence hedonic motives. A significant negative relationship is found between the Hedonic variable and the average monthly food expenditure in the household (C.R. = -5.751, p < 0.001), indicating that higher food expenditures reduce hedonic motives. No statistically significant relationship is observed between the average monthly household income and hedonic motives (C.R. = -1.718, p = 0.086).

Table 3 presents the interrelationships between demographic and economic variables. The respondent’s gender shows a statistically significant positive relationship with the respondent’s education level (C.R. = 3.823, p < 0.001). This means that gender is associated with level of education. For example, women may more frequently have a higher level of education in the studied sample.

The respondent’s gender does not show a statistically significant relationship with monthly food expenditure (C.R. = -0.482, p = 0.629) or monthly expenditure on organic food (C.R. = -0.151, p = 0.880). However, gender shows a statistically significant negative relationship with monthly household income (C.R. = -2.578, p = 0.010). This may suggest that, in the studied sample, women may be associated with households that have a lower average monthly income compared to men. Regarding the respondent’s education, a statistically significant negative relationship can be observed with monthly food expenditure (C.R. = -6.452, p < 0.001), monthly expenditure on organic food (C.R. = -2.832, p = 0.005), and monthly household income (C.R. = -7.983, p < 0.001). The statistical measures also indicate that a higher level of education may correlate with higher general food expenditure, which is associated with higher expenditure on organic food (C.R. = 6.305, p < 0.001).

In summary, the research results presented in Table 2 and Table 3 indicate that average monthly food expenditure in the respondent’s household and average monthly expenditure on organic food in the respondent’s household influence altruistic-egoistic motives. Average monthly food expenditure in the respondent’s household influences hedonic motives. A covariate relationship between education and gender of the respondent is shown, as well as covariate relationship between average monthly food expenditure in the respondent’s household and the respondent’s level of education. In addition, the analysis shows a covariate relationship between average monthly food expenditure, average monthly organic food expenditure, and average net household income.

The second key question addressed in the study was to determine the importance of the pro-environmental, pro-health, and pro-wellbeing attitudes of organic food consumers. The primary variables related to respondents’ attitudes were subjected to factor analysis. As a first step, in order to verify the appropriateness of the choice of the factor analysis model as a method for analyzing the collected data, Bartlett’s test of sphericity and the Kaiser–Meyer–Olkin (KMO) statistic were calculated. For the 17 variables analyzed, the Bartlett’s sphericity test was 13,540.678 (approximate ?[sup.2]) with 120 degrees of freedom and a p-value < 0.001, while the KMO coefficient was 0.890. Thus, the high values of both measures indicate that it is possible to isolate common factors that determine the attitudes of organic food consumers and thus factors that will be clearly interpretable (Table 4).

The attitudes toward purchasing organic food adopted in the SEM modeling are multidimensional and, for the purposes of this analysis, have been divided into three main categories:

-Pro-environmental attitudes: these focus on environmental concerns, reflecting altruistic values where consumers are driven by benefits to the environment.

-Pro-health attitudes: these emphasize health benefits for the consumer and their family, reflecting egoistic values.

-Pro-wellbeing attitudes: these encompass a holistic focus on improving the environment, enhancing living conditions, promoting personal and family health, and ensuring ethical responsibility.

The exogenous variables included in the SEM model are the respondent’s gender, education, income, total food expenditures, and expenditures on organic food. In further investigation, a model was proposed assuming the existence of a relationship between the three variables determining consumer attitudes in relation to their demographic and socio-economic characteristics (Figure 2).

The constructed model of the relationship between respondents’ attitudes toward purchasing organic food and their demographic and socio-economic characteristics can be considered a good fit to the data (CMIN/DF = 3.212; RMSEA = 0.091; NFI = 0.989; CFI = 0.992; NFI = 0.989; CFI = 0.992). The results mean that there is a positive and statistically significant relationship between the gender of the respondent and altruistic-egoistic motives, indicating the health-promoting qualities of these foods (Table 5).

Table 5 presents the regression of dependent variables (pro-environmental, pro-health, pro-wellbeing) in relation to various predictors (gender, education, food expenditure, etc.). The obtained statistical measures indicate that pro-environmental attitudes are statistically significantly associated with the respondent’s gender (C.R. = -1.418, p = 0.156) and average monthly household income (C.R. = 4.712, p < 0.001). Slightly weaker relationships (p < 0.1) are observed between pro-environmental attitudes and average monthly food expenditure in the household (C.R. = 1.659, p = 0.097) as well as average monthly expenditure on organic food (C.R. = 1.653, p = 0.098).

No statistically significant relationships are found between pro-environmental attitudes and gender (C.R. = -1.418, p = 0.156) or the respondent’s education (C.R. = 1.588, p = 0.112). Statistically significant relationships are observed between pro-health attitudes and both gender and education. The statistical measures for gender and education in relation to pro-health attitudes are as follows: C.R. = 4.069, p < 0.001 and C.R. = 3.613, p < 0.001, respectively. Pro-wellbeing attitudes are statistically significantly associated with the average monthly household income (C.R. = 3.818, p < 0.001), indicating that higher income fosters pro-wellbeing attitudes. A weaker but statistically significant relationship (p < 0.1) is observed between pro-wellbeing attitudes and average monthly food expenditure in the household (C.R. = -1.686, p = 0.092). No statistically significant relationships are found between pro-wellbeing attitudes and the respondent’s gender or education.

In summary, the research results presented in Table 2, Table 3, Table 4 and Table 5 allow for the positive verification of the proposed hypotheses.

5. Discussion

Analysis of the study results revealed significant correlations between altruistic-egoistic motives for purchasing organic food and the demographic and socio-economic characteristics of consumers. Both average monthly food expenditure and household spending on organic food were found to significantly influence these motives. Consumers with higher spending on organic food exhibited stronger altruistic-egoistic motivations, such as environmental concerns and personal health considerations. Additionally, average monthly household spending on food was shown to have a significant impact on hedonic motives. Consumers who allocated more financial resources to food were less focused on sensory attributes such as taste and appearance. This suggests that individuals with higher overall spending on food were less demanding when it came to the sensory qualities of organic products.

This study’s results align with several key findings in the field of consumer behavior and organic food purchasing, particularly in terms of the relationship between socio-economic characteristics and consumer motivations. For example, similar to previous research, we found that consumers with higher income and education levels are more likely to purchase organic products, which supports the notion that socio-demographic factors significantly influence organic food consumption patterns. Factors such as economic value, emotional value, social value, and perceived behavioral control significantly influence consumers’ intentions to purchase organic food [53]. Consumers are more willing to pay a higher price for organic food because of its perceived health benefits, freshness, and unprocessed nature [54]. Sensory attributes, such as taste, play a key role in consumer preference for organic products [55]. In addition, psychological factors, such as willingness to pay (WTP) and previous experience, play a key role in the purchase of organic foods based on consumers’ environmental awareness [56].

However, there are some differences in our findings compared to earlier studies. Some studies [15] have indicated that environmental concerns are the most prominent motivation for purchasing organic food. Czudec [22] highlighted that the importance of locally sourced organic food is closely tied to altruistic motives, reflecting consumers’ awareness of the needs of others and their commitment to caring for the environment. Moreover, consumers’ intentions to purchase organic products are positively influenced by both internal factors, such as attitudes and health consciousness, and external factors, including social norms and environmental concerns [57]. Consumer attitudes toward organic food are shaped by a combination of altruistic and egoistic motivations, with altruistic considerations such as improving the environment and supporting local producers having a stronger impact than egoistic aspects [58]. Our results suggest a more complex interplay between environmental, health, and wellbeing attitudes. In our study, pro-health and pro-wellbeing attitudes appeared to play a more central role in shaping consumers’ purchasing decisions, which might reflect the growing emphasis on health consciousness in Poland. This suggests that both self-oriented and socially-oriented values play a critical role in driving the decision to purchase organic products.

Existing theories often emphasize the direct link between socio-economic factors (such as income and education) and consumer attitudes toward organic food. Our study adds nuance to this relationship by highlighting how these factors are intertwined with other motivations. This extended understanding challenges some of the traditional assumptions in the literature, where economic and environmental motivations are often seen as separate. Our findings suggest that a more integrated approach, which considers multiple motivations simultaneously, is necessary to capture the complexity of consumer behavior in the organic food market. The analysis of the results revealed a significant covariate relationship between education level and respondent gender, indicating that women are more likely to have higher levels of education than men. This finding may reflect broader societal trends where women are increasingly achieving advanced educational qualifications, which, in turn, may shape their attitudes and consumer behaviors, including their likelihood to purchase organic food. Additionally, the study confirmed a significant covariate relationship between average monthly food expenditure and respondents’ level of education. Individuals with higher education levels tended to spend more on food, likely linked to higher incomes and greater awareness of the health and environmental advantages of buying organic food.

The attitudes toward purchasing organic food were categorized into three main dimensions: pro-environmental, pro-health, and pro-wellbeing. The proposed model illustrated the relationships between these attitudes and the demographic and socio-economic characteristics of consumers. Women demonstrated stronger health-promoting motives compared to men, which may be attributed to their heightened concern for health and proactive measures to enhance wellbeing. Respondents with higher education levels and greater spending on organic food exhibited more pronounced pro-health attitudes, underscoring the critical influence of education and food expenditure on health consciousness and consumer preferences. Average monthly household income emerged as a determinant of pro-environmental, pro-health, and pro-wellbeing attitudes. Higher income enables increased spending on organic and higher-quality products, fostering the development of pro-environmental and pro-health attitudes. This underscores the interconnectedness of income levels, spending capacity, and the adoption of sustainable and health-conscious consumer behaviors.

The findings of this study align with prior research, confirming that demographic and socio-economic characteristics significantly influence the purchase motives for organic food, although the degree and nature of this influence can vary across contexts. Consumer age has generally been found to affect purchasing intentions for organic food [32,59], although some studies have reported no such relationship [60]. Regional studies, such as those conducted in Serbia and Turkey, highlight the close association of factors like age, education, and marital status with organic food purchasing behaviors [8,61,62]. The influence of education appears to be particularly variable. While several studies suggested that higher education levels positively impact organic food purchases [56], others found no significant relationship [8,60]. A general pattern emerges that older age groups, higher levels of education, and specific employment status are associated with increased organic food consumption. Conversely, factors such as gender and income often show less consistent effects on purchasing behavior [8].

The growth of the organic products market is also influenced by differences in purchasing power. High prices for organic products in Central and Eastern Europe pose a challenge for consumers, where the average per capita income is significantly lower than in Western Europe [63]. Examples of countries with the highest shares of organic products in retail sales include Denmark, Austria, and Germany. In these countries, per capita spending on organic products in 2022 amounted to €383.6, €268.3, and €190.8, respectively. In comparison, in Central and Eastern Europe, the share of organic products in retail sales ranges from only 0.2% in Romania to 0.6% in Poland [64]. This reflects limited purchasing power and low levels of consumer awareness. Central and Eastern Europe continue to face economic, administrative, and awareness-related barriers. The development of the organic sector in this region requires more intensive political support and consumer education, as well as increased investment, educational campaigns, and improved implementation of EU policies. Central and Eastern Europe thus face significant challenges in the organic agriculture sector, but it also has immense potential. Effective use of EU funds, improved infrastructure, and increased consumer awareness could contribute to the sustainable development of this sector. Future differences between regions will depend on the scale and effectiveness of political and economic measures undertaken.

In conclusion, while demographic factors provide important context for understanding organic food purchasing decisions, consumer motivations—such as health, environmental concerns, and altruistic or hedonic considerations—are the primary determinants shaping purchasing behaviors for these products.

The differences between our study and previous research may also reflect the methodological approaches employed. For example, the use of purposive sampling in our study may have led to a more specific profile of organic food consumers, whereas other studies may have used more general or random sampling techniques, leading to different insights. Additionally, the cultural context of our sample, which is primarily based in Poland, could further explain some of the divergences in findings.

Overall, this study extends existing theories by providing a more holistic view of the relationship between consumer motivations and socio-economic characteristics, suggesting that these motivations are not isolated but interact in a way that requires more complex models to fully understand. We also challenge some traditional perspectives by illustrating the importance of integrating multiple motivations, which could lead to more effective strategies for targeting organic food consumers in diverse markets.

The findings have significant theoretical implications, particularly for theories of consumer attitudes and motives within the context of organic food consumption. The results demonstrate that consumer attitudes and motives are inherently multidimensional, influenced by a combination of economic factors (e.g., income, expenditure) and demographic characteristics (e.g., education, gender). This highlights the need for theoretical models to incorporate diverse consumption motives, including altruism, selfishness, hedonism, and sensory sensitivity. The unique contributions of the study lie in its integration of multidimensional categories (altruistic-egoistic, hedonic, pro-environmental, pro-health, and pro-wellbeing) with socio-economic factors, offering a comprehensive framework to understand consumer behavior. This approach enriches theoretical models by linking diverse motivational patterns with demographic and economic determinants, thus advancing the field of consumer behavior research. The research also contributes to a deeper understanding of the mechanisms driving pro-environmental behavior. The strong relationship between pro-environmental attitudes and variables such as income level and education underscores the importance of including these factors as key determinants in theories of consumer behavior, particularly in the context of altruistic decision-making. These insights provide a foundation for refining existing models and developing more comprehensive frameworks that reflect the complex interplay of economic and demographic influences on consumer motivations.

From a practical perspective, the findings of this study offer valuable insights for organic food producers, marketers, and policymakers, providing recommendations for marketing strategies, product positioning, and consumer communication. The research highlights that understanding consumers’ motivations and attitudes, as well as the relationship between their demographic characteristics and spending, can inform targeted groups to meet the needs of diverse consumer segments while promoting healthy and sustainable consumption patterns. For producers and marketers, the results suggest opportunities to refine market segmentation and develop tailored marketing campaigns. For instance, recognizing that higher income and higher education consumers are more likely to purchase organic products, strategies can focus on emphasizing premium quality, health benefits, and environmental sustainability to appeal to these segments. Sensory-focused messaging—such as taste and freshness—can attract consumers with hedonic motivations. Policymakers can leverage these findings to design educational initiatives that promote sustainable consumption behaviors and healthy lifestyles. The observed influence of education on attitudes and purchasing motives underscores the importance of integrating sustainability and nutrition-focused content into school curricula and creating public awareness campaigns targeting adults. By aligning marketing efforts and policy interventions, these approaches can foster an environment that encourages both sustainable production and conscious consumption of organic products.

At the same time, the research has limitations that should be considered. The use of purposive sampling may constrain the generalizability of the findings to broader populations, as the results may not fully represent different social groups, geographic regions, or cultures. The data collection process, primarily based on self-reported questionnaires, carries the potential for response bias. Participants may have been influenced by social desirability, leading them to report motivations that align with socially acceptable behaviors rather than their true attitudes or purchasing patterns. This could impact the accuracy of the conclusions drawn from consumer attitudes. The cultural and regional specificity of the sample (Poland) poses challenges to the universality of the conclusions in other contexts. Polish consumers’ attitudes toward organic food may be influenced by unique cultural, economic, and historical factors, such as local culinary traditions, income disparities, and the relatively recent development of the organic food market compared to Western Europe. In cultures where organic food consumption is more deeply rooted or where consumer priorities differ significantly, the identified motivations may not fully align. Exploring these implications can enrich our understanding of the global organic food market and enhance the relevance of the study for diverse cultural contexts.

Future research should aim to replicate and compare these findings across different regions to assess the extent to which the identified patterns are universal or context-specific. Such efforts would contribute to a more comprehensive understanding of organic food consumption, supporting both theoretical development and practical applications in international markets. Longitudinal studies could also provide deeper insights into the dynamics of consumer motivations, capturing how attitudes and preferences evolve over time. Additional factors, such as psychological and social influences, could be integrated into the analysis to create a more holistic understanding of consumer decisions.

In conclusion, the research provides valuable information on the relationship between demographic and socio-economic characteristics and motives for purchasing organic food. Despite the limitations, these findings can provide a basis for further research and the development of effective marketing strategies and activities to promote healthy and sustainable consumption. It is worth continuing research in this area to better understand long-term trends in consumer behavior and their implications for the organic food market, as well as for public health and the environment.

6. Conclusions

The study provides valuable insights into the relationship between altruistic-egoistic and hedonic motives for food purchases and the demographic and socio-economic characteristics of respondents. The results indicate that average monthly expenditure on food, especially organic food, has a significant impact on consumers’ motivation for purchasing organic food. Three main categories of consumer attitudes toward organic food were identified: pro-environmental, pro-health, and pro-wellbeing. Relationships between motives, attitudes, and consumers’ demographic and socio-economic characteristics were confirmed to be statistically significant. The main conclusions are as follows:

1. Average monthly food expenditure, particularly on organic food, significantly influences altruistic-egoistic motives. This demonstrates a dualistic nature where consumers simultaneously aim to care for the environment and seek pleasure from high-quality products.

2. Food expenditures correlate with sensitivity to sensory aspects, such as taste and appearance, as confirmed by statistical analysis.

3. A positive correlation exists between average monthly household food expenditure and education level. This suggests that education fosters greater awareness and interest in healthy lifestyles, resulting in increased spending on organic food.

4. Three categories of consumer attitudes towards organic food were identified—pro-environmental, pro-health, and pro-wellbeing. These categories reflect diverse motives and values influencing purchasing decisions.

5. A significant positive relationship is observed between gender and pro-health attitudes, with women demonstrating stronger pro-health motives. This may stem from their greater concern for health and a proactive approach to health-promoting behaviors.

6. A higher level of education is associated with stronger pro-health attitudes. This underscores the role of education in fostering health awareness and promoting healthy lifestyles.

7. Average monthly household income emerged as a critical determinant of pro-environmental and pro-health attitudes. Higher income enables consumers to make informed choices, considering both egoistic and altruistic motives, highlighting the economic dimensions of consumer behavior.

In conclusion, this study highlights the critical role of organic food in promoting sustainable development by addressing environmental, health, and ethical concerns, while also offering valuable theoretical contributions to consumer behavior research and practical insights for marketing strategies and public policies aimed at fostering healthier, more sustainable consumption patterns.

Author Contributions

Conceptualization, D.J., M.G.-R., and M.G.-B.; methodology, D.J., M.G.-R., and M.G.-B.; software, D.J., M.G.-R., and M.G.-B.; validation, D.J., M.G.-R., and M.G.-B.; formal analysis, D.J., M.G.-R., and M.G.-B.; investigation, D.J., M.G.-R., and M.G.-B.; resources, D.J., M.G.-R., and M.G.-B.; data curation, D.J., M.G.-R., and M.G.-B.; writing—original draft preparation, D.J., M.G.-R., and M.G.-B.; writing—review and editing, D.J., M.G.-R., and M.G.-B.; visualization, D.J., M.G.-R., and M.G.-B.; supervision, D.J., M.G.-R., and M.G.-B.; project administration, D.J., M.G.-R., and M.G.-B.; funding acquisition, D.J., M.G.-R., and M.G.-B. All authors have read and agreed to the published version of the manuscript.

Institutional Review Board Statement

Ethical review and approval were waived for this study due to the fact that data were collected anonymously and no personal identifiable information was gathered.

Data Availability Statement

The datasets utilized in this study are available from the corresponding author upon reasonable request.

Conflicts of Interest

The authors declare no conflicts of interest.

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Figures and Tables

Figure 1: Model of the relationship between respondents’ motives for purchasing organic food and their demographic and socio-economic characteristics. Source: Author’s study using IBM SPSS AMOS v.29. ?[sup.2] = 166.109; df = 39; p-value = 0.000; CMIN/DF=4.259; RMSEA = 0.111; NFI = 0.843; CFI = 0.951. [Please download the PDF to view the image]

Figure 2: A model of the relationship between respondents’ attitudes toward buying organic food and their demographic and socio-economic characteristics. Source: Author’s study using IBM SPSS AMOS v.29. ?[sup.2] = 9.635; df = 3; p-value = 0.022; CMIN/DF = 3.212; RMSEA = 0.091; NFI = 0.989; CFI = 0.992. [Please download the PDF to view the image]

Table 1: Comparison of consumer motives and attitudes for purchasing organic food.

Source: Own elaboration.

Table 2: Regression relationships between respondents’ motives for purchasing organic food and their demographic and socio-economic characteristics.

***—p = 0.001. Source: Author’s study using IBM SPSS AMOS v.29.

Table 3: Covariate relationships between demographic and socio-economic characteristics of respondents.

***—p = 0.001. Source: Author’s study using IBM SPSS AMOS v.29.

Table 4: Matrix of rotated components.

Source: Author’s study using IBM SPSS AMOS v.29.

Table 5: Regression relationships between respondents’ attitude toward purchasing organic food and their demographic and socio-economic characteristics.

***—p = 0.001. Source: Author’s study using IBM SPSS AMOS v.29.

Author Affiliation(s):

Department of Market and Consumption, Institute of Economics and Finance, Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn, 10-719 Olsztyn, Poland; malgo@uwm.edu.pl (M.G.-R.); margrzyb@uwm.edu.pl (M.G.-B.)

Author Note(s):

[*] Correspondence: dominika.jakubowska@uwm.edu.pl

DOI: 10.3390/agriculture15010050