Green consumerism has increased in popularity in Europe over the past
decade due to new political policies and social shifts. The purpose of this
study was to expand the research in understanding the thinking and values
of eco-consumers and how this can assist in marketing efforts. Previous
studies have given little focus on Poland and the role of their values in
purchasing energy efficient appliances. Research shows that certain values
can indicate an increased likelihood in caring for the environment and this
study aims to affirm this further amongst Polish millennials as well as any
differences based on sex. The analysis used the results of the European
Social Survey (ESS) Round 8 from 2016. This study focused on human values
and their role on purchases of energy efficient appliances and whether
climate change attitudes moderate that relationship. A thorough analysis
showed that human values of Polish millennials do not have an influence on
buying energy efficient appliances. Moreover, attitudes towards climate
change do not moderate a relation between these two variables. This study
has highlighted the complexity of the role of human values in energy efficient
preferences and has demonstrated justification for further research in this
area