Celem artykułu jest identyfikacja i ocena zachowań nabywczych srebrnych singli
w odniesieniu do wyboru miejsca i częstotliwości realizacji zakupu wybranych
produktów żywnościowych i nieżywnościowych. ...Badanie zostało przeprowadzone
w dwóch etapach w latach 2018–2022. Wynika z niego, że samotnych seniorów
można uznać za aktywnych konsumentów. Pozytywny bądź negatywny stosunek
do robienia zakupów jest determinowany wiekiem, poziomem wykształcenia
i zamożnością badanych seniorów. Zakupy sprawiają dużą lub bardzo dużą przyjemność
osobom w wieku podeszłym, przeważnie kobietom mającym wykształcenie
średnie lub wyższe, dysponującym miesięcznym rozporządzalnym dochodem
powyżej 3500,00 zł. Przy zakupie produktów żywnościowych srebrni single
dużą wagę przywiązują do ceny, jakości i promocji, natomiast są mniej wrażliwi
na modę i chęć wyróżnienia się. Z kolei przy zakupie produktów rynkowych większą
wagę przywiązują do jakości produktów aniżeli do ich ceny. Samotne osoby
starsze zakupy produktów żywnościowych robią najczęściej na bazarach i targowiskach, w sklepach osiedlowych i dyskontach, natomiast zakupy produktów nieżywnościowych
– w sklepach wielkopowierzchniowych oraz sklepach i salonach
zlokalizowanych na terenie galerii handlowych.
The aim of the study is to identify and evaluate the buying behaviour of Polish silver
singles concerning their choice of shopping places and the frequency of purchasing
selected food and non-food products. The research was conducted in two stages
from 2018 to 2022. The study shows that silver singles can be considered active
consumers. Positive or negative attitudes towards shopping are determined by the
age, education and wealth of the surveyed seniors. Shopping is a “big” or “very big”
pleasure for young-old individuals (people aged 65–74), primarily women with
a secondary or higher education, earning a monthly disposable income of over PLN
3,500. While shopping for food, silver singles prioritise price, quality and promotional
offers, while fashion and the desire to stand out are of lesser concern. Conversely,
when purchasing market products, they pay more attention to product
quality than price. Single elderly people typically purchase food products at bazaars,
marketplaces, corner shops and discount stores. For non-food products, they opt
for big-box retailers as well as shops and showrooms located in shopping centres.
Purpose: The article is a research paper. The aim of this study is to provide some insight into the consumption behavior of young Polish singles that conform to the idea of sustainable consumption ...and the fair trade movement. Design/methodology: The methodological part synthetically discusses the conceptualization of research and selection of the research sample. The empirical part, based on the research conducted by the author, examines young Polish singles’ pro-environmental behaviors that can be defined as sustainable consumption and are aligned with the fair trade idea. The analysis is based on a survey questionnaire administered from 1 October to 30 March 2022 in a sample of 2587 young singles who made independent decisions in the market. Findings: The methodological part synthetically discusses the conceptualization of research and selection of the research sample. The empirical part, based on the research conducted by the author, examines young Polish singles’ pro-environmental behaviors that can be defined as sustainable consumption and are aligned with the fair trade idea. The analysis is based on a survey questionnaire administered from 1 October to 30 March 2022 in a sample of 2587 young singles who made independent decisions in the market. The information from the survey shows that young Polish singles implement the idea of fully sustainable consumption to a small extent and that some of them interpret the essence of sustainable consumption incorrectly. The proportion of young respondents who declared that they acted in line with the idea of sustainable consumption was much higher among women than men as well as among university graduates, those earning a monthly income of more than PLN 4000.00, and mostly living in large urban agglomerations. Furthermore, the information obtained reveals that sustainable consumption is not fully understood by the respondents, as evidenced by the fact that nearly half of young singles indicated financial costs as the main barrier to sustainable consumption. In turn, for those with the highest income, the main obstacle in this respect was a lack of time. The results of the survey have confirmed that young singles have poor knowledge of labels referring to eco-friendliness, the environment and fair trade, showing that the sample surveyed is characterized by low awareness of eco-labeling, that is the idea of placing green labels on products that are least harmful to the environment. Research limitations/ implication: Given the limited financial capacity, the study of sustainable consumption and fair trade in the consumption behavior of young singles was confined to an online survey. This affected the research sample (N = 2587). Thus, the conclusions should not be treated as representative of the population of young Polish singles. They only provide some insight into their actual consumption behaviors as part of sustainable consumption and fair trade. Originality/value: Despite the indicated limitations, the obtained results allowed for partially filling the gap ensuing from the lack of primary research on sustainable behavior of young Polish singles.
Purpose: The purpose of the study is to analyze, based on the author’s own research, the relationship between lifestyle and selected consumer trends reflected in specific consumption behavior of ...silver singles.Design/methodology/approach: The analysis is based on a survey questionnaire administered between 1 February and 30 October 2019 in a sample of 2476 elderly people living alone in ten Polish cities of various populations and sizes. In accordance with the research assumptions, the sample included persons over 65 years of age who took independent consumption decisions in the market. This research method was chosen in view of the older age of respondents whose openness to new media often used in direct research is limited.Findings: The research shows that among the surveyed silver singles, men more often than women act in line with the cocooning and consumer ethnocentrism trends. It also reveals a strong correlation between cocooning and consumer ethnocentrism on the one hand and the level of education and monthly disposable income of silver singles on the other. As regards sustainable consumption, the proportion of silver singles who declared that they acted in line with that idea was much higher among women than men as well as among university graduates, those earning a monthly income of more than PLN 3000.00, and actively attending UTA courses.Research limitations/implications: Given the limited financial capacity, the study of consumer behavior matching the idea of cocooning, consumer ethnocentrism and sustainable consumption among silver singles was confined to a survey conducted in the biggest Polish cities. It was not possible to carry out research among single seniors living in rural areas. Following the conclusions made, they should not be treated as representative of the population of Polish silver singles. They only provide some insight into actual consumer behaviors of this consumer segment.Originality/value: This article is one of first publications in Poland that seek to provide some insight into consumption behaviors of Polish silver singles that are in line with the idea of selected alternative consumer trends.
This article is a research exercise. The purpose of the study is to provide an insight into what young singles know about the sharing economy and what their key motives are for using the BlaBlaCar ...platform, the most popular sharing economy venture for passenger transport. In the theoretical part of the text, based on a critical analysis of the literature, the concept and essence of the sharing economy are explained, the BlaBlaCar transport service is characterised as a flagship example of the sharing economy, and an attempt is made to explain the terms “single” and “young single”. The empirical section focuses on the research conceptualisation and a description of the research sample and its characteristics. Subsequently, following the author’s own research, the knowledge of young singles about the sharing economy is analysed, and the most important motives encouraging them to use the BlaBlaCar platform are discussed. The analysis is based on a survey questionnaire administered from May 1 to July 30, 2018 in a sample of 826 young singles who made independent decisions in the market. The survey shows that young singles demonstrated fairly good knowledge of sharing economy ventures and the most popular car sharing websites. However, they are confused about the rich terminology associated with collaborative platforms and often misunderstand the sharing economy, identifying it with the access economy, gift economy or on-demand economy. BlaBlaCar is undoubtedly one of the most popular examples of the practical application of sharing economy fundamentals. The survey reveals that almost three-fifths of respondents use the BlaBlaCar platform. Its active participants are most often men in the 18–23 age group, with a bachelor’s or engineering degree, earning a monthly income not exceeding PLN 3,000, and living in cities with over 500,000 inhabitants. Lower travel costs, better travel conditions, the possibility of reaching a destination quickly and directly and environmental considerations proved to be the most important motives for the respondents to use BlaBlaCar. In turn, social relations that are established among the users of websites such as BlaBlaCar.pl are a kind of hybrid of relations developed in direct interaction during shared rides and those built up in cyberspace.
Purpose: The goal of the study is to analyse food expenditure, dietary behaviour and the frequency of food purchases in Polish silver singles’ households as well as key factors affecting their ...decisions in this respect. Design/methodology: The analysis is based on a survey questionnaire administered between 1 February and 30 October 2018 in a sample of 2476 elderly people living alone in ten Polish cities of various populations and sizes. In accordance with the research assumptions, the sample included persons over 65 years of age who took independent consumer decisions in the market. This research method was chosen in view of the older age of respondents whose openness to new media often used in direct research is limited. Findings: The survey shows that the level of consumption of most food products depends on the disposable income of silver singles. While shopping for food, most single seniors pay attention to whether food is healthy, make sure that their diet is rich in vitamins and minerals, and that the products consumed are fresh and do not contain preservatives. Yet, they attach the greatest importance to the price and quality of food as well as numerous promotions offered by shops whereas they care less about fashion and the wish to stand out. Research limitations/implications: Given the limited financial capacity, the study of consumer and dietary behaviour of silver singles was confined to a survey conducted in the biggest Polish cities. It was not possible to carry out research among single seniors living in rural areas. Following the conclusions made, they should not be treated as representative of the population of Polish silver singles. They only provide some insight into actual consumer and dietary behaviours of this consumer segment. Originality/value: This article is one of few publications in Poland that seek to provide some insight into consumer and dietary behaviour of Polish silver singles.
Aim/purpose - On the basis of a critical analysis of related literature, the article attempts to explain the concept and essence of collaborative consumption, a dynamically developing consumer trend. ...The principal goal is to demonstrate that young people in Poland are distrustful of sharing goods with strangers, and thus are much more willing to engage in collaborative consumption when they know the people with whom they make transactions. Following the analysis of the research material, it was also possible to confirm that a key reason for young people to participate in collaborative consumption lies in financial benefits and access to a wide range of goods and services. Design/methodology/approach - The tool used to conduct the research was my original questionnaire comprising 50 closed-ended questions regarding alternative consumer trends, including collaborative consumption. The survey was carried out from 10th May to 10th June 2017. The participants were recruited via the ankietka.pl website and social media such as Facebook, WhatsApp, Messenger, and e-mail. In order to partake in the survey, those interested had to visit a specific website containing the questionnaire. It was also distributed across special forums, university and private school fanpages. 240 people aged 18-34, belonging to Generations Y and Z, took part in the survey. Findings - The research shows that the higher the value of goods, the less likely younger consumers are to share them. Respondents most frequently exchange goods such as books, clothing and games. Their disposable income is a crucial factor influencing their interest in collaborative consumption. The most important advantages of collaborative consumption include the possibility of earning money and unhampered access to a wide range of goods and services. On the other hand, the central disadvantages are distrust and possible fraudulent transactions on the part of strangers. Research implications/limitations - Given the limited financial capacity, the study of collaborative consumption in consumer behavior of young people was confined to an online survey. Originality/value/contribution - This article is one of few publications in Poland that seek to provide some insight into collaborative consumption in the purchasing behavior of young people living in Poland and into the most important factors influencing respondents' participation in the examined consumer trend.
The observed demographic changes involving mainly progressive ageing of the Polish population are leading to increased market importance of the senior consumer segment. One of the key criteria for ...evaluating the market attractiveness of segments is consumer purchasing power resulting from the income earned. It is disposable income that determines consumer behaviour on the market to the largest extent. The aim of this article is to present the financial situation of older people in Poland. The article consists of three parts. The first one focuses on conceptualisation of the research and characteristics of the research sample. In the second part, a synthetic explanation of the essence of disposable income is followed by an analysis of income levels and self-assessed financial situation of Polish seniors. The third part addresses savings of the elderly in Poland. In that section, after a brief literature review, the structure, preferences and purposes of Polish seniors’ savings are investigated based on the research outcomes.
The article aims to show the housing situation, satisfaction with housing conditions and place of residence, and the use of renewable energy sources in urban households of Polish seniors. Direct ...research in the form of a survey questionnaire was carried out on a sample of 2537 households in 2014-2015 in ten Polish cities of various populations and sizes. In accordance with the research assumptions, the sample included persons over 65 years of age who took independent purchasing decisions in the market. In order to select the sample, the selective quota sampling procedure was used. The survey was conducted among participants of the University of the Third Age at state universities in: Warsaw, Kraków, Łódź, Poznań, Gdańsk, Katowice, Lublin, Białystok, Toruń and Wrocław, as well as among members of parochial clubs in parishes located in the Archdioceses of Warsaw, Kraków, Łódź, Białystok, Gdańsk, Katowice, Lublin, Poznań, Wrocław and the Dioceses of Warsaw-Praga and Toruń. The survey reveals that more than half of seniors' households are satisfied with both the place of residence and housing conditions. The use of RES in seniors' households looks slightly worse. Only 1.5% of all the surveyed households of persons aged 65+ invest in alternative energy sources to produce electricity and heat. Financial problems are the key barrier to the development of RES-related projects in their households. Given the limited financial capacities, the study of housing conditions and the use of RES among people aged 65+ was confined solely to seniors' households in the largest Polish cities. In those households, a relatively low share of RES often results from inadequate technical conditions for the connection of RES installations. Rural households generate slightly more electricity and heat from RES. This is one of the first studies published in Poland that attempt to provide some insight on RES used in urban households of people aged 65+.
Aim: The purpose of this article is to provide some insight into what home infrastructure is present in single seniors’ households. It can be concluded that their home infrastructure is constantly ...improving, as directly reflected in a better satisfaction of their perceived needs. Methods: The research was conducted in two stages in 2018–2022. In the first of the planned stages, the survey was carried out on a sample of 3,167 silver singles in the period from 1 February to 30 October 2018 and from 1 May to 30 October 2019. The second stage lasted from 1 March to 30 September 2021 and then from 6 February to 30 September 2022 and covered a sample of 3,834 elderly people living alone. In accordance with the research assumptions, the sample included only single people aged 65 and older who took independent consumer decisions on the market. Results: In the analyzed period, the situation of single seniors’ households regarding the possession of almost all durable goods improved, which undoubtedly stems from the fact that these goods are more common and available, e.g., through easily obtainable loans and decreasing product prices. When analyzing home appliances present in silver singles’ households, it can be seen that households tend to replace the existing equipment with new appliances and purchase completely new, previously unknown products. The analysis of the infotainment equipment possessed by silver singles indicates a lower degree of its presence than that of home appliances. Conclusions: In the context of the obtained results, it can be stated that the surveyed households of single elderly people are increasingly better equipped with home appliances, infotainment equipment, and means of transport. This undoubtedly translates into the level at which the needs regarding durable goods are satisfied. The research findings indicate that in both stages, seniors actively attending U3A courses better assess the level of satisfaction of their needs regarding durable goods more frequently than members of parochial clubs.
The global economic crisis has clearly affected the economies of all countries. Regarding the social sphere, its impacts include growing unemployment, decreasing household incomes, changes in the ...consumption structure and lifestyles, serious states of anxiety and depression induced in people by likely dismissals and problems with finding new jobs, sinking financial situation, fear of losing the savings one has accumulated or of becoming insolvent. Because the crisis changed the socio-economic reality in Poland too, the article concentrates on the consumption of foodstuffs in Polish households. Following the presentation of the research methodology, assumptions and the sample of households, food expenditures and the consumption of selected foodstuffs in Polish households faced with the financial and economic crisis are analyzed and the key factors determining this type of purchases are discussed. The article ends with a recapitulation of the discussion and major conclusions.
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