Evolution of Polish E-Consumers’ Environmental Awareness and Purchasing Behavior over Ten Years

Abstract

With the development of e-commerce in Poland, consumer awareness has evolved. Buyers not only compared prices and assessed the quality of products but also began to take into account the impact of their purchases on the environment, which was previously an overlooked aspect. This growing environmental awareness is part of a broader effort to address environmental issues and support practices that promote sustainability. Currently, there is a noticeable increase in ecological awareness among society, government bodies, and the scientific community, strengthening human interaction with the natural environment. The aim of this study was to examine changes in ecological awareness and ecological attitudes among Polish e-consumers over ten years and their impact on online shopping behavior. This study explored how the ecological attitudes of Polish e-consumers have evolved over the last decade and what impact these changes in environmental attitudes have had on the online purchasing behavior of these consumers. Longitudinal studies were used to enable the analysis of changes over time. The research technique was based on repeated measurements of the same phenomena and features, carried out on diverse research samples from the same population, using the same methods and tools. This study was conducted twice, in 2010 and 2020, on a sample of 1150 people in each of these years. This research employed an online survey questionnaire, which included scales for assessing the personality traits of e-consumers and the determinants of online shopping. A significant change was found in e-consumers’ attitudes towards the natural environment and their purchasing preferences. This change has had a clear impact on purchasing behavior, including an increase in the importance of convenience, access to detailed product information, and a wide range of products offered, reflecting more conscious and convenience-oriented consumer behavior.

1. Introduction

Today, e-commerce consists of many transactions that cross the rigid boundaries of time and place. E-commerce, i.e., the purchase or sale of products and services, takes place through digital media [1]. E-commerce is different from traditional shopping because transactions are realized by the Internet [2,3,4]. Online websites can feature a wide array of products. They are easily accessible, functional, and convenient without the restrictions of time and space [5,6]. Typically, e-consumers can easily compare the attributes, features, and prices of different products through their personal computers or mobile devices [7,8,9]. They can access a wide range of alternative products on various websites. In recent years, the world of business and commerce has seen a noticeable increase in transactions made via the Internet. The reason for the growing popularity of this trade is easy access to the Internet as well as social conditions, e.g., the fashion for using mobile devices. In the age of Internet connectivity, in an economy characterized by networked connections and interdependent technologies, it is increasingly easier to function online. Worldwide, there are more than 5.2 billion Internet users, accounting for 65% of the world’s population [10].

The digitalization of economies creates conditions for social, communication, and consumer purchasing changes. The multiplicity of the commercial offer and the availability of a variety of communication and transactional solutions give consumers the complete freedom of choice. Visits to websites are a form of making purchases, gathering fashion knowledge, comparing prices, etc. With the development of mobile devices (Smartphones, Tablets) and Internet marketing, online shopping is becoming more and more popular [10]. An increasingly younger generation, which is proficient in using mobile devices, is keen to shop online. More than 55% of users are young people [10]. Also, during COVID-19, e-commerce proved its worth because despite restrictions on movement, consumers could make purchases [11,12,13].

Over the past few years, e-commerce has evolved, becoming an integral part of our lives. Customers from all over the world are transforming their shopping habits, increasingly opting for the convenience and variety available in online stores [1,2,3]. The development of new software and other technologies in the early 1990s transformed the Internet into a commercial medium that has transformed business around the world. A strong support for the development of e-commerce is the 5G network and mobile devices. The development of e-commerce has changed everything about business all over the world. Nowadays, more and more people want to simplify their lives, and e-commerce is the solution. Indeed, e-commerce saves time and makes shopping easier.

The transition from traditional commerce to e-commerce is particularly noticeable in countries that do not have a lot of experience with the market economy, such as the countries of Central and Eastern Europe. In Poland, economic changes towards a market economy began after 1989, and at the end of the 1990s, the first segments of the market emerged. At the end of the 1990s, consumers in Poland were learning about new forms of purchasing. The first hypermarkets of foreign chains appeared after 1990 (the first hypermarket was opened in Warsaw in 1993 and bore the name of the HIT chain, owned by the German company Dolhe. In October 1995, the first E. Leclerc supermarket was opened in Ursynow, Warsaw). In 1996, the Auchan retail chain appeared in Poland, launching a hypermarket in Piaseczno near Warsaw. The Carrefour retail chain entered Poland in 1997, launching a hypermarket in Łódź. In 1998, Tesco entered Poland. In 2001, the first branch in Poland was launched by the Kaufland network belonging to the Schwa Group [14].

With the development of e-commerce in Poland, consumer awareness was built. Consumers compared the prices of products, assessed the quality of purchased products, used commercial services, and looked at previously unknown value categories, such as the environmental impact of products. Environmental awareness is constantly being built. The awareness is about addressing the environmental problem and related actions leading to the implementation of good practice to achieve sustainable development [15]. Today, we are witnessing an increase in the environmental awareness of the society, government, and scientists. Human–natural environment interactions are developing.

The objective of this study was to investigate changes in the awareness and ecological attitudes of Polish e-consumers over a span of ten years and their impact on online purchasing behaviors. This article poses the following research questions (RQs):

• RQ1: How have the ecological attitudes of Polish e-consumers changed over the past 10 years?
• RQ2: What impact has the change in ecological attitudes had on the purchasing behaviors of e-consumers on the Internet over the past 10 years?

This publication comprises both theoretical and empirical components. The theoretical segment serves to delineate the analytical framework (Section 2), wherein the profile of the e-consumer’s awareness is expounded upon. This delineation draws upon an amalgamation of the global literature and pertinent investigations by Polish scholars (as presented in the first two tables in Section 2). The empirical study unfolds across two sections: Section 3, encompassing Data and Methods, and Section 4, which delves into Results. The survey was meticulously administered within the spectrum of Polish e-consumers, affording insights into the trajectory of ecological awareness among this demographic. Subsequently, a series of research hypotheses (RH) were posited, guiding the investigative trajectory:

RH1. 

Over the past 10 years, Polish e-consumers have become more ecological.

RH2. 

Influenced by the shift in ecological attitudes, the purchasing behaviors of Polish e-consumers on the Internet have changed.

The findings delineated in Section 4 were contextualized in relation to existing research, a practice duly acknowledged and integrated within Section 5: Discussion. The concluding remarks are encapsulated within the final section, Section 6: Conclusion.

The research methodology employed in this study encompassed a longitudinal approach, enabling the examination of changes over time in the ecological awareness and attitudes of Polish e-consumers. The data collection involved two surveys conducted in 2010 and 2020, each comprising a sample size of 1150 respondents. An online survey questionnaire was utilized, incorporating scales designed to assess the personality traits of e-consumers and determinants of online shopping behavior.

The main results of this study revealed significant shifts in e-consumers’ attitudes towards the natural environment and their purchasing preferences over the decade under scrutiny. Notably, there was an observed increase in the importance placed on convenience, access to detailed product information, and a wide range of products offered. These findings reflect a discernible trend towards more conscious and convenience-oriented consumer behavior in the online shopping sphere.

In terms of novelty and the contribution to the specialized literature, this study provides empirical evidence of the evolving dynamics between environmental awareness and online shopping habits among Polish e-consumers. By offering systematic insights into changes in ecological attitudes over time, this research advances our understanding of consumer behavior in the context of sustainability and e-commerce. Moreover, the longitudinal nature of this study allows for a nuanced analysis of how these attitudes have evolved, thereby enriching the academic discourse on the subject.

The findings of this study hold relevance and utility for various stakeholders. For policymakers, the insights gleaned can inform the development of targeted interventions aimed at promoting sustainable consumption practices and environmental stewardship among e-consumers. Additionally, businesses operating in the e-commerce sector can leverage these findings to tailor their marketing strategies and product offerings to align with evolving consumer preferences. Moreover, this study contributes to the broader societal discourse on sustainability by shedding light on the interplay between environmental awareness and online shopping behavior, thus fostering greater public awareness and engagement with environmental issues.

2. Background to Research

The contemporary reality of consumer societies is made up of elements of modernity that emerged from the Fourth Industrial Revolution. Internet communication already played an essential role in the Third Industrial Revolution, but in the Fourth, it gained new support, thanks to the capabilities of Artificial intelligence (AI) [16]. Advanced technologies are changing e-commerce. In e-commerce, communication with chatbots emerged, and consumer opinion platforms emerged, which motivates consumers to articulate themselves on the Internet [17,18,19]. This new trading has become more accessible to many mobile users [12]. With the passage of time and due to the increase in the number of computers and communication technologies, software began to be created to manage not only online sales but also warehouse management and logistic operations, and with the arrival of Industry 4.0, industry management networked and connected to e-commerce platforms is also increasingly appearing. The basis of Industry 4.0 is the communication between machines and devices, materials, people, and objects (objects) [20,21,22]. New e-commerce models between different participants (partners) are created at different levels of technological maturity. B2B, B2C, C2C, C2B, and O2O are the five main e-commerce models. B2B mainly refers to business transactions from companies to companies via the Internet. The traditional business model of purchasing, selling, and other business processes is part of the B2B model. The B2C model generally refers to business-to-consumer transactions. Today, this model is used in online retail. The C2C model refers to consumer-to-consumer transactions; this model usually needs to rely on another company’s service platform to conduct business. The C2B model is the latest extension of the application model, which mainly concerns transactions between consumers and manufacturers. The main feature is that consumers influence (co-create) the production of non-standard products. The O2O model reduces the distance between consumers and goods [23].

An important aspect is the ability of the consumer to influence the product (tailor-made products). Personalization is possible thanks to Industry 4.0 technologies. AI introduced into manufacturing and logistic processes allows (as consumers expect) for the optimization and customization of products and services, through connectivity between machines that can work together across industries and make big changes in operations, virtual reality, mobile devices, 3D printers, and many other tools capable of realizing consumers’ “dreams” [24]. However, advanced technologies must not be allowed to be uncontrolled by humans or to operate to the detriment of the environment. Environmental dilemmas arise in the development of new technologies, e.g., the growing trend of energy consumption. There are also questions about whether the personalization of products will endanger the environment and how the flexibility of production will affect the amount of waste [25,26,27].

With regard to technological dilemmas, there has been a need to put a “sustainable” face on Industry 4.0 technologies. In the technological trends attributed to the concept of Industry 4.0, there is an increasing emphasis on the use of significant technological advances towards achieving the goals of sustainable economies and societies [25,26,27,28,29,30]. In this transformation, which has been called Industry 5.0 (EU document, Jan. 2021 [31]), consumption tends to form such an entity that on the one hand will follow the trend of modernity and rationality and on the other hand will consciously choose sustainable consumption and make environmentally friendly purchases [32,33].

The pursuit of sustainable development depends, among other things, on changes in consumer awareness and behavior. With the development of civilization, the negative load on the environment increases. Developing environmental awareness and changing household behavior can minimize adverse environmental impacts. Green consumption is one of the most important trends in consumption of the 21st century [34,35,36]. It is also one of the priorities of the EU’s sustainable consumption policy linked to compliance with environmental standards and saving in the management of non-renewable resources. These actions, supported by green marketing, are intended to create an appropriate level of environmental awareness leading to the abandonment of the purchase of environmentally harmful products [37].

Environmental awareness is about addressing the issue of environmental protection and relevant actions leading to the implementation of good practice to achieve environmental sustainability. According to Carmi [15] (2013), ecological awareness can be defined as conscious behavior towards the environment’s pro-ecological behavior. Enger and Smith (2013) [38] postulate that ecological awareness helps people attain the value, skills, and knowledge they need to live sustainably.

The ecological awareness of individuals depends on the views, beliefs, and choices of a particular person. Consciousness is also an integral part of social consciousness, understood as the whole of ideas, attitudes, views, convictions, and opinions common to whole social groups (national, class, religious, professional, etc.), which determine the way of thinking of the whole society, institutionalized and fixed in historically shaped forms of collective life. It should be stressed that social consciousness is not a simple sum of the consciousness of individuals. Social development and the resulting development of consciousness can have synergistic effects [39]. Ecological awareness is the awareness of the dependence of humans on the rest of nature and the awareness of the impact that human activities have on the surrounding environment. Consciousness means not only an adequate level of knowledge but also a rational and emotional assimilation of it that causes certain actions to be taken [40,41,42,43]. Conscious ecological choice leads to consumer satisfaction [44]. There is a causal relationship between individual ecological awareness and pro-ecological behavior. A person who attaches great importance to protecting the environment is usually aware of how their behavior affects the environment. This is to justify that ecological awareness leads to pro-environmental attitudes. The process of forming ecological awareness based on respect for values is long-term and consists not only in the perception of threats and interest in environmental problems but also in the acceptance of forms of pro-ecological behavior resulting from permanent ecological education lasting a person’s whole life [45]. Without going deeper into the definitions of ecological awareness, the following can be observed:

• Ecological awareness is a subjective phenomenon and should be assessed from the point of view of individuals;
• Ecological awareness is a complex process, which takes place depending on the degree of social acceptance of ideas, and moral norms, and the deepening of knowledge about the ecological consequences of forms of management and behavior towards the environment.

One consequence of increasing environmental awareness among consumers is purchasing sensitivity (purchasing prudence). The changing lifestyles of consumers, environmental pollution, and efforts to improve the quality of life are becoming prerequisites for integrating environmental criteria into consumer decision-making, choice, and preference-setting. As environmental awareness develops, consumers increasingly begin to see a link between their behavior and the state of environmental degradation. The daily behavior of individual consumers directly or indirectly contributes to shaping the state of the environment. The formal endorsement of the concept of sustainable development, including sustainable consumption, provides a stimulus for changes in social behavior [46]. The process of shaping pro-ecological behavior under the influence of ecological awareness has a two-step character: general conditions shape individual values and then the value system recognized by society, and the individual belonging to it influences the behavior.

Environmental awareness can be demonstrated by behaviors such as the saving of consumer goods (water, detergents, energy, etc.) or the purchase and consumption of organic products [47]. Thus, ecological awareness may be related to different social groups depending on how it is examined [48]. Sustainable development requires the promotion of environmental protection at local, regional, and global levels [49].

Studies on the state of ecological consciousness have been conducted worldwide since the mid-1970s. In Poland, they began in the 1980s, but so far, they have not been representative and exhaustive. Polish studies usually refer to selected age or occupational groups focused on selected independent variables (age, gender, occupation, place of residence, etc.), and are inconsistent. Thus, ecological awareness can be applied to different social groups depending on how it is studied. One area of research is e-consumers with ecological awareness. The formation of consumer awareness after the 1990s in Poland was also influenced by events related to the restructuring of the industry and the emergence of foreign investors in the Polish market [50,51].

Nonetheless, this publication focused on studies of e-consumers’ awareness and the evolution of purchasing behavior.

Table 1. Research on the environmental awareness of e-consumers.

Authors	Research Area/Scope	Consumer Profile
Štofejová, L.; Kráľ, Š.; Fedorko, R.; Bačík, R.; Tomášová, M. (2023) [52]	The research area focuses on sustainability and consumer behavior in electronic commerce, specifically in relation to green products and services. The scope of the research includes examining the relationships between consumer behavior when shopping online for green products and the factors that influence it from the perspective of sustainability.	Consumers are increasingly demonstrating a preference for sustainable products and services, indicating a growing awareness of environmental concerns. Various factors such as environmental attitudes, eco-conscious lifestyles, willingness to invest in environmentally friendly products, and subjective norms significantly shape consumer behavior in online shopping for sustainable goods. Furthermore, future purchasing intentions are notably influenced by factors such as eco-conscious lifestyles, willingness to pay a premium for green products, subjective norms, and past environmental purchasing behavior. Analyzing gender and generational disparities can provide insights into the shopping behaviors of distinct consumer segments. The study sample comprised online shoppers, with data collected via a questionnaire utilizing the Likert scale. Notably, subjective norms—stemming from social, peer, and media influences—play a pivotal role in shaping consumers’ decisions to purchase green products.
Oláh, J., Popp, J., Khan, M. A., Kitukutha, N. 2023 [53]	The research area focuses on sustainable e-commerce and its environmental impact on sustainability. The study examines the challenges faced by e-commerce businesses, such as frequent shipping, high return rates, and non-recyclable packaging, which have a negative impact on the environment. The research aims to fill the research gap in sustainable e-commerce, particularly in countries like Kenya where there is a lack of sustainability policies in areas such as packaging, transparency, the production process, shipping, and logistics.	Consumers are showing a growing interest in sustainability and environmentally friendly practices within e-commerce, with a notable number taking these aspects into account when deciding on purchases. This consumer profile encompasses both genders and individuals with diverse educational backgrounds. The survey and interviews offer valuable insights into consumer behavior and preferences within the realm of sustainable e-commerce.
Gupta S., Kushwaha P.S., Badhera, U., Chatterjee, P., Santibanez Gonzalez E.D.R. (2022) [54]	The research focuses on the e-commerce industry and its benefits, challenges, and pathways for growth and development. The study aims to identify and measure the benefits of the e-commerce industry, such as affordable advertising and marketing, availability and product variety, and global reachability.	The e-commerce sector has undergone substantial growth in recent years, drawing in a rising number of consumers who favor online shopping for its convenience and accessibility. Those who engage in online shopping enjoy enhanced convenience, as they can make purchases at their convenience without encountering challenges related to parking or waiting in checkout lines. Additionally, online shopping offers a broader array of products, with many e-commerce platforms featuring items from across the globe. Particularly, professionals find online shopping appealing as it negates the need to visit physical stores during typical business hours. Consumers within the e-commerce realm prioritize factors such as cost-effective advertising and marketing, product availability and diversity, and the ability to access global markets.
Rita, P.; Ramos, R.F, (2022) [55]	The research area focuses on consumer behavior and sustainability in the context of e-commerce. The scope of the research includes analyzing the intellectual, conceptual, and social knowledge of consumer behavior and sustainability in e-commerce to generate new understandings.	Consumer interest in sustainable consumption within the realm of e-commerce is on the rise. Exploring the correlation between consumer behavior and sustainability in e-commerce has been approached from various angles, including collaborative consumption, circular economy principles, and environmental stewardship. Over recent years, there has been a notable emphasis on integrating environmental, social, and economic considerations into e-commerce processes. Key journals in this field include Sustainability, International Journal of Environmental Research and Public Health, Journal of Cleaner Production, and Journal of Retailing and Consumer Services. Research on the consumer profile within e-commerce and sustainability encompasses diverse areas such as consumer preferences, engagement and satisfaction, e-loyalty, and environmental consciousness. Factors influencing consumer behavior in this context encompass financial incentives, trust in fellow users, modern lifestyle trends, expectations of effort, and ecological sustainability. Additionally, considerations of convenience, utility, habit, traffic or weather constraints, and environmental concerns are also integral aspects of the consumer profile.
Berglund, A., Svanteson, M., (2018) [56]	The research area focuses on the e-commerce sector and its relationship with the three dimensions of sustainability: economic, environmental, and social. The study aims to explore the combination of these three dimensions in the context of e-commerce and identify the trade-offs that companies must make when improving sustainability areas.	The consumer profile in e-commerce is shaped by the triad of sustainability dimensions, encompassing economic, environmental, and social factors. Companies must effectively communicate their sustainable initiatives via their websites to enhance consumer awareness and motivation toward sustainability. It is crucial to identify and evaluate trade-offs among these dimensions of sustainability and effectively convey them to consumers. While consumer satisfaction and loyalty are paramount, companies must also factor in environmental considerations when making packaging decisions. For instance, Company B’s “One bag habit” initiative aims to reduce plastic bag usage and raise consumer awareness of its environmental impact. Collaborating with material aid organizations like Human Bridge enables companies to promote reuse and minimize waste. While companies may prioritize economic sustainability by sourcing from low-cost regions, they can also take environmental factors into account by opting for more environmentally friendly transportation methods, albeit potentially more time-consuming.
Baviskar, D., Chattaraj, A., Patil, A. (2024) [57]	The study aims to understand how visual trends influence consumer decisions when it comes to sustainable products. The study explores the relationship between environmental awareness, visual cues, and actual purchasing behavior.	Consumers tend to favor sustainable products when they possess environmental awareness; however, paradoxically, they still opt for non-reusable plastics despite acknowledging their detrimental environmental effects. Consumer behavior in sustainable consumption is influenced by various factors, including product registration, certification, public reporting, personal beliefs, price, brand loyalty, and perceived value. While some consumers prioritize sustainability for ethical reasons, others weigh it against factors such as price and brand loyalty, resulting in a complex array of incentives and motivators for businesses to navigate. Consequently, businesses may deduce that although many consumers are willing to invest more in sustainable products, some still opt for non-sustainable alternatives due to a range of influencing factors.

Source: Author’s own work on basis [52,53,54,55,56,57].

summarizes selected global studies on e-consumer environmental awareness. Table 1 is integral to the rest of this paper as it provides the demographic foundation necessary for understanding the observed changes in environmental awareness and purchasing behaviors among Polish e-consumers. This contextual framework supports this paper’s hypotheses, enriches the analysis, and offers strategic insights for engaging with the evolving consumer base.

The socio-demographic data in Table 1 also contextualize the behavioral shifts seen in the next chapters in the two tables of Section 4. For example, the increased frequency of online shopping can be attributed to the younger, more educated, and urban consumer base, which is more comfortable with technology and e-commerce platforms. This aligns with the observed rise in online shopping frequency. Similarly, the shift towards purchasing more eco-friendly products can be understood through the lens of a more educated and younger demographic that is likely more concerned about environmental issues.

In the Polish market, consumer tastes and preferences are changing, a change that has been evident over the past decade [35,58].

Table 2. Selected studies on the ecological behavior of Polish consumers.

Authors	Main Scope of Research	Main Findings
Jaciow, M., Wolny, R., (2021) [59]	The authors’ research area focuses on analyzing ecological behaviors among Polish Generation Z consumers. They investigate the level of engagement of this group in ecological activities, the influence of the social environment on such engagement, and the role that new technologies might play in supporting these behaviors.	The main conclusions from the study indicate that self-assessment and the perception of oneself as an ecological entity affect the level of engagement in ecological behaviors. Furthermore, the level of engagement in ecological behaviors increases when respondents are in an ecological environment, such as at home or among friends. Although Generation Z is willing and often undertakes ecological actions, the support from new technologies in these actions is relatively rare, opening up avenues for further research and development in this area.
Ober, J., Karwot, J., (2022) [60]	The research explores how Polish consumers engage in pro-ecological behaviors and their impact on improving the natural environment, utilizing resources and technological solutions. It highlights the use of a structural equation model to analyze motivational and limiting factors influencing such behaviors, addressing the growing consumer consciousness about ethical standards and environmental harmony.	The primary conclusion from the research is that Polish consumers are motivated to engage in pro-environmental actions mainly due to concerns for their own health and that of their family, the impact on the natural environment, and financial factors. The main barriers to undertaking pro-environmental actions are primarily insufficient financial resources and a lack of information about financial support for pro-environmental investments. The study also demonstrates a positive correlation between respondents’ beliefs about the impact of pro-environmental behaviors on the environment and the frequency of their engagement in such behaviors.
Patrzałek, W. (2010) [61]	The research area focuses on the impact of ecological awareness on different phases of consumer behavior, incorporating an interdisciplinary approach to ecology, including sociological, economic, cultural, philosophical, and natural aspects. Conducted among the residents of Wrocław, the study aimed to evaluate their knowledge of environmental issues and their impact on consumer decisions. It also explored the relationship between ecological awareness and specific pro-environmental behaviors and their influence on the product acquisition decision-making process.	The main conclusions indicate that Polish ecological awareness is relatively low and more often declared than translated into actual pro-environmental behaviors. Consumers more frequently undertake ecological actions out of instrumental motivations, such as savings, rather than deeply rooted ecological values. Media is the main source of ecological knowledge, but this knowledge does not always translate into daily behavior. An important aspect is the development of ecological education, which can shape attitudes and pro-environmental behaviors.
Kieżel, M., Piotrowski, P., Wiechoczek, J. (2019) [62]	The study focuses on examining the pro-ecological behaviors of Polish consumers. It investigates how demographic and social characteristics, such as age, gender, and education level, influence these behaviors. The research employs a combination of literature review and quantitative survey methods to explore the various aspects and determinants of pro-environmental actions among Polish customers, aiming to understand the relationship between consumers’ attributes and their ecological practices.	The research conducted concludes that demographic factors, specifically education level, gender, and age, significantly influence pro-ecological behaviors among Polish consumers. Respondents with higher education are more likely to engage in such behaviors, and women are generally more active in pro-ecological practices than men. Additionally, the study found that while pro-ecological activities are popular among respondents, the most common actions are those that also offer personal financial savings, indicating a potential intersection between economic and ecological motivations.
Witek, L. (2019) [63]	The research explores the discrepancy between Polish consumers’ positive attitudes toward environmental protection and their actual purchasing behaviors regarding environmentally friendly products. This “attitude-behavior gap” highlights a significant issue where despite expressing concern for the planet and the cleanliness of the environment, consumers do not consistently factor ecological criteria into their purchasing decisions. The study aims to identify the reasons behind this gap and assesses consumer knowledge, trust, and willingness to pay higher prices for green products.	The main conclusions of research on Polish consumers regarding green purchases indicate a significant gap between positive attitudes toward environmental protection and actual green purchasing behaviors. Despite acknowledging the importance of eco-friendly products for health and the environment, consumers often do not act on their pro-environmental intentions due to factors such as high prices, limited knowledge about green products, and skepticism towards product certifications. The study suggests the need for improved consumer education, clearer labeling, and more effective green marketing strategies to bridge this attitude-behavior gap.
Koszewska, M. (2011) [64]	The research focuses on the development prospects of ethical and ecological consumption in Poland in comparison to Western European countries. It evaluates consumer behaviors and attitudes towards “socially responsible products,” leveraging both primary (interviews with a representative sample of Polish adults) and secondary sources of information. Through factor analysis, the study categorizes Polish consumers into groups based on their sensitivity to business ethics and ecology, examining the global trend of increasing environmental and social awareness and its implications for Polish consumer behavior.	The research reveals significant prospects for the growth of ecological and ethical consumerism in Poland, though it currently lags behind Western Europe. The study identifies a notable trend towards greater environmental and social awareness among consumers and categorizes them into groups based on their sensitivity to ethics and ecology. The key findings include a strong inclination towards ethical consumer behaviors such as recycling and supporting local businesses but a slower adoption of activities like actively seeking information on company ethics or participating in environmental campaigns compared to Western European standards.
Dubiel, B. (2018) [65]	The research focuses on consumer behaviors in the eco-market within the Silesian province, particularly examining the influence of changes in consumer awareness and behaviors towards sustainable development. This study aims to explore selected attitudes and behaviors of consumers towards ecological products and services, highlighting the impact of increased consumption on environmental degradation and how developing ecological awareness among households can potentially minimize adverse environmental effects.	The main conclusions of the research highlight that consumer ecological awareness in the Silesian province does not always translate directly into market behaviors, especially regarding product choice and purchase decisions. Price remains the primary purchase criterion, with ecological criteria being less significant, linked to societal wealth levels and the perceived state of the natural environment. The fundamental motives for purchasing eco-friendly products are health reasons and savings. The study suggests the necessity of continued efforts towards sustainable consumption, including rational resource management, promoting a sustainable lifestyle, and expanding ecological education.
Gajdzik, B., Kol, J., Stolecka-Makowska, A. (2023) [66]	The research focuses on Generation Z’s propensity for collaborative consumption within the Polish market. It explores the economic, social, and environmental motives driving this demographic toward product sharing, identifying the types of products they are more inclined to share. This study contributes to understanding the consumer trends of young people, emphasizing the importance of educating them about pro-environmental behavior for a sustainable future. It addresses how Generation Z’s sharing behaviors can reduce mass consumption’s negative effects, fitting into broader sustainability and green economy efforts.	The main ecological conclusions from the study indicate that Generation Z’s engagement in collaborative consumption reflects a growing ecological awareness and responsibility. Their participation in product sharing, driven by economic, social, and environmental motives, showcases a concern for sustainability and aligns with efforts to reduce the negative environmental impacts of mass consumption. This highlights the significance of nurturing pro-environmental behaviors among young consumers for a sustainable future.

Source: Author’s own work on basis [59,60,61,62,63,64,65,66].

presents research conducted by scientists from the Polish market on ecological behavior in e-commerce. Table 2 is connected with the rest of this paper as it provides concrete data on the changing online shopping habits and preferences of Polish e-consumers. This information corroborates this paper’s findings on the increased frequency of online shopping, the rise of eco-friendly purchasing behavior, and the growing importance of convenience and detailed product information. The table thus enriches the analysis by linking demographic shifts and environmental awareness to tangible changes in consumer behavior, supporting this paper’s hypotheses and offering valuable insights for businesses and policymakers.

The table also reveals a diversification in the types of products purchased online, suggesting that consumers are increasingly comfortable with buying a broader range of goods via e-commerce platforms. This diversification supports this paper’s observations about the importance of detailed product information and a wide product selection in influencing consumer behavior. As consumers purchase more diverse products online, they demand comprehensive information and transparency, which are critical for making informed decisions, especially for those with environmental concerns.

This paper presents several new insights into the evolving behaviors and attitudes of Polish e-consumers over a decade, with a particular focus on the increasing environmental consciousness and its impact on online shopping habits. One of the key novelties of this study is the detailed longitudinal analysis that tracks changes in consumer attitudes from 2010 to 2020. This decade-long perspective provides a comprehensive view of how e-commerce behaviors have shifted in response to growing ecological awareness, technological advancements, and changing socio-economic conditions.

Also, this paper enriches the academic literature by integrating multiple theoretical frameworks to explain these changes. It employs the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and Sustainability Marketing Theory to provide a nuanced understanding of the factors driving these shifts. This interdisciplinary approach not only enhances the theoretical depth of this study but also offers practical insights for businesses aiming to align with consumer trends towards sustainability.

This study also contributes to the literature by highlighting the specific behaviors and preferences of environmentally conscious consumers compared to their non-environmentally conscious counterparts. For example, it reveals that environmentally conscious consumers are more methodical in their shopping, place greater emphasis on product quality and origin, and show an increased willingness to pay for sustainable products. This differentiation is critical for developing targeted marketing strategies and for understanding the broader implications of environmental awareness on consumer behavior.

It can be stated that this paper’s findings regarding the increased importance of convenience, detailed product information, and a broad product selection in online shopping decisions provide valuable insights into the evolving demands of modern consumers. This aspect of this study underscores the need for e-commerce platforms to adapt by offering more transparent, accessible, and user-friendly shopping experiences.

Based on the literature review, the research model shown in Figure 1 has been proposed. This research model refers to the hypotheses put forward by the authors in the Introduction. Hypothesis 1 (RH1) was formulated on the basis of real changes that were the result of economic reforms in the transformation of the Polish economy to a market economy (after many years of a centrally controlled economy). This event took place in 1989, and after that year, the foundations of a market economy were built in Poland for many years to come. The second hypothesis (RH2) was conditioned by an increase in Internet accessibility [10]. Consumers in Poland were gradually persuaded to shop online, which was allowed for by the availability of the Internet. These two conditions were the determinants of our research; without a market economy, there would be no market customer, and without the Internet, there would be no e-consumer. From these two determinants, a global sustainability strategy was superimposed, which initiated the building of ecological e-consumer behaviors, as shown in Figure 1. The adopted model of building ecological e-consumer awareness consists of the following: purchasing attitudes (PAs), online shopping determinants (OSDs), criteria for choosing online stores (CCOSs), product purchase factors (PPFs), and ways of shopping (WSs).

3. Data and Methods

To analyze changes in consumer behavior over time, repeated longitudinal studies are used. These studies are defined as “techniques, methodologies, and actions that allow for the observation, description, and/or classification of phenomena provided that the process is identified and empirically documented” [67]. Longitudinal research involves the repeated measurement of the same phenomena and characteristics, conducted on diverse research samples drawn from the same population, using the same methods and tools [68]. Longitudinal studies based on the criterion of time are used to understand the mechanisms of change and the factors influencing consumer behavior. Longitudinal studies were undertaken in the research on the evolution of Polish e-consumers’ environmental awareness and its impact on purchasing behavior.

The objective of this study was to investigate changes in the awareness and ecological attitudes of Polish e-consumers over a span of ten years and their impact on online purchasing behaviors.

Research investigating changes in the environmental awareness and attitudes of Polish e-consumers over a period of ten years and their impact on online purchasing behaviors was conducted in 2010 and 2020 using the same research methods and tools. The research questionnaire, which was used in 2010 and 2020, included questions about the characteristics of e-consumers, their behaviors in specific market scenarios, and their attitudes towards online shopping. The questionnaire utilized various measurement scales, including nominal, ordinal, interval, and unipolar scales. To assess the personality traits of e-consumers, a scoring system from 1 to 5 was used, where a score closer to 1 indicated a negative intensity of the personality trait. In analyzing factors influencing online purchases, a nominal scale was used, which limited respondents to choosing a maximum of three options from those available. The attitudes of e-consumers towards various market phenomena, including the natural environment, were measured using a closed dichotomous scale, which required respondents to choose one of two opposing attitudes. The same measurement method was applied to study the purchasing behavior patterns of e-consumers. The criteria for selecting the research sample in 2010 and 2020 were the same and included individual consumers making online purchases.

The first study was conducted through an online survey in 2010. Invitations to the study were sent by e-mail. The response rate was 73%. The total initial sample size was 1280 participants. After thoroughly cleaning the data to ensure the accuracy and completeness of responses, the final sample for analysis was narrowed to 1150 respondents. Responses containing missing data were excluded from the final analysis to maintain the integrity and validity of our findings. The gender distribution in the research sample was nearly equal. About one-third of the respondents were under 24 years old, while the remaining two-thirds were at least 25 years old. More than half of the participants had higher education, and over two-thirds were employed. The 2020 study was designed to maintain a comparable sample distribution to the 2010 study. Invitations to the study were sent by e-mail. The response rate was 64%. The total initial sample size was 1280 participants. After thoroughly cleaning the data, the final sample for analysis was narrowed to 1150 respondents.

A similar sample distribution was preserved in terms of gender, age, and education. However, it must be clearly emphasized that the respondents in the 2020 study were on average ten years older than those in the 2010 study. Young people were deliberately excluded here, and individuals aged 28 and older were invited. The 2020 sample saw changes in the distribution of employment status due to young people transitioning from education to active participation in the labor market.

The justification for the research carried out by the authors a decade ago was the fact that at that time, there was no item in the literature on the subject that would comprehensively systematize the issues of consumer purchasing behavior on the Internet. There was no definition of the concept of e-consumers in the Polish literature, no determinants of consumer purchasing behavior on the Internet were identified, and no attempt was made to make a typology of e-consumers. In 2010, a book was published entitled Polish e-consumer-typology, behavior (Helion Publishing House, Onepress, Gliwice 2010), which filled the existing information gap at that time. This publication became an inspiration for others to undertake further research and deepen their knowledge about the Polish e-consumer.

Table 3. Characteristics of research samples in 2010 and 2020 (in %).

Items		2010	2020
Sample Size (N)		1150	1150
Gender	Male	50.5	50.0
	Female	49.5	50.0
Age in four age groups of consumers	Up to 21 years old (sample 2010) Up to 31 (sample 2020)	11.2	25.8
	22–24 (sample 2010) 32–34 (sample 2020))	26.7	12.1
	25–32 (sample 2010) 35–42 (sample 2020)	31.2	31.2
	33 and over (sample 2010) 43 and over (sample 2020)	31.0	30.9
Age in two age groups of consumers	Up to 24 (sample 2010) Up to 34 (sample 2020)	37.9	37.8
	25 and over (sample 2010) 35 and over (sample 2020)	62.1	62.2
	Average age (in years)	29.9	39.2
Education	Primary and Vocational	2.2	2.0
	Secondary	39.0	41.2
	Higher	58.8	56.8
Professional activity	Working	67.4	93.4
	Not working	32.6	6.6

Source: own study.

presents the characteristics of the research samples from 2010 and 2020.

All analyses of the data obtained were carried out using SPSS Statistics version 29.0, a specialized software for this purpose. This paper presents selected results using PowerBI Desktop software version 2.1. The software has limitations regarding the presentation of the data. Therefore, the second to fourth figures of Section 4 present the data in numbers and not in percentages.

4. Results

Observing the results of the study across various years, significant changes in the behavior of participants regarding environmental care can be noted. When responding to the posed question about whether they care for the natural environment (e.g., conserving energy/water, sorting waste, etc.) or disregard it, a clear shift in attitudes is evident from 2010 to 2020. In 2010, over 63% (726) of respondents declared indifference towards the natural environment. Only slightly less than 37% (424) claimed to be considerate of the environment. Conversely, in 2020, over 86% (991) declared that they cared about the natural environment, with just under 14% (159) indicating indifference towards it (Figure 2).

Considering environmental preferences, the respondents’ awareness of ecological issues was juxtaposed with their priorities during shopping in different years. It was observed that in 2010, over 63% (726) of the respondents were indifferent to the natural environment. Among these, nearly 31.4% (228) stated that their priority in shopping was to purchase the highest quality products, and 42.4% (308) indicated that saving money was their concern. Meanwhile, among the 2010 respondents, over 37% (424) declared that they cared about the natural environment. Within this group, about 27.3% (116) stated that saving money was a priority during shopping, and 44.6% (189) aimed to buy the highest quality products (Figure 3).

In the 2020 survey, there was a noticeable shift in attitudes towards the natural environment and changes in shopping preferences. Primarily, there was an increase in declarations of caring for the environment. Among those concerned about the environment, 31.2% (309) stated that their shopping priority was to purchase the highest quality products—a decrease of nearly 15 percentage points compared to 2010—and 29.2% (289) indicated that saving money was important (a slight increase from 2010). Additionally, the percentage of respondents who wanted to spend as little time as possible on shopping increased from 21.9% to 27.3%, and those who wanted to enjoy their shopping time rose from 6.1% to 12.3%. Among respondents indifferent to the environment, there was an increase in those wanting to minimize shopping time (from 17.6% to 30.8%) and to enjoy shopping time (from 8.5% to 11.9%). Conversely, the percentage of those not caring about the environment and wanting to buy the highest quality products dropped by nearly 10 percentage points, as did those wishing to spend little time shopping (a decrease of nearly 8 percentage points) (Figure 3).

Given the significant shift in the attitudes of Polish e-consumers towards the natural environment, it is cognitively interesting to describe two dominant groups: in 2010, the group indifferent to the environment (IDC) and in 2020, the group concerned about the environment (IC).

The characteristics of the IDC group’s attitudes towards online shopping are depicted in Figure 4. The predominant attitudes of this group involve a preference for shopping that is first and foremost planned with a focus on minimizing expenses, followed by maximizing product quality.

The characteristics of the IC group’s attitudes towards online shopping are illustrated in Figure 5. The dominant attitudes of this group involve a preference for shopping that is primarily aimed at maximizing product quality, followed by minimizing expenses.

Based on the data in Figure 6, it is possible to observe and describe changes in the attitudes of Polish e-consumers over ten years, between 2010 and 2020, with a particular emphasis on the environment and factors determining online shopping habits. A radar chart typically shows changes in the shape and size of plotted areas, allowing you to identify trends or differences between variables.

The most important observed trends, as indicated by the results of the compared studies, indicate that Polish e-consumers in 2020 value convenience, detailed information, and a wide range of products much more than in 2010 when shopping online. These trends may reflect a broader shift in consumer behavior towards a more conscious and convenience-oriented approach.

The data suggest a shift towards a more conscious, convenience-oriented, and thoughtful approach to online shopping among Polish consumers over ten years. There is a clear shift away from impulse shopping towards online shopping, which is efficient, convenient, and provides a wide selection with detailed product information.

The behavior pattern of environmentally conscious e-consumers (IC 2010) is characterized by a moderate-to-high emphasis on all factors, with particularly high ratings for 24/7 shopping, convenience, and a wide range of products. The online shopping trend and product details seem to be less important compared to other factors. Ten years later, the valuation of convenience, 24/7 shopping, and access to a wide range of products remains high. However, there is a greater emphasis on detailed product information, indicating a shift towards more informed purchasing decisions. Saving time also appears to be a much higher priority, reflecting the increased demand for efficiency in the purchasing process.

In the case of environmentally unconcerned e-consumers (IDC 2010), the distribution of data in Figure 6 suggests a relatively balanced importance of individual factors, with a slight shift towards 24/7 availability and convenience. A wide range of products, informed shopping, and the ability to compare products seemed to have less influence on the decision-making process. In 2020, they continued to emphasize convenience and 24/7 availability, but the importance of having a wide range of products and detailed product information available online increased noticeably. This reflects a growing preference for diversity and informed choices. Interestingly, the importance of lower prices seems to have decreased slightly, which may indicate a greater willingness to pay for the added value of convenience and information.

The data presented in Figure 7 allow for the assessment of the evolution of attitudes of Polish e-consumers towards the environment and their impact on choosing online stores in the IC and IDC groups in the years 2010–2020.

For the IC group, the most noticeable change in 2010–2020 concerns the area of product availability, which has become much more significant. This may indicate an increased concern for the assurance of receiving environmentally sustainable products, which are often more difficult to obtain. There is also a greater focus on product delivery costs and convenience and ease of shopping, likely reflecting greater concern for environmental delivery costs and a desire to streamline shopping experiences that meet their value needs. Changes in the inclusion of store/auction in search and website appearance are less pronounced, suggesting that these factors are secondary to environmental considerations.

In turn, e-consumers who do not care about the natural environment (IDC) were more focused on product prices in 2020 compared to 2010. This may mean an increased sensitivity to costs. Another noticeable change is the valuation of convenience and ease of shopping, which reflects a trend observed in the IC group, reflecting the general tendency of consumers to value a smoother shopping experience. Less significant changes are seen in factors such as friends’ opinions and where to pick up products, suggesting that personal recommendations and logistical convenience may not have changed significantly for this group of e-consumers.

Regardless of environmental attitudes, both groups valued convenience and ease of shopping more in 2020, indicating a general trend among all e-consumers towards prioritizing user-friendly shopping experiences. Product pricing became a more important factor for IDC in 2020, while the IC group did not show as much change in this area, potentially indicating that IC consumers may be willing to pay higher costs for environmentally friendly products. Product availability showed greater growth for the IC group than the IDC group, consistent with the view that environmentally conscious consumers may be more interested in the availability of environmentally friendly options.

In conclusion, over a ten-year period, IC consumers increased their emphasis on factors related to environmental issues, such as product availability and delivery costs, while IDC consumers showed greater price sensitivity. Convenience and ease of shopping became more important to all e-consumers, regardless of their eco-consciousness, reflecting broader changes in the online shopping space.

Based on the data from

Table 4. The attitudes of Polish e-consumers towards the environment and their impact on ways of shopping in 2010 and 2020 (in %).

Items	I Care about the Environment (IC)		I Don’t Care about the Environment (IDC)
	2010	2020	2010	2020
I buy only necessary items to manage money efficiently I purchase the best products, regardless of cost	86.3 13.7	85.5 14.5	91.7 8.3	70.0 30.0
I buy desired items without considering current affordability I verify affordability before making a purchase	13.4 86.6	22.9 77.1	13.8 86.2	36.6 63.4
I usually buy products that I have known for a long time I enjoy trying new products	68.2 31.8	59.9 40.1	62.5 37.5	55.8 44.2
I save money before purchasing expensive items I often borrow money for costly purchases	97.2 2.8	91.6 8.4	93.4 6.6	83.3 16.7
Tracking expenses aids my financial management I view managing bills as a waste of time	54.5 45.5	50.8 49.2	47.7 52.3	47.5 52.5
I compare prices across stores to buy affordably I lack time for price comparisons	83.5 16.5	83.6 16.4	80.4 19.6	80.0 20.0
I promptly return unsatisfactory or defective products Returning purchases makes me feel awkward	76.7 23.3	76.2 23.8	60.1 39.9	69.0 31.0
I shop with a specific list and stick to it I decide what to buy while shopping	53.8 46.2	54.9 45.1	50.7 49.3	42.1 57.9
I thoroughly compare products before choosing I choose whatever is convenient	89.2 10.8	82.2 17.8	87.9 12.1	68.5 31.5

Source: own study.

, it is possible to indicate general changes in the purchasing styles of the IC and IDC groups in 2010–2020. The observed changes concern the following:

• Financial approach: Both IC and IDC consumers showed a less stringent approach to managing money and checking the affordability of products before purchasing, which points to a broader societal trend towards easier spending.
• Attitude towards borrowing: The increase in borrowing for expensive purchases, more pronounced in the IDC group, may suggest greater comfort with using credit or a change in the economic conditions of consumers in this group of respondents.
• Trying new products: In both groups of e-consumers surveyed, the willingness to try new products increased over the ten years, with IDC showing a greater increase. This reflects a market that offers greater diversity and a consumer base that is more open to experimentation.
• Convenience of shopping: The increase in both groups of e-shoppers who value convenience indicates a shift in online retail towards faster and more user-friendly shopping experiences.
• Price sensitivity: In particular, environmentally conscious consumers (IDC) were less price-sensitive than before, suggesting that this group may be prioritizing other factors, such as product quality or brand reputation, over cost.
• Product returns: The IDC group became more proactive in returning unsatisfactory or defective products, suggesting increased consumer assertiveness or improved return policies.
• Spending tracking: The importance of spending tracking remained relatively stable in both groups, suggesting that personal financial management still plays a role in the online shopping behavior of Polish e-shoppers.
• View of bills: Neither group showed significant changes in their approach to bill management, indicating that it may not be an important factor in online shopping decisions.

There are visible differences between the IC and IDC groups, especially in the area of ecological awareness. IC consumers continue to demonstrate a more methodical shopping style, which may reflect a more thoughtful approach to environmental impact. The IDC group shows a greater adaptability to try new products and a stronger shift towards convenience, meaning their purchasing behavior is more influenced by trends and the ease of online transactions. While both groups continue to compare prices, the decline in this behavior in the IDC group is sharper, indicating a lesser focus on saving. Additionally, IC consumers slightly increase their willingness to shop with a specific list and stick to it, suggesting a planned approach to shopping that is consistent with a sustainable lifestyle. However, the IDC group shows a clear shift away from shopping with a list towards more impulsive shopping. To conclude, it can be said that in both groups, there is a general relaxation of financial caution, a shift to convenience, and openness to new products. However, the IC group maintains a more thoughtful and eco-conscious shopping style, while the IDC group moves more noticeably towards convenience and less structured shopping habits.

Based on the data from

Table 5. The attitudes of Polish e-consumers towards the environment and their impact on product purchase factors in 2010 and 2020 (in %).

Items	I Care about the Environment (IC)		I Don’t Care about the Environment (IDC)
	2010	2020	2010	2020
Quality	58.4	61.6	54.5	55.8
Brand	32.3	33.3	32.6	35.9
Fashion	10.3	10.9	9.0	16.5
Habit	16.6	16.3	15.0	20.0
Advertising	4.4	5.9	4.4	8.5
Price	48.9	52.2	55.8	53.9
In-store promotions	16.1	17.7	16.2	18.9
Product features	37.4	30.0	38.3	27.0
Product origin (domestic/foreign)	3.9	5.8	2.4	2.8

Source: own study.

, which lists the determinants influencing the choice of products among Polish e-consumers, it is possible to indicate changes in the motives for making purchases over 10 years, as well as differences between ecologically conscious consumers (IC) and not ecologically conscious ones (IDC).

Differences are observed in relation to the following product selection factors:

• Fashion: The most significant change for the IDC group is the increase in the influence of fashion from 9.0% to 16.5%, suggesting greater attention to trends over the decade. The IC group’s concern for fashion also increased slightly.
• Advertising: Both groups showed an increased influence of advertising on their purchasing decisions, with the IDC group seeing a noticeable increase from 4.4% to 8.5%, indicating the growing influence of marketing on consumer behavior.
• In-store promotions: There was an increase in the IDC group’s response to in-store promotions, indicating greater receptivity to marketing and sales tactics.
• Product origin: The increase in the importance of product origin for the IC group from 3.9% to 5.8% reflects the growing concern about where products come from, which may be related to environmental concerns.

Determinants such as quality and brand turned out to be stable over the decade (the importance of this factor remained relatively stable in both groups, although it increased slightly, which suggests that these factors are still key factors taken into account by Polish e-consumers) and habit (habit also remained a stable determinant for both groups, which shows that established behaviors are resistant to changes over time).

What differentiates both groups of surveyed e-consumers (IC and IDC) are choices based on the following:

• Quality: The IC group consistently placed a greater emphasis on quality over time than the IDC group, adapting to a possible preference for durable and sustainable products.
• Price: The IDC group showed a slight decrease in price influence, suggesting that it may be less price-sensitive in 2020 compared to the IC group, which showed a slight increase in price consideration.
• Product features: In both groups, there was a decrease in the influence of product features, but in the IDC group, it was more pronounced. This may indicate a shift towards other factors such as brand or convenience.
• Product origin: The IC group showed a greater increase in concern for product origin, which is consistent with environmental concerns. The IDC group’s concerns about product origins remained low and relatively unchanged.

In conclusion, fashion, advertising and in-store promotions have become more influential for both groups, with a more pronounced impact on the IDC group. Quality and brand still play an important role in product selection, but the importance of product features has decreased. The IC group is increasingly paying attention to the origin of products, which is consistent with environmental awareness, while the IDC group’s concerns remain more diversified and less environmentally focused.

The analysis of research data definitely confirms both hypotheses regarding changes in the ecological awareness and purchasing behavior of Polish e-consumers over the last decade. The data clearly confirm RH1, which assumes that Polish e-consumers have become more ecological over the last 10 years. In 2010, only 37% of respondents considered themselves environmentally conscious, compared to 86% in 2020. This radical change in the number of people who care about the environment indicates a significant increase in ecological awareness among Polish e-consumers. The research results also confirm RH2. The data show that with the change in ecological attitudes, the purchasing behavior of Polish e-consumers on the Internet has changed. In 2010, people who cared about the environment focused more on quality and costs. In 2020, while these factors remained important, there was a noticeable shift towards prioritizing convenience, detailed product information, and a broad product selection. This shift suggests more conscious and convenience-oriented consumer behavior, likely driven by increased environmental awareness. Moreover, these changes are reflected in broader trends in consumer behavior, such as a decrease in price sensitivity among environmentally conscious people and a general increase in the valuation of convenience and access to information, suggesting that ecological considerations are indeed shaping consumer preferences in the Polish e-commerce market. Thus, the evidence from this study solidly supports both hypotheses, demonstrating a clear and significant evolution of both environmental awareness and related purchasing behavior among Polish e-consumers over the last decade.

5. Discussion

The findings of this paper resonate with the existing literature on the environmental awareness of e-consumers, revealing a significant increase in environmental consciousness among Polish e-consumers over the past decade [35,58,59]. This aligns with global trends indicating a growing concern for environmental issues among consumers worldwide [69,70,71]. The substantial rise in the percentage of Polish e-consumers considering themselves environmentally conscious reflects the heightened awareness of environmental sustainability in consumer decision-making.

This study highlights a notable shift in the priorities of environmentally conscious e-consumers towards convenience, detailed product information, and a broad product selection. This mirrors findings from previous research, which suggest that while environmental concerns remain important, they are increasingly integrated with other consumer preferences such as convenience and product variety [72,73,74,75]. The observed emphasis on convenience and information suggests that environmentally conscious consumers seek sustainable options without compromising the ease and efficiency of their shopping experience. Also, this paper underscores the preference of environmentally conscious e-consumers for sustainable practices, as evidenced by their increased valuation of factors such as product origin and delivery costs. This finding corroborates previous studies indicating that environmentally conscious consumers are more likely to favor brands and products that align with their values of sustainability and ethical responsibility [76,77,78]. The heightened importance placed on product origin reflects a desire for transparency and accountability in supply chains, indicating a growing awareness of the environmental and social impacts of consumer choices.

The results demonstrate a clear influence of environmental awareness on the purchasing behavior of e-consumers, with environmentally conscious individuals exhibiting distinct preferences and decision-making patterns. This finding is consistent with the literature emphasizing the role of environmental attitudes and beliefs in shaping consumer behavior, particularly in the context of sustainable consumption [79,80,81,82,83,84]. The observed changes in purchasing styles, such as increased willingness to try new products and a shift towards convenience-oriented shopping, suggest that environmental considerations play a significant role in guiding consumer choices and preferences.

The results of this the research paper can be analyzed through the lens of consumer decision-making models [85,86] which provides valuable insights into the factors driving Polish e-consumers’ behaviors in the context of environmental consciousness and online shopping. One of the prominent models is the Theory of Planned Behavior (TPB), which posits that behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control [87,88,89,90,91]. In this study, the observed shift towards more eco-conscious online shopping behavior among Polish consumers reflects changes in attitudes towards sustainability. Over the decade studied, there was a notable increase in the percentage of respondents considering themselves environmentally conscious, indicating a shift in attitude towards eco-friendly practices. This change likely influenced subjective norms, as individuals may be more inclined to adopt sustainable behaviors if they perceive them as socially desirable. Additionally, the increased emphasis on convenience, detailed product information, and a wide product selection suggests that consumers perceive greater control over their online shopping experiences, further influencing their behavioral intentions.

Also, the consumer decision-making process offers insights into how consumers navigate the online shopping landscape. Traditionally, this process involves stages such as need recognition, information search, the evaluation of alternatives, purchase decision, and post-purchase evaluation [92,93]. In the context of Polish e-consumers, this paper highlights changes in information search behavior and evaluation criteria over time. In 2010, factors like price and product quality were the primary considerations. However, by 2020, there was a noticeable shift towards valuing convenience, detailed product information, and a broad product selection. This indicates that Polish e-consumers have become more discerning and informed in their online shopping habits, leveraging digital platforms to access comprehensive information and make more informed purchasing decisions.

Analyzing the results of this paper in the context of Technology Acceptance Models [75,76] sheds light on how Polish e-consumers’ attitudes towards online shopping platforms and environmental concerns influence their acceptance and adoption of technology. One of the prominent models in this regard is the Technology Acceptance Model (TAM), which suggests that perceived usefulness and perceived ease of use are key determinants of an individual’s intention to use and the actual use of technology [94,95,96].

In this study, the observed shift towards a more eco-conscious and convenience-oriented approach to online shopping among Polish consumers reflects changes in perceived usefulness. Over the ten-year period, there was a significant increase in the percentage of respondents considering themselves environmentally conscious, indicating a heightened awareness of sustainability issues. This increased awareness likely influenced consumers’ perceptions of the usefulness of online shopping platforms, as they may perceive these platforms as offering more sustainable alternatives to traditional brick-and-mortar stores. Additionally, the emphasis on convenience, detailed product information, and a broad product selection suggests that consumers perceive online shopping platforms as valuable tools for meeting their diverse needs efficiently. Also, the shift towards valuing convenience and ease of use aligns with the TAM’s emphasis on the perceived ease of use as a determinant of technology acceptance [97,98,99,100,101]. The increased emphasis on convenience and efficiency in the online shopping experience suggests that Polish e-consumers perceive online shopping platforms as easy and convenient to use, further influencing their intention to use and the actual use of these platforms. Moreover, consumers are strongly influenced by TV shows and follow healthy trends, e.g., sugar-free, gluten-free products, etc. [102,103]. New trends are quickly adapted by shopping platforms.

It should be stated that the results of this paper highlight the importance of factors such as product availability, delivery costs, and product origin in shaping consumers’ attitudes towards online shopping platforms. These factors influence consumers’ perceptions of the usefulness and ease of use of online shopping platforms, as well as their overall satisfaction with the online shopping experience.

The results of this study can be also analyzed from the perspective of Sustainability Marketing Theory which offers valuable perspectives on how businesses can tackle consumer worries regarding environmental matters while still catering to their desires and requirements [104]. This theory underscores the significance of integrating sustainability principles into marketing tactics and product portfolios to cater to the demands of current consumers without jeopardizing the ability of future generations to fulfil their own needs [105].

The results of this study indicate a significant increase in eco-consciousness among Polish e-consumers over the past decade. This shift highlights the growing importance of environmental considerations in consumer decision-making processes. Businesses can leverage this trend by implementing sustainability initiatives throughout their value chain, such as sourcing environmentally friendly materials, reducing carbon emissions, and offering eco-friendly product options. The findings suggest that consumers prioritize convenience, detailed product information, and a wide product selection when shopping online. This indicates that while sustainability is important to consumers, it is not the sole factor influencing their purchasing decisions. Therefore, businesses must strike a balance between offering sustainable products and meeting consumers’ demands for convenience and variety.

This study highlights the importance of transparency and communication in sustainability marketing [106,107,108]. Consumers value detailed product information, including information about product origin and environmental impact. Businesses can build trust and credibility with consumers by providing transparent information about their sustainability practices and the environmental attributes of their products. Also, the results suggest that environmentally conscious consumers may be willing to pay a premium for sustainable products. This presents an opportunity for businesses to differentiate themselves in the market by offering high-quality, environmentally friendly products that align with consumers’ values.

The results of this paper can be analyzed using the Social Cognitive Theory [92,93], which posits that individuals learn and adapt their behaviors through observation, modeling, and reinforcement [109,110]. In the context of this study, the observed shifts in the attitudes and behaviors of Polish e-consumers towards environmental concerns and online shopping habits can be understood within the framework of Social Cognitive Theory. Firstly, the increase in environmental awareness and conscious shopping behaviors among e-consumers over the ten-year period aligns with the concept of observational learning. As individuals observe and become aware of environmental issues through various channels such as media, education, and social interactions, they are more likely to adopt environmentally friendly attitudes and behaviors. Secondly, the emphasis on convenience, detailed product information, and a wide product selection in online shopping reflects the influence of modeling. As consumers observe others prioritizing these factors in their online shopping decisions, they are more inclined to emulate similar behaviors. Additionally, the reinforcement of convenient and efficient online shopping experiences through positive outcomes, such as time-saving and access to a diverse range of products, further reinforces the adoption of these behaviors. Also, Social Cognitive Theory emphasizes the role of self-efficacy [111,112], which refers to individuals’ beliefs in their ability to perform a specific behavior [113,114,115,116,117]. The observed changes in e-consumers’ attitudes and behaviors suggest an increase in self-efficacy, particularly in making informed and environmentally conscious purchasing decisions. As individuals become more confident in their ability to navigate online shopping platforms, compare product information, and prioritize sustainability, they are more likely to engage in such behaviors.

6. Conclusions

The findings of this study underscore a significant evolution in the attitudes and behaviors of Polish e-consumers over the past decade, particularly in relation to environmental awareness and online shopping habits. The data reveal a notable increase in environmental consciousness among respondents, with the percentage of individuals identifying as environmentally conscious rising from 37% in 2010 to a substantial 86% in 2020. This substantial shift highlights a growing recognition and concern for environmental issues among Polish e-consumers. Also, the results indicate clear changes in the factors influencing online shopping preferences and decision-making processes. Over the ten-year period, there has been a notable increase in the importance placed on convenience, detailed product information, and a wide product selection among e-consumers. For instance, the preference for 24/7 shopping availability rose from 83.5% to 91.2%, while the emphasis on product availability increased from 58.4% to 61.6%. Similarly, there was a shift towards prioritizing convenience and ease of shopping, with the proportion of respondents valuing these factors rising from 16.1% to 17.7%.

This study reveals differences in the purchasing behaviors of environmentally conscious (IC) and non-environmentally conscious (IDC) consumers. While both groups increasingly prioritize convenience and ease of shopping, environmentally conscious consumers demonstrate a more methodical shopping style, placing greater emphasis on factors such as quality and product origin. In contrast, non-environmentally conscious consumers exhibit a stronger inclination towards impulsive shopping and trend-following behaviors, as evidenced by their increased responsiveness to fashion influences, which rose from 9.0% to 16.5%.

The scientific value of this paper lies in its systematic investigation of the evolving dynamics between environmental awareness and online shopping habits among Polish e-consumers. By offering empirical evidence, theoretical insights, and methodological rigor, this study advances our understanding of consumer behavior in the context of sustainability and e-commerce, contributing to both academic research and practical implications for businesses and policymakers.

The main limitation is connected with the fact that this study focuses primarily on attitudes towards environmental issues and online shopping determinants, overlooking other potential factors that may influence consumer behavior. For example, socio-economic factors, cultural norms, and psychological variables could also play significant roles in shaping e-consumers’ preferences and decisions. A more comprehensive examination of these variables could provide a more nuanced understanding of consumer behavior. Also, this study’s analysis spans a specific ten-year period (2010–2020), during which socio-economic, technological, and environmental contexts may have evolved significantly. Changes in external factors, such as economic recessions, technological advancements, or environmental crises, could impact consumer attitudes and behaviors independently of the variables studied. Accounting for these contextual shifts could enhance the robustness of this study’s conclusions.

When comparing the two surveys, it is evident that the 2020 survey comprised older respondents, potentially influencing their attitudes. As individuals age, they often become more mature and responsible, particularly concerning environmental matters, especially as they establish families. This life stage typically fosters a heightened consciousness of environmental issues, driven by the desire to ensure a sustainable future for their offspring. Therefore, it is plausible that the observed shifts in environmental attitudes among the 2020 respondents could partly stem from their life stage rather than solely reflecting broader societal changes. This raises a limitation in this study, as the observed changes may not solely be indicative of shifts in societal attitudes but could also be influenced by the respondents’ life stages.