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Journal of Promotional Communications

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Published

2019-10-17

Issue

Vol. 7 No. 2 (2019): Special Issue on European Social Survey and Human Values Scale

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Articles

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Do human values play a role in pro-environmental purchasing behaviours of Polish people?

Charlotte Cranny-Evans

Klaudia Urbanska

Sevil Yesiloglu

Abstract

Green consumerism has increased in popularity in Europe over the past decade due to new political policies and social shifts. The purpose of this study was to expand the research in understanding the thinking and values of eco-consumers and how this can assist in marketing efforts. Previous studies have given little focus on Poland and the role of their values in purchasing energy efficient appliances. Research shows that certain values can indicate an increased likelihood in caring for the environment and this study aims to affirm this further amongst Polish millennials as well as any differences based on sex. The analysis used the results of the European Social Survey (ESS) Round 8 from 2016. This study focused on human values and their role on purchases of energy efficient appliances and whether climate change attitudes moderate that relationship. A thorough analysis showed that human values of Polish millennials do not have an influence on buying energy efficient appliances. Moreover, attitudes towards climate change do not moderate a relation between these two variables. This study has highlighted the complexity of the role of human values in energy efficient preferences and has demonstrated justification for further research in this area.