Design of a Tool to Measure the Behavioural Aspect of Conscious and Sustainable Consumer Attitudes

The article focuses on consumer attitudes in the context of conscious and sustainable consumer behaviour. The authors aim to create a tool to measure the behavioural aspect of responsibility and sustainability in consumer attitudes and to examine the impact of selected factors on this rate. Empirical research was conducted on a sample of 510 households. The reliability of the new research tool was verified based on the estimation of reliability coefficients – McDonald’s omega and Cronbach’s alpha. The newly created tool is examined with the help of EFA. The influence of selected demographic factors was also examined, using a one-way ANOVA test to verify hypotheses. Respondents undertake awareness and sustainability actions at an average level of frequency. It can be concluded that gender and age represent significant factors in awareness and sustainability. At the same time, four key areas of sustainability and awareness were identified, namely the civic engagement dimension, consumer awareness, the circular thinking effect, and social responsibility. It is these factors that can be described as key to conscious and sustainable behaviour. Of course, the use of inquiry (with the help of a questionnaire) instead of observation as a scientific research method allows for the examination of only self-reported behaviour. This study may allow for a better understanding and measurement of attitudes in terms of conscious and sustainable consumer behaviour. Few authors focus on measuring behavioural intention, while the emphasis is often placed on the cognitive and affective components of attitudes.