Psychographic Typology of the Phygital Consumer Based on Emotions Towards Tools and Solutions Used in Retail and Services

The aim of this paper is to identify and psychographically characterize consumers operating in the phygital environment based on their emotional responses to tools used in commerce and services. The theoretical section involves a bibliometric analysis (Web of Science and Scopus papers from 2015 to 2024) using Bibliometrix and Biblioshiny in RStudio. The empirical study was conducted using the Internet survey technique in February 2025 on a nationwide random-quota sample of 2160 adult internet users. Based on cluster analysis, three types of consumers were identified: solution skeptics (48.1%), cautious explorers (20.1%), and tool enthusiasts (31.9%). The results indicate that emotions play a key role in the perception of phygital experiences. The article provides practical guidance for companies, including approaches for designing more inclusive and accessible shopping environments. A positive attitude toward these tools can foster more efficient use of services, reducing overconsumption and improving quality of life. In the context of sustainable development, these results point to the need for further research into the real impact of phygital solutions on consumer wellbeing—social, economic, and environmental.