Cross-Border Shopping on the European Union Fast-Moving Consumer Goods Market: Determinants of Lithuanian Shoppers’ Behavior in Poland

Abstract

The sustainable economic development of a country or region can be encouraged by cross-border trade as it enables transnational cooperation and encourages entrepreneurs to search for more innovative and socially responsible practices. The Fast-Moving Consumer Goods (FMCG) sector was chosen for the research, as consumers purchase and use or consume these products frequently as they satisfy continuous consumer needs. The research supplements the scientific discussion on cross-border shopping and trade by presenting the research results from the Lithuania–Poland border region. The aim of the article is to identify the factors encouraging and suppressing Lithuanian customers shopping for FMCG in Poland. A questionnaire survey was provided in Poland and Lithuania by interviewing Lithuanians shopping for FMCG, and logistic regression was used. Key determinants of Lithuanian shopping behavior in the Polish FMCG market were established, i.e., economic and regional factors, income level, and professional activity. Finally, based on the research results, a model of Lithuanian consumer behavior in the cross-border FMCG market in Poland was composed and might be used and practically applied by local authorities and businesses to manage customer flows.