Influence of Worldview Factors on Food Consumers’ Purchasing Decisions

In times of hyper-competition in the food market, monitoring and understanding the motives behind consumer decisions is becoming an important factor in building a company’s competitive advantage. Today’s poultry meat market is an interesting example of an area in which – in addition to classic factors influencing the purchase of food products such as price, quality or brand – ideological factors play a special role. This article and the research conducted for it aimed to investigate what factors, and in particular what beliefs and values, influence consumers’ decisions related to the purchase of poultry meat. A questionnaire survey was conducted among 1180 poultry consumers nationwide. The results obtained can be applied and provide food producers with important information related to real consumer needs and concerns.