RESPONSIBLE CONSUMPTION IN THE PURCHASING DECISIONS OF YOUNG CONSUMERS

Abstract

This article aims to identify the importance of responsible consumption in the purchasing decisions of young consumers. For this purpose, an online survey and individual in-depth interviews were conducted among Polish students; a combination of quantitative and qualitative research methods provided insights into consumers’ views and buying habits. The results show that the most important factor in purchasing decisions is economic rationality. Students demonstrate responsible behaviors that are also economically rational: purchasing fewer and longer-lasting products, only buying what they need, using products for as long as they remain functional, repairing them, and purchasing second-hand goods. On the other hand, the results of the qualitative research provide an understanding of consumers’ doubts about responsible consumption. Such findings will enrich the portrait of the Polish consumer already known from previous research.

Keywords

• consumption
• consumer behavior
• responsible consumption
• sustainability
• young consumers