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

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.