The impact of economic and socio-demographic factors on consumer typology and their pro-environmental attitudes

Abstract

PURPOSE: The aim of the study was to identify consumer behaviors, taking into account the relationships between socio-demographic characteristics and consumer typology according to their attitudes towards the natural environment, as well as to determine the perception of readiness to undertake pro-environmental behaviors.

DESIGN/METHODOLOGY/APPROACH: This study is based on a survey conducted using a questionnaire. The research was carried out among residents of the Lubusz Voivodeship. The questionnaire was designed to collect demographic and socio-economic data. It also included questions regarding consumers’ readiness to engage in pro-environmental behaviors and the percentage share of particular consumer types in terms of pro-environmental attitudes.

FINDINGS: The results indicate that consumers are not a homogeneous group, and their attitudes towards new consumption trends are conditioned by economic and sociodemographic factors. Gender, place of residence, education, age, and monthly income significantly differentiate consumer typology. However, considering the strength of the relationships, it can be concluded that income and age exert a strong influence on consumer attitudes and behaviors, while the weakest relationship was observed for gender, and a moderate one for place of residence and education.

PRACTICAL IMPLICATIONS: The results concerning the relationships between economic and sociodemographic factors and consumer typology, defined on the basis of their attitudes towards the environment, may serve enterprises in adapting marketing strategies to specific consumer groups of a given product.

ORIGINALITY/VALUE: The article presents the relationships between economic and sociodemographic characteristics and consumer typology defined on the basis of their attitudes towards the natural environment. These results were used to determine the percentage share of particular consumer types in terms of pro-environmental attitudes and subsequently became the basis for formulating recommendations for enterprises in the field of marketing policy.