Ekologiczna konsumpcja na pokaz. Analiza społecznych i marketingowych skutków kreowania „eko-ikon”
Ecological conspicuous consumption. Analysis of social and marketing effects of creation of “eco-icons”

Summary/Abstract: Ecology, as a trend, has slowly reached Poland and is expressed by both consumer choices and companies’ activities. The paper focuses on ecological conspicuous consumption and attempts to assess its effects in social, as well as marketing context. In the first part of the paper, the greening of consumption and conspicuous consumption are presented. It is also shown how these two phenomena result in the emergence of ecologically-friendly goods which become determinants of a user’s social status. Then, the results of own research (FGI) are presented and the attitude of young consumers towards ecology and eco-icons is discussed.

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