<p><strong>Theoretical background</strong>: The basis for developing a company's pricing strategy is information on consumers' willingness to pay (WTP). In order to properly estimate the demand for the products offered, it is necessary to understand the reactions of consumers to different price levels of goods. Research on WTP has been developing dynamically in the international arena for over a decade. The concept of WTP as presented in the article, a concept which may support decisions concerning pricing policy and influence the earnings of entrepreneurs, is rarely discussed in Polish publications.</p><p><strong>Purpose of the article</strong>: Based on the analysis of the literature, the article attempts to answer the question of whether, if buyers are willing to pay a higher price for certain characteristics of food products, WTP is an important predictor of consumers' purchase decisions.</p><p><strong>Research methods</strong>: The article contains studies of Polish and world literature in the field of the development and application of WTP in the context of food consumer products.</p><p><strong>Main findings</strong>: Consumers will most likely accept a higher price if they perceive that the value of a particular characteristic of the product distinguishes it from conventional goods. This means that it is not the price but the WTP that determines the decision to buy a food product. The relationship between value and price, and thus WTP, is crucial in the process of forecasting consumer choices.</p>

No abstract

Lifestyles in modern society and their impact on the market behaviour of the young consumersIn modern society one of the basic goals of human life is to continually make and spend money. Young consumers, as people brought up under the conditions of this process formed their own market behavior and determined a certain lifestyle. In this article, the author presents the relationship between the current life styles in contemporary society and the behaviour of young people in the market. Observation of the behaviour of the older generation by the representatives of the Y generation and the changes taking place on the market as a result of globalization have resulted in the formation of two different directions in the patterns of the consumption of young people. It can be observed that there are selfi sh consumers on the one hand and altruistic consumers on the other hand, who behave according to assumptions of sustainable consumption. This study focuses on the presentation of the second type of young consumers. They were indicated for their subgroups and assigned to appropriate consumer trends and to the lifestyle related to their behaviour.

Skłonność do płacenia za produkty społecznie odpowiedzialne i postrzeganie ich wartości-wpływ postaw i znaczenia sprawy społecznej