CONSUMER INVOLVEMENT IN THE PURCHASE OF FOOD PRODUCTS AND THE WILLINGNESS TO GENERATE FEEDBACK THROUGH WORD-OF-MOUTH COMMUNICATION
Abstract
The aim of this article was to investigate whether involvement in the food product purchase influences the tendency to generate messages on such products through word of
mouth communication. The study was carried out in August 2015 on a representative group of 1,000 adult Polish consumers aged 15–50 years using CAWI method. Results indicate
that food category is not highly engaging. The tendency to generate both positive and negative feedback increase together with the commitment to purchase increase, whereby
consumers are far more likely to recommend food products, rather than discourage from their purchase.
Keywords
involvemen; word of mouth; WOM; consumer; purchase
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