Environmental Attitudes and Willingness to Purchase Online—Classification Approach

During the last several years, a tremendous increase in popularity of online shopping has been observed. There are possible reasons behind it, some them, like competitive pricing, convenience or low cost information search, considered to be extrinsic, others—like ease use this channel, pleasure related it willingness reduce social interactions—intrinsic. The purpose research is evaluate another factor, i.e., consumers’ environmental attitudes, perspective their relation with perception and conventional channels. In order achieve this, self-reporting questionnaire was developed data from representative sample 1000 Polish Internet users gathered. procedure included cluster analysis, whose objective identify groups customers similar composition attitudes next, set Kruskal–Wallis tests, aimed at identifying differences opinions on channels between these clusters. proved that large consumers consistent sets exist scope such clusters not reduced unidimensional, “positive–negative” continuum. Furthermore, there significant declared channels—groups more environmentally-oriented willing purchase trust shops, although they neither perceive retail negative way nor directly prefer over nature phenomenon open explanation interpretation, nevertheless, proves should future models channel choice.