Digital Consumer Behavior in Poland and Its Environmental Impact Within the Framework of Sustainability

Abstract

This study investigates the influence of digital skills, personal innovativeness, and attitudes toward smart home adoption on digital consumer behavior in Poland, as well as the relationship between digital activity and environmental awareness. In the context of growing interest in sustainable development and digital responsibility, the research aims to identify the psychosocial and technological determinants of conscious online behaviors. The study employs a structured survey (n = 1246) using validated scales, which were analyzed through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The findings reveal that personal innovativeness is the strongest predictor of digital consumer behavior, followed by digital skills and, to a lesser extent, smart home adoption. Moreover, digitally active consumers demonstrate significantly higher levels of environmental awareness, suggesting that digital engagement fosters pro-environmental attitudes. Gender differences were observed in the strength of these relationships, with digital skills and innovativeness having a greater impact on women’s behavior, while smart home technology attitudes were more relevant among men. These results contribute to the understanding of digital consumer responsibility and its environmental implications, highlighting the importance of digital competence development and technological openness in promoting sustainable consumption patterns.