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Typology of Polish Consumers in Regard to their Sustainable Behaviour

Author

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  • Jadwiga Stobiecka

    (Cracow University of Economics)

Abstract

The article discusses some aspects of the theoretical and methodological problems of measurement and analysis of sustainable consumer behaviour in Polish conditions. It makes an attempt to identify consumer groups representing similar behaviours in this area. The author focuses on environmental, health-related, legal and local dimensions. All the four dimensions are represented by the same number of indicators –items in a Likert scale. The presented results refer to two models of confirmatory factor analysis, with attention given to 4 latent variables. A model which fits the data well is the one with 8 indicators. The use of a model with 12 indicators does not bring fully satisfactory results.The use of a model with 12 indicators does not bring fully satisfactory results. In order to isolate the homogeneous groups of consumers, k-means cluster analysis was performed three times - twice the arithmetic means obtained for each of the four dimensions were used (they were calculated on the basis of three or two observable variables), the third analysis took into account principal components. Eight observable variables were reduced to four continuous variables. In the next step, relatively homogeneous clusters were identified. Each time two clusters were obtained which differentiate all the 4 variables (at the level of at least p

Suggested Citation

  • Jadwiga Stobiecka, 2017. "Typology of Polish Consumers in Regard to their Sustainable Behaviour," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 121-130, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2017:i:1:p:121-130
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    References listed on IDEAS

    as
    1. Jeffery Bray & Nick Johns & David Kilburn, 2011. "An Exploratory Study into the Factors Impeding Ethical Consumption," Journal of Business Ethics, Springer, vol. 98(4), pages 597-608, February.
    2. Roberts, James A., 1996. "Green Consumers in the 1990s: Profile and Implications for Advertising," Journal of Business Research, Elsevier, vol. 36(3), pages 217-231, July.
    3. Webb, Deborah J. & Mohr, Lois A. & Harris, Katherine E., 2008. "A re-examination of socially responsible consumption and its measurement," Journal of Business Research, Elsevier, vol. 61(2), pages 91-98, February.
    4. Sudbury-Riley, Lynn & Kohlbacher, Florian, 2016. "Ethically minded consumer behavior: Scale review, development, and validation," Journal of Business Research, Elsevier, vol. 69(8), pages 2697-2710.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    sustainable behaviour; typology; measurement scale; principal component analysis; confirmatory factor analysis.;
    All these keywords.

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • F18 - International Economics - - Trade - - - Trade and Environment
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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