Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland

Magdalena Maciaszczyk, Artur Kwasek, Maria Kocot and Damian Kocot
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Magdalena Maciaszczyk: Department of Strategy and Business Planning, Faculty of Management, Lublin University of Technology, 20-618 Lublin, Poland
Artur Kwasek: Department of Economics and Management, Faculty of Management and Logistics, University of Technology and Economics, 00-664 Warsaw, Poland
Maria Kocot: Department of Business Informatics, University of Economics in Katowice, 40-287 Katowice, Poland
Damian Kocot: Department of Business Informatics, University of Economics in Katowice, 40-287 Katowice, Poland

Sustainability, 2022, vol. 14, issue 4, 1-16

Abstract: The aim of the article is to analyze the purchasing behavior of young e-consumers of organic products in regard to sustainable consumption. The article highlights the importance of the Internet in the intensification of purchasing processes of modern consumers and presents the results of the study conducted in November 2021 using a survey questionnaire involving a sample of 620 respondents. As a result of statistical analyses, a structural model was estimated using the maximum likelihood method. It allowed us to determine the variables that influence the purchasing behavior of young e-consumers, as well as to illustrate the degree of the influence between endogenous variables. Defining these relationships made it possible to determine the factors that affect the buying behavior of young e-consumers in the market of organic products. The results of the study and the analysis of the model have led us to the conclusion that purchasing behavior is mainly determined by product information derived from various sources involving product and service quality or warranty, thus giving the consumers the right to file a complaint. The balance between these factors creates the grounds for sustainable consumption and putting emphasis on the specified groups of factors by the producers will allow shopping activities to intensify among young e-consumers. The ongoing SARS-CoV-19 pandemic has posed a serious limitation to an effective performance of the following study. In the future, the authors intend to carry out similar research among overseas respondents so that it is possible to verify if the current trends can also be traced in foreign markets.

Keywords: e-consumers; buying behavior; sustainable consumption; consumer; organic products (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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