sustainability

Article
Evolution of Polish E-Consumers’ Environmental Awareness
and Purchasing Behavior over Ten Years
Bożena Gajdzik 1, * , Kamila Bartuś 2 , Magdalena Jaciow 3 , Radosław Wolniak 4, * , Robert Wolny 3
and Wiesław Wes Grebski 5

1 Department of Industrial Informatics, Faculty of Materials Engineering, Silesian University of Technology,

40-100 Gliwice, Poland
2 Department of Economic Informatics, Faculty of Economics, University of Economics in Katowice,
40-287 Katowice, Poland; [email protected]
3 Department of Digital Economy Research, Faculty of Economics, University of Economics in Katowice,
40-287 Katowice, Poland; [email protected] (M.J.); [email protected] (R.W.)
4 Faculty of Organization and Management, Silesian University of Technology, 44-100 Gliwice, Poland
5 Penn State Hazleton, Pennsylvania State University, 76 University Drive, Hazleton, PA 18202, USA;
[email protected]
* Correspondence: [email protected] (B.G.); [email protected] (R.W.)

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
Citation: Gajdzik, B.; Bartuś, K.; the analysis of changes over time. The research technique was based on repeated measurements of
Jaciow, M.; Wolniak, R.; Wolny, R.; the same phenomena and features, carried out on diverse research samples from the same population,
Grebski, W.W. Evolution of Polish
using the same methods and tools. This study was conducted twice, in 2010 and 2020, on a sample of
E-Consumers’ Environmental
1150 people in each of these years. This research employed an online survey questionnaire, which
Awareness and Purchasing Behavior
included scales for assessing the personality traits of e-consumers and the determinants of online
over Ten Years. Sustainability 2024, 16,
shopping. A significant change was found in e-consumers’ attitudes towards the natural environment
4686. https://doi.org/10.3390/
su16114686
and their purchasing preferences. This change has had a clear impact on purchasing behavior, includ-
ing an increase in the importance of convenience, access to detailed product information, and a wide
Academic Editor: Wen-Hsien Tsai
range of products offered, reflecting more conscious and convenience-oriented consumer behavior.
Received: 24 April 2024
Revised: 23 May 2024 Keywords: e-consumer; Polish market; awareness; consumer behavior
Accepted: 29 May 2024
Published: 31 May 2024

1. Introduction
Today, e-commerce consists of many transactions that cross the rigid boundaries of
Copyright: © 2024 by the authors.
time and place. E-commerce, i.e., the purchase or sale of products and services, takes
Licensee MDPI, Basel, Switzerland.
place through digital media [1]. E-commerce is different from traditional shopping because
This article is an open access article
distributed under the terms and
transactions are realized by the Internet [2–4]. Online websites can feature a wide array of
conditions of the Creative Commons
products. They are easily accessible, functional, and convenient without the restrictions of
Attribution (CC BY) license (https:// time and space [5,6]. Typically, e-consumers can easily compare the attributes, features, and
creativecommons.org/licenses/by/ prices of different products through their personal computers or mobile devices [7–9]. They
4.0/). can access a wide range of alternative products on various websites. In recent years, the

Sustainability 2024, 16, 4686. https://doi.org/10.3390/su16114686 https://www.mdpi.com/journal/sustainability

Sustainability 2024, 16, 4686 2 of 29

world of business and commerce has seen a noticeable increase in transactions made via the
Internet. The reason for the growing popularity of this trade is easy access to the Internet
as well as social conditions, e.g., the fashion for using mobile devices. In the age of Internet
connectivity, in an economy characterized by networked connections and interdependent
technologies, it is increasingly easier to function online. Worldwide, there are more than
5.2 billion Internet users, accounting for 65% of the world’s population [10].
The digitalization of economies creates conditions for social, communication, and
consumer purchasing changes. The multiplicity of the commercial offer and the availability
of a variety of communication and transactional solutions give consumers the complete
freedom of choice. Visits to websites are a form of making purchases, gathering fashion
knowledge, comparing prices, etc. With the development of mobile devices (Smartphones,
Tablets) and Internet marketing, online shopping is becoming more and more popular [10].
An increasingly younger generation, which is proficient in using mobile devices, is keen
to shop online. More than 55% of users are young people [10]. Also, during COVID-19,
e-commerce proved its worth because despite restrictions on movement, consumers could
make purchases [11–13].
Over the past few years, e-commerce has evolved, becoming an integral part of
our lives. Customers from all over the world are transforming their shopping habits,
increasingly opting for the convenience and variety available in online stores [1–3]. The
development of new software and other technologies in the early 1990s transformed the
Internet into a commercial medium that has transformed business around the world. A
strong support for the development of e-commerce is the 5G network and mobile devices.
The development of e-commerce has changed everything about business all over the world.
Nowadays, more and more people want to simplify their lives, and e-commerce is the
solution. Indeed, e-commerce saves time and makes shopping easier.
The transition from traditional commerce to e-commerce is particularly noticeable
in countries that do not have a lot of experience with the market economy, such as the
countries of Central and Eastern Europe. In Poland, economic changes towards a market
economy began after 1989, and at the end of the 1990s, the first segments of the market
emerged. At the end of the 1990s, consumers in Poland were learning about new forms
of purchasing. The first hypermarkets of foreign chains appeared after 1990 (the first
hypermarket was opened in Warsaw in 1993 and bore the name of the HIT chain, owned by
the German company Dolhe. In October 1995, the first E. Leclerc supermarket was opened
in Ursynow, Warsaw). In 1996, the Auchan retail chain appeared in Poland, launching a
hypermarket in Piaseczno near Warsaw. The Carrefour retail chain entered Poland in 1997,
launching a hypermarket in Łódź. In 1998, Tesco entered Poland. In 2001, the first branch
in Poland was launched by the Kaufland network belonging to the Schwa Group [14].
With the development of e-commerce in Poland, consumer awareness was built.
Consumers compared the prices of products, assessed the quality of purchased products,
used commercial services, and looked at previously unknown value categories, such as the
environmental impact of products. Environmental awareness is constantly being built. The
awareness is about addressing the environmental problem and related actions leading to
the implementation of good practice to achieve sustainable development [15]. Today, we
are witnessing an increase in the environmental awareness of the society, government, and
scientists. Human–natural environment interactions are developing.
The objective of this study was to investigate changes in the awareness and ecolog-
ical attitudes of Polish e-consumers over a span of ten years and their impact on online
purchasing behaviors. This article poses the following research questions (RQs):
• RQ1: How have the ecological attitudes of Polish e-consumers changed over the past
10 years?
• RQ2: What impact has the change in ecological attitudes had on the purchasing
behaviors of e-consumers on the Internet over the past 10 years?
This publication comprises both theoretical and empirical components. The theoretical
segment serves to delineate the analytical framework (Section 2), wherein the profile
Sustainability 2024, 16, 4686 3 of 29

of the e-consumer’s awareness is expounded upon. This delineation draws upon an

amalgamation of the global literature and pertinent investigations by Polish scholars
(as presented in the first two tables in Section 2). The empirical study unfolds across
two sections: Section 3, encompassing Data and Methods, and Section 4, which delves
into Results. The survey was meticulously administered within the spectrum of Polish
e-consumers, affording insights into the trajectory of ecological awareness among this
demographic. Subsequently, a series of research hypotheses (RH) were posited, guiding
the investigative trajectory:

RH1. Over the past 10 years, Polish e-consumers have become more ecological.

RH2. Influenced by the shift in ecological attitudes, the purchasing behaviors of Polish e-consumers
on the Internet have changed.

The findings delineated in Section 4 were contextualized in relation to existing research,

a practice duly acknowledged and integrated within Section 5: Discussion. The concluding
remarks are encapsulated within the final section, Section 6: Conclusion.
The research methodology employed in this study encompassed a longitudinal ap-
proach, enabling the examination of changes over time in the ecological awareness and
attitudes of Polish e-consumers. The data collection involved two surveys conducted in
2010 and 2020, each comprising a sample size of 1150 respondents. An online survey
questionnaire was utilized, incorporating scales designed to assess the personality traits of
e-consumers and determinants of online shopping behavior.
The main results of this study revealed significant shifts in e-consumers’ attitudes
towards the natural environment and their purchasing preferences over the decade under
scrutiny. Notably, there was an observed increase in the importance placed on convenience,
access to detailed product information, and a wide range of products offered. These
findings reflect a discernible trend towards more conscious and convenience-oriented
consumer behavior in the online shopping sphere.
In terms of novelty and the contribution to the specialized literature, this study pro-
vides empirical evidence of the evolving dynamics between environmental awareness
and online shopping habits among Polish e-consumers. By offering systematic insights
into changes in ecological attitudes over time, this research advances our understanding
of consumer behavior in the context of sustainability and e-commerce. Moreover, the
longitudinal nature of this study allows for a nuanced analysis of how these attitudes have
evolved, thereby enriching the academic discourse on the subject.
The findings of this study hold relevance and utility for various stakeholders. For
policymakers, the insights gleaned can inform the development of targeted interventions
aimed at promoting sustainable consumption practices and environmental stewardship
among e-consumers. Additionally, businesses operating in the e-commerce sector can
leverage these findings to tailor their marketing strategies and product offerings to align
with evolving consumer preferences. Moreover, this study contributes to the broader soci-
etal discourse on sustainability by shedding light on the interplay between environmental
awareness and online shopping behavior, thus fostering greater public awareness and
engagement with environmental issues.

2. Background to Research
The contemporary reality of consumer societies is made up of elements of modernity
that emerged from the Fourth Industrial Revolution. Internet communication already
played an essential role in the Third Industrial Revolution, but in the Fourth, it gained new
support, thanks to the capabilities of Artificial intelligence (AI) [16]. Advanced technologies
are changing e-commerce. In e-commerce, communication with chatbots emerged, and
consumer opinion platforms emerged, which motivates consumers to articulate themselves
on the Internet [17–19]. This new trading has become more accessible to many mobile
Sustainability 2024, 16, 4686 4 of 29

users [12]. With the passage of time and due to the increase in the number of computers and
communication technologies, software began to be created to manage not only online sales
but also warehouse management and logistic operations, and with the arrival of Industry
4.0, industry management networked and connected to e-commerce platforms is also
increasingly appearing. The basis of Industry 4.0 is the communication between machines
and devices, materials, people, and objects (objects) [20–22]. New e-commerce models
between different participants (partners) are created at different levels of technological
maturity. B2B, B2C, C2C, C2B, and O2O are the five main e-commerce models. B2B
mainly refers to business transactions from companies to companies via the Internet. The
traditional business model of purchasing, selling, and other business processes is part
of the B2B model. The B2C model generally refers to business-to-consumer transactions.
Today, this model is used in online retail. The C2C model refers to consumer-to-consumer
transactions; this model usually needs to rely on another company’s service platform to
conduct business. The C2B model is the latest extension of the application model, which
mainly concerns transactions between consumers and manufacturers. The main feature is
that consumers influence (co-create) the production of non-standard products. The O2O
model reduces the distance between consumers and goods [23].
An important aspect is the ability of the consumer to influence the product (tailor-made
products). Personalization is possible thanks to Industry 4.0 technologies. AI introduced
into manufacturing and logistic processes allows (as consumers expect) for the optimization
and customization of products and services, through connectivity between machines
that can work together across industries and make big changes in operations, virtual
reality, mobile devices, 3D printers, and many other tools capable of realizing consumers’
“dreams” [24]. However, advanced technologies must not be allowed to be uncontrolled by
humans or to operate to the detriment of the environment. Environmental dilemmas arise
in the development of new technologies, e.g., the growing trend of energy consumption.
There are also questions about whether the personalization of products will endanger the
environment and how the flexibility of production will affect the amount of waste [25–27].
With regard to technological dilemmas, there has been a need to put a “sustainable”
face on Industry 4.0 technologies. In the technological trends attributed to the concept
of Industry 4.0, there is an increasing emphasis on the use of significant technological
advances towards achieving the goals of sustainable economies and societies [25–30]. In
this transformation, which has been called Industry 5.0 (EU document, Jan. 2021 [31]),
consumption tends to form such an entity that on the one hand will follow the trend
of modernity and rationality and on the other hand will consciously choose sustainable
consumption and make environmentally friendly purchases [32,33].
The pursuit of sustainable development depends, among other things, on changes
in consumer awareness and behavior. With the development of civilization, the negative
load on the environment increases. Developing environmental awareness and changing
household behavior can minimize adverse environmental impacts. Green consumption
is one of the most important trends in consumption of the 21st century [34–36]. It is also
one of the priorities of the EU’s sustainable consumption policy linked to compliance
with environmental standards and saving in the management of non-renewable resources.
These actions, supported by green marketing, are intended to create an appropriate level of
environmental awareness leading to the abandonment of the purchase of environmentally
harmful products [37].
Environmental awareness is about addressing the issue of environmental protection
and relevant actions leading to the implementation of good practice to achieve environmen-
tal sustainability. According to Carmi [15] (2013), ecological awareness can be defined as
conscious behavior towards the environment’s pro-ecological behavior. Enger and Smith
(2013) [38] postulate that ecological awareness helps people attain the value, skills, and
knowledge they need to live sustainably.
The ecological awareness of individuals depends on the views, beliefs, and choices of a
particular person. Consciousness is also an integral part of social consciousness, understood
Sustainability 2024, 16, 4686 5 of 29

as the whole of ideas, attitudes, views, convictions, and opinions common to whole social
groups (national, class, religious, professional, etc.), which determine the way of thinking
of the whole society, institutionalized and fixed in historically shaped forms of collective
life. It should be stressed that social consciousness is not a simple sum of the consciousness
of individuals. Social development and the resulting development of consciousness can
have synergistic effects [39]. Ecological awareness is the awareness of the dependence of
humans on the rest of nature and the awareness of the impact that human activities have
on the surrounding environment. Consciousness means not only an adequate level of
knowledge but also a rational and emotional assimilation of it that causes certain actions to
be taken [40–43]. Conscious ecological choice leads to consumer satisfaction [44]. There is a
causal relationship between individual ecological awareness and pro-ecological behavior.
A person who attaches great importance to protecting the environment is usually aware
of how their behavior affects the environment. This is to justify that ecological awareness
leads to pro-environmental attitudes. The process of forming ecological awareness based on
respect for values is long-term and consists not only in the perception of threats and interest
in environmental problems but also in the acceptance of forms of pro-ecological behavior
resulting from permanent ecological education lasting a person’s whole life [45]. Without
going deeper into the definitions of ecological awareness, the following can be observed:
• Ecological awareness is a subjective phenomenon and should be assessed from the
point of view of individuals;
• Ecological awareness is a complex process, which takes place depending on the degree
of social acceptance of ideas, and moral norms, and the deepening of knowledge
about the ecological consequences of forms of management and behavior towards
the environment.
One consequence of increasing environmental awareness among consumers is purchas-
ing sensitivity (purchasing prudence). The changing lifestyles of consumers, environmental
pollution, and efforts to improve the quality of life are becoming prerequisites for integrat-
ing environmental criteria into consumer decision-making, choice, and preference-setting.
As environmental awareness develops, consumers increasingly begin to see a link between
their behavior and the state of environmental degradation. The daily behavior of individual
consumers directly or indirectly contributes to shaping the state of the environment. The
formal endorsement of the concept of sustainable development, including sustainable
consumption, provides a stimulus for changes in social behavior [46]. The process of
shaping pro-ecological behavior under the influence of ecological awareness has a two-step
character: general conditions shape individual values and then the value system recognized
by society, and the individual belonging to it influences the behavior.
Environmental awareness can be demonstrated by behaviors such as the saving of
consumer goods (water, detergents, energy, etc.) or the purchase and consumption of
organic products [47]. Thus, ecological awareness may be related to different social groups
depending on how it is examined [48]. Sustainable development requires the promotion of
environmental protection at local, regional, and global levels [49].
Studies on the state of ecological consciousness have been conducted worldwide
since the mid-1970s. In Poland, they began in the 1980s, but so far, they have not been
representative and exhaustive. Polish studies usually refer to selected age or occupational
groups focused on selected independent variables (age, gender, occupation, place of resi-
dence, etc.), and are inconsistent. Thus, ecological awareness can be applied to different
social groups depending on how it is studied. One area of research is e-consumers with
ecological awareness. The formation of consumer awareness after the 1990s in Poland was
also influenced by events related to the restructuring of the industry and the emergence of
foreign investors in the Polish market [50,51].
Nonetheless, this publication focused on studies of e-consumers’ awareness and
the evolution of purchasing behavior. Table 1 summarizes selected global studies on
e-consumer environmental awareness. Table 1 is integral to the rest of this paper as it
provides the demographic foundation necessary for understanding the observed changes
Sustainability 2024, 16, 4686 6 of 29

in environmental awareness and purchasing behaviors among Polish e-consumers. This

contextual framework supports this paper’s hypotheses, enriches the analysis, and offers
strategic insights for engaging with the evolving consumer base.

Table 1. Research on the environmental awareness of e-consumers.

Authors Research Area/Scope Consumer Profile

Consumers are increasingly demonstrating a preference for
sustainable products and services, indicating a growing awareness
of environmental concerns. Various factors such as environmental
The research area focuses on attitudes, eco-conscious lifestyles, willingness to invest in
sustainability and consumer behavior environmentally friendly products, and subjective norms
Štofejová, L.; in electronic commerce, specifically in significantly shape consumer behavior in online shopping for
Král’, Š.; Fedorko, relation to green products and services. sustainable goods. Furthermore, future purchasing intentions are
R.; Bačík, R.; The scope of the research includes notably influenced by factors such as eco-conscious lifestyles,
Tomášová, M. examining the relationships between willingness to pay a premium for green products, subjective norms,
(2023) consumer behavior when shopping and past environmental purchasing behavior. Analyzing gender
[52] online for green products and the and generational disparities can provide insights into the shopping
factors that influence it from the behaviors of distinct consumer segments. The study sample
perspective of sustainability. comprised online shoppers, with data collected via a questionnaire
utilizing the Likert scale. Notably, subjective norms—stemming
from social, peer, and media influences—play a pivotal role in
shaping consumers’ decisions to purchase green products.
The research area focuses on
sustainable e-commerce and its
environmental impact on sustainability.
The study examines the challenges
faced by e-commerce businesses, such
Consumers are showing a growing interest in sustainability and
as frequent shipping, high return rates,
Oláh, J., Popp, J., environmentally friendly practices within e-commerce, with a
and non-recyclable packaging, which
Khan, M. A., notable number taking these aspects into account when deciding on
have a negative impact
Kitukutha, N. purchases. This consumer profile encompasses both genders and
on the environment.
2023 individuals with diverse educational backgrounds. The survey and
The research aims to fill the research
[53] interviews offer valuable insights into consumer behavior and
gap in sustainable e-commerce,
preferences within the realm of sustainable e-commerce.
particularly in countries like Kenya
where there is a lack of sustainability
policies in areas such as packaging,
transparency, the production process,
shipping, and logistics.
The e-commerce sector has undergone substantial growth in recent
years, drawing in a rising number of consumers who favor online
The research focuses on the shopping for its convenience and accessibility. Those who engage
Gupta S.,
e-commerce industry and its benefits, in online shopping enjoy enhanced convenience, as they can make
Kushwaha P.S.,
challenges, and pathways for growth purchases at their convenience without encountering challenges
Badhera, U.,
and development. related to parking or waiting in checkout lines. Additionally, online
Chatterjee, P.,
The study aims to identify and measure shopping offers a broader array of products, with many
Santibanez
the benefits of the e-commerce industry, e-commerce platforms featuring items from across the globe.
Gonzalez E.D.R.
such as affordable advertising and Particularly, professionals find online shopping appealing as it
(2022)
marketing, availability and product negates the need to visit physical stores during typical business
[54]
variety, and global reachability. hours. Consumers within the e-commerce realm prioritize factors
such as cost-effective advertising and marketing, product
availability and diversity, and the ability to access global markets.
Sustainability 2024, 16, 4686 7 of 29

Table 1. Cont.

Authors Research Area/Scope Consumer Profile

Consumer interest in sustainable consumption within the realm of
e-commerce is on the rise. Exploring the correlation between
consumer behavior and sustainability in e-commerce has been
approached from various angles, including collaborative
consumption, circular economy principles, and environmental
stewardship. Over recent years, there has been a notable emphasis
The research area focuses on consumer
on integrating environmental, social, and economic considerations
behavior and sustainability in the
into e-commerce processes. Key journals in this field include
context of e-commerce.
Sustainability, International Journal of Environmental Research and
Rita, P.; Ramos, The scope of the research includes
Public Health, Journal of Cleaner Production, and Journal of Retailing
R.F, (2022) analyzing the intellectual, conceptual,
and Consumer Services. Research on the consumer profile within
[55] and social knowledge of consumer
e-commerce and sustainability encompasses diverse areas such as
behavior and sustainability in
consumer preferences, engagement and satisfaction, e-loyalty, and
e-commerce to generate
environmental consciousness. Factors influencing consumer
new understandings.
behavior in this context encompass financial incentives, trust in
fellow users, modern lifestyle trends, expectations of effort, and
ecological sustainability. Additionally, considerations of
convenience, utility, habit, traffic or weather constraints, and
environmental concerns are also integral aspects of
the consumer profile.
The consumer profile in e-commerce is shaped by the triad of
sustainability dimensions, encompassing economic, environmental,
and social factors. Companies must effectively communicate their
sustainable initiatives via their websites to enhance consumer
The research area focuses on the
awareness and motivation toward sustainability. It is crucial to
e-commerce sector and its relationship
identify and evaluate trade-offs among these dimensions of
with the three dimensions of
sustainability and effectively convey them to consumers. While
sustainability: economic,
Berglund, A., consumer satisfaction and loyalty are paramount, companies must
environmental, and social.
Svanteson, M., also factor in environmental considerations when making
The study aims to explore the
(2018) packaging decisions. For instance, Company B’s “One bag habit”
combination of these three dimensions
[56] initiative aims to reduce plastic bag usage and raise consumer
in the context of e-commerce and
awareness of its environmental impact. Collaborating with material
identify the trade-offs that companies
aid organizations like Human Bridge enables companies to
must make when improving
promote reuse and minimize waste. While companies may
sustainability areas.
prioritize economic sustainability by sourcing from low-cost
regions, they can also take environmental factors into account by
opting for more environmentally friendly transportation methods,
albeit potentially more time-consuming.
Consumers tend to favor sustainable products when they possess
environmental awareness; however, paradoxically, they still opt for
non-reusable plastics despite acknowledging their detrimental
The study aims to understand how environmental effects. Consumer behavior in sustainable
visual trends influence consumer consumption is influenced by various factors, including product
Baviskar, D., decisions when it comes to registration, certification, public reporting, personal beliefs, price,
Chattaraj, A., sustainable products. brand loyalty, and perceived value. While some consumers
Patil, A. (2024) The study explores the relationship prioritize sustainability for ethical reasons, others weigh it against
[57] between environmental awareness, factors such as price and brand loyalty, resulting in a complex array
visual cues, and actual of incentives and motivators for businesses to navigate.
purchasing behavior. Consequently, businesses may deduce that although many
consumers are willing to invest more in sustainable products, some
still opt for non-sustainable alternatives due to a range
of influencing factors.
Source: Author’s own work on basis [52–57].

The socio-demographic data in Table 1 also contextualize the behavioral shifts seen
in the next chapters in the two tables of Section 4. For example, the increased frequency
of online shopping can be attributed to the younger, more educated, and urban consumer
Sustainability 2024, 16, 4686 8 of 29

base, which is more comfortable with technology and e-commerce platforms. This aligns
with the observed rise in online shopping frequency. Similarly, the shift towards purchasing
more eco-friendly products can be understood through the lens of a more educated and
younger demographic that is likely more concerned about environmental issues.
In the Polish market, consumer tastes and preferences are changing, a change that has
been evident over the past decade [35,58]. Table 2 presents research conducted by scientists
from the Polish market on ecological behavior in e-commerce. Table 2 is connected with the
rest of this paper as it provides concrete data on the changing online shopping habits and
preferences of Polish e-consumers. This information corroborates this paper’s findings on
the increased frequency of online shopping, the rise of eco-friendly purchasing behavior,
and the growing importance of convenience and detailed product information. The table
thus enriches the analysis by linking demographic shifts and environmental awareness to
tangible changes in consumer behavior, supporting this paper’s hypotheses and offering
valuable insights for businesses and policymakers.

Table 2. Selected studies on the ecological behavior of Polish consumers.

Authors Main Scope of Research Main Findings

The main conclusions from the study indicate that
self-assessment and the perception of oneself as an
The authors’ research area focuses on analyzing ecological entity affect the level of engagement in
ecological behaviors among Polish Generation Z ecological behaviors. Furthermore, the level of
Jaciow, M., consumers. They investigate the level of engagement in ecological behaviors increases when
Wolny, R., (2021) engagement of this group in ecological activities, respondents are in an ecological environment, such as at
[59] the influence of the social environment on such home or among friends. Although Generation Z is
engagement, and the role that new technologies willing and often undertakes ecological actions, the
might play in supporting these behaviors. support from new technologies in these actions is
relatively rare, opening up avenues for further research
and development in this area.
The primary conclusion from the research is that Polish
consumers are motivated to engage in
The research explores how Polish consumers pro-environmental actions mainly due to concerns for
engage in pro-ecological behaviors and their their own health and that of their family, the impact on
impact on improving the natural environment, the natural environment, and financial factors. The main
Ober, J., Karwot, utilizing resources and technological solutions. It barriers to undertaking pro-environmental actions are
J., (2022) highlights the use of a structural equation model to primarily insufficient financial resources and a lack of
[60] analyze motivational and limiting factors information about financial support for
influencing such behaviors, addressing the pro-environmental investments. The study also
growing consumer consciousness about ethical demonstrates a positive correlation between
standards and environmental harmony. respondents’ beliefs about the impact of
pro-environmental behaviors on the environment and
the frequency of their engagement in such behaviors.
The research area focuses on the impact of
ecological awareness on different phases of The main conclusions indicate that Polish ecological
consumer behavior, incorporating an awareness is relatively low and more often declared
interdisciplinary approach to ecology, including than translated into actual pro-environmental behaviors.
sociological, economic, cultural, philosophical, and Consumers more frequently undertake ecological
Patrzałek, W. natural aspects. Conducted among the residents of actions out of instrumental motivations, such as savings,
(2010) Wrocław, the study aimed to evaluate their rather than deeply rooted ecological values. Media is the
[61] knowledge of environmental issues and their main source of ecological knowledge, but this
impact on consumer decisions. It also explored the knowledge does not always translate into daily behavior.
relationship between ecological awareness and An important aspect is the development of ecological
specific pro-environmental behaviors and their education, which can shape attitudes and
influence on the product acquisition pro-environmental behaviors.
decision-making process.
Sustainability 2024, 16, 4686 9 of 29

Table 2. Cont.

Authors Main Scope of Research Main Findings

The research conducted concludes that demographic
The study focuses on examining the pro-ecological
factors, specifically education level, gender, and age,
behaviors of Polish consumers. It investigates how
significantly influence pro-ecological behaviors among
demographic and social characteristics, such as
Polish consumers. Respondents with higher education
Kieżel, M., age, gender, and education level, influence these
are more likely to engage in such behaviors, and women
Piotrowski, P., behaviors. The research employs a combination of
are generally more active in pro-ecological practices
Wiechoczek, J. literature review and quantitative survey methods
than men. Additionally, the study found that while
(2019) to explore the various aspects and determinants of
pro-ecological activities are popular among respondents,
[62] pro-environmental actions among Polish
the most common actions are those that also offer
customers, aiming to understand the relationship
personal financial savings, indicating a potential
between consumers’ attributes and their
intersection between economic and
ecological practices.
ecological motivations.
The research explores the discrepancy between The main conclusions of research on Polish consumers
Polish consumers’ positive attitudes toward regarding green purchases indicate a significant gap
environmental protection and their actual between positive attitudes toward environmental
purchasing behaviors regarding environmentally protection and actual green purchasing behaviors.
friendly products. This “attitude-behavior gap” Despite acknowledging the importance of eco-friendly
highlights a significant issue where despite products for health and the environment, consumers
Witek, L. (2019)
expressing concern for the planet and the often do not act on their pro-environmental intentions
[63]
cleanliness of the environment, consumers do not due to factors such as high prices, limited knowledge
consistently factor ecological criteria into their about green products, and skepticism towards product
purchasing decisions. The study aims to identify certifications. The study suggests the need for improved
the reasons behind this gap and assesses consumer consumer education, clearer labeling, and more effective
knowledge, trust, and willingness to pay higher green marketing strategies to bridge this
prices for green products. attitude-behavior gap.
The research focuses on the development
The research reveals significant prospects for the growth
prospects of ethical and ecological consumption in
of ecological and ethical consumerism in Poland, though
Poland in comparison to Western European
it currently lags behind Western Europe. The study
countries. It evaluates consumer behaviors and
identifies a notable trend towards greater environmental
attitudes towards “socially responsible products,”
and social awareness among consumers and categorizes
Koszewska, M. leveraging both primary (interviews with a
them into groups based on their sensitivity to ethics and
(2011) representative sample of Polish adults) and
ecology. The key findings include a strong inclination
[64] secondary sources of information. Through factor
towards ethical consumer behaviors such as recycling
analysis, the study categorizes Polish consumers
and supporting local businesses but a slower adoption
into groups based on their sensitivity to business
of activities like actively seeking information on
ethics and ecology, examining the global trend of
company ethics or participating in environmental
increasing environmental and social awareness
campaigns compared to Western European standards.
and its implications for Polish consumer behavior.
The main conclusions of the research highlight that
The research focuses on consumer behaviors in the
consumer ecological awareness in the Silesian province
eco-market within the Silesian province,
does not always translate directly into market behaviors,
particularly examining the influence of changes in
especially regarding product choice and purchase
consumer awareness and behaviors towards
decisions. Price remains the primary purchase criterion,
sustainable development. This study aims to
with ecological criteria being less significant, linked to
Dubiel, B. (2018) explore selected attitudes and behaviors of
societal wealth levels and the perceived state of the
[65] consumers towards ecological products and
natural environment. The fundamental motives for
services, highlighting the impact of increased
purchasing eco-friendly products are health reasons and
consumption on environmental degradation and
savings. The study suggests the necessity of continued
how developing ecological awareness among
efforts towards sustainable consumption, including
households can potentially minimize adverse
rational resource management, promoting a sustainable
environmental effects.
lifestyle, and expanding ecological education.
Sustainability 2024, 16, 4686 10 of 29

Table 2. Cont.

Authors Main Scope of Research Main Findings

The research focuses on Generation Z’s propensity
for collaborative consumption within the Polish
market. It explores the economic, social, and The main ecological conclusions from the study indicate
environmental motives driving this demographic that Generation Z’s engagement in collaborative
toward product sharing, identifying the types of consumption reflects a growing ecological awareness
Gajdzik, B., Kol,
products they are more inclined to share. This and responsibility. Their participation in product
J., Stolecka-
study contributes to understanding the consumer sharing, driven by economic, social, and environmental
Makowska, A.
trends of young people, emphasizing the motives, showcases a concern for sustainability and
(2023)
importance of educating them about aligns with efforts to reduce the negative environmental
[66]
pro-environmental behavior for a sustainable impacts of mass consumption. This highlights the
future. It addresses how Generation Z’s sharing significance of nurturing pro-environmental behaviors
behaviors can reduce mass consumption’s among young consumers for a sustainable future.
negative effects, fitting into broader sustainability
and green economy efforts.
Source: Author’s own work on basis [59–66].

The table also reveals a diversification in the types of products purchased online,
suggesting that consumers are increasingly comfortable with buying a broader range of
goods via e-commerce platforms. This diversification supports this paper’s observations
about the importance of detailed product information and a wide product selection in
influencing consumer behavior. As consumers purchase more diverse products online,
they demand comprehensive information and transparency, which are critical for making
informed decisions, especially for those with environmental concerns.
This paper presents several new insights into the evolving behaviors and attitudes
of Polish e-consumers over a decade, with a particular focus on the increasing environ-
mental consciousness and its impact on online shopping habits. One of the key novelties
of this study is the detailed longitudinal analysis that tracks changes in consumer atti-
tudes from 2010 to 2020. This decade-long perspective provides a comprehensive view
of how e-commerce behaviors have shifted in response to growing ecological awareness,
technological advancements, and changing socio-economic conditions.
Also, this paper enriches the academic literature by integrating multiple theoretical
frameworks to explain these changes. It employs the Theory of Planned Behavior (TPB), the
Technology Acceptance Model (TAM), and Sustainability Marketing Theory to provide a
nuanced understanding of the factors driving these shifts. This interdisciplinary approach
not only enhances the theoretical depth of this study but also offers practical insights for
businesses aiming to align with consumer trends towards sustainability.
This study also contributes to the literature by highlighting the specific behaviors and
preferences of environmentally conscious consumers compared to their non-environmentally
conscious counterparts. For example, it reveals that environmentally conscious consumers
are more methodical in their shopping, place greater emphasis on product quality and ori-
gin, and show an increased willingness to pay for sustainable products. This differentiation
is critical for developing targeted marketing strategies and for understanding the broader
implications of environmental awareness on consumer behavior.
It can be stated that this paper’s findings regarding the increased importance of conve-
nience, detailed product information, and a broad product selection in online shopping
decisions provide valuable insights into the evolving demands of modern consumers. This
aspect of this study underscores the need for e-commerce platforms to adapt by offering
more transparent, accessible, and user-friendly shopping experiences.
Based on the literature review, the research model shown in Figure 1 has been pro-
posed. This research model refers to the hypotheses put forward by the authors in the
Introduction. Hypothesis 1 (RH1) was formulated on the basis of real changes that were
the result of economic reforms in the transformation of the Polish economy to a market
economy (after many years of a centrally controlled economy). This event took place
Sustainability 2024, 16, 4686 11 of 29

Sustainability 2024, 16, x FOR PEER REVIEW 12 of 30

in 1989, and after that year, the foundations of a market economy were built in Poland
for many years to come. The second hypothesis (RH2) was conditioned by an increase
Internet
in accessibility
Internet [10].[10].
accessibility Consumers
Consumersin Poland were gradually
in Poland persuaded
were gradually to shoptoonline,
persuaded shop
which was allowed for by the availability of the Internet. These two conditions
online, which was allowed for by the availability of the Internet. These two conditions were the
determinants
were of our research;
the determinants without awithout
of our research; marketa economy, there would
market economy, there be no market
would be no
customer,
market and without
customer, the Internet,
and without there would
the Internet, be nobee-consumer.
there would FromFrom
no e-consumer. thesethese
two
determinants, a global sustainability strategy was superimposed, which
two determinants, a global sustainability strategy was superimposed, which initiated the initiated the
building of ecological e-consumer behaviors, as shown in Figure 1. The adopted
building of ecological e-consumer behaviors, as shown in Figure 1. The adopted model of model of
building ecological e-consumer awareness consists of the following: purchasing
building ecological e-consumer awareness consists of the following: purchasing attitudes attitudes
(PAs), online
(PAs), online shopping
shopping determinants
determinants (OSDs),
(OSDs), criteria for choosing online stores (CCOSs),
product purchase
product purchase factors
factors (PPFs),
(PPFs),and
andways
waysof ofshopping
shopping(WSs).
(WSs).

Figure 1. Conceptual
Figure 1. Conceptual research
research model.
model. Source:
Source: own
own work
work based
based on
on [59–66].
[59–66].
3. Data and Methods
3. Data and Methods
To analyze changes in consumer behavior over time, repeated longitudinal studies
To analyze changes in consumer behavior over time, repeated longitudinal studies
are used. These studies are defined as “techniques, methodologies, and actions that allow
are used. These studies are defined as “techniques, methodologies, and actions that allow
for the observation, description, and/or classification of phenomena provided that the
for the observation,
process is identified and description,
empirically and/or classification
documented” [67].ofLongitudinal
phenomena provided that the
research involves
process is identified and empirically documented” [67]. Longitudinal
the repeated measurement of the same phenomena and characteristics, conducted on research involves
the repeated
diverse research measurement
samples drawn of thefromsamethe phenomena
same population,and characteristics,
using the sameconducted
methods and on
diverse research samples drawn from the same population, using
tools [68]. Longitudinal studies based on the criterion of time are used to understand thethe same methods and
tools [68]. Longitudinal
mechanisms of change and studies basedinfluencing
the factors on the criterion of time
consumer are used
behavior. to understand
Longitudinal the
studies
mechanisms
were undertaken of change and theon
in the research factors influencing
the evolution consumer
of Polish behavior.environmental
e-consumers’ Longitudinal
studies were undertaken in the
awareness and its impact on purchasing behavior.research on the evolution of Polish e-consumers’
environmental
The objective awareness and itswas
of this study impact on purchasing
to investigate changesbehavior.
in the awareness and ecolog-
The objective of this study was to investigate
ical attitudes of Polish e-consumers over a span of ten years changes in theandawareness
their impactand ecological
on online
attitudes of Polish
purchasing behaviors. e-consumers over a span of ten years and their impact on online
purchasing
Research behaviors.
investigating changes in the environmental awareness and attitudes of Polish
Researchover
e-consumers investigating
a period ofchanges
ten yearsinand thetheir
environmental
impact on onlineawareness and attitudes
purchasing behaviors of
Polish e-consumers over a period of ten years and their impact
was conducted in 2010 and 2020 using the same research methods and tools. The research on online purchasing
behaviors waswhich
questionnaire, conducted in 2010
was used and and
in 2010 20202020,
using the same
included researchabout
questions methods and tools.
the characteris-
Theofresearch
tics e-consumers,questionnaire, whichin
their behaviors was usedmarket
specific in 2010scenarios,
and 2020,and included questions
their attitudes about
towards
the characteristics
online shopping. The of e-consumers,
questionnairetheirutilizedbehaviors
variousinmeasurement
specific market scenarios,
scales, andnomi-
including their
attitudes
nal, ordinal, towards
interval,online shopping.
and unipolar TheToquestionnaire
scales. utilized traits
assess the personality various measurement
of e-consumers, a
scales, including
scoring system from nominal, ordinal,
1 to 5 was used,interval,
where a and scoreunipolar
closer toscales. To assess
1 indicated the personality
a negative intensity
traits of e-consumers, a scoring system from 1 to 5 was used, where a score closer to 1
indicated a negative intensity of the personality trait. In analyzing factors influencing
Sustainability 2024, 16, 4686 12 of 29

of the personality trait. In analyzing factors influencing online purchases, a nominal scale
was used, which limited respondents to choosing a maximum of three options from those
available. The attitudes of e-consumers towards various market phenomena, including the
natural environment, were measured using a closed dichotomous scale, which required
respondents to choose one of two opposing attitudes. The same measurement method was
applied to study the purchasing behavior patterns of e-consumers. The criteria for selecting
the research sample in 2010 and 2020 were the same and included individual consumers
making online purchases.
The first study was conducted through an online survey in 2010. Invitations to the
study were sent by e-mail. The response rate was 73%. The total initial sample size was
1280 participants. After thoroughly cleaning the data to ensure the accuracy and com-
pleteness of responses, the final sample for analysis was narrowed to 1150 respondents.
Responses containing missing data were excluded from the final analysis to maintain the
integrity and validity of our findings. The gender distribution in the research sample
was nearly equal. About one-third of the respondents were under 24 years old, while the
remaining two-thirds were at least 25 years old. More than half of the participants had
higher education, and over two-thirds were employed. The 2020 study was designed to
maintain a comparable sample distribution to the 2010 study. Invitations to the study were
sent by e-mail. The response rate was 64%. The total initial sample size was 1280 partici-
pants. After thoroughly cleaning the data, the final sample for analysis was narrowed to
1150 respondents.
A similar sample distribution was preserved in terms of gender, age, and education.
However, it must be clearly emphasized that the respondents in the 2020 study were on
average ten years older than those in the 2010 study. Young people were deliberately
excluded here, and individuals aged 28 and older were invited. The 2020 sample saw
changes in the distribution of employment status due to young people transitioning from
education to active participation in the labor market.
The justification for the research carried out by the authors a decade ago was the fact
that at that time, there was no item in the literature on the subject that would compre-
hensively systematize the issues of consumer purchasing behavior on the Internet. There
was no definition of the concept of e-consumers in the Polish literature, no determinants
of consumer purchasing behavior on the Internet were identified, and no attempt was
made to make a typology of e-consumers. In 2010, a book was published entitled Polish e-
consumer-typology, behavior (Helion Publishing House, Onepress, Gliwice 2010), which filled
the existing information gap at that time. This publication became an inspiration for others
to undertake further research and deepen their knowledge about the Polish e-consumer.
Table 3 presents the characteristics of the research samples from 2010 and 2020.

Table 3. Characteristics of research samples in 2010 and 2020 (in %).

Items 2010 2020

Sample Size (N) 1150 1150
Male 50.5 50.0
Gender
Female 49.5 50.0
Up to 21 years old (sample 2010)
11.2 25.8
Up to 31 (sample 2020)
22–24 (sample 2010)
Age in 26.7 12.1
32–34 (sample 2020))
four age groups of
consumers 25–32 (sample 2010)
31.2 31.2
35–42 (sample 2020)
33 and over (sample 2010)
31.0 30.9
43 and over (sample 2020)
 Sustainability 2024, 16, 4686 13 of 29

Table 3. Cont.

Items 2010 2020

Sample Size (N) 1150 1150
Up to 24 (sample 2010)
Age in 37.9 37.8
Up to 34 (sample 2020)
two age groups of
consumers 25 and over (sample 2010)
62.1 62.2
35 and over (sample 2020)
Average age (in years) 29.9 39.2
Primary and Vocational 2.2 2.0
Education Secondary 39.0 41.2
Higher 58.8 56.8
Working 67.4 93.4
Professional activity
Not working 32.6 6.6
Source: own study.

All analyses of the data obtained were carried out using SPSS Statistics version 29.0, a
specialized software for this purpose. This paper presents selected results using PowerBI
Desktop software version 2.1. The software has limitations regarding the presentation of
the data. Therefore, the second to fourth figures of Section 4 present the data in numbers
and not in percentages.

4. Results
Observing the results of the study across various years, significant changes in the
behavior of participants regarding environmental care can be noted. When responding to
the posed question about whether they care for the natural environment (e.g., conserving
energy/water, sorting waste, etc.) or disregard it, a clear shift in attitudes is evident from
2010 to 2020. In 2010, over 63% (726) of respondents declared indifference towards the
natural environment. Only slightly less than 37% (424) claimed to be considerate of the
Sustainability 2024, 16, x FOR PEER REVIEW 15 of 30
environment. Conversely, in 2020, over 86% (991) declared that they cared about the natural
environment, with just under 14% (159) indicating indifference towards it (Figure 2).

Figure2.2.Environmental
Figure Environmental awareness
awareness of Polish
of Polish e-consumers
e-consumers in and
in 2010 20102020
and(in
2020
%). (in %). Source:
Source: own
own study.
study.

In the 2020 survey, there was a noticeable shift in attitudes towards the natural
environment and changes in shopping preferences. Primarily, there was an increase in
declarations of caring for the environment. Among those concerned about the
environment, 31.2% (309) stated that their shopping priority was to purchase the highest
 study.

In the 2020 survey, there was a noticeable shift in attitudes towards the natural
environment and changes in shopping preferences. Primarily, there was an increase in
Sustainability 2024, 16, 4686 declarations of caring for the environment. Among those concerned about14 of the
29
environment, 31.2% (309) stated that their shopping priority was to purchase the highest
quality products—a decrease of nearly 15 percentage points compared to 2010—and
29.2%Considering
(289) indicated that savingpreferences,
environmental money was the important (a slight
respondents’ increaseoffrom
awareness 2010).
ecological
Additionally, the percentage of respondents who wanted to spend as little
issues was juxtaposed with their priorities during shopping in different years. It was time as possible
on shopping
observed that increased from
in 2010, over 63%21.9%
(726)toof 27.3%, and thosewere
the respondents whoindifferent
wanted toto enjoy their
the natural
shopping time rose from 6.1% to 12.3%. Among respondents indifferent
environment. Among these, nearly 31.4% (228) stated that their priority in shopping was to the
environment, there was an increase in those wanting to minimize shopping
to purchase the highest quality products, and 42.4% (308) indicated that saving money time (from
17.6%
was theirto concern.
30.8%) and to enjoy among
Meanwhile, shopping time respondents,
the 2010 (from 8.5% over to 11.9%).
37% (424)Conversely, the
declared that
percentage of those not caring about the environment and wanting to
they cared about the natural environment. Within this group, about 27.3% (116) stated thatbuy the highest
quality products
saving money wasdropped by during
a priority nearly 10 percentage
shopping, andpoints, as didaimed
44.6% (189) those to wishing
buy thetohighest
spend
little time shopping (a
quality products (Figure 3).decrease of nearly 8 percentage points) (Figure 3).

Figure
Figure3.3.Environmental
Environmentalawareness
awarenessofofPolish
Polishe-consumers
e-consumers and
anditsits
impact
impactonon purchasing
purchasing attitudes in
attitudes
2010 andand
in 2010 2020. Source:
2020. Source: own study.
own q2a1.
study. q2a1.When
Whenshopping,
shopping,my
mytop
toppriority
priorityisistotobuy
buythe
the highest
highest quality
quality
products; q2a2. When shopping, my main focus is on saving money; q2a3. When shopping, my primary
products; q2a2. When shopping, my main focus is on saving money; q2a3. When shopping, my primary
concern is to spend as little time as possible; q2a4. When shopping, I care most about having an enjoyable
concern is to spend as little time as possible; q2a4. When shopping, I care most about having an enjoyable time.
time.
In the 2020 survey, there was a noticeable shift in attitudes towards the natural environ-
ment andthe
Given significant
changes shift inpreferences.
in shopping the attitudes of Polish
Primarily, e-consumers
there towards
was an increase the natural
in declarations
environment, it isenvironment.
of caring for the cognitively interesting to describe
Among those two dominant
concerned about the groups: in 2010,
environment, the
31.2%
group indifferent to the environment (IDC) and in 2020, the group concerned
(309) stated that their shopping priority was to purchase the highest quality products—a about the
environment (IC).
decrease of nearly 15 percentage points compared to 2010—and 29.2% (289) indicated that
The characteristics
saving of the IDC
money was important group’s
(a slight attitudes
increase fromtowards online shopping
2010). Additionally, are depicted
the percentage of
in Figure 4. The predominant attitudes of this group involve a preference
respondents who wanted to spend as little time as possible on shopping increased for shopping
from
21.9% to 27.3%, and those who wanted to enjoy their shopping time rose from 6.1% to
12.3%. Among respondents indifferent to the environment, there was an increase in those
wanting to minimize shopping time (from 17.6% to 30.8%) and to enjoy shopping time
(from 8.5% to 11.9%). Conversely, the percentage of those not caring about the environment
and wanting to buy the highest quality products dropped by nearly 10 percentage points,
as did those wishing to spend little time shopping (a decrease of nearly 8 percentage points)
(Figure 3).
Given the significant shift in the attitudes of Polish e-consumers towards the natural
environment, it is cognitively interesting to describe two dominant groups: in 2010, the
group indifferent to the environment (IDC) and in 2020, the group concerned about the
environment (IC).
The characteristics of the IDC group’s attitudes towards online shopping are depicted
in Figure 4. The predominant attitudes of this group involve a preference for shopping that
is first and foremost planned with a focus on minimizing expenses, followed by maximizing
product quality.
The characteristics of the IC group’s attitudes towards online shopping are illustrated
in Figure 5. The dominant attitudes of this group involve a preference for shopping that is
primarily aimed at maximizing product quality, followed by minimizing expenses.
Based on the data in Figure 6, it is possible to observe and describe changes in the
attitudes of Polish e-consumers over ten years, between 2010 and 2020, with a particular
emphasis on the environment and factors determining online shopping habits. A radar
chart typically shows changes in the shape and size of plotted areas, allowing you to
identify trends or differences between variables.
 maximizing
Sustainability 2024, 16, x FOR PEER REVIEW product quality. 16 of 30

Sustainability 2024, 16, 4686 that is first and foremost planned with a focus on minimizing expenses, followed
15 of 29 by
maximizing product quality.

Figure 4. Environmental awareness of Polish e-consumers and its impact on purchasing attitudes in
2010. Source: own study. q2a1. When shopping, my top priority is to buy the highest quality products; q2a2.
When shopping, my main focus is on saving money; q2a3. When shopping, my primary concern is to spend
as little time as possible; q2a4. When shopping, I care most about having an enjoyable time. q2b1. I really
enjoy shopping; q2b2. I like shopping; q2b3. I’m indifferent to it; q2b4. I don’t like shopping; q2b5. I really
Figure
dislike
Figure 4. Environmentalawareness
shopping.
4. Environmental awareness of of Polish
Polishe-consumers
e-consumers and and its its
impact on purchasing
impact on purchasing attitudes in
attitudes in
2010. Source: own study. q2a1. When shopping, my top priority is to buy the highest quality
2010. Source: own study. q2a1. When shopping, my top priority is to buy the highest quality products; q2a2. products; q2a2.
WhenWhen
The shopping,
shopping, my mymain
characteristicsmainfocusfocus
of theis on
is on
ICsaving money;
group’s
saving q2a3.
attitudes
money; q2a3.When shopping,
towards
When my primary
online
shopping, myshopping concern
primary is to illustrated
are
concern spend
is to spend
as as little
inlittle
Figure time as
time5.asThepossible;
possible;
dominant q2a4. When
q2a4. When shopping,
shopping,
attitudes I care
I care
of this most about
most about
group having
involve an
having enjoyable time.
an enjoyablefor
a preference q2b1.
time. I reallyI really
q2b1.
shopping that
enjoy
enjoy shopping;
shopping; q2b2.I Ilike
q2b2. likeshopping;
shopping; q2b3.
q2b3. I’m
I’m indifferent
indifferentto to
it; it;
q2b4. I don’t
q2b4. I like shopping;
don’t like q2b5. q2b5.
shopping; I reallyI really
is primarily aimed at maximizing product quality, followed by minimizing expenses.
dislike
dislike shopping.
shopping.

The characteristics of the IC group’s attitudes towards online shopping are illustrated
in Figure 5. The dominant attitudes of this group involve a preference for shopping that
is primarily aimed at maximizing product quality, followed by minimizing expenses.

Figure 5. Environmental awareness of Polish e-consumers and its impact on purchasing attitudes in
Figure 5. Environmental awareness of Polish e-consumers and its impact on purchasing attitudes in
2020.
2020. Source:own
Source: ownstudy. q2a1. When
study. q2a1. Whenshopping,
shopping,mymy toptop
priority
priority is toisbuy the highest
to buy quality
the highest products;
quality q2a2. q2a2.
products;
When shopping, my main focus is on saving money; q2a3. When shopping, my primary
When shopping, my main focus is on saving money; q2a3. When shopping, my primary concern is to spend concern is to spend
as as little
little timeasaspossible;
time possible; q2a4.
q2a4. When
Whenshopping,
shopping,I care most
I care about
most abouthaving an enjoyable
having time. q2b1.
an enjoyable time. Iq2b1.
reallyI really
enjoy shopping; q2b2. I like shopping; q2b3. I’m indifferent to it; q2b4. I don’t like
enjoy shopping; q2b2. I like shopping; q2b3. I’m indifferent to it; q2b4. I don’t like shopping; q2b5.shopping; q2b5. I reallyI really
dislike shopping.
dislike shopping.
Figure 5. Environmental awareness of Polish e-consumers and its impact on purchasing attitudes in
2020. Source: own study. q2a1. When shopping, my top priority is to buy the highest quality products; q2a2.
When shopping, my main focus is on saving money; q2a3. When shopping, my primary concern is to spend
as little time as possible; q2a4. When shopping, I care most about having an enjoyable time. q2b1. I really
enjoy shopping; q2b2. I like shopping; q2b3. I’m indifferent to it; q2b4. I don’t like shopping; q2b5. I really
dislike shopping.
 Based on the data in Figure 6, it is possible to observe and describe changes in t
attitudes of Polish e-consumers over ten years, between 2010 and 2020, with a particu
emphasis on the environment and factors determining online shopping habits. A rad
Sustainability 2024, 16, 4686 chart typically shows changes in the shape and size of plotted areas, allowing
16 of 29 you
identify trends or differences between variables.

q3.1
70
60
q3.9 q3.2
50
40
30

20
q3.8 q3.3
10

q3.7 q3.4

q3.6 q3.5

IC_2010 IDC_2010 IC_2020 IDC_2020

Figure
Figure6. The attitudes
6. The of Polish
attitudes e-consumers
of Polish towards
e-consumers the environment
towards and their and
the environment impact on online
their impact on onli
shopping determinants in 2010 and 2020 (in %). Source: own work. q3.1 Possibility to24
shopping determinants in 2010 and 2020 (in %). Source: own work. q3.1 Possibility to purchase h
purchase 24
a day; q3.2 Possibility to compare product offers from different manufacturers; q3.3 Lower
day; q3.2 Possibility to compare product offers from different manufacturers; q3.3 Lower price of offe price of offered
products; q3.4q3.4
products; SaveSave
time;time;
q3.5 Wide range range
q3.5 Wide of goods-large selection;selection;
of goods-large q3.6 The offer
q3.6 includes
The offerdetailed information
includes detailed informat
about the the
about products; q3.7 q3.7
products; Convenience of making
Convenience a purchase
of making (I don’t have
a purchase to leave
(I don’t havehome/work); q3.8 I make q3.8 I m
to leave home/work);
carefully considered
carefully purchases,
considered I do not
purchases, actnot
I do on impulse; q3.9 Online
act on impulse; q3.9shopping
Online is trendy. is trendy.
shopping

The most important observed trends, as indicated by the results of the compared
The most important observed trends, as indicated by the results of the compar
studies, indicate that Polish e-consumers in 2020 value convenience, detailed information,
andstudies,
a wideindicate
range ofthat Polishmuch
products e-consumers
more than in in
2020 value
2010 when convenience, detailed
shopping online. informatio
These
and a wide range of products much more than in 2010 when
trends may reflect a broader shift in consumer behavior towards a more conscious and shopping online. The
trends may reflectapproach.
convenience-oriented a broader shift in consumer behavior towards a more conscious an
convenience-oriented
The data suggest a shift approach.
towards a more conscious, convenience-oriented, and thought-
ful approach to online shopping
The data suggest a shift among Polish consumers
towards over ten years.
a more conscious, There is a clear
convenience-oriented, a
shift away from impulse shopping towards online shopping, which is efficient,
thoughtful approach to online shopping among Polish consumers over ten years. There convenient,
and provides a wide selection with detailed product information.
a clear shift away from impulse shopping towards online shopping, which is efficie
The behavior pattern of environmentally conscious e-consumers (IC 2010) is charac-
convenient, and provides a wide selection with detailed product information.
terized by a moderate-to-high emphasis on all factors, with particularly high ratings for
The behavior
24/7 shopping, pattern
convenience, and a of
wideenvironmentally
range of products.conscious e-consumers
The online shopping (IC 2010)
trend and
characterized
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 In the case of environmentally unconcerned e-consumers (IDC 2010), the distribut
of data in Figure 6 suggests a relatively balanced importance of individual factors, wit
slight shift towards 24/7 availability and convenience. A wide range of products, inform
Sustainability 2024, 16, 4686 17 of 29
shopping, and the ability to compare products seemed to have less influence on
decision-making process. In 2020, they continued to emphasize convenience and 2
availability,
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The data presented in Figure 7 allow for the assessment of the evolution of attitu
The data presented in Figure 7 allow for the assessment of the evolution of attitudes
of Polish e-consumers towards the environment and their impact on choosing onl
of Polish e-consumers towards the environment and their impact on choosing online stores
stores in the IC and IDC groups in the years 2010–2020.
in the IC and IDC groups in the years 2010–2020.

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Figure 7. The7.attitudes
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Polish e-consumers towards the andenvironment
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For the IC group, the most noticeable change in 2010–2020 concerns the area of product
availability, which has become much more significant. This may indicate an increased
concern For theassurance
for the IC group, the mostenvironmentally
of receiving noticeable change in 2010–2020
sustainable products,concerns
which arethe area
product availability, which has become much more significant. This
often more difficult to obtain. There is also a greater focus on product delivery costs may
andindicate
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ease offor the assurance
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pronounced, suggesting
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delivery costsfactors
and aare secondary
desire to environmental
to streamline shopping considerations.
experiences that m
In turn, e-consumers who do not care about the natural environment (IDC) were
their value needs. Changes in the inclusion of store/auction in search and web
more focused on product prices in 2020 compared to 2010. This may mean an increased
sensitivity to costs. Another noticeable change is the valuation of convenience and ease of
Sustainability 2024, 16, 4686 18 of 29

shopping, which reflects a trend observed in the IC group, reflecting the general tendency
of consumers to value a smoother shopping experience. Less significant changes are seen in
factors such as friends’ opinions and where to pick up products, suggesting that personal
recommendations and logistical convenience may not have changed significantly for this
group of e-consumers.
Regardless of environmental attitudes, both groups valued convenience and ease of
shopping more in 2020, indicating a general trend among all e-consumers towards pri-
oritizing user-friendly shopping experiences. Product pricing became a more important
factor for IDC in 2020, while the IC group did not show as much change in this area, poten-
tially indicating that IC consumers may be willing to pay higher costs for environmentally
friendly products. Product availability showed greater growth for the IC group than the
IDC group, consistent with the view that environmentally conscious consumers may be
more interested in the availability of environmentally friendly options.
In conclusion, over a ten-year period, IC consumers increased their emphasis on
factors related to environmental issues, such as product availability and delivery costs,
while IDC consumers showed greater price sensitivity. Convenience and ease of shopping
became more important to all e-consumers, regardless of their eco-consciousness, reflecting
broader changes in the online shopping space.
Based on the data from Table 4, it is possible to indicate general changes in the
purchasing styles of the IC and IDC groups in 2010–2020. The observed changes concern
the following:
1. Financial approach: Both IC and IDC consumers showed a less stringent approach to
managing money and checking the affordability of products before purchasing, which
points to a broader societal trend towards easier spending.
2. Attitude towards borrowing: The increase in borrowing for expensive purchases, more
pronounced in the IDC group, may suggest greater comfort with using credit or a
change in the economic conditions of consumers in this group of respondents.
3. Trying new products: In both groups of e-consumers surveyed, the willingness to try
new products increased over the ten years, with IDC showing a greater increase. This
reflects a market that offers greater diversity and a consumer base that is more open
to experimentation.
4. Convenience of shopping: The increase in both groups of e-shoppers who value
convenience indicates a shift in online retail towards faster and more user-friendly
shopping experiences.
5. Price sensitivity: In particular, environmentally conscious consumers (IDC) were less
price-sensitive than before, suggesting that this group may be prioritizing other factors,
such as product quality or brand reputation, over cost.
6. Product returns: The IDC group became more proactive in returning unsatisfactory
or defective products, suggesting increased consumer assertiveness or improved
return policies.
7. Spending tracking: The importance of spending tracking remained relatively stable in
both groups, suggesting that personal financial management still plays a role in the
online shopping behavior of Polish e-shoppers.
8. View of bills: Neither group showed significant changes in their approach to bill man-
agement, indicating that it may not be an important factor in online shopping decisions.
There are visible differences between the IC and IDC groups, especially in the area of
ecological awareness. IC consumers continue to demonstrate a more methodical shopping
style, which may reflect a more thoughtful approach to environmental impact. The IDC
group shows a greater adaptability to try new products and a stronger shift towards
convenience, meaning their purchasing behavior is more influenced by trends and the ease
of online transactions. While both groups continue to compare prices, the decline in this
behavior in the IDC group is sharper, indicating a lesser focus on saving. Additionally,
IC consumers slightly increase their willingness to shop with a specific list and stick to it,
suggesting a planned approach to shopping that is consistent with a sustainable lifestyle.
Sustainability 2024, 16, 4686 19 of 29

However, the IDC group shows a clear shift away from shopping with a list towards more
impulsive shopping. To conclude, it can be said that in both groups, there is a general
relaxation of financial caution, a shift to convenience, and openness to new products.
However, the IC group maintains a more thoughtful and eco-conscious shopping style,
while the IDC group moves more noticeably towards convenience and less structured
shopping habits.

Table 4. The attitudes of Polish e-consumers towards the environment and their impact on ways of
shopping in 2010 and 2020 (in %).

I Care about the I Don’t Care about the

Items Environment (IC) Environment (IDC)
2010 2020 2010 2020
I buy only necessary items to manage money efficiently 86.3 85.5 91.7 70.0
I purchase the best products, regardless of cost 13.7 14.5 8.3 30.0
I buy desired items without considering current affordability 13.4 22.9 13.8 36.6
I verify affordability before making a purchase 86.6 77.1 86.2 63.4
I usually buy products that I have known for a long time 68.2 59.9 62.5 55.8
I enjoy trying new products 31.8 40.1 37.5 44.2
I save money before purchasing expensive items 97.2 91.6 93.4 83.3
I often borrow money for costly purchases 2.8 8.4 6.6 16.7
Tracking expenses aids my financial management 54.5 50.8 47.7 47.5
I view managing bills as a waste of time 45.5 49.2 52.3 52.5
I compare prices across stores to buy affordably 83.5 83.6 80.4 80.0
I lack time for price comparisons 16.5 16.4 19.6 20.0
I promptly return unsatisfactory or defective products 76.7 76.2 60.1 69.0
Returning purchases makes me feel awkward 23.3 23.8 39.9 31.0
I shop with a specific list and stick to it 53.8 54.9 50.7 42.1
I decide what to buy while shopping 46.2 45.1 49.3 57.9
I thoroughly compare products before choosing 89.2 82.2 87.9 68.5
I choose whatever is convenient 10.8 17.8 12.1 31.5
Source: own study.

Based on the data from Table 5, which lists the determinants influencing the choice
of products among Polish e-consumers, it is possible to indicate changes in the motives
for making purchases over 10 years, as well as differences between ecologically conscious
consumers (IC) and not ecologically conscious ones (IDC).
Differences are observed in relation to the following product selection factors:
1. Fashion: The most significant change for the IDC group is the increase in the influence
of fashion from 9.0% to 16.5%, suggesting greater attention to trends over the decade.
The IC group’s concern for fashion also increased slightly.
2. Advertising: Both groups showed an increased influence of advertising on their
purchasing decisions, with the IDC group seeing a noticeable increase from 4.4% to
8.5%, indicating the growing influence of marketing on consumer behavior.
3. In-store promotions: There was an increase in the IDC group’s response to in-store
promotions, indicating greater receptivity to marketing and sales tactics.
4. Product origin: The increase in the importance of product origin for the IC group from
3.9% to 5.8% reflects the growing concern about where products come from, which
may be related to environmental concerns.
Sustainability 2024, 16, 4686 20 of 29

Table 5. The attitudes of Polish e-consumers towards the environment and their impact on product
purchase factors in 2010 and 2020 (in %).

I Care about the Environment (IC) I Don’t Care about the Environment (IDC)
Items
2010 2020 2010 2020
Quality 58.4 61.6 54.5 55.8
Brand 32.3 33.3 32.6 35.9
Fashion 10.3 10.9 9.0 16.5
Habit 16.6 16.3 15.0 20.0
Advertising 4.4 5.9 4.4 8.5
Price 48.9 52.2 55.8 53.9
In-store promotions 16.1 17.7 16.2 18.9
Product features 37.4 30.0 38.3 27.0
Product origin (domestic/foreign) 3.9 5.8 2.4 2.8
Source: own study.

Determinants such as quality and brand turned out to be stable over the decade (the
importance of this factor remained relatively stable in both groups, although it increased
slightly, which suggests that these factors are still key factors taken into account by Polish
e-consumers) and habit (habit also remained a stable determinant for both groups, which
shows that established behaviors are resistant to changes over time).
What differentiates both groups of surveyed e-consumers (IC and IDC) are choices
based on the following:
1. Quality: The IC group consistently placed a greater emphasis on quality over time than
the IDC group, adapting to a possible preference for durable and sustainable products.
2. Price: The IDC group showed a slight decrease in price influence, suggesting that it
may be less price-sensitive in 2020 compared to the IC group, which showed a slight
increase in price consideration.
3. Product features: In both groups, there was a decrease in the influence of product
features, but in the IDC group, it was more pronounced. This may indicate a shift
towards other factors such as brand or convenience.
4. Product origin: The IC group showed a greater increase in concern for product origin,
which is consistent with environmental concerns. The IDC group’s concerns about
product origins remained low and relatively unchanged.
In conclusion, fashion, advertising and in-store promotions have become more influen-
tial for both groups, with a more pronounced impact on the IDC group. Quality and brand
still play an important role in product selection, but the importance of product features has
decreased. The IC group is increasingly paying attention to the origin of products, which is
consistent with environmental awareness, while the IDC group’s concerns remain more
diversified and less environmentally focused.
The analysis of research data definitely confirms both hypotheses regarding changes
in the ecological awareness and purchasing behavior of Polish e-consumers over the last
decade. The data clearly confirm RH1, which assumes that Polish e-consumers have be-
come more ecological over the last 10 years. In 2010, only 37% of respondents considered
themselves environmentally conscious, compared to 86% in 2020. This radical change in the
number of people who care about the environment indicates a significant increase in eco-
logical awareness among Polish e-consumers. The research results also confirm RH2. The
data show that with the change in ecological attitudes, the purchasing behavior of Polish
e-consumers on the Internet has changed. In 2010, people who cared about the environment
focused more on quality and costs. In 2020, while these factors remained important, there
was a noticeable shift towards prioritizing convenience, detailed product information, and
Sustainability 2024, 16, 4686 21 of 29

a broad product selection. This shift suggests more conscious and convenience-oriented
consumer behavior, likely driven by increased environmental awareness. Moreover, these
changes are reflected in broader trends in consumer behavior, such as a decrease in price
sensitivity among environmentally conscious people and a general increase in the valuation
of convenience and access to information, suggesting that ecological considerations are
indeed shaping consumer preferences in the Polish e-commerce market. Thus, the evidence
from this study solidly supports both hypotheses, demonstrating a clear and significant
evolution of both environmental awareness and related purchasing behavior among Polish
e-consumers over the last decade.

5. Discussion
The findings of this paper resonate with the existing literature on the environmental
awareness of e-consumers, revealing a significant increase in environmental conscious-
ness among Polish e-consumers over the past decade [35,58,59]. This aligns with global
trends indicating a growing concern for environmental issues among consumers world-
wide [69–71]. The substantial rise in the percentage of Polish e-consumers considering
themselves environmentally conscious reflects the heightened awareness of environmental
sustainability in consumer decision-making.
This study highlights a notable shift in the priorities of environmentally conscious
e-consumers towards convenience, detailed product information, and a broad product
selection. This mirrors findings from previous research, which suggest that while environ-
mental concerns remain important, they are increasingly integrated with other consumer
preferences such as convenience and product variety [72–75]. The observed emphasis on
convenience and information suggests that environmentally conscious consumers seek sus-
tainable options without compromising the ease and efficiency of their shopping experience.
Also, this paper underscores the preference of environmentally conscious e-consumers for
sustainable practices, as evidenced by their increased valuation of factors such as prod-
uct origin and delivery costs. This finding corroborates previous studies indicating that
environmentally conscious consumers are more likely to favor brands and products that
align with their values of sustainability and ethical responsibility [76–78]. The heightened
importance placed on product origin reflects a desire for transparency and accountability
in supply chains, indicating a growing awareness of the environmental and social impacts
of consumer choices.
The results demonstrate a clear influence of environmental awareness on the pur-
chasing behavior of e-consumers, with environmentally conscious individuals exhibiting
distinct preferences and decision-making patterns. This finding is consistent with the
literature emphasizing the role of environmental attitudes and beliefs in shaping consumer
behavior, particularly in the context of sustainable consumption [79–84]. The observed
changes in purchasing styles, such as increased willingness to try new products and a shift
towards convenience-oriented shopping, suggest that environmental considerations play a
significant role in guiding consumer choices and preferences.
The results of this the research paper can be analyzed through the lens of consumer
decision-making models [85,86] which provides valuable insights into the factors driv-
ing Polish e-consumers’ behaviors in the context of environmental consciousness and
online shopping. One of the prominent models is the Theory of Planned Behavior (TPB),
which posits that behavioral intentions are influenced by attitudes, subjective norms, and
perceived behavioral control [87–91]. In this study, the observed shift towards more eco-
conscious online shopping behavior among Polish consumers reflects changes in attitudes
towards sustainability. Over the decade studied, there was a notable increase in the percent-
age of respondents considering themselves environmentally conscious, indicating a shift in
attitude towards eco-friendly practices. This change likely influenced subjective norms, as
individuals may be more inclined to adopt sustainable behaviors if they perceive them as
socially desirable. Additionally, the increased emphasis on convenience, detailed product
Sustainability 2024, 16, 4686 22 of 29

information, and a wide product selection suggests that consumers perceive greater control
over their online shopping experiences, further influencing their behavioral intentions.
Also, the consumer decision-making process offers insights into how consumers
navigate the online shopping landscape. Traditionally, this process involves stages such as
need recognition, information search, the evaluation of alternatives, purchase decision, and
post-purchase evaluation [92,93]. In the context of Polish e-consumers, this paper highlights
changes in information search behavior and evaluation criteria over time. In 2010, factors
like price and product quality were the primary considerations. However, by 2020, there
was a noticeable shift towards valuing convenience, detailed product information, and
a broad product selection. This indicates that Polish e-consumers have become more
discerning and informed in their online shopping habits, leveraging digital platforms to
access comprehensive information and make more informed purchasing decisions.
Analyzing the results of this paper in the context of Technology Acceptance Mod-
els [75,76] sheds light on how Polish e-consumers’ attitudes towards online shopping
platforms and environmental concerns influence their acceptance and adoption of tech-
nology. One of the prominent models in this regard is the Technology Acceptance Model
(TAM), which suggests that perceived usefulness and perceived ease of use are key deter-
minants of an individual’s intention to use and the actual use of technology [94–96].
In this study, the observed shift towards a more eco-conscious and convenience-
oriented approach to online shopping among Polish consumers reflects changes in per-
ceived usefulness. Over the ten-year period, there was a significant increase in the per-
centage of respondents considering themselves environmentally conscious, indicating
a heightened awareness of sustainability issues. This increased awareness likely influ-
enced consumers’ perceptions of the usefulness of online shopping platforms, as they may
perceive these platforms as offering more sustainable alternatives to traditional brick-and-
mortar stores. Additionally, the emphasis on convenience, detailed product information,
and a broad product selection suggests that consumers perceive online shopping platforms
as valuable tools for meeting their diverse needs efficiently. Also, the shift towards valuing
convenience and ease of use aligns with the TAM’s emphasis on the perceived ease of use as
a determinant of technology acceptance [97–101]. The increased emphasis on convenience
and efficiency in the online shopping experience suggests that Polish e-consumers perceive
online shopping platforms as easy and convenient to use, further influencing their intention
to use and the actual use of these platforms. Moreover, consumers are strongly influenced
by TV shows and follow healthy trends, e.g., sugar-free, gluten-free products, etc. [102,103].
New trends are quickly adapted by shopping platforms.
It should be stated that the results of this paper highlight the importance of factors such
as product availability, delivery costs, and product origin in shaping consumers’ attitudes
towards online shopping platforms. These factors influence consumers’ perceptions of the
usefulness and ease of use of online shopping platforms, as well as their overall satisfaction
with the online shopping experience.
The results of this study can be also analyzed from the perspective of Sustainability
Marketing Theory which offers valuable perspectives on how businesses can tackle con-
sumer worries regarding environmental matters while still catering to their desires and
requirements [104]. This theory underscores the significance of integrating sustainability
principles into marketing tactics and product portfolios to cater to the demands of cur-
rent consumers without jeopardizing the ability of future generations to fulfil their own
needs [105].
The results of this study indicate a significant increase in eco-consciousness among
Polish e-consumers over the past decade. This shift highlights the growing importance
of environmental considerations in consumer decision-making processes. Businesses can
leverage this trend by implementing sustainability initiatives throughout their value chain,
such as sourcing environmentally friendly materials, reducing carbon emissions, and
offering eco-friendly product options. The findings suggest that consumers prioritize
convenience, detailed product information, and a wide product selection when shopping
Sustainability 2024, 16, 4686 23 of 29

online. This indicates that while sustainability is important to consumers, it is not the sole
factor influencing their purchasing decisions. Therefore, businesses must strike a balance
between offering sustainable products and meeting consumers’ demands for convenience
and variety.
This study highlights the importance of transparency and communication in sustain-
ability marketing [106–108]. Consumers value detailed product information, including
information about product origin and environmental impact. Businesses can build trust and
credibility with consumers by providing transparent information about their sustainability
practices and the environmental attributes of their products. Also, the results suggest
that environmentally conscious consumers may be willing to pay a premium for sustain-
able products. This presents an opportunity for businesses to differentiate themselves in
the market by offering high-quality, environmentally friendly products that align with
consumers’ values.
The results of this paper can be analyzed using the Social Cognitive Theory [92,93],
which posits that individuals learn and adapt their behaviors through observation, mod-
eling, and reinforcement [109,110]. In the context of this study, the observed shifts in
the attitudes and behaviors of Polish e-consumers towards environmental concerns and
online shopping habits can be understood within the framework of Social Cognitive Theory.
Firstly, the increase in environmental awareness and conscious shopping behaviors among
e-consumers over the ten-year period aligns with the concept of observational learning. As
individuals observe and become aware of environmental issues through various channels
such as media, education, and social interactions, they are more likely to adopt environ-
mentally friendly attitudes and behaviors. Secondly, the emphasis on convenience, detailed
product information, and a wide product selection in online shopping reflects the influ-
ence of modeling. As consumers observe others prioritizing these factors in their online
shopping decisions, they are more inclined to emulate similar behaviors. Additionally, the
reinforcement of convenient and efficient online shopping experiences through positive
outcomes, such as time-saving and access to a diverse range of products, further reinforces
the adoption of these behaviors. Also, Social Cognitive Theory emphasizes the role of self-
efficacy [111,112], which refers to individuals’ beliefs in their ability to perform a specific
behavior [113–117]. The observed changes in e-consumers’ attitudes and behaviors suggest
an increase in self-efficacy, particularly in making informed and environmentally conscious
purchasing decisions. As individuals become more confident in their ability to navigate
online shopping platforms, compare product information, and prioritize sustainability, they
are more likely to engage in such behaviors.

6. Conclusions
The findings of this study underscore a significant evolution in the attitudes and
behaviors of Polish e-consumers over the past decade, particularly in relation to envi-
ronmental awareness and online shopping habits. The data reveal a notable increase in
environmental consciousness among respondents, with the percentage of individuals iden-
tifying as environmentally conscious rising from 37% in 2010 to a substantial 86% in 2020.
This substantial shift highlights a growing recognition and concern for environmental
issues among Polish e-consumers. Also, the results indicate clear changes in the factors
influencing online shopping preferences and decision-making processes. Over the ten-year
period, there has been a notable increase in the importance placed on convenience, detailed
product information, and a wide product selection among e-consumers. For instance, the
preference for 24/7 shopping availability rose from 83.5% to 91.2%, while the emphasis
on product availability increased from 58.4% to 61.6%. Similarly, there was a shift towards
prioritizing convenience and ease of shopping, with the proportion of respondents valuing
these factors rising from 16.1% to 17.7%.
This study reveals differences in the purchasing behaviors of environmentally con-
scious (IC) and non-environmentally conscious (IDC) consumers. While both groups
increasingly prioritize convenience and ease of shopping, environmentally conscious con-
Sustainability 2024, 16, 4686 24 of 29

sumers demonstrate a more methodical shopping style, placing greater emphasis on factors
such as quality and product origin. In contrast, non-environmentally conscious consumers
exhibit a stronger inclination towards impulsive shopping and trend-following behaviors,
as evidenced by their increased responsiveness to fashion influences, which rose from 9.0%
to 16.5%.
The scientific value of this paper lies in its systematic investigation of the evolving
dynamics between environmental awareness and online shopping habits among Polish
e-consumers. By offering empirical evidence, theoretical insights, and methodological rigor,
this study advances our understanding of consumer behavior in the context of sustainability
and e-commerce, contributing to both academic research and practical implications for
businesses and policymakers.
The main limitation is connected with the fact that this study focuses primarily on
attitudes towards environmental issues and online shopping determinants, overlooking
other potential factors that may influence consumer behavior. For example, socio-economic
factors, cultural norms, and psychological variables could also play significant roles in
shaping e-consumers’ preferences and decisions. A more comprehensive examination
of these variables could provide a more nuanced understanding of consumer behavior.
Also, this study’s analysis spans a specific ten-year period (2010–2020), during which
socio-economic, technological, and environmental contexts may have evolved significantly.
Changes in external factors, such as economic recessions, technological advancements, or
environmental crises, could impact consumer attitudes and behaviors independently of the
variables studied. Accounting for these contextual shifts could enhance the robustness of
this study’s conclusions.
When comparing the two surveys, it is evident that the 2020 survey comprised older
respondents, potentially influencing their attitudes. As individuals age, they often become
more mature and responsible, particularly concerning environmental matters, especially
as they establish families. This life stage typically fosters a heightened consciousness of
environmental issues, driven by the desire to ensure a sustainable future for their offspring.
Therefore, it is plausible that the observed shifts in environmental attitudes among the 2020
respondents could partly stem from their life stage rather than solely reflecting broader
societal changes. This raises a limitation in this study, as the observed changes may
not solely be indicative of shifts in societal attitudes but could also be influenced by the
respondents’ life stages.

Author Contributions: Conceptualization, B.G., K.B., M.J., R.W. (Radosław Wolniak), and R.W.
(Robert Wolny); methodology, M.J. and R.W. (Robert Wolny); software, B.G., R.W. (Robert Wolny)
and M.J. validation, B.G., R.W. (Radosław Wolniak), M.J. and R.W. (Robert Wolny); formal analysis,
B.G., R.W. (Radosław Wolniak), K.B., M.J. and R.W. (Robert Wolny); investigation, B.G., M.J. and
R.W. (Robert Wolny); resources, B.G., M.J. and R.W. (Robert Wolny); data curation, B.G., M.J. and
R.W. (Robert Wolny); writing—original draft preparation, B.G., M.J. and R.W. (Robert Wolny);
writing—review and editing, B.G., M.J., R.W. (Robert Wolny) and W.W.G.; visualization, B.G., K.B.,
M.J., R.W. (Robert Wolny) and W.W.G.; supervision, B.G., W.W.G., M.J. and R.W. (Robert Wolny);
project administration, B.G. and R.W. (Radosław Wolniak); funding acquisition, B.G. and R.W.
(Robert Wolny). All authors have read and agreed to the published version of the manuscript.
Funding: This research received no external funding.
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Data Availability Statement: Data are contained within the article.
Acknowledgments: The manuscript was the result of an internship (B.G.) at the University of
Economics in Katowice.
Conflicts of Interest: The authors declare no conflict of interest.
Sustainability 2024, 16, 4686 25 of 29

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