Re-generacja jako megatrend w zachowaniach konsumentów – czy Polacy są na nią gotowi?
Re-generation as a megatrend in consumer behavior – are the Polish consumers ready for it?

Summary/Abstract: The global economic crisis of recent years has serious consequences, visible, among others, in the field of consumer attitudes and market behavior. The wide cultural trend, whose specific trigger was the crisis, is referred in Western countries as re-generation. Many manifestations of re-generation include, among others, retreat from overconsumption, search for savings, the pursuit of simplicity, commitment to eco-consumption. Greater responsibility for their decisions, the growing awareness of the consequences of own behavior and the need for a new way of life – they all seem to predict real, profound changes in the attitudes of western consumers. The paper presents the causes, manifestations and implications of re-generation. It is also an attempt to answer the question of whether this trend is likely to appear in the behavior of Polish consumers – what supports and what makes difficult the occurrence of similar changes in the behavior of Poles.

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