The purpose of this study was to identify the shopping behaviour of Polish shoppers in online and offline channels, as well as to identify the implications for companies that operate in retail. In the theoretical part, the literature was reviewed and issues related to consumer shopping behaviour in the aforementioned channels were discussed, and the development of multi-channel systems offered by enterprises was presented. The next part of the paper describes the methodology of the study, which presents the principles of qualitative content analysis used in the study and discusses the procedure of the empirical research conducted. An indepth interview technique was used, which was conducted with a sample of 12 Polish consumers. The empirical part presents the respondents' perceived advantages and disadvantages of online and offline channels, their preferred forms of payment and the groups of products purchased in each channel. The final part of the study includes a summary, which embraces conclusions and implications for retail businesses resulting from the identification of shopping behaviour, as well as limitations of this research. Among other things, business entities should pay attention to diversifying the payment method in online stores, increasing the attractiveness of stationary retail spaces, and integrating both the online and offline channels and marketing activities in this area.

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.