Polish Consumers’ Response to Social Media Eco-Marketing Techniques

Bojanowska, Agnieszka; Kulisz, Monika

doi:10.3390/su12218925

Cited by 15 publications

(15 citation statements)

References 34 publications

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“…Women, as fundamentally involved in various household activities, rank this value highly. The results obtained confirm research conducted in the retail trade industry (Bojanowska and Kulisz, 2020). Selected functional values for surveyed customers were predictors of their brand loyalty (Cunningham and De Meyer-Heydenrych, 2021).…”

Section: Results and Conclusionsupporting

confidence: 81%

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Rzemieniak¹,

Wyrwisz²,

Toborek³

2021

ERSJ

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Purpose: The subject of this article is the identification and evaluation of communicated values and values actually declared by consumers' gender and age.Design/Methodology/Approach: The article presents a research approach based on a literature query and empirical research. Beginning by presenting the essence of both material and non-material values in marketing, the focus is on the values pyramid communicated by brands. The empirical research was conducted by the method of a diagnostic survey using a questionnaire on a representative sample of 1000 respondents. The principal research was preceded by a pilot survey. The research results were statistically processed using the Chi-square test of independence, the Mann-Whitney U test, the Kruskal-Wallis test, post-hoc Dunn test with Benjamini-Hochberg correction. Findings: The research analysis indicates differences in the assessment of declared and expected values towards cosmetic product brands between women and men, in particular concerning functional and life-changing values. The assessment of the declared and expected values also changes depending on age. Substantially different assessment is shown by the group of the youngest respondents. A particular difference is noticeable concerning the aesthetic value, the brand prestige and the heritage, tradition, as well as brand history.Practical Implications: To develop the brand management capability, organizations may benefit from cultivating processes that seek to meet the latent customer needs through explorative and proactive information seeking, and at the same time, pursuing processes that focus on capturing the existing customer and competitor trends in the market. Originality/Value: This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to verify the actual expected values towards brands. Enterprises should also verify the consistency of the values declared by brands with those actually expected by consumers.

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Section: Results and Conclusionsupporting

confidence: 81%

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Rzemieniak¹,

Wyrwisz²,

Toborek³

2021

ERSJ

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“…As shown by the research, femininity is closely correlated with environmental protection [102]. The research by Bojanowska and Kulisz [103] proved that gender correlates with questions about the visibility of pro-ecological activities of companies, including the idea of "zero-waste" in social media. The study showed that women are more aware of the existence of "zero waste" and environmental campaigns in social media.…”

Section: Discussionmentioning

confidence: 99%

“…The study showed that women are more aware of the existence of "zero waste" and environmental campaigns in social media. Moreover, women perceive "zero waste" as a lifestyle [103]. Other researchers established a relationship between the gender of a brand and an environmental image [104].…”

Section: Discussionmentioning

confidence: 99%

Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market

2020

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Environmental degradation is a serious problem in modern civilization as it causes changes in consumer behavior towards ecologically responsible purchasing. In order to understand the green product purchasing decision process, an extensive literature review on green purchasing behavior was conducted. The current study is an exploratory research and the purpose of this paper was to investigate how sociodemographic factors explain consumers’ green purchase behavior. The differences between gender, age, education level, personal financial situation, and the number of children in the family were examined. To achieve the goal, we conducted a survey among 650 Polish consumers. Our findings suggest that all of the above-mentioned sociodemographic variables have an impact on awareness and purchasing behavior towards green products. Moreover, the results show that female consumers have more positive attitudes towards purchasing green products, than male consumers. Young consumers are skeptical about green products. A positive relationship was established between education and the acknowledgement of the dominance of one’s own needs over the needs of the environment. The better the personal financial situation, the more people expressed their intention to buy green products. The paper shows the implications for marketing. In addition, our exploratory research shows future research directions based on findings from the point of view of green consumer behavior. The study is an in-depth analysis of the factors determining green purchasing behavior. It contributes to the current literature by strengthening the existing knowledge about the factors influencing green purchase behavior in developing countries.

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“…Women display higher awareness of "zero-waste" and pro-ecological social-media campaigns. Overall, those who perceive "zero waste" as a lifestyle include women, who are more observant (Bojanowska and Kulisz, 2020). It was also found that the Internet and the availability of the opinions of others are decisive factors in the decision to purchase organic products, and women more frequently declare that they take into consideration opinions of other Internet users while making decisions to buy organic products (Maciaszczyk and Kocot, 2021).…”

Section: Discussionmentioning

confidence: 96%

Consumer Attitudes on the Food Market: The Case of Poland

Żelazna¹,

Bojanowska²,

Buraczyńska³

2021

ERSJ

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Purpose:The purpose of the study is to explore contemporary consumption trends in Poland, with special consideration for the determinants of consumer attitudes adopted when choosing food products. Design/Methodology/Approach: The research method was a diagnostic survey with the use of a research toola questionnaire. The basic source of data presented in this article was information collected from a survey carried out in December 2020. In the process of preparing this publication, both literature analysis of the discussed issue and questionnaire research were used. The article presents in detail differences in behaviour patterns at the stage of making purchasing decisions in Poland, depending on gender, education, and percapita income in the household. Findings: The conclusions from the study indicate that consumers in Poland display some differences at the stage of analysing whether a product is organic. When shopping for food products, they adopt various attitudes which can be distinguished based on consumption determinants. The knowledge obtained can be used both for practical purposes and for further theoretical considerations. Practical Implications: The article sheds some light on the determinants of the purchasing choices of contemporary consumers in Poland, and on the attitudes they adopt when choosing food products. This knowledge can influence the means of conveying information about the ecological nature of products, facilitating the forms of presenting labels and compositions by producers so as to meet consumer expectations, and using the knowledge about the factors characterising each of the attitudes to present information about producers' own activities in a way better tailored to expectations. Originality/Value: This article presents the results of a study on the determinants of shopping choices conducted on a representative group of 1000 Poles at the end of 2020.

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Polish Consumers’ Response to Social Media Eco-Marketing Techniques

Cited by 15 publications

References 34 publications

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market

Consumer Attitudes on the Food Market: The Case of Poland

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