Typology of Consumers in the Pharmaceutical Market: A Context of Sustainability and Digitalization

This study aimed to develop a typology of consumers based on their behavior in the areas of sustainable consumption and digitalization in the pharmaceutical market. The analysis considered factors including (i) Schwartz’s universal values, (ii) demographic, and (iii) socioeconomic determinants. The study was based on a survey conducted on a sample of Polish adults (n = 1247) between April and July 2024, using a computer-assisted web interviewing method via SurveyMonkey®. In the area of sustainability, the most frequently observed behaviors included: (i) packing purchased medicinal products into a personal bag, (ii) for medicinal products with short expiration dates owing to their origin, purchasing only the quantities that meet current needs without stockpiling, and (iii) for regularly used medicinal products, choosing larger packages. Whereas, in the area of digitalization, purchasing at an online pharmacy allows for (i) saving time and (ii) saving money, while also (iii) providing greater privacy. Importantly, the presence of four types of consumers was demonstrated, i.e., Sustainable-Active (20%), Digital-Adept (29%), Sustainable-Digital-Uninterested (21%), and Sustainable-Digital-Addicted (29%). In conclusion, within the pharmaceutical market, sustainability and digitalization are reflected in consumer behavior to varying degrees across consumer types, influenced by personal values.