Abstract:

The growing interest of consumers in organic products means that there is a need to take a different look at customer loyalty, and in particular at the factors that determine it. Undoubtedly, many determinants influence the building of loyalty. It is therefore necessary to get to know them in the area of ​​customer loyalty towards organic products and points of sale of organic food. Recognizing the needs and expectations of consumers is an important element in building the competitive advantage of enterprises operating on the organic products market, which translates into their success. The research procedure used the literature on the subject to obtain information on existing studies, data from Eurostat, FIBLi IFOAM databases, as well as data collected by IJHARS showing the state of development of the organic market in the time range of 2004-2022 and presented the results of own research conducted among consumers of organic food products from the Lubuskie Voivodeship. The conducted research shows that customer loyalty results from positive experiences with organic food products, as well as points of sale of food, which correlates with their high trust. Who are inclined to recommend both the offer and the points of sale of organic food.