Environmental Attitudes and Willingness to Purchase Online—Classification Approach

Abstract

During the last several years, a tremendous increase in the popularity of online shopping has been observed. There are several possible reasons behind it, some of them, like competitive pricing, convenience or low cost of information search, considered to be extrinsic, others—like ease of use of this channel, pleasure related to it or willingness to reduce social interactions—intrinsic. The purpose of this research is to evaluate another factor, i.e., consumers’ environmental attitudes, in the perspective of their possible relation with the perception and willingness to use online and conventional shopping channels. In order to achieve this, a self-reporting questionnaire was developed and the data from a representative sample of 1000 Polish Internet users was gathered. The research procedure included cluster analysis, whose objective was to identify groups of customers with similar composition of environmental attitudes and next, a set of Kruskal–Wallis tests, aimed at identifying differences in opinions on channels between these clusters. The research proved that large groups of consumers with consistent sets of environmental attitudes exist and the scope of differences between such clusters is not reduced to a unidimensional, “positive–negative” continuum. Furthermore, there are significant differences between clusters in the declared willingness to use online and conventional shopping channels—groups more environmentally-oriented are more willing to purchase online and trust online shops, although they neither perceive conventional retail in a more negative way nor directly prefer online over conventional channels. The nature of such a phenomenon is open to explanation and interpretation, nevertheless, the research proves that environmental attitudes should be included in future models of consumers’ channel choice.