Consumers’ Willingness to Adopt Pro-Environmental Attitudes

Consumers have a key influence on reducing the energy and material flow (EMF) in economic processes and thus on minimizing the negative impact on the environment and climate (NIEC). A decisive factor for sustainable development will be the consumers’ willingness to adopt pro-environmental behaviors or taking action oriented towards reducing the environmental and climate impact of consumption. The authors try to answer the question of how to influence consumers to reduce their consumption. This study explores whether consumer behavior is best influenced through awareness campaigns, regulatory policies, economical incentives, or implicit design strategies. The aim of the research presented in this article is to provide the answer to the questions posed. This research consisted of preparing a questionnaire and conducting it on a group of 122 respondents aged 20–40 in Poznan (Poland). The results of the research indicate the validity of supporting the limitation of consumption with external stimuli. In the opinion of the respondents, the availability of products with high durability and reliability received the most indications as a factor limiting consumption.