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Purpose: The aim of the study was to diagnose attitudes and consumption behaviors among 8 the young adults, regarding food consumption in Poland. 9 Design/methodology/approach: 483 respondents took a part in the research. They were 10 students of three Cracovian universities, representing all voivodships in Poland. The research 11 instrument consisted of two types of questions: traditional closed survey questions and a series 12 of projection questions, based on fictional characters, which the respondents had to assess and 13 determine the degree of identification with the attitudes and behaviors described. 14 Findings: The research revealed some akrasia. The relatively high level of awareness regarding 15 the effects of unsustainable production and consumption of young adults did not translate into 16 consumption behavior of a sustainable nature. The curiosity regarding origin of the product and 17 its composition turned out to be low, as was the feeling of responsibility for their own decisions. 18 There was a tendency to expect the transition of responsibility to food producers and the 19 institutional environment. Young adults pay special attention to food prices and easy access to 20 shopping. Local marketplaces are a niche shopping place. The majority of food is purchased in 21 large-area stores, where consumers are not informed about the place of origin of food. 22 The respondents group is characterized by high outside-diagonality, solutions forcing more 23 sustainable behavior, for example, the payment for plastic bags, the need for recycling of waste 24 meet with wide acceptance. 25 Originality/value: The research revealed enforcing proecological behaviors by institutions 26 seems to be a more effective than building consumer awareness. 27

Young adults in Poland – the coming of age of a generation of responsible food consumers?