Abstract
Intense economic, social and environmental changes are creating new challenges for both consumers and businesses. Today’s consumer is becoming increasingly conscious of the importance of living in harmony with both ethical standards and the environment. Access to global resources, including utilities such as water, sewage collection, electricity or gas, is so ubiquitous that modern man cannot imagine functioning without them. The aim of this article is to show how the statistical Polish consumer has, or wants to have, an impact on improving the quality of the natural environment by using available resources and technological solutions. The novelty here is the use of the structural equation model (SEM) to build a model of pro-environmental behaviors in relation to the motivating and limiting factors for undertaking such behaviors in Poland. The hypothesis that the statistical Polish consumer undertakes pro-environmental behaviors because of their positive impact on the natural environment was accepted in the study. Due to the complexity of research aspects, a mixed research procedure was applied, in which a literature review was combined with a survey and statistical analysis. For the purpose of the survey, the author’s questionnaire, “Pro-ecological behavior in Poland”, was created. The results of the study confirmed the adopted hypothesis and allowed conclusions to be formulated in which the research questions were answered and factors motivating and limiting pro-ecological activities in Poland were indicated. The factors presented and the model developed can be a signpost for the government of Poland and other European Union countries towards maintaining the current and introducing new reliefs, incentives and education on pro-environmental activities.