THE INFLUENCE OF DIGITAL CONSUMERS’ BEHAVIOUR ON ENVIRONMENTAL AWARENESS IN POLAND

Purpose:The aim of the article was to explore the influence of digital consumer behavior on their environmental awareness in Poland.Design/methodology/approach: The research was conducted using a quantitative survey method via the SurveyMonkey platform.The sample included 1,243 Polish respondents of diverse age and gender, who assessed digital behaviors and environmental awareness using a five-point Likert scale.Findings: The study confirmed a positive relationship between digital consumer behavior and environmental awareness.Younger and more digitally active respondents demonstrated higher ecological consciousness, with notable differences based on age and gender. Research limitations/implications:The study was limited to a Polish sample, which may restrict the generalizability of findings to other cultural or technological contexts.Future research could include cross-national comparisons or qualitative insights.Originality/value: The paper offers new insights into how digital consumer behavior shapes environmental awareness, particularly in the context of an emerging digital society.It highlights the role of demographic variables and suggests targeted digital education strategies.