Zachowania nabywcze pokolenia Z na rynku żywności tradycyjnej – wpływ wybranych cech socjodemograficznych

The traditional food market is a promising market and its position is expected to grow over a few years to come. Traditional food is positively perceived by consumers, mainly due to its quality characteristics. A review of the literature clearly shows that belonging to a particular generation (X, Y or Z) determines, among other things, the shopping approach, the way of shopping. Consumers from Generation Z declare purchasing traditional food, but their knowledge of it is superficial. The aim of the study was to identify the sociodemographic characteristics of purchasing behaviours of Generation Z representatives in the traditional food market. A diagnostic survey was conducted among 347 representatives of Generation Z. The indirect interview technique with authors' own online survey questionnaire (CAWI) was applied. The findings of the research provided detailed information based on which the importance and influence of selected sociodemographic characteristics on the purchasing behaviours of Generation Z representatives were established. Gender, place of residence and declared lifestyle differentiated the respondents' food choices. Gender had a major influence on food choice behaviour. On the other hand, taste of the product was the most significant food choice factor. The importance of health, environmental or economic values concerning this product category should be the object of educational and promotional activities.