Model Approach to Consumers’ Attitudes toward Sustainable Consumption: Evidence from Polish Market

In the contemporary economy, based on the concept of sustainable development, consumer attitudes toward sustainable consumption are of particular importance. Shaping lasting positive consumer attitudes in the long term may lead to behaviors aligned with sustainability principles and generate beneficial outcomes for both consumers and the economy as a whole. That is why the main objective of this paper was to develop a model of consumer attitudes toward sustainable consumption. Analysis based on results of a survey conducted on a sample of the adult Polish population shows that the model of consumer attitudes toward sustainable consumption based on three main elements: motivation, capacities, and opportunities. There are correlations between these factors. All of these correlations are positive and moderate. The research also shows that the most important factor shaping consumer attitudes toward sustainable consumption is market opportunities, which support consumers’ involvement in consumption practices aligned with sustainable development. To a lesser extent, but still relevant, are factors such as consumers’ capacities and their motivation to implement sustainable consumption in their own households.