Financial and marketing purchase conditions of organic baby food

PURPOSE: The aim of this study is to present and evaluate the attitude of Polish parents towards the purchase of organic food for babies, particularly including the impact of VAT on their purchases.DESIGN/METHODOLOGY/APPROACH: The study used the method of survey research with the use of an online questionnaire. The results were statistically analyzed and subjected to the chi square test.FINDINGS: As a result of the conducted research, the most important conditions, shopping habits, motives and attitudes of parents towards ready-made baby products available in Polish stores were revealed.PRACTICAL IMPLICATIONS: The results of the study could be useful for suppliers of organic food for babies in Poland in introducing marketing strategy. It could be also useful for government when creating new rates for VAT.ORIGINALITY/VALUE: The level of knowledge of Polish parents regarding the labeling of organic food was also revealed. The attitudes of Polish parents towards the purchase of organic food dedicated only to infants were presented and assessed. Parents expressed their views on the current and preferred VAT rate for baby food products.peer-reviewe