Decision-Making Processes of Renewable Energy Consumers Compared to Other Categories of Ecological Products

Magdalena Sobocińska (), Krystyna Mazurek-Łopacińska, Andrzej Graczyk, Karol Kociszewski and Joanna Krupowicz
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Magdalena Sobocińska: Department of Marketing Research, Faculty of Management, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wroclaw, Poland
Krystyna Mazurek-Łopacińska: Department of Marketing Research, Faculty of Management, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wroclaw, Poland
Andrzej Graczyk: Department of Ecological Economics, Faculty of Economics and Finance, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wroclaw, Poland
Karol Kociszewski: Department of Ecological Economics, Faculty of Economics and Finance, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wroclaw, Poland
Joanna Krupowicz: Department of Economic Forecasting and Analyses, Faculty of Economics and Finance, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wroclaw, Poland

Energies, 2022, vol. 15, issue 17, 1-24

Abstract: In the scientific discourse on consumption, increasingly more attention is being paid to sustainable development. Regarding the fact that not only various types of enterprises, but also consumers contribute to the excessive consumption of natural resources, it is of crucial importance to reduce the knowledge gap in the field of sustainable consumer behavior and decision-making processes related to the choice of organic products. The paper aims to present the decision-making processes of Polish consumers of renewable energy against the background of other categories of ecological products. Special attention is paid to the extent in which the offer is adjusted to the needs of consumers of renewable energy in Poland, compared to other categories of ecological products. The paper also shows the perception of the consumer of ecological products by buyers of renewable energy and by people who do not buy ecological products. The paper is based on a literature review and the results of a quantitative empirical study. The quantitative research was performed on a nationwide sample of 1032 people, among whom 509 people bought an organic product in the last 3 months, and 523 people did not purchase such a product during this period. The analysis of the results allows us to conclude that in the case of renewable energy, factors such as price, quality and the producer’s certification play a crucial role in the decision-making processes of Polish consumers. The hierarchy of criteria considered in the decision-making process related to the purchase of renewable energy and equipment enabling the use of renewable energy sources is quite similar to the one observed when purchasing electric cars. At the same time, it should be noted that almost every second person purchasing renewable energy compares many offers and spends a relatively long time contemplating their choice.

Keywords: renewable energy sources; ecological products; purchase decision-making process; hierarchy of criteria considered in the decision-making process; sustainable consumption; consumer perception of ecological products (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (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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