Abstract:

The consumption of organic food, considered to be safe and limiting the bad influence on the environment, is conditioned by different factors that change over time. We may notice especially dynamic changes in the motivations and attitudes of consumers who are characterized by a positive approach towards organic food. The aim of this article is to show how the consumers of organic food differ from people who do not consume such food (non-consumers) in terms of socio-demographic factors, pro-health attitudes, perception of food as the source of pleasure and social process, as well as the level of e-health literacy and well-being (subjective and food-related). For that purpose, a quantitative research was performed on a sample of 1,067 consumers, out of whom 28.2% were regular organic food consumers.

In the light of the results, it was decided that the consumers of organic food are more interested in the pro-health, social, and hedonistic approach to food than non-consumers. They also show a higher level of e-health literacy what may suggest that they are aware consumers. Regular consumption of organic food results in higher levels of subjective well-being and food well-being.