Abstract:

The promotion of traditional food is becoming an increasingly significant practice/initiative in the EU, in line with sustainable development. These issues are regulated by EU legislation. The aim of this article/paper is to analyse the legal and social aspects of promotion of traditional food products in Poland. The research used the method of qualitative analysis of source and secondary materials and a survey in the X and Y generation group. The results reveal that the respondents are attached to traditional patterns of behaviour and are interested in the products in question. The specificity of promotional activities in the analyzed area results from the correlation of following elements: product characteristics, consumer preferences and legal regulations. A particularly important observation is the lack of identification of health value with the quality of a traditional product in the studied group. The subject requires further comparative empirical research.