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Behavior of Online Prosumers in Organic Product Market as Determinant of Sustainable Consumption

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  • Magdalena Maciaszczyk

    (Department of Strategy and Business Planning, Faculty of Management, Lublin University of Technology, 20-618 Lublin, Poland)

  • Maria Kocot

    (Department of Economic Informatics, University of Economics in Katowice, 40-287 Katowice, Poland)

Abstract

The article focuses on the specificity of the behavior of modern prosumers in the market for organic products as a determinant of sustainable consumption. The strengthening of the pro-consumer relationship is made possible thanks to ongoing technological changes, especially the development of the Internet. It is thanks to our online activities and the opinions of other Internet users that pro-consumer decisions concerning online purchases are shaped. The article presents the results of empirical studies conducted in 2020 on a sample of 664 respondents using a questionnaire, while the survey results were developed using SPSS Statistics. Findings of research showed the willingness of consumers for prosumption and kind of behaviors that were most often among the research group. In the course of research proceedings, it was possible to define factors that dispose declarative prosumers for the purchase of organic products. Conducted analyses also allowed for building the model of the influence of individual characteristics of respondents on the index of prosumption.

Suggested Citation

  • Magdalena Maciaszczyk & Maria Kocot, 2021. "Behavior of Online Prosumers in Organic Product Market as Determinant of Sustainable Consumption," Sustainability, MDPI, vol. 13(3), pages 1-14, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:3:p:1157-:d:485299
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    References listed on IDEAS

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    1. Thierry Rayna & Ludmila Striukova, 2021. "Involving Consumers: The Role of Digital Technologies in Promoting ‘Prosumption’ and User Innovation," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 12(1), pages 218-237, March.
    2. Yue Liu & Ying Qu & Zhen Lei & Han Jia, 2017. "Understanding the Evolution of Sustainable Consumption Research," Sustainable Development, John Wiley & Sons, Ltd., vol. 25(5), pages 414-430, September.
    3. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    4. Hahnel, Ulf J.J. & Herberz, Mario & Pena-Bello, Alejandro & Parra, David & Brosch, Tobias, 2020. "Becoming prosumer: Revealing trading preferences and decision-making strategies in peer-to-peer energy communities," Energy Policy, Elsevier, vol. 137(C).
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    Cited by:

    1. Agnieszka Izabela Baruk, 2021. "The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation," Energies, MDPI, vol. 14(15), pages 1-17, July.
    2. Magdalena Maciaszczyk & Artur Kwasek & Maria Kocot & Damian Kocot, 2022. "Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    3. Anna Zelazna & Agnieszka Bojanowska & Barbara Buraczynska, 2021. "Consumer Attitudes on the Food Market: The Case of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 311-321.
    4. Maria Kocot & Damian Kocot, 2022. "Internet Prosumer Activity Levels," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 104-117.
    5. Luis José Camacho & Patricio Esteban Ramírez-Correa & Cristian Salazar-Concha, 2021. "Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic," Sustainability, MDPI, vol. 14(1), pages 1-16, December.

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