Perceived consumer effectiveness in case of different sustainable behaviors:Typology of Polish consumers
In our study perceived consumer effectiveness(PCE)reflects consumer”s belief that his/her efforts may influence natural and social environment(life of others)and therefore represents the conviction,that individual may contribute sustainability by his/her sustainable behaviors.In the literature on environmentalism and ethical behavior such a belief has been recognized as both direct and indirect factor that causes environmentally/socially conscious behaviors and may be treated as their prerequisite.This paper aims to assess the level of PCE in case of Polish consumers as well as to identify and characterize types of consumers varying in terms of their PCE level.To achieve these goals,we employed the outcomes of nationwide survey conducted during the first two quarters of 2016 on the sample of 1112 consumers.The outcomes revealed that the level of perceived consumer effectiveness of Poles is comparatively high and consumer”s PCE may serve as the criterion of their typology.In consequence,we identified three homogenous types: “doubters”,“moderately convinced” and “convinced”,which were described in terms of gender,level of education,financial status,the main source of household income and the place of living.
sustainable consumption sustainable consumer behavior perceived consumer effectiveness typology
Aleksandra Burgiel Jolanta Zralek
Department of Consumption Research,University of Economics in Katowice,Poland
国内会议
China Marketing International Conference 2017 (2017中国市场营销国际学术年会)
北京
英文
399-428
2017-07-14（万方平台首次上网日期，不代表论文的发表时间）