Attitude-behaviour gap among polish consumers regarding green purchases

Lucyna Witek

The purchasing behaviour in the market of green products is at a low level. Consumers express their concern about the future of the planet and
the cleanliness of the environment, but in their conduct they do not take into account ecological criteria. There is a discrepancy between what
consumers say and what they really do. A favourable attitude to the idea of environmental protection does not translate into real action. The
reasons for this gap have not been sufficiently researched yet. The aim of the research is to identify the causes of attitude-behaviour gap in the
market of environmentally friendly products in Poland. To achieve the goal, the desk research and surveys were applied. The research shows that green products are well evaluated by consumers, although the knowledge about them is general and partial. Only 21% of respondents indicate knowledge of the production process, certification and control of environmentally friendly products. A large group of surveyed consumers (43%) shows willingness to pay higher prices for environmentally friendly products. But only one third of respondents (32%) declares trust in such products.

attitude-behaviour inconsistency, ecolabels, environmentally friendly products, green consumer, green marketing

Lucyna Witek, PhD, Rzeszow University of Technology, The Faculty of Management Department of Marketing ul. Powstańców Warszawy 8, 35-959 Rzeszów, Rzeszów, Poland, e-mail:

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