Processes of Modernization of Consumption in Poland in the Context of the Sustainable Consumption and the Functioning of the Renewable Energy Market

Abstract

The process of consumption modernization can be expressed by adopting the principles of sustainable development within the sphere of consumption. It should be emphasized that the implementation of a sustainable consumption model becomes especially important when considering the fact that not only various types of enterprises but also consumers participate in the excessive consumption of natural resources. The processes of sustainable consumption that are related to its humanization and the formation of a responsible society are a response to the overconsumption of goods and services, which is not determined by actual human needs and does not consider social and ecological costs. The aim of the paper is to present a process of consumption modernization in Poland in the context of the functioning of the renewable energy market. Special attention is paid to behaviours that are consistent with the sustainable consumption model, as well as with the motives for using renewable energy sources by Polish consumers and the perception of barriers to increasing the use of renewable energy sources in Poland. This paper is based on literature studies, as well as on the results of an empirical study of quantitative character that was performed in 2021 on a nationwide representative sample of 1020 people. The contribution of the article is represented by showing the motivation of Polish consumers to use renewable energy sources and by indicating barriers to the development of the use of renewable energy sources by consumers in Poland. The analysis of the research results shows that the aspect of saving money plays a significant role among the motives for using renewable energy sources. At the same time, high investment costs in devices that enable the use of renewable energy sources are the main factor that is limiting the increase in the use of renewable energy sources in Poland.

1. Introduction

In the energy, growing importance has been placed on using energy from renewable sources. This developmental direction that has been taken by the energy sector is becoming particularly important in the context of the growing number of challenges that are related to environment protection and the need to increase the scope of sustainable development in order for it to be more widely implemented. Sustainable development, which is an innovative pattern of socioeconomic development and a type of development that has been implemented by humans for the benefit of other humans, is characterized by the fact that it integrates human activities in not only environmental and economic areas but also in technological, socioeconomic, and cultural areas. It should be emphasized that the implementation of the principles of sustainable development should facilitate the shaping of the desired living environment. A responsible society that chooses to implement the concept of intra- and intergenerational order is a very important determinant for the implementation of the concept of sustainable development [1]. It is important that the concept of sustainable development concerns not only the processes of sustainable production but also those of consumption, which takes the form of sustainable consumption when sustainable development models are implemented. This is due to the fact that our current level of knowledge allows us to state that it is not only large industrial companies that are involved in environmental pollution and the excessive consumption of natural resources; consumers are involved as well [2]. In addition, it should be noted that sustainable development involves a departure from the classical economy, which represents cases where nature is treated as a source of utility and where the technologies are developed in order to increase the efficiency at which we can obtain raw materials, in favour of a view that is characterized by limiting the economic growth rate and by changing the approaches that we use to manage natural resources to solve the problem of limited resources [3,4,5,6]. This is because the causes of the sustainability crisis are seen in an economic paradigm in which fast economic growth is inscribed, regardless of its social and environmental consequences, as well as in the uncontrolled use of fuels and other raw materials, consumption that is motivated by the desire to achieve economic benefits in a short time. In situations where natural resources are recognized as being exhaustible, this is only considered at a small scale [7]. The development of the consumer society and the promotion of consumerism [8] have also played a significant role in the growing sustainability crisis. In this context, it should be emphasized that the intense pressure of producers and distributors, as well as the use of advertising, has contributed to increased materialistic values and has created the desire to accumulate material goods, something that has become a very important motive for life activity for many consumers. The constant pursuit of newer and newer items that is caused, among other factors, by shortening the life cycles of products has led to the development of consumerism being understood as the excessive consumption of goods and services that is not justified by human needs and that does not consider social, environmental, and individual costs [9].

In opposition to materialistic value systems, consumer hedonism and the consumptive lifestyle, new systems that focus on sustainable consumption and humanization are being developed. In the scientific discourse concerning consumption and the negative effects of excessive consumption, it is becoming more clearly emphasized that consumption and the accumulation of goods should not be a goal in and of itself, while economic growth should translate into improving quality of life [10].

The aim of this paper is to present the process of consumption modernization in Poland in the context of the market using more sustainable energy resources. Special attention is paid to the behaviours that fit into the sustainable consumption model, the motives that Polish consumers have for using renewable energy sources, and the perception of barriers that are currently impeding the increased use of renewable energy sources. In the analyses concerning the use of renewable energy sources by consumers, photovoltaic panels are discussed specifically, because they have great development potential in Poland, and their installation is co-financed by the National Fund for Environmental Protection and Water Management.

In order to achieve the objectives of the presented paper, a research procedure that was based on a study of the currently existing literature and the implementation of an empirical and quantitative methodology were required. The quantitative research was performed in 2021 on a nationwide representative sample of 1020 people (508 women and 512 men) through the use of a questionnaire that was made available to respondents online as part of an online research panel that was managed by the ARC Rynek i Opinia research institute. The contribution of the paper to the development of knowledge about the energy market and consumer behaviour on this market is also represented by showing the motivation of Polish consumers to use renewable energy sources against the background of other activities that constitute a manifestation of sustainable consumption and by indicating barriers to the development of the use of renewable energy sources by Polish consumers. Apart from the introduction, the structure of the article includes the following parts: literature review, materials and research methods, results of empirical research, discussion, and conclusions. They indicate the limitations of the performed research procedure and the directions for further research in the problem areas that are discussed in the paper and that concern the model of sustainable consumption, as well as the barriers that are preventing the market from developing to include more renewable energy sources.

2. Literature Review

Moving to higher stages of consumption development and shaping sustainable consumption are immanently related to the greening of consumption behaviours, which is reflected not only in the purchase and consumption of ecological products but is also reflected in the economical and rational use of consumer goods and movement away from ego-rationality in favour of eco-rationality. Reducing or departing from the consumption of goods that are characterized as using a large amount of non-renewable resources, purchasing products that do not generate a large amount of post-consumer waste, and separating waste and reusing that waste as much as possible are typical of environmentally friendly attitudes and the greening of consumer behaviours. In addition, consumer actions that are aimed at broadening one’s knowledge of the field of environmental protection, encouraging buyers to actively participate in the organization of cooperatives that have been cocreated by consumers and producers or engaging in environmental movements are consistent with the trend that is often referred to as the greening of consumer behaviour. Other examples of this would be the replacement of car transport with a bicycle or the use of second-hand products and passing them on to other buyers [11,12,13,14]. Ensuring sustainable consumption is based on the promotion of environmental awareness, as well as the application and practice of the intra- and intergenerational justice principles. It means that increasing the welfare of some consumers should not limit the possibility of improving the welfare of other consumers and future generations [15]. On the one hand, it is important to limit consumption, and on the other hand, it is important to use technologies that consume fewer natural resources, as these are difficult to renew.

In order to analyze the processes and mechanisms for modernizing consumption that are related to the implementation of the sustainable consumption model, an important dimension of which is the use of renewable energy sources, requires reference to the concept of responsibility and the opposing anti-value concept of irresponsibility. From the point of view of the issues of consumption and consumer behaviour, it is worth referring to responsibility both “before the act” and “after the act” [16]. While responsibility “before an act” is defined as a kind of disposition and readiness to take responsibility and to predict the consequences of one’s actions, the actual responsibility takes place after a specific event or behaviour occurs [17]. Responsibility also refers to the reasonable anticipation of the effects of one’s actions for others and only taking action when these effects are good not only for the individual but also for other people. Responsibility is also associated with departing from selfish attitudes in favour of a prosocial orientation and of care for others and for the natural environment [18]. Considering the sustainability crisis and the necessity to reduce the negative impact that humans have on the natural environment, it should be emphasized that consumer responsibility “before the act” will mean adopting a reflective attitude, rationalizing consumption, and deciding to buy environmentally friendly products, and this will also include the choice to use energy from renewable resources. This type of responsibility, which translates into responsible behaviour in the sphere of consumption, is particularly important and has great potential in reducing environmental degradation.

In this context, it should be emphasized that responsible consumption that is simultaneously sustainable requires that consumers be aware of the consequences of their actions, have the ability to verify and select their needs and knowledge of the benefits of responsible action, and consequently, choose the option that will enable the goal of ensuring lasting improvements in the quality of life of both present and future generations to be achieved. Responsible consumption and sustainable consumption have the same goal of implementing the assumptions of sustainable development and shaping the common and individual good, between which there is a relational correlation [19,20].

The literature review that was conducted in the present study determined that two approaches have emerged in the area of sustainable consumption. These two areas can be categorized as weak sustainability and strong sustainability. In the case of weak sustainable consumption, achieving sustainability is possible through improvements in efficiency that can be obtained through the introduction of innovative technological solutions that reach consumers through the market [21]. Such an approach to sustainable consumption does not require changes in consumption patterns and is only associated with qualitative changes that depend on the entities who form the supply side of the market [22]. However, according to the supporters of strong sustainable consumption, the concept of weak sustainable consumption does not solve the problem of resource scarcity and only allows for the achievement of apparent changes in the scale of their use. In addition, paradoxical situations sometimes arise, as efficiency improvements ensure a smaller than expected reduction in the consumption of energy or other material resources and can even lead to an overall increase in the consumption of these resources [23]. These phenomena are defined as rebound effects. They may be observed at the micro level or at the macro level and may be structural in nature [24]. Consequently, this means that meeting the challenges of the present day requires profound transformations in consumption and changes in how we use resources that are not only qualitative in nature but that are also quantitative. These changes will allow for a real reduction in the consumption of non-renewable resources. Strong sustainable consumption is related to limiting the level of consumption, as well as limiting the consumption of renewable resources to a level that allows for their reproduction. This is especially true of economically developed countries [25]. In this context, it should be emphasized that analyses of the effects of consumer behaviour on the renewable energy market cannot neglect a wide range of behaviours that are aimed at modernizing consumption and at enabling a real reduction of the negative effects of human activity on the environment, the reduction of which represents mental and lifestyle changes.

This means that the ability of consumers to self-limit consumption to the level that is required by biological conditions and the level of socioeconomic development is the essence of sustainable consumption, which is in direct contrast to consumerist attitudes and behaviours. At the same time, it should be noted that, although consumers often support the principles of sustainable development and notice the necessity of reducing the negative impact that human activities have on the environment, it is often declarative and does not translate into real behaviour that follows the model of sustainable consumption. A review of the literature on this subject indicates that the interest in purchasing products that have features that are consistent with the principles of sustainable development is not enough for consumers to implement the model of sustainable consumption in practice [26,27]. This phenomenon, which comprises a discrepancy between attitudes and behaviours, is referred to as the “attitude–behaviour gap” in the literature [28,29]. The gap between attitudes and behaviours that is described in the literature is reflected by the fact that, despite awareness concerning the need to implement the principles of sustainable development and the positive attitude of consumers towards it, as well as the declared propensity to purchase products that are manufactured by companies who are observing the principles of sustainable development [30], the market share that is held by these products is still relatively small [31]. At the same time, it should be emphasized that consumer awareness and the positive attitudes that consumers have towards sustainable development is a necessary but not sufficient factor for the implementation of behaviours that are consistent with the sustainable consumption model.

Among the reasons that explain the gap that exits between the attitudes and behaviours of consumers, the research indicates that respondents tend to provide answers that are considered to be more socially acceptable; however, the reality is that some of the respondents may not be as pro-ecological or ethical as they say [32]. There is also the wishful thinking mechanism. Moreover, the existence of this gap can also be attributed to barriers such as the high price of products that have been manufactured in compliance with the principles of sustainable development and a limited number of points of sale [33], as well as the fact that consumers are often overstimulated and overloaded with information, the reliability and usefulness of which is often difficult for consumers to assess. The lack of consumer confidence in producers and products that have been manufactured in accordance with the principles of sustainable development is sometimes the consequence of these barriers [34].

Moreover, it should be noted that consumers are not always aware of their actual attitudes. This means that a certain dimension of attitude can be concealed for the benefit of the social environment, as well as for the benefit of the consumer themself. However, it is necessary to distinguish between the attitudes in which there is a difference between the cognitive and affective components and dual attitudes. This is because, in the case of dual attitudes, the individual does not feel an internal conflict, as the object of the attitude is assessed in a different way: on two levels. One of them has an automatic–latent nature, and the other has a controlled–overt nature. The two systems are separated, and the attitude that is activated largely depends on the situation [35].

It is also worth pointing to the presence of the licensing effect, in which the adoption of prosocial behaviour that is consistent with the sustainable consumption model strengthens the consumer’s belief that they are a socially responsible person. Consequently, this leads to a decrease in the willingness to engage in further activities that are related to sustainable consumption. This is because altruistic behaviour is associated with certain cost and inconvenience. As a result, consumers who make such an effort sometimes tend to compensate themselves for this [36].

It should also be emphasized that the gap between the attitudes and behaviours of consumers is not the same for everyone and that there are differences in this respect. These differences allow for three types of consumers to be identified. The first group comprises consumers who are characterised by a high level of inconsistency between their attitudes and behaviours; these consumers make declarations regarding the legitimacy of implementing habits that are conducive to sustainable development, but these declarations are not reflected in the activities of the individual. Consumers for whom the discrepancy between the declarations of their attitudes and their actual behaviour is visible but relatively small constitute the second group. On the other hand, the third group is composed of consumers whose behaviour is the closest to the views that they declare. However, these consumers create a positive gap, which means that the frequency at which these consumers engage in real behaviours that are consistent with sustainable consumption, is assessed as being higher than the actual consumer attitudes towards it [37].

Another important issue that is related to the modernization of consumption that is expressed in behaviours that are consistent with the model of sustainable consumption are the consumer motivations that accompany such activities. Motivational mechanisms are responsible for activating, directing, sustaining, and terminating such behaviour. Motivations resulting from needs can be both egocentric and altruistic, considering social, environmental, or ethical issues [38,39]. The motivations of consumers who implement the principles of sustainable development may be economic and may result from savings motives.

The conducted literature review revealed the existence of a research gap and the need to answer the formulated research questions:

RQ1: What are the motivations for Polish consumers to use renewable energy sources compared to other activities that are a manifestation of sustainable consumption?

RQ2: What are the factors limiting the increase in the use of renewable energy sources by consumers in Poland?

RQ3: Is there a relationship between the awareness of the fact that the condition of the natural environment has a direct impact on the consumer’s life and the approach to consumption perceived in the context of the pursuit of pleasure or being guided in consumption by concern for the condition of the natural environment?

The empirical quantitative research was subordinated to the search for the answers to the above research questions.

3. Materials and Research Methods

Quantitative research was conducted on a nationwide representative sample of 1020 people using a survey questionnaire that was made available to the respondents online as part of an online research panel. This method of collecting data is gaining popularity in the era social media and the development of the digital economy. It is worth noting that, according to the Polish Society of Market and Opinion Researchers, the share of the research that was conducted through the use of the CAWI (Computer-Assisted Web Interview) internet technique in Poland in 2010 was 18.3%, whereas, in 2018, it was 53.0%, and, in 2019, that share increased to over 57%. This means that, currently, every second respondent in Poland is surveyed by research agencies through the use of online survey questionnaires. According to the Polish Society of Market and Opinion Researchers, research that is conducted through the use of this technique is ranked first in terms of the number of people who are included in the research [40,41,42]. This is related to the development of internet panels, which are defined as large groups of potential respondents who have been recruited and who have agreed to participate in various types of research [43]. Research that is conducted through the use of internet panels is standardized. It is also characterized by the possibility of minimizing the number of data gaps thanks to the use of appropriate IT solutions. It is also important to note that it enables data entry errors to be avoided [44]. Research that is conducted through the use of only panels is also useful, because the respondents are preselected, there is control over the sample, and there is a relatively high response rate from the respondents [45]. Another advantage of web panels is that there is a low level of probability of one person participating in the same study multiple times due to the use of appropriate security mechanisms [46].

In addition, the choice of research technique was influenced by the COVID-19 (coronavirus disease 2019) pandemic, which accelerated the virtualization processes, including those related to research implementation.

The presented research was conducted with participants of the ePanel platform, which was created and is managed by the research institute ARC Rynek i Opinia. The company holds an Information Security Quality Control Program certificate and an Interviewer Work Quality Control Program certificate for the CAWI technique (online), both of which were issued by the OFBOR industry organization (Organizacja Firm Badania Opinii i Rynku (Organization of Opinion and Market Research Firms)). Currently, ePanel.pl has over 60,000 registered users, and it is one of the largest platforms for public opinion research in Poland. The results of the research that was conducted with the use of ePanel are representative for the population of Poles aged 18–65 in terms of age, sex, region, place of residence, and education.

The study was performed between July and August 2021. The structure of the sample, including its most important characteristics, is presented in

Table 1. Characteristics of the research sample.

Criterion	Frequency	Percent
Gender
Man	512	50.2%
Women	508	49.8%
Total	1020	100.0%
Age
18–24	119	11.7%
25–34	233	22.8%
35–44	243	23.8%
45–65	425	41.7%
Total	1020	100.0%
Education
Primary/vocational	408	40.0%
Secondary	357	35.0%
University	255	25.0%
Total	1020	100.0%
Voivodeship
Lower Silesian	79	7.8%
Kuyavian-Pomeranian	62	6.1%
Lublin	50	4.9%
Lubusz	22	2.1%
Łódź	63	6.2%
Lesser Poland	103	10.1%
Masovian	144	14.1%
Opole	23	2.2%
Subcarpathia	59	5.8%
Podlaskie	33	3.3%
Pomeranian	62	6.1%
Silesian	111	10.9%
Holy Cross	39	3.8%
Warmian-Masurian	29	2.8%
Greater Poland	92	9.0%
West Pomeranian	49	4.8%
Total	1020	100.0%
Size of town
Village	396	38.8%
Town with up to 20 thousand inhabitants	126	12.4%
City with 20–50 thousand inhabitants	112	11.0%
City with 50–100 thousand inhabitants	86	8.4%
City with 100–200 thousand inhabitants	84	8.2%
City with 200–500 thousand inhabitants	91	8.9%
City with over 500 thousand inhabitants	125	12.3%
Total	1020	100.0%

Source: Author’s own elaboration.

.

A total of 508 women and 512 men participated in the empirical research. Considering the ages of the respondents, it should be noted that people aged 45–65 represented the largest proportion of the studied population (41.7%); the smallest proportion of the study population comprised people aged 18–24 (11.7%). In terms of education, the respondents included people with primary, secondary, and higher education. The share of people who had undergone higher education in the studied population was 25%, a total of 35% had undergone secondary education 35%, and 40% had undergone primary education.

On the other hand, based on where the respondents lived, people living in rural areas comprised the largest proportion of the study population. Their share in the studied population was 38.8%. On the other hand, residents living in cities with more than 500,000 inhabitants accounted for 12.3% of the surveyed population. The share of people representing cities with up to 20,000 residents in the studied population was similar (12.4%). It should be noted that the respondents came from all 16 of the voivodeships in Poland.

4. Results

The analysis of the results from the quantitative empirical study was focused on formulating answers to the questions arising from the research gap. With regards to the literature review, it was important to identify that motives that people in Poland have to modernize their consumption and use habits to include renewable energy sources. It was also determined that taking actions to support sustainable consumption should be categorized based on economic issues and the related possibility of saving money, fashion, and health concerns or a perceived need to care for the natural environment. The analysis of the results of the presented study allows for the conclusion that economic considerations occupy an important place among the reasons for behaviours that can be referred to as sustainable behaviours. This is evidenced by the fact that 12.5% of the surveyed consumers use photovoltaic panels because of the possibility of saving money. This is the most frequently indicated reason for using photovoltaic panels. For comparison, it should be added that a slightly smaller percentage of the surveyed consumers (10.4%) declared that the main reason they choose to use photovoltaic panels is because of a perceived need to care for the natural environment. Bearing in mind that 67.8% of the surveyed consumers do not use photovoltaic panels, the share of respondents who indicated that their dominant economic motivation for using photovoltaic panels in the group using this type of energy acquisition is 38.8%.

When analyzing the motives for using renewable energy sources other than photovoltaic panels, the possibility of saving money also played a significant role, with 15.3% of the respondents using renewable energy sources other than photovoltaic panels stating that their choice was primarily due to economic reasons and the other 11.9% stating that their choice was mainly due to the need to care for the natural environment. By making similar calculations as those to determine the motives for using photovoltaic panels, it can be concluded that, among those using renewable energy sources other than photovoltaic panels, 39.7% chose to do so for economic reasons.

It should be noted that the scope of renewable energy source use by the surveyed consumers was not small; however, the scope should be increased in view of the need to implement the sustainable development goals. This is evidenced by the fact that 45% of the respondents used at least one renewable energy source, and 26.3% of respondents based their energy consumption both on the use of photovoltaic panel, as well as on the use of other renewable energy sources other than photovoltaic panels.

The image of the behavioural motives that are related to the implementation of a sustainable consumption model is complemented by the fact that a significant percentage of the respondents, approximately 64.2%, turn off the light when they leave the room, because they see it as a chance to save money, with 21.7% of the participants stating that their primary reason for doing this is the need to care for the natural environment.

The high significance that is attached by the surveyed consumers to the economic aspect of sustainable consumption behaviours that support environmental protection is also noticed in the case of such issues as the use of energy-saving devices, turning off the monitor when leaving the computer, not leaving radio and TV equipment on standby mode, and saving water and repairing products instead of buying new ones. On the other hand, the issue of caring for the natural environment as a key motive for taking actions in the field of sustainable consumption concerns such activities as waste segregation, the use of reusable bags when shopping, or buying eco-certified products and saving paper. The motives for using renewable energy sources given by Polish consumers in comparison to other activities that constitute a manifestation of sustainable consumption are presented in

Table 2. Motives encouraging consumers to use photovoltaic panels and to implement other behaviours that fit into the model of sustainable consumption.

Actions	I Undertake Such Actions Mainly Due to Economic Reasons and the Possibility of Saving Money	I Undertake Such Actions Mainly Because I Feel the Need to Care for the Natural Environment	I Undertake Such Actions Primarily Because of the Concern for My Health	I Take Such Actions Mainly Due to the Fact That It Is Fashionable Now	I Do Not Take Such Actions
I use photovoltaic panels	12.5%	10.4%	5.5%	3.8%	67.8%
I use renewable energy sources other than photovoltaic panels	15.3%	11.9%	7.6%	3.7%	61.5%
I organize joint transport with my friends, e.g., to do shopping	23.6%	13.8%	7.2%	4.3%	51.1%
I buy ecologically certified products	10.7%	27.0%	23.0%	5.7%	33.6%
I do not leave the radio and TV equipment in standby mode	39.7%	17.5%	8.2%	4.4%	30.2%
I use “second-hand” products	44.3%	17.1%	8.9%	5.8%	23.9%
I turn off the monitor when I leave the computer	46.1%	19.1%	10.6%	4.0%	20.2%
I reduce paper consumption, e.g., when terms of printing	34.8%	34.9%	6.5%	4.3%	19.5%
I cover some distances on foot or by bike, not by car	22.2%	18.3%	40.5%	4.7%	14.3%
I repair broken products, instead of buying new ones	54.4%	19.9%	7.2%	5.2%	13.3%
I resell or give away things that I do not need	43.4%	29.7%	7.8%	6.5%	12.6%
I do not overheat my flat	36.7%	17.7%	29.1%	5.0%	11.5%
I use energy-saving devices (class A + and higher)	53.7%	22.6%	7.7%	5.6%	10.4%
I only buy what is necessary	56.3%	19.1%	11.2%	5.4%	8.0%
I take a reusable bag for shopping	34.0%	46.7%	7.9%	6.3%	5.1%
I save water	50.5%	32.2%	7.6%	4.7%	5.0%
I separate rubbish *	17.7%	50.9%	7.1%	3.4%	4.0%
I turn off the lights when I leave the room	64.2%	21.7%	6.1%	5.1%	2.9%

* There was an additional answer that was possible: “I take such actions primarily because it is legally regulated and I want to avoid penalties”, which was indicated by 16.9% respondents. Source: Author’s own elaboration.

.

Considering the identified research gap, it becomes important to answer the question regarding the importance of factors limiting Polish consumers from increasing the scope of their renewable energy use. The conducted survey shows that the main factor that prevents increasing the use of renewable energy sources is the high cost of investment that is required for devices enabling the use of this energy. This barrier was indicated by 63.1% of the surveyed consumers in Poland. Again, the results of the study show that the financial aspect is of great importance in the context of the development of sustainable consumption in Poland. Among the three main factors limiting the use of renewable energy sources by consumers in Poland, more than a half of the respondents indicated a lack of sufficient support from the state, and 36.6% indicated technical barriers that were related to the connection of the new sources of renewable energy. At the same time, it should be noted that marketing activities have an important role to play in reducing the limitations affecting the development of renewable energy sources and the ability of consumers to use these alternative sources of energy. A total of 31.2% of the respondents indicated that not enough information was provided about such offers, and 28.6% included a general lack of interest in renewable energy among the three main factors limiting its increase in use. Moreover, it should be noted that the surveyed consumers paid more attention to financial limitations than they did to barriers related to the awareness of sustainable development and ecology. A small percentage of respondents (25.5%) indicated that they did not believe that it was possible to solve problems related to climate change through the use of energy from renewable resources (cf. Figure 1).

The results do not add up to 100%, as the respondents could choose three answers.

Education level seemed to influence the perceptions that the respondents had regarding the factors limiting the use of renewable energy sources. The respondents who determined that they had undergone primary education considered the following barriers to renewable energy use:

-

Lack of faith in the possibility of solving climate problems by using energy from renewable sources (this barrier was indicated by 30.4% of people with primary education compared to 25.5% for the total number of respondents);

-

Too little information about the offer (this barrier was indicated by 36.0% of people with primary education compared to 31.2% for the total number of respondents);

-

Lack of interest in renewable energy (this barrier was indicated by 31.6% of people with primary education compared to 28.6% for the total number of respondents).

At the same time, the respondents who indicated that they had a higher level of education most commonly listed the following barriers impeding increased renewable energy use in Poland:

-

Technical barriers related to the connection of new energy sources (this barrier was indicated by 39.2% of people with higher education compared to 36.6% for the total number of respondents);

-

Bureaucratic barriers (this barrier was indicated by 36.5% of people with higher education compared to 33.6% for the total number of respondents);

-

Insufficient consumer education (this barrier was indicated by 31.8% of people with higher education compared to 28.3% for the total number of respondents).

The analysis of the factors limiting increased renewable energy source use in Poland enabled us to determine directions for the future development of activities aimed at increasing the use of such energy sources. These recommendations are presented further on in the paper.

When deepening the analysis of the results concerning the use of photovoltaic panels and other renewable energy sources, it should be noted that there is a correlation between this form of behaviour that is consistent with the sustainable consumption model and the perception of the importance of certain factors limiting the increase in the use of renewable energy sources in Poland (cf.

Table 3. Perception of barriers limiting the increase in the use of renewable energy sources in Poland and the use of photovoltaic panels.

Barriers Limiting the Increase in The Use of Renewable Energy Sources in Poland	χ2	df	p-Value
Technical barriers related to the connection of new energy sources	2.867	1	0.090
Bureaucratic barriers	1.379	1	0.240
High costs of investment in equipment enabling the use of energy from renewable sources	26.532	1	0.000
Too little information about the offer	6.681	1	0.010
People are not interested in renewable energy	2.051	1	0.152
Insufficient consumer education	0.635	1	0.425
Lack of faith in the possibility of solving climate problems by using energy from renewable sources	10.621	1	0.001
Not enough support from the state	2.914	1	0.088

Source: Author’s own elaboration.

and

Table 4. Perception of barriers limiting the increase in the use of renewable energy sources in Poland and the use of renewable energy sources other than photovoltaic panels.

Barriers Limiting the Increase in The Use of Renewable Energy Sources in Poland	χ2	df	p-Value
Technical barriers related to the connection of new energy sources	0.05	1	0.823
Bureaucratic barriers	0.079	1	0.778
High costs of investment in equipment enabling the use of energy from renewable sources	24.438	1	0.000
Too little information about the offer	1.816	1	0.178
People are not interested in renewable energy	5.888	1	0.015
Insufficient consumer education	1.119	1	0.290
Lack of faith in the possibility of solving climate problems by using energy from renewable sources	14.536	1	0.000
Not enough support from the state	1.712	1	0.191

Source: Author’s own elaboration.

).

People who indicated that they did not use photovoltaic panels or other renewable energy sources tended to determine that the high investment cost in devices enabling the use of renewable energy sources was a barrier (68.6% for people who do not use solar panels and 69.1% for people who do not use other renewable energy sources) more often than the people who use renewable energy sources did (χ²–26.532, 1st degree of freedom, p-value < 0.001 and χ²–24.438, 1st degree of freedom, p-value < 0.001, respectively).

In addition, there were significant correlations in the perception of barriers, including:

-

Lack of faith in the possibility of solving climate problems through the use of renewable energy sources (χ²–10.621, 1st degree of freedom, p-value = 0.001 when analyzing the use of solar panels by respondents and χ²–14.536, 1st degree of freedom, p-value < 0.001 when analyzing the use of renewable energy sources other than photovoltaic panels by respondents);

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Too little information about the offer (χ²–6.681, 1st degree of freedom, p-value = 0.01 when analyzing the use of solar panels by respondents);

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Lack of consumer interest in renewable energy (χ²–5.888, 1st degree of freedom, p-value = 0.015 when analyzing the use of renewable energy sources other than photovoltaic panels by the respondents).

It should be indicated here that the respondents who used photovoltaic panels or other renewable energy sources were more likely to believe that the lack of conviction that problems related to climate change can be solved thanks to the use of energy from renewable sources (31.6% for users of solar panels and 31.7% for consumers of other renewable energy sources, with the average for the surveyed population 25.5%) is a barrier to the development of energy consumption from renewable sources in Poland compared to those who indicated that they did not use these energy sources.

A similar situation was observed in the case of the perception of the lack of information about the offer (36.8%) as being a barrier by the respondents who were already using photovoltaic panels. They indicated this barrier more often than the people who were not using photovoltaic panels did. On the other hand, the respondents who already used renewable energy sources other than photovoltaic panels included the lack of consumer interest in this type of energy (33.7%) among the significant barriers to the development of energy consumption from renewable sources more often than the other participants.

The analysis and interpretation of the results of the empirical study also allows for the conclusion that people who believe that the problems related to the state of the natural environment do not have a direct impact on their current lives seek pleasure and consumption in shopping and consumption more often than those who believe the opposite. They do not feel that they need to impose restrictions on themselves or pay attention to the negative impact of consumption on the environment. A total of 58.4% of those who do not notice the direct impact of the natural environment on their lives seek pleasure in their consumption and do not consider the need to care for the natural environment in their purchasing decisions.

5. Discussion

When discussing the results of the empirical research conducted among Polish consumers and the results of the literature review, it can be noticed that the scope at which people take actions to fit into the sustainable consumption model is still relatively small. This especially applies to the use of photovoltaic panels, as well as other renewable energy sources. At the same time, it should be indicated that consumers who use ecological energy sources are more often guided in their decision to use these sources by economic reasons rather than by altruistic motives [47] that are related to the need to care for the natural environment. Therefore, the analysis of the empirical research results provided the basis for answering the first research question, RQ1, concerning the motivation of Polish consumers to use renewable energy sources compared to other activities that are a manifestation of sustainable consumption. It should be emphasized that the possibility of saving money as a reason for taking actions that are consistent with the model of sustainable consumption concerns many aspects of the behaviours of the surveyed consumers. In addition to using renewable energy sources, the participants also indicated the use of energy-saving devices: saving water, turning off the light when leaving the room, or repairing broken products instead of buying new ones.

At the same time, it should be noted that the significance of the economic aspect in the area of behaviours that are compliant with the sustainable consumption model is also revealed in the context of the barriers limiting the increased use of renewable energy sources by consumers in Poland. Answering the second research question, RQ2, it should be emphasized that the investment costs in devices enabling the use of renewable energy sources appear to be the main barrier to the development of demand for energy from renewable sources. Photovoltaic panels are gaining popularity in Poland, which is supported by subsidies for renewable energy sources. However, it is disturbing that the price of photovoltaic panels is estimated to increase to higher prices compared to previous years [48].

Comparing the results of the conducted research procedure with the results of research by other authors [49], it should be emphasized that there is a need to develop and implement innovative methods of promoting the idea of sustainable development. This would also increase the environmental awareness and sensitivity of Polish consumers, as well as translate into an increase in the use of energy from renewable sources. It should be emphasized that almost every third respondent indicated a barrier concerning insufficient information about the offer or insufficient consumer education in the field of sustainable development.

As a consequence, the results of the study also show that there is a relationship between the awareness that the condition of the natural environment has a direct impact on the lives of consumers and the approaches to consumption perceived in the context of pursuing pleasure or being guided in consumption by concern for the condition of the natural environment. While answering question RQ3, it should be emphasized that people who believe that the problems related to the state of the natural environment do not have a direct impact on their current lives seek pleasure in shopping and consumption more often than people who think the opposite. They do not feel that they have to impose restrictions on themselves in this regard or pay attention to the negative impact of consumption on the environment.

At this point, it should be emphasized that, even though shaping the very awareness of consumers is a necessary condition, it is not sufficient for the greater promotion of a consumption model implementing the assumptions of sustainable development. This results from the gap between the attitudes and behaviours of consumers that fit into the sustainable consumption model that exists in several countries and that is described in the literature [29]. Considering the multitude of types of consumer behaviour, it must be emphasized that the impact of their attitudes and behaviours should be of a diversified nature and should consider a wide range of psychological, cultural, economic, and behavioural determinants.

6. Directions of Development of Activities Aimed at Increasing the Scope of Sustainable Consumption in Poland

Before presenting potential future directions for the development of activities that are aimed at sustainable consumption, it is necessary to review the activities that are currently taking place in this area. It should be emphasized that renewable energy sources and their development are one of the key trends in energy policy around the world. Motivated by the requirements of the European Union, Poland is also intensifying its activities by investing in renewable energy sources, especially in photovoltaic projects and wind energy [50].

The document referred to as “Poland’s energy policy until 2040”, which was approved by the Council of Ministers in February 2021, is an expression of the state’s involvement in the energy sector. According to this document, ongoing energy transformation is being implemented by considering the principles of fair participation and an orientation towards modernization and innovation, as well as the stimulation of economic development [51]. In addition, the “My Electricity” program has also been implemented. This program provides consumers with subsidies for photovoltaic installations. Co-financing for photovoltaics is also included in the nationwide “Clean Air” program. In addition to government programs, individual cities also provide subsidies for photovoltaics.

However, while bearing in mind the relatively small scope of activities that are consistent with a sustainable consumption model and that are currently being conducted by Polish consumers, as well as the limitations regarding the use of renewable energy sources that were identified during the empirical research, it is necessary to indicate that there is a need to intensify the activities in the field of modern consumer education. This is important, because properly conducted consumer education allows for the development of consumer knowledge and the improvement of skills, both of which provide the basis for making informed choices. Informed decisions consider the context of environmental protection, as well as social values and goals. Educating Polish consumers towards a pattern of sustainable consumption requires adopting a holistic perspective and involving various types of schools, cultural institutions, consumer organizations, and the media in the process of such education. At the same time, it should be noted that consumer education that is aimed at promoting the idea of sustainable consumption should translate into shaping pro-ecological attitudes and behaviours and a mental change of consumers, wherein consumers should authentically feel the need to care for the natural environment. This requires referring to concepts that are related to their quality of life, consumer safety, and the need to rationalize the use of natural resources during consumer education.

In addition, it should be highlighted that, in shaping consumer education programs, research on the educational needs of consumers has a vital role to play, because an in-depth diagnosis of the challenges in this area is the starting point for the selection of tools in the field of consumer education. Activities that should be applied include attributing more importance to consumer education in curricula at various levels of education and the development of free consumer counselling. Social campaigns, which should be conducted in mass media and on the internet, also have great potential. Training for entrepreneurs in the field of consumer education is another instrument that should be used; they may also constitute a crucial element of influence on consumers. It should also be noted that the effectiveness of these instruments largely depends on the organization of an efficient education system at both the national and regional levels, as well as with the cooperation of consumers, businesses, schools, social organizations, and the state. Regarding the barriers that were identified in the analysis, it is important to emphasize messages that show consumers the real benefits of being prosumers, present the return on investment, and refer to the feeling of energy security and energy independence. Moreover, it is worth emphasizing that presumption may be a bond-forming element with the local environment and an element that may help shape social relationships [52]. As a consequence, it represents the need to balance rational and emotional arguments in consumer education and social campaigns, so as to consider the complexity of consumer attitudes. In addition, not only is the amount and availability of information important, but the way that this information is presented is of primary importance as well. Information that can be understood by consumers can have a significant impact on the choices that they make while shopping [53]. Educational programs and social campaigns should be adapted to the education levels of different groups of consumers and should also include consumers of different age groups.

7. Conclusions

Modernizing consumption is inextricably linked with sustainable consumption, which plays a significant role in achieving the goals of sustainable development. Behaviours that are consistent with the sustainable consumption model are becoming especially important in the context of challenges that are related to environmental protection and the need to increase the use of renewable energy sources. This requires shaping not only consumer awareness but also behaviours and lifestyles in which care for the natural environment is highly regarded and is dictated not only by egocentric but also altruistic motivation, which takes into account the broad context of the social, environmental, and ethical issues that are related to the consequences of consumer behaviour [54].

The primary contribution of the present research is the findings that the participants in the present research, who represented the general consumer profile of people in Poland, more often used photovoltaic panels and other renewable energy sources due to economic reasons as opposed to reasons related to the need to care for the natural environment. The picture is complemented by the fact that among the barriers limiting the increase in the use of renewable energy sources, the high cost of investment in devices enabling the use of such energy sources is of great importance. The narrowing of the research gap also results from the statement that the Polish consumers who participated in the study who stated that they believe that problems related to the condition of the natural environment do not have a direct impact on their current lives and who seek pleasure in shopping and consumption more often than the participants who indicated the opposite, and these participants did not feel that they needed to take the negative impact of humans on the environment into account in their consumption behaviour.

Considering the results of the conducted research procedure, practical implications should be indicated. Specifically, they relate to the need to transform the consumption-based culture in Poland to one that is more focused on sustainable development and the stimulation of genuine consumer commitment to environmental protection. This requires a mental shift and the development of a culture that is focussed on responsibility. For this purpose, innovative methods of education [55,56] and the promotion of the idea of sustainable development, as well as instruments of public policy, the application of which are aimed at stimulating the development of sustainable consumption by incorporating it into the current lifestyles of consumers, can be used. It is important that activities that are aimed at sustainable consumption are conducted both by business as well as by the state and consumers.

Considering the fact that each research procedure has its limitations, the directions of future research on the raised issues should be focused on the need to expand their scope and the identification of differences in the perception of the motives and barriers to using renewable energy sources by consumers who are also from other countries at various stages of socioeconomic development. Another direction of future research is to repeat these measurements on a similar sample of consumers in Poland in order to identify changes regarding the modernization of consumption and the implementation of a sustainable consumption model, including approaches to the use of renewable energy sources by consumers. It would also be relevant to recognize the opinions of enterprises that are operating in the renewable energy market concerning the factors that both motivate and dissuade the development of this market in Poland and the applied forms of shaping consumer behaviour.