Zmiana zachowań konsumenckich i jej psychospołeczne uwarunkowania
Change of consumer’s behaviours and its psychosocial determinants

Summary/Abstract: The essential group of reasons determining the lasting character of selecting behaviours is created by consumer and their psycho-social characteristics. The effects of the impact of these characteristics on consumers’ decisions are presented in various theoretical models described in psychological literature and by results of research using these models. Results of undertaken research indicated that consumer’s behaviours depend on who is he or she, what kind of knowledge he or she has, what is he or she afraid of, and what is his or her expectations. The change of consumer’s behaviours needs to take into account consumers’ psychosocial characteristics including attitudes towards product, self efficiency, perceived risk concerning behaviour, and subjective norms as well. The questionnaire survey on changes of consumers’ behavior showed that the change is determined by the attitude towards behavior, the subjective norms and to a larger extent by the perceived efficacy. There was no significant correlation between the perceived risk and intention, but there is a need to take risk and perceived risk into account when changes in consumers’ behaviours are investigated.

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