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Stimulants of Prosumption Attitudes of Young Polish Consumers

Author(s): Izabela Sowa
Subject(s): Behaviorism, Socio-Economic Research
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: young consumers; consumer behaviour; prosumption;

Summary/Abstract: The aim of the article is to determine the strength and direction of various factors’ impact on prosumption attitudes of the Polish youth. The factors, which influence the manifestation of taking-oriented prosumption (manifested through the use of resources and expertise offered by others) and granting-oriented prosumption (i.e. sharing own resources and knowledge with others), were identified and used in the model. The basis of the data presented in the paper is the survey carried out in the 2013/2014 school year among students of some middle and upper secondary schools in Silesia province. Research suggests that the tendency to taking-oriented prosumption is only slightly dependent on the tendency to granting-oriented prosumption. The latter is mainly determined by the frequency of the use of modern technology (mainly to communicate with others). In contrast, prosumers’ attitudes oriented towards taking are shaped by participating in activities other than computer use, e.g. doing sports, artistic hobbies, and relatively rich social life. The research results can be used to build a communication strategy with young consumers, to activate prosumption attitudes as well as to conduct market education of young consumers.

  • Issue Year: 362/2016
  • Issue No: 3
  • Page Range: 305-316
  • Page Count: 12
  • Language: Polish
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