The following paper presents results of the research accomplished in order to identify – amidst the Polish purchasers of food products – motivations shaping the eco-consumption and to determine relations between those motivations and psychographic characteristics modelling the nutritional behaviour. The research was carried out in SE Poland, using a direct interview method. Amidst the consumers declaring themselves eco-consumers, the half were those who chose eco-consumptions for health reasons. A type of the consumer being mature as regards dietary behaviours predominates in two groups of eco-consumers: a group of those being health-motivated and a group of those having futuristic motivation. Two types of the consumer represent an ecological motivation for eco-consumption: sceptic and traditionalist. Amidst the economically and qualitatively motivated eco-consumers, those persons prevailed who were classified as people with a careless (thought-free) style of behaviour.
organic food, psychographic profile, motives for eco-consumption