Customer Preferences for Organic Agriculture Produce in the Czech Republic: 2016 and 2019

The article analyses the customer attitude towards the qualities and benefits of organic agriculture production for farmers and customers in the Czech Republic, comparing the situation in 2016 and 2019. More than 2500 respondents were subject to the marketing research in the years 2016 and 2019. The data were processed using correspondence analysis and logistic regression. The research study shows that the number of respondents who consider organic food is growing; at the same time, there is a rather large share of consumers who believe organic food to be of better quality. The results show a favourable change in the popularity of organic food. While, in 2016, the main decisive factor in shopping for organic food was its price, in 2019, the main criterion, for the respondents, was quality, with the criterion of price being complemented by the perception of organic food as healthier than conventional food. At the same time, it was established that, the amount spent on organic food in 2019 was higher than that in 2016. This finding was in positive correlation with the increase in respondents’ income. For farmers, organic farming is a promising alternative to conventional agriculture due to a rising demand for organic produce