Sustainable Development as a Factor Differentiating Consumer Behavior: The Case of Poland

Purpose: The aim of the paper is to diagnose consumer behavior in context sustainable development concept and answer question what extent this differentiates behavior. Design/Methodology/Approach: conducted analysis was based on authors’ original empirical research. research November 2020 a sample 1,045 adult consumers from all over Poland. study employed online survey technique. In order determine types consumers, 18 diagnostic variables characterizing development, including consumption, were used. type extraction carried out two steps. first cluster with hierarchical Ward method square Euclidean distance, second non-hierarchical adopting k-means method. Findings: As result analyses, four relatively homogeneous distinguished their behaviors that fit into consumption. are: Apologists, Hedonists, Active when necessary, Moderately involved. Practical Implications: identified described may constitute basis for market segmentation firms offering goods services. addition, presented results Poland carrying similar other European countries. Originality/value: case Poland, there lack knowledge about as regards it can therefore be assumed contribute theory