Decision-Making Processes of Renewable Energy Consumers Compared to Other Categories of Ecological Products
Abstract
:1. Introduction
2. Literature Review
- RQ1—
- What are the stages of the decision-making process of renewable energy consumer and whether it different from the decision-making process related to the purchase of other ecological products, including everyday products and durable goods?
- RQ2—
- How do the renewable energy consumers assess the level of adjusting the offer to their needs compared to the offer for other categories of ecological products and whether there are differences in the assessment of adjusting the offer with regard to renewable energy to the needs of customers in terms of their demographic characteristics?
- RQ3—
- How is the consumer of ecological products perceived by renewable energy buyers and by people who do not buy ecological products?
3. Materials and Research Methods
- −
- Renewable energy, the purchase of which is perceived in a broad way that considers the purchase of only this energy, as well as household appliances for its production (it is purchased by 31.8% of respondents);
- −
- Organic food (purchased by 48.0% of the respondents);
- −
- Biocosmetics and cleaning products (purchased by 45.8% of the respondents);
- −
- Electric cars (purchased by 25.2% of the respondents);
- −
- Ecological clothing (purchased by 42.9% of the respondents);
- −
- Green home furnishing products (purchased by 41.6% of the respondents).
4. Results
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
- In the last 3 months, did you buy an eco-certified product and/or do you have an electric car and/or do you use renewable energy sources in your household?
- □
- Yes—(people who have bought the organic product answer all questions)
- □
- No—(people who have not bought an ecological product do not answer questions 2–6)
- What drives you in your choice of the listed ecological products (Please choose a maximum of 3 answers for each of the products)
Specification Renewable Energy Organic Food Biocosmetics and Cleaning Products Electric Car Ecological Clothing Ecological
Home Furnishing Products- [1]
- I do not buy this category of ecological products
- [2]
- producer’s brand
- [3]
- product composition
- [4]
- product quality
- [5]
- product eco-certification
- [6]
- product origin (it comes from Poland)
- [7]
- ecological packaging
- [8]
- price
- [9]
- place of purchase
- [10]
- promotion
- [11]
- own experience
- [12]
- other people’s opinion
- [13]
- fashion
- [14]
- others, what …?
- Who usually makes a decision in your household to buy the following ecological products? (Please choose 1 answer for each of the products)
Specification Renewable Energy Organic Food Biocosmetics and Cleaning Products Electric Car Ecological Clothing Ecological Home
Furnishing Products- [1]
- I do (the respondent)
- [2]
- my partner
- [3]
- children
- [4]
- parents
- [5]
- it is a joint decision
- [6]
- everyone individually
- [7]
- others, please indicate who
- When purchasing ecological products, do you most often: (Please select 1 answer for each product category)
Ecological Product Description Renewable energy before buying, I browse the opinions and information posted on the Internet and then I buy ecological products at a physical point of sale
I search for products and information about them in the real world and I buy them online
before buying, I browse the opinions and information posted on the Internet and then I buy ecological products online
I search for products and information about them in the real world and buy them there
I have not bought such a product yetOrganic food before buying, I browse the opinions and information posted on the Internet and then I buy organic products at a physical point of sale
I search for products and information about them in the real world and I buy them online
before buying, I browse the opinions and information posted on the Internet and then I buy organic products online
I search for products and information about them in the real world and buy them there
I have not bought such a product yetBiocosmetics and cleaning products before buying, I browse the opinions and information posted on the Internet and then I buy ecological products at a physical point of sale
I search for products and information about them in the real world and I buy them online
before buying, I browse the opinions and information posted on the Internet and then I buy ecological products online
I search for products and information about them in the real world and buy them there
I have not bought such a product yetEcological clothing before buying, I browse the opinions and information posted on the Internet and then I buy ecological products at a physical point of sale
I search for products and information about them in the real world and I buy them online
before buying, I browse the opinions and information posted on the Internet and then I buy ecological products online
I search for products and information about them in the real world and buy them there
I have not bought such a product yetElectric cars before buying, I browse the opinions and information posted on the Internet and then I buy ecological products at a physical point of sale
I search for products and information about them in the real world and I buy them online
before buying, I browse the opinions and information posted on the Internet and then I buy ecological products online
I search for products and information about them in the real world and buy them there
I have not bought such a product yetEcological home furnishing products before buying, I browse the opinions and information posted on the Internet and then I buy ecological products at a physical point of sale
I search for products and information about them in the real world and I buy them online
before buying, I browse the opinions and information posted on the Internet and then I buy ecological products online
I search for products and information about them in the real world and buy them there
I have not bought such a product yet - Which of the descriptions best describes the way you do shopping? (please choose 1 answer for each product category)
Ecological Product Description Renewable energy when buying ecological products, I compare many offers and I think about the choice for a relatively long time
when buying ecological products, I compare several offers and I think about the choice for a relatively short time
I buy ecological products because of my habit
I buy ecological products on impulse
I have not bought such a product yetOrganic food when buying organic products, I compare many offers and I think about the choice for a relatively long time
when buying organic products, I compare several offers and I think about the choice for a relatively short time
I buy organic products because of my habit
I buy organic products on impulse
I have not bought such a product yetBiocosmetics and cleaning products when buying ecological products, I compare many offers and I think about the choice for a relatively long time
when buying ecological products, I compare several offers and I think about the choice for a relatively short time
I buy ecological products because of my habit
I buy ecological products on impulse
I have not bought such a product yetEcological clothing when buying ecological products, I compare many offers and I think about the choice for a relatively long time
when buying ecological products, I compare several offers and I think about the choice for a relatively short time
I buy ecological products because of my habit
I buy ecological products on impulse
I have not bought such a product yetElectric cars when buying ecological products, I compare many offers and I think about the choice for a relatively long time
when buying ecological products, I compare several offers and I think about the choice for a relatively short time
I buy ecological products because of my habit
I buy ecological products on impulse
I have not bought such a product yetEcological home furnishing products when buying ecological products, I compare many offers and I think about the choice for a relatively long time
when buying ecological products, I compare several offers and I think about the choice for a relatively short time
I buy ecological products because of my habit
I buy ecological products on impulse
I have not bought such a product yet - Please assess the level of adjustment of the offer of ecological products to your needs (Please choose 1 answer for each product category)
Ecological Product Level of Adjustment Renewable energy is fully adjusted to my needs
is fairly adjusted
it is hard to say
is rather not adjusted
is not at all adjustedOrganic food is fully adjusted to my needs
is fairly adjusted
it is hard to say
is rather not adjusted
is not at all adjustedBiocosmetics and cleaning products are fully adjusted to my needs
are fairly adjusted
it are hard to say
are rather not adjusted
are not at all adjustedEcological clothing is fully adjusted to my needs
is fairly adjusted
it is hard to say
is rather not adjusted
is not at all adjustedElectric cars are fully adjusted to my needs
are fairly adjusted
it are hard to say
are rather not adjusted
are not at all adjustedEcological home furnishing products are fully adjusted to my needs
are fairly adjusted
it are hard to say
are rather not adjusted
are not at all adjusted - The following are pairs of contradictory human traits. Please describe the consumer of ecological products by putting an X next to each pair of features.Consumer of ecological products:
acts reasonably [1] [2] [3] [4] [5] [6] [7] acts emotionally is demanding [1] [2] [3] [4] [5] [6] [7] is not demanding values quality [1] [2] [3] [4] [5] [6] [7] values a low price is loyal towards brands [1] [2] [3] [4] [5] [6] [7] changes product brands prefers local products [1] [2] [3] [4] [5] [6] [7] prefers global products is wealthy [1] [2] [3] [4] [5] [6] [7] is not wealthy is well educated [1] [2] [3] [4] [5] [6] [7] is poorly educated is older [1] [2] [3] [4] [5] [6] [7] is younger is modern [1] [2] [3] [4] [5] [6] [7] is traditional is active [1] [2] [3] [4] [5] [6] [7] is passive lives in inner harmony [1] [2] [3] [4] [5] [6] [7] is torn internally is modest [1] [2] [3] [4] [5] [6] [7] exalts himself/herself is extrovert [1] [2] [3] [4] [5] [6] [7] is introvert is himself/herself [1] [2] [3] [4] [5] [6] [7] is a “poser” is sensitive [1] [2] [3] [4] [5] [6] [7] is insensitive follows the opinions of others [1] [2] [3] [4] [5] [6] [7] makes decisions by himself/herself cares for the environment [1] [2] [3] [4] [5] [6] [7] does not care for the environment likes new technologies [1] [2] [3] [4] [5] [6] [7] dislikes new technologies avoids risk [1] [2] [3] [4] [5] [6] [7] is inclined to risk - I perceive myself as a person who is (please select 1 answer)
- [1]
- entrepreneurial
- [2]
- modern
- [3]
- traditional
- [4]
- ambitious
- [5]
- sensitive
- [6]
- tolerant
- [7]
- optimistic
- [8]
- full of passion
- Here is the list of values. Please select the 3 most important and the 3 least important values for you.
- [1]
- health
- [2]
- inner harmony
- [3]
- contact with nature
- [4]
- security
- [5]
- knowledge
- [6]
- education
- [7]
- high material status
- [8]
- pleasure
- [9]
- life full of sensations
- [10]
- self-respect
- [11]
- personality development
- [12]
- self-fulfillment
- [13]
- freedom
- [14]
- love
- [15]
- friendship
- [16]
- family life
- [17]
- work for the environment
- ME1.
- Select your gender (please choose one answer)
- [1]
- Woman
- [2]
- Man
- ME2.
- Please provide your age
- [1]
- 18–24
- [2]
- 25–34
- [3]
- 35–44
- [4]
- 45–54
- [5]
- 55–65
- ME3.
- What is your education so far? (please select one answer)
- [1]
- Primary/vocational
- [2]
- Secondary
- [3]
- University
- ME4.
- Which voivodeship do you live in? (please select one answer)
- [1]
- Lower Silesian
- [2]
- Kuyavian-Pomeranian
- [3]
- Lublin
- [4]
- Lubusz
- [5]
- Łódź
- [6]
- Lesser Poland
- [7]
- Masovian
- [8]
- Opole
- [9]
- Subcarpathia
- [10]
- Podlaskie
- [11]
- Pomeranian
- [12]
- Silesian
- [13]
- Holy Cross
- [14]
- Warmian-Masurian
- [15]
- Greater Poland
- [16]
- West Pomeranian
- ME5.
- What is the size of the town/city in which you live (please mark one answer)?
- [1]
- Village
- [2]
- Town with up to 20 thousand inhabitants
- [3]
- City with 20–50 thousand inhabitants
- [4]
- City with 50–100 thousand inhabitants
- [5]
- City with 100–200 thousand inhabitants
- [6]
- City with 200–500 thousand inhabitants
- [7]
- City with over 500 thousand inhabitants
- ME6.
- How many people are there in your household, including yourself?
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People Who Bought an Ecological Product in the Last 3 Months | People Who Did Not Buy an Ecological Product in the Last 3 Months | |||
---|---|---|---|---|
Criterion | Frequency | Percent | Frequency | Percent |
509 | 49.3% | 523 | 50.7% | |
Gender | ||||
Man | 265 | 47.8% | 293 | 52.2 |
Woman | 244 | 52.2% | 230 | 47.8 |
Total | 509 | 100.0% | 523 | 100.0 |
Age | ||||
18–24 | 80 | 12.9 | 55 | 9.0 |
25–34 | 133 | 24.8 | 96 | 17.5 |
35–44 | 130 | 29.3 | 99 | 21.7 |
45–54 | 78 | 14.5 | 144 | 25.6 |
55–65 | 88 | 18.5 | 129 | 26.2 |
Total | 509 | 100.0% | 523 | 100.0 |
Education | ||||
Primary/vocational | 57 | 11.1 | 81 | 16.3 |
Secondary | 230 | 44.4 | 240 | 45.4 |
University | 222 | 44.5 | 202 | 38.3 |
Total | 509 | 100.0% | 523 | 100.0 |
Voivodeship | ||||
Lower Silesian | 49 | 9.4 | 39 | 7.4 |
Kuyavian-Pomeranian | 17 | 3.3 | 25 | 5.0 |
Lublin | 27 | 5.4 | 31 | 6.1 |
Lubusz | 15 | 2.7 | 12 | 2.2 |
Łódź | 29 | 5.7 | 28 | 5.2 |
Lesser Poland | 53 | 10.4 | 60 | 11.4 |
Masovian | 104 | 20.4 | 78 | 14.7 |
Opole | 7 | 1.5 | 11 | 2.3 |
Subcarpathia | 30 | 5.9 | 20 | 4.3 |
Podlaskie | 12 | 2.5 | 17 | 3.0 |
Pomeranian | 18 | 3.5 | 29 | 5.7 |
Silesian | 68 | 13.2 | 88 | 16.6 |
Holy Cross | 17 | 3.5 | 14 | 2.7 |
Warmian-Masurian | 11 | 2.1 | 11 | 2.1 |
Greater Poland | 35 | 7.0 | 42 | 7.9 |
West Pomeranian | 17 | 3.5 | 18 | 3.4 |
Total | 509 | 100.0% | 523 | 100.0 |
Size of town | ||||
Village | 153 | 35.1 | 186 | 40.9 |
Town with up to 20 thousand inhabitants | 79 | 14.4 | 67 | 11.7 |
City with 20–50 thousand inhabitants | 55 | 11.0 | 58 | 11.0 |
City with 50–100 thousand inhabitants | 45 | 8.1 | 45 | 7.9 |
City with 100–200 thousand inhabitants | 58 | 10.6 | 42 | 7.4 |
City with 200–500 thousand inhabitants | 45 | 7.9 | 58 | 10.0 |
City with over 500 thousand inhabitants | 74 | 12.9 | 67 | 11.1 |
Total | 509 | 100.0% | 523 | 100.0 |
Spearman’s Rank Correlation Coefficient (rho) | Renewable Energy | Organic Food | Biocosmetics and Cleaning Products | Ecological Clothing | Electric Car | Ecological Home Furnishing Products |
---|---|---|---|---|---|---|
Renewable energy | 1.000 | 0.409 ** | 0.409 ** | 0.465 ** | 0.603 ** | 0.544 ** |
Organic food | 0.409 ** | 1.000 | 0.627 ** | 0.487 ** | 0.365 ** | 0.440 ** |
Biocosmetics and cleaning products | 0.409 ** | 0.627 ** | 1.000 | 0.546 ** | 0.347 ** | 0.523 ** |
Ecological clothing | 0.465 ** | 0.487 ** | 0.546 ** | 1.000 | 0.422 ** | 0.624 ** |
Electric car | 0.603 ** | 0.365 ** | 0.347 ** | 0.422 ** | 1.000 | 0.460 ** |
Ecological home furnishing products | 0.544 ** | 0.440 ** | 0.523 ** | 0.624 ** | 0.460 ** | 1.000 |
Category-Assessment of the Level of Offer Adjustment to the Needs of Consumers in the Scope of: | Component | |
---|---|---|
1 | 2 | |
organic food | 0.830 | 0.202 |
biocosmetics and cleaning products | 0.873 | 0.189 |
ecological clothing | 0.715 | 0.416 |
electric cars | 0.171 | 0.877 |
renewable energy | 0.305 | 0.830 |
ecological home furnishing products | 0.592 | 0.579 |
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Sobocińska, M.; Mazurek-Łopacińska, K.; Graczyk, A.; Kociszewski, K.; Krupowicz, J. Decision-Making Processes of Renewable Energy Consumers Compared to Other Categories of Ecological Products. Energies 2022, 15, 6272. https://doi.org/10.3390/en15176272
Sobocińska M, Mazurek-Łopacińska K, Graczyk A, Kociszewski K, Krupowicz J. Decision-Making Processes of Renewable Energy Consumers Compared to Other Categories of Ecological Products. Energies. 2022; 15(17):6272. https://doi.org/10.3390/en15176272
Chicago/Turabian StyleSobocińska, Magdalena, Krystyna Mazurek-Łopacińska, Andrzej Graczyk, Karol Kociszewski, and Joanna Krupowicz. 2022. "Decision-Making Processes of Renewable Energy Consumers Compared to Other Categories of Ecological Products" Energies 15, no. 17: 6272. https://doi.org/10.3390/en15176272