New Technologies in the Ecological Behavior of Generation Z

Abstract

The article is of a research nature. The research was conducted with the use of CAWI technique in a sample of 260 Polish consumers of Generation Z. The article presents the results, based on the authors’ own research, related to the level of engagement of Generation Z consumers in ecological behaviors. The characteristic was exhibited on the basis of various types of Generation Z consumers, based on the frequency of undertaken ecological behaviors which are distinguished in the Index of Ecological Behavior. It has been observed that self-esteem and self-perception as an ecological entity is translated into the level of engagement. Moreover, the level of engagement in ecological behaviors increases when the respondents function in an ecological environment (household, friends etc.). The research proves that members of Generation Z frequently and willingly undertake ecological behaviors which are, however, relatively infrequently supported by new technologies.

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ScienceDirect
Available online at www.sciencedirect.com
Procedia Computer Science 192 (2021) 4780–4789
1877-0509 © 2021 The Authors. Published by Elsevier B.V.
This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International.
10.1016/j.procs.2021.09.256
10.1016/j.procs.2021.09.256 1877-0509
© 2021 The Authors. Published by Elsevier B.V.
This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientic committee of KES International.
Available online at www.sciencedirect.com
ScienceDirect
Procedia Computer Science 00 (2019) 000–000
www.elsevier.com/locate/procedia
1877-0509 © 2021 The Authors. Published by ELSEVIER B.V.
This is an open access article under the CC BY -NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International
25th International Conference on Knowledge-Based and Intelligent Information & Engineering
Systems
New Technologies in the Ecological Behavior of Generation Z
Magdalena Jaciowa, Robert Wolnyb*
aUniversity of Economics in Katowice, ul. 1 Maja 50, Katowice 40-287, Poland
bUniversity of Economics in Katowice, ul. 1 Maja 50, Katowice 40-287, Poland
Abstrakt
The article is of a research nature. The research was conducted with the use of CAWI technique in a sample of 260
Polish consumers of Generation Z. The article presents the results, based on the authors’ own research, related to the
level of engagement of Generation Z consumers in ecological behaviors. The characteristic was exhibited on the
basis of various types of Generation Z consumers, based on the frequency of undertaken ecological behaviors which
are distinguished in the Index of Ecological Behavior. It has been observed that self -esteem and self-perception as
an ecological entity is translated into the level of engagement. Moreover, the level of engagement in ecological
behaviors increases when the respondents function in an ecological environment (household, friends etc.). The
research proves that members of Generation Z frequently and willingly undertake ecological behaviors which are,
however, relatively infrequently supported by new technologies.
© 2021 The Authors. Published by ELSEVIER B.V.
This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International
Keywords: generation Z; ecological behavior; new technologies; young consumers; ecologically engaged
1. Introduction
Technological development has an impact on consumer behaviors. A significant part of consumer activities, such
as acquaintances, exchange of views and experiences, shopping, and leisure, is performed in a virtual environment.
The concept of digital consumer, also known as the consumer of the new era or e-consumer, was mentioned by Dhir
[1], Hoffman et. [2], Nicholas et. [3], and in Poland by Jaciow and Wolny [4], Tarczydło [5], Krzepicka [6]. It can be
observed that the digital consumer is characterized by independence; visible individuality; authenticit y; engagement
* Corresponding author. Tel.: +48-322577701
E-mail address: magdalena.jaciow@ue.katowice.pl, robert.wolny@ue.katowiace.pl
Available online at www.sciencedirect.com
ScienceDirect
Procedia Computer Science 00 (2019) 000–000
www.elsevier.com/locate/procedia
1877-0509 © 2021 The Authors. Published by ELSEVIER B.V.
This is an open access article under the CC BY -NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International
25th International Conference on Knowledge-Based and Intelligent Information & Engineering
Systems
New Technologies in the Ecological Behavior of Generation Z
Magdalena Jaciowa, Robert Wolnyb*
aUniversity of Economics in Katowice, ul. 1 Maja 50, Katowice 40-287, Poland
bUniversity of Economics in Katowice, ul. 1 Maja 50, Katowice 40-287, Poland
Abstrakt
The article is of a research nature. The research was conducted with the use of CAWI technique in a sample of 260
Polish consumers of Generation Z. The article presents the results, based on the authors’ own research, related to the
level of engagement of Generation Z consumers in ecological behaviors. The characteristic was exhibited on the
basis of various types of Generation Z consumers, based on the frequency of undertaken ecological behaviors which
are distinguished in the Index of Ecological Behavior. It has been observed that self -esteem and self-perception as
an ecological entity is translated into the level of engagement. Moreover, the level of engagement in ecological
behaviors increases when the respondents function in an ecological environment (household, friends etc.). The
research proves that members of Generation Z frequently and willingly undertake ecological behaviors which are,
however, relatively infrequently supported by new technologies.
© 2021 The Authors. Published by ELSEVIER B.V.
This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International
Keywords: generation Z; ecological behavior; new technologies; young consumers; ecologically engaged
1. Introduction
Technological development has an impact on consumer behaviors. A significant part of consumer activities, such
as acquaintances, exchange of views and experiences, shopping, and leisure, is performed in a virtual environment.
The concept of digital consumer, also known as the consumer of the new era or e-consumer, was mentioned by Dhir
[1], Hoffman et. [2], Nicholas et. [3], and in Poland by Jaciow and Wolny [4], Tarczydło [5], Krzepicka [6]. It can be
observed that the digital consumer is characterized by independence; visible individuality; authenticit y; engagement
* Corresponding author. Tel.: +48-322577701
E-mail address: magdalena.jaciow@ue.katowice.pl, robert.wolny@ue.katowiace.pl
2 Magdalena Jaciow, Robert Wolny/ Procedia Computer Science 00 (2019) 000–000
in presumption [7]; collection, selection, and analysis of information. According to Włodarczyk-Śpiewak [8], the
modern consumer recognises negative consequences of particular behavior and attempts to prevent it. The consumer-
hedonist is transformed into a morally responsible eco-conscious consumer who resigns from unncerseasry
purchases and chooses products which do not harm the environment and, at the same time, do not limit the
possibilities of meeting the needs of other consumers. The consumer has a growing consciousness, both social and
environmental, which arose as a result of adaptation to the principles of sustainable development. Gen Z consumers
are open to the new patterns and styles of consumption which enable them to express themselves and their approach
to the surrounding reality.
The aim of this article is to identify and exemplify the usage of new technologies in the ecological behaviors of
Generation Z consumers. The articles reviews the literature related to ecological behaviors of consumers. The
empirical part of the article was prepared on the basis of authors’ own research conducted with the use of an Internet
survey.
2. Review of the Subject Literature
The concept of ecological behavior has many aspects, and various approaches are dominated by the subject and
methodology of research in individual scientific disciplines [9], [10], [11]. There are many results of the meta-
analysis which found that the following variables are associated with responsible environmental behavior:
knowledge of issues [12], [13], [14], [15], attitudes [12], [13], [14], [15], [16], commitment [12], [17] and sense of
responsibility of an individual [12], [14], [18]. It is concluded that ecological awareness has a significant positive
impact on the eco-product purchase decision-making behavior, which provides a reference for the development of
ecological society and the cultivation of consumers’ ecological consumption habits [19].
Many authors explore the interrelationship between major environmental predecessors such as Environmental
Knowledge (EK), Perceived Consumer Effectiveness (PCE), and Environmental Concern (EC) for Environmentally
Conscious Consumer Behavior (ECCB) [20], [21], [22], [23].
The New Ecological Paradigm (NEP) scale is one of the most commonly used scales designed to measure
environmental concern and it measures a spectrum of attitudes that represent the respondent's adherence to the
ecologically integrative view that: humans are a part of nature, there are limits to the carrying capacity of the
ecosystem and the ability of technological progress to solve environmental problems [24]. They are exploring and
discussing the relationships between the four resulting environmental concern dimensions of the NEP scale and
ECCB [25].
In a different approach, the impacts of organic production practices within two streams - pollution prevention
practices and product management practices on ecological conscious consumer behavior (ECCB) are examined [26].
The multidimensional analysis reveals the positive relationships of pollution prevention practices and product
management practices on ecological consumer behavior. The model that predicts "green buying" (purchasing
products that are beneficial to the environment) has proven interesting. Predictive variables include awareness of the
environmental impact of products, specific consumer beliefs about the environment, several general environmental
attitudes scales, demographic variables, and several pro-environmental behaviors other than buying behavior. The
results of analyses confirm that specific consumer beliefs predict several variables regarding the purchase of
greenery, as well as general environmental attitudes [27]. The proposition of the ways to predict ecological behavior
include [28].
Research identifies segments that differ not only in intensity, but also in a specific type o f pro-environmental
behavior [29], eco-socially conscious consumers’ behavioral intentions [30].
While concern for the environment is believed to originate at a local / individual level, it is the production and the
consumption of manufactured goods in the world economy that implies the mutual sharing of natural resources
among producers and consumers representing many local economies. This is the "Global sharing" of natural
resources, suggesting the need to consider ecological issues from a global community perspective. Interna tional
research characterizing ecological concerns of cross-national consumers has been carried out by many authors,
including: toward a global consumer eco-orientation model [31], the influence of environmental knowledge on pro-
environmental behaviour among university students from countries with different levels of economic development
[32], the general ecological behavior (GEB) [33].
Cognitively interesting is the behavior of Generation Z, manifested in relations with technology, social media,
and their values, as well as the way in which this generation can create and practice social interests and make

Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789 4781
Available online at www.sciencedirect.com
ScienceDirect
Procedia Computer Science 00 (2019) 000–000
www.elsevier.com/locate/procedia
1877-0509 © 2021 The Authors. Published by ELSEVIER B.V.
This is an open access article under the CC BY -NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International
25th International Conference on Knowledge-Based and Intelligent Information & Engineering
Systems
New Technologies in the Ecological Behavior of Generation Z
Magdalena Jaciowa, Robert Wolnyb*
aUniversity of Economics in Katowice, ul. 1 Maja 50, Katowice 40-287, Poland
bUniversity of Economics in Katowice, ul. 1 Maja 50, Katowice 40-287, Poland
Abstrakt
The article is of a research nature. The research was conducted with the use of CAWI technique in a sample of 260
Polish consumers of Generation Z. The article presents the results, based on the authors’ own research, related to the
level of engagement of Generation Z consumers in ecological behaviors. The characteristic was exhibited on the
basis of various types of Generation Z consumers, based on the frequency of undertaken ecological behaviors which
are distinguished in the Index of Ecological Behavior. It has been observed that self -esteem and self-perception as
an ecological entity is translated into the level of engagement. Moreover, the level of engagement in ecological
behaviors increases when the respondents function in an ecological environment (household, friends etc.). The
research proves that members of Generation Z frequently and willingly undertake ecological behaviors which are,
however, relatively infrequently supported by new technologies.
© 2021 The Authors. Published by ELSEVIER B.V.
This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International
Keywords: generation Z; ecological behavior; new technologies; young consumers; ecologically engaged
1. Introduction
Technological development has an impact on consumer behaviors. A significant part of consumer activities, such
as acquaintances, exchange of views and experiences, shopping, and leisure, is performed in a virtual environment.
The concept of digital consumer, also known as the consumer of the new era or e-consumer, was mentioned by Dhir
[1], Hoffman et. [2], Nicholas et. [3], and in Poland by Jaciow and Wolny [4], Tarczydło [5], Krzepicka [6]. It can be
observed that the digital consumer is characterized by independence; visible individuality; authenticit y; engagement
* Corresponding author. Tel.: +48-322577701
E-mail address: magdalena.jaciow@ue.katowice.pl, robert.wolny@ue.katowiace.pl
Available online at www.sciencedirect.com
ScienceDirect
Procedia Computer Science 00 (2019) 000–000
www.elsevier.com/locate/procedia
1877-0509 © 2021 The Authors. Published by ELSEVIER B.V.
This is an open access article under the CC BY -NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International
25th International Conference on Knowledge-Based and Intelligent Information & Engineering
Systems
New Technologies in the Ecological Behavior of Generation Z
Magdalena Jaciowa, Robert Wolnyb*
aUniversity of Economics in Katowice, ul. 1 Maja 50, Katowice 40-287, Poland
bUniversity of Economics in Katowice, ul. 1 Maja 50, Katowice 40-287, Poland
Abstrakt
The article is of a research nature. The research was conducted with the use of CAWI technique in a sample of 260
Polish consumers of Generation Z. The article presents the results, based on the authors’ own research, related to the
level of engagement of Generation Z consumers in ecological behaviors. The characteristic was exhibited on the
basis of various types of Generation Z consumers, based on the frequency of undertaken ecological behaviors which
are distinguished in the Index of Ecological Behavior. It has been observed that self -esteem and self-perception as
an ecological entity is translated into the level of engagement. Moreover, the level of engagement in ecological
behaviors increases when the respondents function in an ecological environment (household, friends etc.). The
research proves that members of Generation Z frequently and willingly undertake ecological behaviors which are,
however, relatively infrequently supported by new technologies.
© 2021 The Authors. Published by ELSEVIER B.V.
This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of KES International
Keywords: generation Z; ecological behavior; new technologies; young consumers; ecologically engaged
1. Introduction
Technological development has an impact on consumer behaviors. A significant part of consumer activities, such
as acquaintances, exchange of views and experiences, shopping, and leisure, is performed in a virtual environment.
The concept of digital consumer, also known as the consumer of the new era or e-consumer, was mentioned by Dhir
[1], Hoffman et. [2], Nicholas et. [3], and in Poland by Jaciow and Wolny [4], Tarczydło [5], Krzepicka [6]. It can be
observed that the digital consumer is characterized by independence; visible individuality; authenticit y; engagement
* Corresponding author. Tel.: +48-322577701
E-mail address: magdalena.jaciow@ue.katowice.pl, robert.wolny@ue.katowiace.pl
2 Magdalena Jaciow, Robert Wolny/ Procedia Computer Science 00 (2019) 000–000
in presumption [7]; collection, selection, and analysis of information. According to Włodarczyk-Śpiewak [8], the
modern consumer recognises negative consequences of particular behavior and attempts to prevent it. The consumer-
hedonist is transformed into a morally responsible eco-conscious consumer who resigns from unncerseasry
purchases and chooses products which do not harm the environment and, at the same time, do not limit the
possibilities of meeting the needs of other consumers. The consumer has a growing consciousness, both social and
environmental, which arose as a result of adaptation to the principles of sustainable development. Gen Z consumers
are open to the new patterns and styles of consumption which enable them to express themselves and their approach
to the surrounding reality.
The aim of this article is to identify and exemplify the usage of new technologies in the ecological behaviors of
Generation Z consumers. The articles reviews the literature related to ecological behaviors of consumers. The
empirical part of the article was prepared on the basis of authors’ own research conducted with the use of an Internet
survey.
2. Review of the Subject Literature
The concept of ecological behavior has many aspects, and various approaches are dominated by the subject and
methodology of research in individual scientific disciplines [9], [10], [11]. There are many results of the meta-
analysis which found that the following variables are associated with responsible environmental behavior:
knowledge of issues [12], [13], [14], [15], attitudes [12], [13], [14], [15], [16], commitment [12], [17] and sense of
responsibility of an individual [12], [14], [18]. It is concluded that ecological awareness has a significant positive
impact on the eco-product purchase decision-making behavior, which provides a reference for the development of
ecological society and the cultivation of consumers’ ecological consumption habits [19].
Many authors explore the interrelationship between major environmental predecessors such as Environmental
Knowledge (EK), Perceived Consumer Effectiveness (PCE), and Environmental Concern (EC) for Environmentally
Conscious Consumer Behavior (ECCB) [20], [21], [22], [23].
The New Ecological Paradigm (NEP) scale is one of the most commonly used scales designed to measure
environmental concern and it measures a spectrum of attitudes that represent the respondent's adherence to the
ecologically integrative view that: humans are a part of nature, there are limits to the carrying capacity of the
ecosystem and the ability of technological progress to solve environmental problems [24]. They are exploring and
discussing the relationships between the four resulting environmental concern dimensions of the NEP scale and
ECCB [25].
In a different approach, the impacts of organic production practices within two streams - pollution prevention
practices and product management practices on ecological conscious consumer behavior (ECCB) are examined [26].
The multidimensional analysis reveals the positive relationships of pollution prevention practices and product
management practices on ecological consumer behavior. The model that predicts "green buying" (purchasing
products that are beneficial to the environment) has proven interesting. Predictive variables include awareness of the
environmental impact of products, specific consumer beliefs about the environment, several general environmental
attitudes scales, demographic variables, and several pro-environmental behaviors other than buying behavior. The
results of analyses confirm that specific consumer beliefs predict several variables regarding the purchase of
greenery, as well as general environmental attitudes [27]. The proposition of the ways to predict ecological behavior
include [28].
Research identifies segments that differ not only in intensity, but also in a specific type o f pro-environmental
behavior [29], eco-socially conscious consumers’ behavioral intentions [30].
While concern for the environment is believed to originate at a local / individual level, it is the production and the
consumption of manufactured goods in the world economy that implies the mutual sharing of natural resources
among producers and consumers representing many local economies. This is the "Global sharing" of natural
resources, suggesting the need to consider ecological issues from a global community perspective. Interna tional
research characterizing ecological concerns of cross-national consumers has been carried out by many authors,
including: toward a global consumer eco-orientation model [31], the influence of environmental knowledge on pro-
environmental behaviour among university students from countries with different levels of economic development
[32], the general ecological behavior (GEB) [33].
Cognitively interesting is the behavior of Generation Z, manifested in relations with technology, social media,
and their values, as well as the way in which this generation can create and practice social interests and make

4782 Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789
Author name / Procedia Computer Science 00 (2019) 000–000 3
purchasing decisions and satisfy their needs [34]. There is an increase in the interest of young buyers in innovative
consumer solutions, in particular, the expanding scope of internet communication and the use of mobile devices
[35]. Generation Z's consumption model is strongly embedded in virtual reality and provides an alternative approach
to meeting needs. The tendency of generation Z to use certain goods or services only when requirement is apparent,
rather than acquiring them for personal possession, including a growing awareness of the negative social and
environmental consequences of excessive consumption [36].
There are many studies that identify factors that strengthen or hinder the intention of young consumers to buy a
specific type of organic product, i.e. organic food [37], [38], [39], fashion products [40], [41]. The analysis of a
large amount of data has shown that concern for food safety, health awareness and media exposure to food-related
communications play an integral role in shaping consumers' attitudes towards organic food. Interestingly,
consumers' concern for the environment and the taste of the food had little value in predicting their attitudes. In
particular, the perceived barriers (i.e. high price, insufficient availability, poor labelling and additional time
required) have significantly hampered both the attitude and the intention to buy organic food [37].
An important role in shaping pro-ecological eating habits is played by people from the closest environment as
well as opinion leaders perceived by young consumers as authorities in the sustainable consumption. It is noticed
that peers and friends have the greatest impact on the formation of healthy eating habits among young people. A
manifestation of concern for the environment expressed in specific pro-ecological behavior of the young consumers
is sharing food surpluses with others, giving up the purchase of food products with environmentally unfriendly
packaging, or eliminating some products from consumption (e.g., meat), the production or transport of which poses
a threat to the environment [38], [39].
Research results show that young consumers with an interest in fashion tend to b e less aware of the problems and
show little concern for the environment and are less involved in environmentally sensitive behavior. Conversely,
young consumers who are more environmentally aware are not necessarily consumers of green clothing but are
more likely to pay more for green clothing. Those who have put more effort into saving energy and natural resources
are also willing to spend more on green clothing [40].
The subject of the research is also the influence of knowledge about the environment, healthy food and healthy
lifestyle on the ecological behavior of young consumers. The influence of control variables (i.e. gender and age) on
the ecological behavior of young consumers is also investigated [42], what factors influence the eco-innovation of
young consumers, and thus, how to sell new ecological products [43], [44], attempts to understand the young
consumers' intention toward buying green products [45], [46], how experiences of sustainability in school, through
psychosocial variables, influence the overall ecological intentions and behavior of adolescents outside of school
[47], the relation between age of consumers and their ecological behavior [48].
In Poland, ecological awareness of the citizens has been the subject of research for many years. Mainly, the
analysis consists in fields of knowledge; the approach to the environment and its protection; waste management, i.e.
behaviors and attitudes related to the means of waste disposal and energy saving in Polish households. Moreover,
the research encompasses behaviors and consumers’ trends in taking care of the environment which are manifested
in daily activities, such as purchasing and consuming behaviors [49], [50], [51]. Exploration of this area of research
allowed the authors to develop their own Index of Ecological Behavior, the component variables of which have their
source in literature.
Despite much content devoted to ecological behavior and technological engagement of young consumers, one
may assume that there exists a gap indicating the lack of research related to the use of technology in ecological
behaviors of Generation Z. The authors of this research found the subject interesting in terms of cognition and
worth preliminary empirical verification.
3. Research methodology
An attempt to identify the use of new technologies in the ecological behavior of generation Z was based on
authors’ own empirical research. The presented results are preliminary in nature and contribute to the recognition of
this phenomenon among young consumers in Poland.
3.1 Research questions and hypothesis
The following research questions have been asked:
4 Magdalena Jaciow, Robert Wolny/ Procedia Computer Science 00 (2019) 000–000
1. Are Generation Z consumers ecologically engaged?
2. Does the closest environment impact the level of ecological engagement of Generation Z.
3. What kind of ecological behaviors do Generation Z consumers undertake in their lives?
4. Do Generation Z consumers support themselves by available new technologies in ecological behaviors?
Three research hypotheses were formulated:
H1: Self-perception ( I am ecological vs I am not ecological) translates into the engagement in ecological
behaviors.
H2: The closest environment (household, reference group) impacts the level of engagement in ecological
behaviors of Generation Z
H3: Type HE consumers are highly engaged in the usage of technology to support ecological behaviors.
3.2 Research technique and questionnaire
The primary data collection stage was carried out from January 2021 to April 2021. The invitation to fill in the
questionnaire was sent three times by e-mail to the target group which includes consumers from the generation Z
(aged 18-24). In order to encourage young people to fill in the questionnaire, the invitation posed the question: Do
technologies help to be ecological? The questionnaire was placed on the research platform surveymonkey.com. The
first part of the questionnaire included questions on the self-evaluation of the ecological behavior of respondents to
their households and friends. All items were measured using a six-point scale, ranging from 1 (strongly disagree) to
6 (strongly agree). The second part included a question regarding frequency of specific ecological behaviors, based
on 23 findings. All items were measured using a five-point scale, ranging from 1 (never) to 5 (very often). For
identified environmental behavior, respondents were asked to identify the use of new technologies, including mobile
apps and social media. We considered control variables in the research model including gender, age, professional
activity, educational status and residence status.
3.3 Sample
In the phase of data collection 378 responses were obtained, 260 of which were fully completed (contained all the
answers required in the form) and were qualified for further statistical analyses. The characteristics of the sample are
presented in Table 1.
Table 1. Demographics of respondents.
Category
Percentage
Gender
Female
Male
56,5
46,5
Age
18
19
20
21
22
23
24
13,1
22,3
26,9
11,9
9,6
6,5
9,6
Professional status
employed
unemployed
32,7
67,3
Educational status
Residence status
yes
no
alone
with parents
with wife/husband
with friends
92,7
7,3
2,3
84,2
3,1
10,4

Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789 4783
Author name / Procedia Computer Science 00 (2019) 000–000 3
purchasing decisions and satisfy their needs [34]. There is an increase in the interest of young buyers in innovative
consumer solutions, in particular, the expanding scope of internet communication and the use of mobile devices
[35]. Generation Z's consumption model is strongly embedded in virtual reality and provides an alternative approach
to meeting needs. The tendency of generation Z to use certain goods or services only when requirement is apparent,
rather than acquiring them for personal possession, including a growing awareness of the negative social and
environmental consequences of excessive consumption [36].
There are many studies that identify factors that strengthen or hinder the intention of young consumers to buy a
specific type of organic product, i.e. organic food [37], [38], [39], fashion products [40], [41]. The analysis of a
large amount of data has shown that concern for food safety, health awareness and media exposure to food-related
communications play an integral role in shaping consumers' attitudes towards organic food. Interestingly,
consumers' concern for the environment and the taste of the food had little value in predicting their attitudes. In
particular, the perceived barriers (i.e. high price, insufficient availability, poor labelling and additional time
required) have significantly hampered both the attitude and the intention to buy organic food [37].
An important role in shaping pro-ecological eating habits is played by people from the closest environment as
well as opinion leaders perceived by young consumers as authorities in the sustainable consumption. It is noticed
that peers and friends have the greatest impact on the formation of healthy eating habits among young people. A
manifestation of concern for the environment expressed in specific pro-ecological behavior of the young consumers
is sharing food surpluses with others, giving up the purchase of food products with environmentally unfriendly
packaging, or eliminating some products from consumption (e.g., meat), the production or transport of which poses
a threat to the environment [38], [39].
Research results show that young consumers with an interest in fashion tend to b e less aware of the problems and
show little concern for the environment and are less involved in environmentally sensitive behavior. Conversely,
young consumers who are more environmentally aware are not necessarily consumers of green clothing but are
more likely to pay more for green clothing. Those who have put more effort into saving energy and natural resources
are also willing to spend more on green clothing [40].
The subject of the research is also the influence of knowledge about the environment, healthy food and healthy
lifestyle on the ecological behavior of young consumers. The influence of control variables (i.e. gender and age) on
the ecological behavior of young consumers is also investigated [42], what factors influence the eco-innovation of
young consumers, and thus, how to sell new ecological products [43], [44], attempts to understand the young
consumers' intention toward buying green products [45], [46], how experiences of sustainability in school, through
psychosocial variables, influence the overall ecological intentions and behavior of adolescents outside of school
[47], the relation between age of consumers and their ecological behavior [48].
In Poland, ecological awareness of the citizens has been the subject of research for many years. Mainly, the
analysis consists in fields of knowledge; the approach to the environment and its protection; waste management, i.e.
behaviors and attitudes related to the means of waste disposal and energy saving in Polish households. Moreover,
the research encompasses behaviors and consumers’ trends in taking care of the environment which are manifested
in daily activities, such as purchasing and consuming behaviors [49], [50], [51]. Exploration of this area of research
allowed the authors to develop their own Index of Ecological Behavior, the component variables of which have their
source in literature.
Despite much content devoted to ecological behavior and technological engagement of young consumers, one
may assume that there exists a gap indicating the lack of research related to the use of technology in ecological
behaviors of Generation Z. The authors of this research found the subject interesting in terms of cognition and
worth preliminary empirical verification.
3. Research methodology
An attempt to identify the use of new technologies in the ecological behavior of generation Z was based on
authors’ own empirical research. The presented results are preliminary in nature and contribute to the recognition of
this phenomenon among young consumers in Poland.
3.1 Research questions and hypothesis
The following research questions have been asked:
4 Magdalena Jaciow, Robert Wolny/ Procedia Computer Science 00 (2019) 000–000
1. Are Generation Z consumers ecologically engaged?
2. Does the closest environment impact the level of ecological engagement of Generation Z.
3. What kind of ecological behaviors do Generation Z consumers undertake in their lives?
4. Do Generation Z consumers support themselves by available new technologies in ecological behaviors?
Three research hypotheses were formulated:
H1: Self-perception ( I am ecological vs I am not ecological) translates into the engagement in ecological
behaviors.
H2: The closest environment (household, reference group) impacts the level of engagement in ecological
behaviors of Generation Z
H3: Type HE consumers are highly engaged in the usage of technology to support ecological behaviors.
3.2 Research technique and questionnaire
The primary data collection stage was carried out from January 2021 to April 2021. The invitation to fill in the
questionnaire was sent three times by e-mail to the target group which includes consumers from the generation Z
(aged 18-24). In order to encourage young people to fill in the questionnaire, the invitation posed the question: Do
technologies help to be ecological? The questionnaire was placed on the research platform surveymonkey.com. The
first part of the questionnaire included questions on the self-evaluation of the ecological behavior of respondents to
their households and friends. All items were measured using a six-point scale, ranging from 1 (strongly disagree) to
6 (strongly agree). The second part included a question regarding frequency of specific ecological behaviors, based
on 23 findings. All items were measured using a five-point scale, ranging from 1 (never) to 5 (very often). For
identified environmental behavior, respondents were asked to identify the use of new technologies, including mobile
apps and social media. We considered control variables in the research model including gender, age, professional
activity, educational status and residence status.
3.3 Sample
In the phase of data collection 378 responses were obtained, 260 of which were fully completed (contained all the
answers required in the form) and were qualified for further statistical analyses. The characteristics of the sample are
presented in Table 1.
Table 1. Demographics of respondents.
Category
Percentage
Gender
Female
Male
56,5
46,5
Age
18
19
20
21
22
23
24
13,1
22,3
26,9
11,9
9,6
6,5
9,6
Professional status
employed
unemployed
32,7
67,3
Educational status
Residence status
yes
no
alone
with parents
with wife/husband
with friends
92,7
7,3
2,3
84,2
3,1
10,4

4784 Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789
Author name / Procedia Computer Science 00 (2019) 000–000 5
3.4 Ecological behavior measurement model (index)
Taking into account the prevalence of selected ecological behaviors among generation Z, an Index of Ecological
Behavior has been developed Ieb (1). Components of Ieb represent the identified ecological behavior (Fig. 1).
(1)
Fig. 1. Structure of the Index of Ecological Behavior
Unitaryization was used to limit the volatility of index values. The lowest value of the sum in the pool is subdued
by the sum of the i-values of the object and the result is divided by the stretchmarks, i.e. the difference between the
maximum and the minimum. Index of Ecological Behavior is set at <0; 1>. Interpretation of the Index of Ecological
Behavior:
6 Magdalena Jaciow, Robert Wolny/ Procedia Computer Science 00 (2019) 000–000
a) Ieb = <0; 0,25> ecologically disengaged consumers (DE)
b) Ieb = <0,26; 0,5> poorly ecologically engaged consumers (PE)
c) Ieb = <0,51; 0,75> ecologically engaged consumers on average (AE)
d) Ieb = <0,76; 1> highly ecologically engaged consumers (HE)
4. Research results
75% of respondents declared being ecological, 71,2% consider their household to be ecological, 59,2% of
respondents have ecological friends. In the examined sample, almost half of the respondents (48,1 %) declared being
ecological, simultaneously living in an ecological household and having ecological friends. 14% of respondents in
the sample declared being ecological, and at the same time having ecological household, yet they do not have
ecological friends. The analysis shows that there is a small percentage of respondents who are ecological and have
ecological friends but they live in a non-ecological household, and who have ecological friends and ecological
households while not being ecological themselves (Fig.2).
Fig. 2. Eco-declaration model
I_E – I am ecological; HO_E - my household is ecological; FR_E – my friends are ecological
In accordance with the adopted assumptions (1), the analysis of ecological behaviors of Generation Z was
conducted. Following the selection procedure of respective components of the Index of Ecological Behavior as well
as unitarisation of results, four groups of respondents were acquired: ecologically disengaged consumers (2,3%),
poorly ecologically engaged (30,4%), ecologically engaged on everage (62,3%), highly ecologically engaged
(5,0%). The characteristics of the groups are presented in table 2.
Table 2. . The characteristics of the types of Generation Z consumers
Specification
DE
PE
AE
HE
Total
The percentage of consumers identifying themselves as ecological
0
51,9
87,0
100,0
75
The percentage of consumers identifying their household as ecological
0
55,7
79,6
92,3
71,2
The percentage of consumers identifying their friends as ecological
0
45,6
66,7
76,9
59,2
The percentage of undertaken ecological behavior from the analysed list of behaviors (average in %)
39
70
86
96
81
The percentage of ecological behaviors undertaken with the highest frequency (average in %)
3,6
16,0
29,8
57,9
26,4
The average number of apps, websites, social media supporting ecological behaviors
2
3,4
4,1
5,7
4
48,1%

Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789 4785
Author name / Procedia Computer Science 00 (2019) 000–000 5
3.4 Ecological behavior measurement model (index)
Taking into account the prevalence of selected ecological behaviors among generation Z, an Index of Ecological
Behavior has been developed Ieb (1). Components of Ieb represent the identified ecological behavior (Fig. 1).
(1)
Fig. 1. Structure of the Index of Ecological Behavior
Unitaryization was used to limit the volatility of index values. The lowest value of the sum in the pool is subdued
by the sum of the i-values of the object and the result is divided by the stretchmarks, i.e. the difference between the
maximum and the minimum. Index of Ecological Behavior is set at <0; 1>. Interpretation of the Index of Ecological
Behavior:
6 Magdalena Jaciow, Robert Wolny/ Procedia Computer Science 00 (2019) 000–000
a) Ieb = <0; 0,25> ecologically disengaged consumers (DE)
b) Ieb = <0,26; 0,5> poorly ecologically engaged consumers (PE)
c) Ieb = <0,51; 0,75> ecologically engaged consumers on average (AE)
d) Ieb = <0,76; 1> highly ecologically engaged consumers (HE)
4. Research results
75% of respondents declared being ecological, 71,2% consider their household to be ecological, 59,2% of
respondents have ecological friends. In the examined sample, almost half of the respondents (48,1 %) declared being
ecological, simultaneously living in an ecological household and having ecological friends. 14% of respondents in
the sample declared being ecological, and at the same time having ecological household, yet they do not have
ecological friends. The analysis shows that there is a small percentage of respondents who are ecological and have
ecological friends but they live in a non-ecological household, and who have ecological friends and ecological
households while not being ecological themselves (Fig.2).
Fig. 2. Eco-declaration model
I_E – I am ecological; HO_E - my household is ecological; FR_E – my friends are ecological
In accordance with the adopted assumptions (1), the analysis of ecological behaviors of Generation Z was
conducted. Following the selection procedure of respective components of the Index of Ecological Behavior as well
as unitarisation of results, four groups of respondents were acquired: ecologically disengaged consumers (2,3%),
poorly ecologically engaged (30,4%), ecologically engaged on everage (62,3%), highly ecologically engaged
(5,0%). The characteristics of the groups are presented in table 2.
Table 2. . The characteristics of the types of Generation Z consumers
Specification
DE
PE
AE
HE
Total
The percentage of consumers identifying themselves as ecological
0
51,9
87,0
100,0
75
The percentage of consumers identifying their household as ecological
0
55,7
79,6
92,3
71,2
The percentage of consumers identifying their friends as ecological
0
45,6
66,7
76,9
59,2
The percentage of undertaken ecological behavior from the analysed list of behaviors (average in %)
39
70
86
96
81
The percentage of ecological behaviors undertaken with the highest frequency (average in %)
3,6
16,0
29,8
57,9
26,4
The average number of apps, websites, social media supporting ecological behaviors
2
3,4
4,1
5,7
4
48,1%

4786 Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789
Author name / Procedia Computer Science 00 (2019) 000–000 7
Not all of the behaviours from the variables forming the Index of Ecological Behaviour are activities which could
be supported by new technologies. The variables x15 – x23 were excluded from the analysis of the usage of
technology in the undertaken pro-ecological activities. In the case of variables x1 – x14 , in order to identify the type
of the employed technology, nominal scales were used in the measurement model. The respondents indicated names
of applications, websites, social media which they employ in their ecological activities.
It might be stated that, the usage of technology in ecological behaviors of Generation Z consumers is not as high
as one may expect. It appears that applications, websites, and social media serve a different purpose than shaping
attitudes and triggering pro-ecological activities.
Ecological behaviors are undertaken by the vast majority of respondents, however, they are relatively
infrequently, or in case of certain behaviors never, supported by applications, websites, and social media (tab. 3)
Table 3. The percentage of respondents using technology in ecological activities
Ecological behavior
Type of
consumer
Apps www Social media
Selling used items
PE
49,4
34,2
26,6
AE
61,7
40,7
32,1
HE
61,5
61,5
46,2
Buying second-hand items
PE
34,2
32,9
16,5
AE
50,0
32,1
22,8
HE
53,8
53,8
30,8
Buying local products
PE
0,0
0,0
3,8
AE
1,2
4,3
4,9
HE
7,7
7,7
15,4
Buying organic food
PE
0,0
1,3
0,0
AE
1,2
3,7
0,0
HE
0,0
7,7
0,0
Buying organic cosmetics and cleaning products
PE
6,3
5,1
0,0
AE
5,6
14,2
2,5
HE
7,7
30,8
15,4
Buying organic household chemicals
PE
0,0
1,3
0,0
AE
1,2
2,5
0,0
HE
0,0
0,0
7,7
Buying Fair Trade products
PE
0,0
0,0
0,0
AE
0,6
0,6
0,0
HE
0,0
7,7
0,0
Make purchases by list
PE
12,7
1,3
0,0
AE
10,5
2,5
1,9
HE
23,1
0,0
0,0
Collaborative consumption
PE
2,5
6,3
0,0
AE
4,3
1,9
0,0
HE
0,0
0,0
0,0
Car-sharing
PE
7,6
0,0
8,9
AE
11,7
0,6
8,0
HE
7,7
0,0
23,1
Sorting garbage
PE
0,0
6,3
0,0
AE
2,5
7,4
3,1
HE
0,0
15,4
0,0
Donate unnecessary items
PE
5,1
0,0
3,8
AE
3,1
1,9
5,6
HE
7,7
7,7
15,4
Sharing unused food
PE
0,0
0,0
0,0

Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789 4787
Author name / Procedia Computer Science 00 (2019) 000–000 7
Not all of the behaviours from the variables forming the Index of Ecological Behaviour are activities which could
be supported by new technologies. The variables x15 – x23 were excluded from the analysis of the usage of
technology in the undertaken pro-ecological activities. In the case of variables x1 – x14 , in order to identify the type
of the employed technology, nominal scales were used in the measurement model. The respondents indicated names
of applications, websites, social media which they employ in their ecological activities.
It might be stated that, the usage of technology in ecological behaviors of Generation Z consumers is not as high
as one may expect. It appears that applications, websites, and social media serve a different purpose than shaping
attitudes and triggering pro-ecological activities.
Ecological behaviors are undertaken by the vast majority of respondents, however, they are relatively
infrequently, or in case of certain behaviors never, supported by applications, websites, and social media (tab. 3)
Table 3. The percentage of respondents using technology in ecological activities
Ecological behavior
Type of
consumer
Apps
www
Social media
Selling used items
PE
49,4
34,2
26,6
AE
61,7
40,7
32,1
HE
61,5
61,5
46,2
Buying second-hand items
PE
34,2
32,9
16,5
AE
50,0
32,1
22,8
HE
53,8
53,8
30,8
Buying local products
PE
0,0
0,0
3,8
AE
1,2
4,3
4,9
HE
7,7
7,7
15,4
Buying organic food
PE
0,0
1,3
0,0
AE
1,2
3,7
0,0
HE
0,0
7,7
0,0
Buying organic cosmetics and cleaning products
PE
6,3
5,1
0,0
AE
5,6
14,2
2,5
HE
7,7
30,8
15,4
Buying organic household chemicals
PE
0,0
1,3
0,0
AE
1,2
2,5
0,0
HE
0,0
0,0
7,7
Buying Fair Trade products
PE
0,0
0,0
0,0
AE
0,6
0,6
0,0
HE
0,0
7,7
0,0
Make purchases by list
PE
12,7
1,3
0,0
AE
10,5
2,5
1,9
HE
23,1
0,0
0,0
Collaborative consumption
PE
2,5
6,3
0,0
AE
4,3
1,9
0,0
HE
0,0
0,0
0,0
Car-sharing
PE
7,6
0,0
8,9
AE
11,7
0,6
8,0
HE
7,7
0,0
23,1
Sorting garbage
PE
0,0
6,3
0,0
AE
2,5
7,4
3,1
HE
0,0
15,4
0,0
Donate unnecessary items
PE
5,1
0,0
3,8
AE
3,1
1,9
5,6
HE
7,7
7,7
15,4
Sharing unused food
PE
0,0
0,0
0,0
8 Magdalena Jaciow, Robert Wolny/ Procedia Computer Science 00 (2019) 000–000
AE
0,6
0,6
0,0
HE
0,0
0,0
0,0
Upcycling
PE
0,0
1,3
0,0
AE
2,5
0,0
0,6
HE
15,4
0,0
0,0
New technologies are mainly applied for the purpose of a purchase or a sale of second-hand products. Hence, the
analysed group applies applications (Allegro, Vinted, OLX), websites (allegro.pl, vinted.pl, olx.pl, gumtree.pl), as
well as social media (Facebook, Instagram, Discors, Messenger). The technology employed for the purchase and
sale of the second-hand products is mainly used by highly ecologically engaged consumers (type HE).The
applications for selling second-hand goods are used by ⅔ of the on average (AE) and highly (HE) ecologically
engaged consumers. However, the application for purchasing the second-hand goods is only used by every second
respondent. Subsequently, it can be observed that websites and social media are more frequently applied for the sale
of second-hand goods rather than the purchase. For the purpose of purchasing second-hand goods, social media is
used by one in three highly ecologically engaged (HE) and every fifth engaged on average (AE) consumer.
The majority (70%) of respondents confirmed purchasing goods that are produced locally, yet only few of the
respondents admitted supporting themselves by technology while searching for the products. Nonetheless, only
highly ecologically engaged consumers (HE), in a small proportion, confirmed using applications (OLX), web sites
(allegro.pl, olx.pl, regio.pl), or social media (Facebook, Instagram).
It can be observed that technology is also applied for the purpose of purchasing organic food, cosmetics, and
cleaning supplies. In this instance, consumers use mainly websites where such products are widely available.
Similarly, applications are used in order to plan shopping. The following applications are used for this purpose:
ColorNote, Notatnik, Fitatu, Google Keep, Listonic, Samsung notes, Tasks. The applications are used by every tenth
AE type, every ninth PE type, and every fifth HE type of consumer. It also shall be noted that applications support
the concept of carsharing. Applications such as Blablacar, Jakdojade, Uber, Bolt, Traficar are used by consumers of
PE and AE type, whereas social media such as Facebook and Instagram are used by HE type.
Almost all consumers segregate waste (92%), yet only few respondents support this activity by technology. 15%
of highly ecologically engaged consumers (HE) point to the websites of entities rendering services of collection and
segregation of waste as the source of information on proper waste segregation.
The least frequently declared ecological behavior employed by young consumers concerns sharing the ir leftover
and excess food (34%) as well as upcycling (38%). Activities as such are used by HE type of consumers, with the
use of social media, applications (OLX, PCK, Too Good To Go), and websites (ubraniadooddania.pl). Upcycling
practices are mostly inspired by Pinterest and Youtube.
Conclusion
The results of the research allowed the authors to answer the questions and hypotheses formulated. Self-esteem
and self-perception as an ecological individual is translated into the level of engagement in ecological behaviors.
Disengaged respondents (DE) identified themselves as unecological. Poorly ecologically engaged consumers (PE)
identified themselves as rather ecological, whereas AE and HE types of consumers identified themselves as highly
ecological. Simultaneously, it has been observed that the level of engagement in ecological behaviors increases
when the respondents function in ecological society (household, friends etc.) The research has proven that
Generation Z willingly and frequently undertakes ecological behaviors. Despite the fact that such ecological
behaviors are rarely supported by new technologies, the research shows that the highest level of the use of
technology is represented by respondents of HE type (in comparison to PE i AE type). The findings of the research
were unexpected to the authors, yet the research provides possibilities for further research on Generation Y, X.
The presented study has some limitations. Firstly, the data were collected in one country (Poland). Secondly, the
study was conducted on a small sample. Therefore, we encourage scholars to incorporate other relevant and unusual
measures to extend the findings of the present study. Future research could further investigate different ecological
behaviors of generation Z which are associated with new technologies.

4788 Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789
Author name / Procedia Computer Science 00 (2019) 000–000 9
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life with the moderation of gender and age.” Management of Environmental Quality: An International Journal, 24(6): 726-737.
[43] Gurtner, Sebastian and Katja Soyez, (2016) ”How to catch the generation Y: Identifying consumers of ecological innovations among
youngsters.” Technological Forecasting and Social Change 106: 101-107.
[44] Zalega, Tomasz, (2019) ”Sustainable consumption in consumer behaviour of young Polish consumers.” Studia Ekonomiczne Uniwersytetu
Ekonomicznego w Katowicach. Zarządzanie 19 (383): 82–107.
[45] Yadav, Rambalak and Govind Swaroop Pathak, (2016) ”Young consumers' intention towards buying green products in a developing nation:
Extending the theory of planned behavior.” Journal of Cleaner Production 135: 732-739
[46] Tarapata, Jolanta, (2020) ”Orientacja na zrównoważoną konsumpcję w zachowaniach młodych konsumentów.” Zeszyty Naukowe Wyższej
Szkoły Humanitas. Zarządzanie 2: 207–218.
[47] Uitto Anna, Jelle Boeve-de Pauw and Seppo Saloranta, (2015) ”Participatory school experiences as facilitators for adolescents' ecological
behavior.” Journal of Environmental Psychology 43: 55-65.
[48] Siegmar, Otto and Florian G. Kaiser, (2014) ”Ecological behavior across the lifespan: Why environmentalism increases as people grow
older.” Journal of Environmental Psychology 40: 331-338.
[49] Kwiatek, Agnieszka and Maja Skiba, (2017) „Świadomość ekologiczna młodych ludzi”. Zeszyty Naukowe Politechniki Częstochowskiej
Zarządzanie 28(2): 127-136.
[50] Matel, Anna, (2016) „Przesłanki ekologizacji konsumpcji z perspektywy zachowań konsumenckich”. Zarządzanie. Teoria i Praktyka 16(2):
55-61.
[51] Garczewska, Anna (ed.) (2017), „Współczesne problemy ekologiczne świata”. Kolegium Jagiellońskie – Toruńska Szkoła Wyższa, Toruń.

Magdalena Jaciow et al. / Procedia Computer Science 192 (2021) 4780–4789 4789
Author name / Procedia Computer Science 00 (2019) 000–000 9
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Szkoły Humanitas. Zarządzanie 2: 207–218.
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behavior.” Journal of Environmental Psychology 43: 55-65.
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55-61.
[51] Garczewska, Anna (ed.) (2017), „Współczesne problemy ekologiczne świata”. Kolegium Jagiellońskie – Toruńska Szkoła Wyższa, Toruń.