Design of a tool to measure the behavioural aspect of conscious and sustainable consumer attitudes
Design of a tool to measure the behavioural aspect of conscious and sustainable consumer attitudes

Summary/Abstract: The article focuses on consumer attitudes in the context of conscious and sustainable consumer behaviour. The authors aim to create a tool to measure the behavioural aspect of responsibility and sustainability in consumer attitudes and to examine the impact of selected factors on this rate. Empirical research was conducted on a sample of 510 households. The reliability of the new research tool was verified based on the estimation of reliability coeffi- cients – McDonald’s omega and Cronbach’s alpha. The newly created tool is examined with the help of EFA. The influence of selected demographic factors was also exam- ined, using a one-way ANOVA test to verify hypotheses. Respondents undertake awareness and sustainability ac- tions at an average level of frequency. It can be concluded that gender and age represent significant factors in aware- ness and sustainability. At the same time, four key areas of sustainability and awareness were identified, namely the civic engagement dimension, consumer awareness, the circular thinking effect, and social responsibility. It is these factors that can be described as key to conscious and sustainable behaviour. Of course, the use of inquiry (with the help of a questionnaire) instead of observation as a scientific research method allows for the examina- tion of only self-reported behaviour. This study may al- low for a better understanding and measurement of at- titudes in terms of conscious and sustainable consumer behaviour. Few authors focus on measuring behavioural intention, while the emphasis is often placed on the cog- nitive and affective components of attitudes.

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