IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i11p4686-d1406159.html

Evolution of Polish E-Consumers’ Environmental Awareness and Purchasing Behavior over Ten Years

Author

Listed:
  • Bożena Gajdzik

    (Department of Industrial Informatics, Faculty of Materials Engineering, Silesian University of Technology, 40-100 Gliwice, Poland)

  • Kamila Bartuś

    (Department of Economic Informatics, Faculty of Economics, University of Economics in Katowice, 40-287 Katowice, Poland)

  • Magdalena Jaciow

    (Department of Digital Economy Research, Faculty of Economics, University of Economics in Katowice, 40-287 Katowice, Poland)

  • Radosław Wolniak

    (Faculty of Organization and Management, Silesian University of Technology, 44-100 Gliwice, Poland)

  • Robert Wolny

    (Department of Digital Economy Research, Faculty of Economics, University of Economics in Katowice, 40-287 Katowice, Poland)

  • Wiesław Wes Grebski

    (Penn State Hazleton, Pennsylvania State University, 76 University Drive, Hazleton, PA 18202, USA)

Abstract

With the development of e-commerce in Poland, consumer awareness has evolved. Buyers not only compared prices and assessed the quality of products but also began to take into account the impact of their purchases on the environment, which was previously an overlooked aspect. This growing environmental awareness is part of a broader effort to address environmental issues and support practices that promote sustainability. Currently, there is a noticeable increase in ecological awareness among society, government bodies, and the scientific community, strengthening human interaction with the natural environment. The aim of this study was to examine changes in ecological awareness and ecological attitudes among Polish e-consumers over ten years and their impact on online shopping behavior. This study explored how the ecological attitudes of Polish e-consumers have evolved over the last decade and what impact these changes in environmental attitudes have had on the online purchasing behavior of these consumers. Longitudinal studies were used to enable the analysis of changes over time. The research technique was based on repeated measurements of the same phenomena and features, carried out on diverse research samples from the same population, using the same methods and tools. This study was conducted twice, in 2010 and 2020, on a sample of 1150 people in each of these years. This research employed an online survey questionnaire, which included scales for assessing the personality traits of e-consumers and the determinants of online shopping. A significant change was found in e-consumers’ attitudes towards the natural environment and their purchasing preferences. This change has had a clear impact on purchasing behavior, including an increase in the importance of convenience, access to detailed product information, and a wide range of products offered, reflecting more conscious and convenience-oriented consumer behavior.

Suggested Citation

  • Bożena Gajdzik & Kamila Bartuś & Magdalena Jaciow & Radosław Wolniak & Robert Wolny & Wiesław Wes Grebski, 2024. "Evolution of Polish E-Consumers’ Environmental Awareness and Purchasing Behavior over Ten Years," Sustainability, MDPI, vol. 16(11), pages 1-29, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4686-:d:1406159
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/11/4686/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/11/4686/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Paulo Rita & Ricardo F. Ramos, 2022. "Global Research Trends in Consumer Behavior and Sustainability in E-Commerce: A Bibliometric Analysis of the Knowledge Structure," Sustainability, MDPI, vol. 14(15), pages 1-20, August.
    2. Ki, Chung-Wha (Chloe) & Li, Chunsheng & Chenn, Ashley Stevens & Chong, Sze Man & Cho, Erin, 2024. "Wiseconsumerchoices inonlinesecondhandluxury(OSHL)shopping: Anintegratedmodel ofmotivations,attitudes, andpurchaseintentions for OSHL aswise,conspicuous, andsustainableconsumption," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Maja Hosta & Vesna Žabkar, 2016. "Consumer Sustainability and Responsibility: Beyond Green and Ethical Consumption," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(2), pages 143-157.
    4. Eerdun Taoketao & Taiwen Feng & Yongtao Song & Yu Nie, 2018. "Does sustainability marketing strategy achieve payback profits? A signaling theory perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1039-1049, November.
    5. Ramón Barrera Barrera & Gabriel Cepeda Carrión, 2014. "Simultaneous measurement of quality in different online services," The Service Industries Journal, Taylor & Francis Journals, vol. 34(2), pages 123-144, January.
    6. Daiva Beniulytė & Beata Šeinauskienė & Aušra Rūtelionė, 2020. "Perceived influence of corporate social responsibility on consumer loyalty: the role of ethical ideology," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(1), pages 291-300, September.
    7. Bindu K. Nambiar & Kartikeya Bolar, 2023. "Factors influencing customer preference of cardless technology over the card for cash withdrawals: an extended technology acceptance model," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 58-73, March.
    8. Kumar, V. & Ramachandran, Divya & Kumar, Binay, 2021. "Influence of new-age technologies on marketing: A research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 864-877.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Robert Wolny & Jakub Kol & Agata Stolecka-Makowska & Grzegorz Szojda, 2025. "Digital Consumer Behavior in Poland and Its Environmental Impact Within the Framework of Sustainability," Sustainability, MDPI, vol. 17(10), pages 1-27, May.
    2. Shaema Ali Abdullah Al-Olfi & Yanan Song & Yazeed Mohammed Al-Hajj, 2026. "The Impact of Sustainable Supply Chain Strategies on E-Commerce Consumer Purchasing Behavior: Considering the Moderating Effect of Big Data Analytics," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 17(1), pages 364-399, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yuk Ming Tang & Ka Yin Chau, 2025. "Blockchain evolution and management theoretical (BEMT) model based on integrated semantic similarity and co-citation analysis for next generation service industry," Operations Management Research, Springer, vol. 18(2), pages 475-494, June.
    2. Peng, Yue & Wang, Wei & Zhen, Shangsong & Liu, Yunqiang, 2024. "Does digitalization help green consumption? Empirical test based on the perspective of supply and demand of green products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Adam Wasilewski & Anna Zgrzywa-Ziemak, 2024. "Multi-variant e-commerce user interfaces for business sustainability," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 34(4), pages 211-229.
    4. Gao, Junzhe & Opute, Abdullah Promise & Jawad, Caroline & Zhan, Meng, 2025. "The influence of artificial intelligence chatbot problem solving on customers’ continued usage intention in e-commerce platforms: an expectation-confirmation model approach," Journal of Business Research, Elsevier, vol. 200(C).
    5. Nguyen, Dung Minh & Nguyen, Trieu, 2026. "Framing luxury in the resale era: Matching influencer type with regulatory focus in second-hand luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    6. Soni, Sigma & Arora, Parvinder & Kasilingam, Dharun & Jain, Varsha, 2025. "Digital daydreams: Exploring consumer motivations for engaging with the metaverse," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    7. Md Mohan Uddin & Khandker Md Nahin Mamun & Abdul Hannan Chowdhury, 2025. "Understanding pragmatic meanings of fintech among vulnerable consumers in Bangladesh for enhanced customer experience management," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 30(4), pages 1-17, December.
    8. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    9. Matti Haverila & Jenny Carita Twyford & Hadi Zarea, 2025. "Analyzing the Interaction of Industry 4.0 and Sustainable Global Marketing Channel Development with Necessary Condition Analysis: The Role of Inter-Organizational Trust," Sustainability, MDPI, vol. 17(6), pages 1-25, March.
    10. Patrick Klein & Bastian Popp, 2022. "Last-Mile Delivery Methods in E-Commerce: Does Perceived Sustainability Matter for Consumer Acceptance and Usage?," Sustainability, MDPI, vol. 14(24), pages 1-27, December.
    11. Sheng-Fang Chou & Jeou-Shyan Horng & Chih-Hsing Liu & Tai-Yi Yu & I.-Yen Lu & Kuo-Wei Chen & Jun-You Lin, 2026. "Advancing Big Data Adoption for Sustainability Marketing in Restaurants: A Hybrid Multi-Criteria Decision-Making Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 17(2), pages 3404-3432, April.
    12. Qiao, Penghua & Liu, Siting & Fung, Hung-Gay & Wang, Chen, 2024. "Corporate green innovation in a digital economy," International Review of Economics & Finance, Elsevier, vol. 92(C), pages 870-883.
    13. Mercedes Úbeda‐García & Bartolome Marco‐Lajara & Patrocinio C. Zaragoza‐Sáez & Encarnación Manresa‐Marhuenda & Esther Poveda‐Pareja, 2022. "Green ambidexterity and environmental performance: The role of green human resources," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 32-45, January.
    14. Mengjun Li & Ayoung Suh, 2022. "Anthropomorphism in AI-enabled technology: A literature review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2245-2275, December.
    15. Sneha Singh & Deepak Kaushal & Vinay Kandpal & ShivamKrishn Agarwal, 2025. "An Examination of the Literature on the Correlation between Sustainable Products and Purchase Intention," Circular Economy and Sustainability, Springer, vol. 5(5), pages 4197-4219, October.
    16. Sumita Jagdishprasad Shroff & Rajkumari Nitin Soni & Simran Rohira, 2026. "Digital currency usage intention among existing fintech users: testing the modified UTAUT using hybrid SEM-ANN approach," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 31(1), pages 1-27, March.
    17. Kliamenakis, Argiro & Grohmann, Bianca & Bodur, H.Onur, 2025. "Build or buy corporate social responsibility? Socially responsible brand acquisitions and firm CSR perceptions," Journal of Business Research, Elsevier, vol. 201(C).
    18. Ologunebi, John & Taiwo, Ebenezer & All, Kazeem, 2024. "Digital Consumer Behavior in E-commerce: A Study of Amazon and Temu's Customer Purchase Decision-Making Processes in the UK and the USA," MPRA Paper 123096, University Library of Munich, Germany.
    19. Roy, Sanjit K. & Tehrani, Ali N. & Pandit, Ameet & Apostolidis, Chrysostomos & Ray, Subhasis, 2025. "AI-capable relationship marketing: Shaping the future of customer relationships," Journal of Business Research, Elsevier, vol. 192(C).
    20. Liwei Feng & Wenwen Zhao & Hui Li & Yongtao Song, 2018. "The Effect of Environmental Orientation on Green Innovation: Do Political Ties Matter?," Sustainability, MDPI, vol. 10(12), pages 1-15, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4686-:d:1406159. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.