Vol. 12 No. 1 (2026)
March

Articles

Hierarchy of responsible consumption: Analysis in the context of the needs-driven purchasing motivations

Published 2026-03-31

  • Maryla Bieniek-Majka
    • ,
  • Zofia Gródek-Szostak
    • ,
  • Michał Prusinowski
    • ,
  • Magdalena Szczepańska
    • ,
  • Agnieszka Szczepkowska-Flis
    • ,
  • Zuzanna Urbanowicz

Maryla Bieniek-Majka
Kazimierz Wielki University in Bydgoszcz

Zofia Gródek-Szostak
Krakow University of Economics

Michał Prusinowski
University of Szczecin

Magdalena Szczepańska
Kazimierz Wielki University in Bydgoszcz

Agnieszka Szczepkowska-Flis
Kazimierz Wielki University in Bydgoszcz

Zuzanna Urbanowicz
Poznań University of Economics and Business

Abstract

Objective: The study aims to examine whether, and to what extent, consumer behaviours identified by them as responsible are determined by the needs-driven motivations (NDM) that emerge during their purchasing decisions. Concerning NDM, we made an analogy to Maslow’s theory. We categorised the motivations into three hierarchical levels (basic and safety needs, belonging and esteem needs, and self-actualisation).

Research Design & Methods: We presented the responsible consumption in three aspects: ecological, economic (mindful spending behaviours), and social. We conducted econometric analyses (logistic regression) using data from a survey (n=1510), based on which we developed a concept of the Hierarchy of Responsible Consumption. We can consider this Hierarchy as an extension of previous studies. The foundation of the Hierarchy consists of motives driven by basic and safety needs, which include concern for one’s health as well as financial and climate security.

Findings: A key predictor of responsible consumption turned out to be the fear of the consequences of climate change, which is consistent with other authors’ findings. The low awareness of prosocial behaviours is concerning.

Implications & Recommendations: Therefore, it seems that efforts to promote pro-ecological behaviours should be accompanied by actions promoting behaviours aimed at supporting local communities.

Contribution & Value Added: The research results also confirm the globally observed coexistence of attitudes that fit within the trends of rationalisation and environmentalism.

Keywords

responsible consumption, sustainable consumer behaviour, hierarchy of needs, motivations of responsible consumption, logistic regression

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Author Biography

Maryla Bieniek-Majka

Assistant Professor in the Department of Economics, Kazimierz Wielki University in Bydgoszcz, Poland. Her research interests include the economics and organisation of enterprises, forms of market integration, the economics of sustainable development, and rural development.

Zofia Gródek-Szostak

Assistant Professor, Kraków University of Economics, Institute of Management, Department of Economics and Organisation of Enterprises, Institute of Computer Science, Accounting and Controlling, College of Management and Quality Sciences. Her research interests include innovation management, management of the technology transfer process, commercialisation of innovations, cooperation of the SME sector with business environment institutions, technological cooperation of enterprises, state aid, development of innovative rural entrepreneurship, and sustainable development.

Michał Prusinowski

Assistant Professor in the Institute of Economics and Finance, University of Szczecin, Poland. His research interests include economic inequalities, the four-day work week, and consumer behaviour.

Magdalena Szczepańska

Assistant Professor in the Department of Economics, Kazimierz Wielki University in Bydgoszcz, Poland. Her research interests include consumer behaviour, entrepreneurship and succession intentions.

Agnieszka Szczepkowska-Flis

Assistant Professor in the Department of Economics, Kazimierz Wielki University in Bydgoszcz. Her research interests include economic analyses using statistical and econometric tools, research interests include growth and economic development, creative destruction, innovative activity, technological progress, business cycle, and FDI. Assistant Professor in the Department of Economics.

Zuzanna Urbanowicz

Assistant Professor in the Department of Business Activity and Economic Policy in the Institute of Economics, Poznań University of Economics and Business, Poland. Her scientific interests include the theory of monetary and fiscal policy as well as business cycles. In her research, she tries to evaluate the role of economic policy instruments in the macroeconomic stabilisation process.

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