Determinants of purchasing behaviour in the retail sector towards ecological products

The publication examines the attitude of Polish consumers towards environmental protection and their purchasing behaviour towards ecological products. The aim of the article is to identify the purchasing behaviour of consumers regarding ecological products, the choice of points of purchase, as well as the determinants of the purchase of ecological products. The theoretical part discusses issues related to the phenomenon under study. The research part is based on empirical research conducted using the CAWI method. The four research hypotheses were formulated. In order to verify them, statistical analyses were used, i.e. descriptive analyses, the Kruskal–Wallis test and the chi-squared conformity test. The survey results demonstrated that there are differences between age groups regarding the respondents' approach to environmental protection and some determinants when purchasing ecological products. Additionally, the rationale behind purchasing ecological products and points of sale in which consumers purchase the said products were identified. The final part of the paper presents research limitations and business implications.

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