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.
Highlights
Today’s economic reality has changed the role of modern buyers
A specific objective of the research was to verify different types of behaviors that may be attributed to consumers perceived as Internet prosumers as well as to determine the factors that most often influence the purchase of organic products
The main hypothesis is that the reviews posted online by other Internet users are helpful in the decision making process for buying organic products, while health factors are decisive for the purchase
Summary
Today’s economic reality has changed the role of modern buyers They can no longer be described as passive users of goods and services. Thanks to the development of the Internet, they establish relationships with producers and other consumers, while playing the role of Internet prosumers at the same time. This group should be treated as “creative agents” who become important and conscious participants in sustainable consumption. A specific objective of the research was to verify different types of behaviors that may be attributed to consumers perceived as Internet prosumers as well as to determine the factors that most often influence the purchase of organic products. The main hypothesis is that the reviews posted online by other Internet users are helpful in the decision making process for buying organic products, while health factors are decisive for the purchase
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