Propensity for pro-environmental consumer behaviour: a look through product and demographic characteristics

Building Consumer Social Responsibility (CnSR) is crucial for mitigating the climatic consequences of the current economic model. CnSR emphasises the ethical aspect of consumer decisions, highlighting their impact not only on individuals but also on society and the environment. The environmental aspect, particularly significant from a sustainable development perspective due to its multidimensionality, will not manifest uniformly in consumer decisions but will be determined by individual consumer propensity, differentiated both in terms of product and demographic dimensions. Our study aimed to identify the relationship between the propensity for pro-environmental consumer behaviour (PECB) and the types of product groups, considering gender, age, and financial situation as differentiating features. The analyses used survey data collected from 1,439 respondents in Poland using the CAWI method. Three indices measuring pro-environmental behaviour propensity were constructed for three product groups: 1. food products (InF); 2. clothing and accessories, and cosmetics (InC); and 3. electronics (InE). Non-parametric tests and logistic regression models were used in the analyses. The study results indicate that PECB differs significantly depending on the types of products purchased. However, depending on the consumer's gender, age, and financial situation, this statement applies only to certain product groups. The research showed that women exhibit a higher PECB across all product groups compared to men, especially regarding clothing and accessories, and cosmetics. With age, PECB increases, particularly for food products. Financial situation is not a statistically significant determinant of consumers' pro-environmental behaviour propensity in any product group. The findings provide insights into PECB regarding various product groups, facilitating the practical implementation of actions aimed at promoting sustainable consumption tailored to consumer behaviour diversity.