Sustainable Consumption Among Youth Consumers

Purpose: The main aim of this paper was to show different approaches to sustainable consumption and to assess the level of sustainable consumption awareness among young consumers in Poland. The goal is associated with specific objectives, which include showing the effects that consumers and consumption have on socioeconomic development, identifying factors determining consumer behavior, and assessing the impact of sustainable consumption patterns on consumer behavior. Design/Methodology/Approach: The article is based on theoretical considerations supported by the results of own research, presenting tendencies and phenomena in the consumer behavior of young consumers characteristic of sustainable consumption. A survey with the CAWI questionnaire has been used to demonstrate the determinants of this phenomenon. An empirical study was conducted in January 2020. Findings: The results of the survey are showing that young consumers declared behaviors in line with eco-consumption, consisting mainly of re-using of product packaging, shopping in an eco- and intelligent way, purchase and consumption of so-called ecological goods, choosing products coming from their own country. This indicates the awareness of sustainable consumption patterns among respondents, which shows positive changes in the approach of consumers themselves. Practical Implications: The presented considerations are of great importance for practice. They constitute an indicator of which conditions influence the increase of consumption of products. The studies presented in the paper show that sustainable development aspects are not the leading purchase criteria for young consumers. Still, they are likely to remain significant brand differentiators for the buyers provided that their primary criteria for purchase are met, such as acceptable price and quality. Originality/Value: The paper presents the attitudes of young consumers towards ecological products, environmental and social issues and identifies consumer behaviors that affect consumption sustainability. Over the recent years, sustainable consumption has been more and more covered by scientific research. The attitude of young consumers in this subject is of high importance. For that reason, the subject requires a joint approach with the inclusion of enterprises, governments, and consumers.