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Author(s): Renata Pejas-Matysik, Monika Szafrańska, Andrzej Krasnodębski

Title: Prosumer attitudes as a new component of consumer behaviour on the food market

Source: International Scientific Days 2016. The Agri-Food Value Chain: Challenges for Natural Resources Management and Society

Document Type: Scientific paper

ISBN: 978-80-552-1503-7


Publisher: Slovak University of Agriculture in Nitra

PY, pages: 2016, 812-819

Published on-line: 2016-06-24

Language: eng

Abstract: The main objective of the study was to identify signs of prosumer attitudes of food products consumers. In recent years a dynamic changes in consumers behaviour has been observed. Consumers of the XXI century are active representatives of the demand side, who find themselves quite comfortable in extensive world consumption. They also turned from the passive clients into a well-informed in the market offer consumers. The increase of knowledge and consumers awareness is the result of the rapid development of technology, in particular common access to the Internet. Consumers also engage themselves in cooperation with the producers. Active attitude of the consumers to co-creation of the market offer nowadays is defined as the phenomenon of prosumption. Consumers, previously passive recipients of the product manufactured by the company, take over part of the product development process on themselves. On the other hand, producers through communication with consumers, encourage them to introduce their ideas. An important aspect of accompanying these relations is partnership cooperation.

Keywords: prosumption, consumer behaviour, food market

JEL Classification: D19, M39

Rights: Open Access :: Creative Commons Attribution 4.0 Licence
Creative Commons License
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution 4.0 International License.