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110 DOMINIKA POGORZELEC, OLEG GORBANIUK


PREDICATORS
OF PROENVIRONMENTAL CONSUMER CHOICES


Summary


This paper deals with the problem of the predictors of purchasing proenvironmental products. The
research sample consisted of 109 people at different age from general population. It was assumed
that higher level of ecological awareness, stronger feeling of ecological responsibility and stronger
general responsibility influence proenvironmental consumer choices. Analysis of the results reveals
that consumers that think they have great control over their consumer behaviours, possess stronger
feeling of general responsibility, feel shared responsibility for the present condition of the environ
ment and have stronger beliefs about mutual connections with the nature are more willing to buy
ecological products. However, the influence of demographic variables (age, sex, education) on
choices of ecological products was not found.
Key words: theory of planned behaviour, ecological awareness, responsibility, proenvironmental
consumer choices, proenvironmental products.
