Factors influencing consumers‘ purchase decisions regarding eco-friendly products in online sales

Abstract

PURPOSE: The purpose of this article is to identify key factors influencing consumer purchasing decisions regarding organic products in online sales. The analysis aims to understand which determinants have the greatest impact on consumer choices in the context of the growing interest in organic products.

DESIGN/METHODOLOGY/APPROACH: The research was conducted using a survey method on a sample of 620 respondents. Statistical analysis was used, including mode calculation, to identify the most frequently selected values for individual factors influencing purchase decisions.

FINDINGS: The results indicate that the most important factors influencing consumer purchasing decisions are price, product quality and availability of information about their environmental aspects. User reviews and delivery speed also play a significant role in the decision-making process.

PRACTICAL IMPLICATIONS: The results obtained have significant implications for companies offering organic products online, helping them to better adapt their marketing and operational strategies. Understanding consumer preferences can help increase sales and customer loyalty.

ORIGINALITY/VALUE: The article provides an original analysis of the determinants of consumers' purchasing decisions in the context of organic products sold online, which is an important contribution to the development of knowledge on sustainable consumption and ecommerce.