What are the purchase motives for plant-derived unprocessed and minimally processed food in Poland?

This article aimed to identify the purchase motives for plant-derived unprocessed and minimally processed foods (UMPF) by individual buyers in Poland, considering their gender and age, and to segment these motives. The research was conducted on a sample of n = 1,000 using a survey method, with the CATI technique. However, the study of UMPF purchase motives could include a sample of n = 875 respondents who purchase UMPF. Relevant explanations are provided in the executive summary and methodology. Data was subjected to quantitative analyses. The methods used were mean score analysis, comparative analysis, Pearson's chi2 independence test, V-Cramer's contingency coefficient, and exploratory factor analysis. Four research hypotheses were verified. As a result of the analyses, it was proven that three groups of motivators shape the motivation to purchase UMPF: health-promoting factors (of greatest importance), pragmatic factors (of moderate importance), and marketing factors (of least importance). In addition, both the gender and age of respondents were shown to significantly differentiate the motives for purchasing UMPF. The results of factor analysis, however, revealed different structures of latent factors determining purchase motivations according to gender and age, which made it possible to distinguish two main segments of consumers with similar hierarchies of motives: the first, including women and post-working-age people, and the second, including men and people of working age. The results obtained can be used to develop social campaigns to promote UMPF consumption.