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

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.