Perspective of Created Value in Consumer Choice: Comparison of Economic and Ecological Dimensions

This paper aims to identify and categorize the factors influencing consumer goods’ value into ecological and economic dimensions and subsequently compare them. The analysis employs the Allegro Reviews (AR) dataset, comprising post-purchase product reviews, with a focus on a sample of 1,400 randomly selected reviews from a pool of 10,615 comments. Through this examination, distinct influencing factors are identified, categorized as either ecological or economic, and their frequency of reference in online reviews was compared. The research findings show that consumers consistently address economic dimensions in their reviews. Notably, emphasis is placed on goods’ quality, pricing, and the price-quality relationship. On the other hand, ecological aspects receive limited attention in reviews, suggesting their lesser significance to consumers compared to economic considerations. This study’s implications for theory and practice indicate that companies should prioritize economic aspects in their value creation endeavors, relegating ecological factors to a secondary role. However, from a global standpoint, enterprises must incorporate ecological dimensions during the value creation process to avert environmental degradation, which could otherwise undermine overall societal quality of life. In terms of originality and value, this research diverges from typical consumer choice studies that rely on questionnaires. Instead, it analyzes actual post-purchase product reviews, providing insights into tangible elements contributing to goods’ value, thus bypassing reliance on mere declarations. JEL Classification: D11, D12, L25, L26.