Wrażliwość ekologiczna i społeczna konsumenta jako nowy trend na rynku polskim
Customer Ecological and Social Sensitivity as a New Trend in the Polish Market

Summary/Abstract: In classical economic theory, the consumer is called the homo oeconomicus, who is rational, has a full access to the information, and his economic choices are neither related to emotions, nor influenced by the external environment. The consumer marketing concept is based on the opposite approach, where homo oeconomicus does not exist and purchasing decisions are not optimized, but full of emotion, sensitivity. Emotionality and sensitivity of the consumer may be self-centered and express themselves in consumerism, but it can also be directed in the entire process of the service or product and affect the social sphere and the environment. The goal of this article is to present consumer sensitivity to social and environmental issues. The primary objective is to present market trends that relate to the first environmental sensitivity and social users on the Polish market. The article presents the findings of research conducted by the authors on the buying habits.

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