The main research problem discussed in this paper involves evaluation of the motives of agricultural producers for pursuing and developing organic production. The aim of this study is to identify and evaluate the role of social values in stimulating decisions of involvement in organic production. Analytical observations were conducted on the basis of responses to surveys on a nation-representative sample in Poland (350 conventional farms and 70 organic farms in 2011; 260 conventional farms and 65 organic farms in 2019). Analyses were conducted in relation to the potential and perspectives for development of organic farming. They were focused on identifying the original motives for such decisions (incentives and disincentives). This allowed for effective evaluation of both the trend and the pace of the studied processes. The development potential of organic farming in Poland was estimated at 5–15% of the total number of farms. The most important factors encouraging farmers to take up production are associated with social values (care for the natural environment and family health). A significant chance for the development of organic production is the expected demand growth, which is also related to social values: the increasing environmental awareness and environmental change of consumption patterns.

The natural environment is one of the areas of sustainable development. The implementation of the goals of sustainable development is associated with the creation of conditions supporting ecological behaviours as well as the greening of consumption. It cannot be ignored that the implementation of behavioural marketing concepts contributed to the development of excessive consumerism, whereas the use of marketing innovations by enterprises with high strategic potential and dominant market position often translated into shortening product life cycles. In this context, there arises a research question concerning the role that marketing has to perform nowadays, and the challenges to its concept, resulting from sustainable development. The paper is based on literature studies and the results of an empirical research that was performed on a sample of 140 entities shaping the offer of organic farming products in Poland. The study included both organic farming entities and entities dealing with the distribution of organic farming products in Poland. The goal of the paper is to show the role of marketing as a multi-paradigmatic concept in shaping the development of the market of organic farming products in Poland. The analysis of the research results aimed at identifying the reasons for introducing organic farming products by distributors into their offer, as well as showing the nature of the relationships between producers and distributors of organic farming products in Poland. The analysis of the research results shows that the relationships between producers and distributors of organic farming products in Poland are perceived by both parties as long-term and based on trust. Special attention is also paid to the hierarchy of factors stimulating the development of sales of organic farming products in Poland. Identification of stimulants for the development of the market of organic farming products indicates the great importance of marketing in this area because the main factors of development of this market are of marketing nature or are inherently related to marketing.

The growing demand for ecological products is in line with the trend towards the ecologisation of consumption, which has become key in times of striving to achieve sustainable development that aims to satisfy consumer needs while respecting the natural environment and future generations. The shaping of pro-ecological attitudes and behaviours in consumers requires continuous monitoring of such behaviours on the market of ecological products and investigation of the factors that influence consumers’ decisions and market choices. The aim of the article is to present the motives behind the purchase of ecological products, and the factors that shape the purchasing decisions of these products by Polish consumers. The article is based on an in-depth study of the literature and the results of proprietary empirical quantitative research conducted on a national sample of 1032 respondents, of whom 509 had purchased an ecological product within the last 3 months, and 523 had not made such a purchase in this period. Analysis of the results revealed the motives for purchasing ecological products, divided into egotistical motives and altruistic motives. The variation in these motives was also indicated depending on the socio-demographic characteristics of the consumers studied. It was shown that there is a dependency between consumers’ self-assessment of their level of knowledge on the functioning of the natural environment and the effect of humankind on it, and the purchase of ecological products. Analysis was also conducted of the factors perceived by consumers as restricting the purchase of ecological products, as well as the likelihood of a growth in the demand for and consumption of such products. There was shown to be a dependency between the reasons perceived by respondents for restricting the purchase of ecological products or the decision not to make such purchases, and consumer attitudes towards ecology.

The process of consumption modernization can be expressed by adopting the principles of sustainable development within the sphere of consumption. It should be emphasized that the implementation of a sustainable consumption model becomes especially important when considering the fact that not only various types of enterprises but also consumers participate in the excessive consumption of natural resources. The processes of sustainable consumption that are related to its humanization and the formation of a responsible society are a response to the overconsumption of goods and services, which is not determined by actual human needs and does not consider social and ecological costs. The aim of the paper is to present a process of consumption modernization in Poland in the context of the functioning of the renewable energy market. Special attention is paid to behaviours that are consistent with the sustainable consumption model, as well as with the motives for using renewable energy sources by Polish consumers and the perception of barriers to increasing the use of renewable energy sources in Poland. This paper is based on literature studies, as well as on the results of an empirical study of quantitative character that was performed in 2021 on a nationwide representative sample of 1020 people. The contribution of the article is represented by showing the motivation of Polish consumers to use renewable energy sources and by indicating barriers to the development of the use of renewable energy sources by consumers in Poland. The analysis of the research results shows that the aspect of saving money plays a significant role among the motives for using renewable energy sources. At the same time, high investment costs in devices that enable the use of renewable energy sources are the main factor that is limiting the increase in the use of renewable energy sources in Poland.

In the scientific discourse on consumption, increasingly more attention is being paid to sustainable development. Regarding the fact that not only various types of enterprises, but also consumers contribute to the excessive consumption of natural resources, it is of crucial importance to reduce the knowledge gap in the field of sustainable consumer behavior and decision-making processes related to the choice of organic products. The paper aims to present the decision-making processes of Polish consumers of renewable energy against the background of other categories of ecological products. Special attention is paid to the extent in which the offer is adjusted to the needs of consumers of renewable energy in Poland, compared to other categories of ecological products. The paper also shows the perception of the consumer of ecological products by buyers of renewable energy and by people who do not buy ecological products. The paper is based on a literature review and the results of a quantitative empirical study. The quantitative research was performed on a nationwide sample of 1032 people, among whom 509 people bought an organic product in the last 3 months, and 523 people did not purchase such a product during this period. The analysis of the results allows us to conclude that in the case of renewable energy, factors such as price, quality and the producer’s certification play a crucial role in the decision-making processes of Polish consumers. The hierarchy of criteria considered in the decision-making process related to the purchase of renewable energy and equipment enabling the use of renewable energy sources is quite similar to the one observed when purchasing electric cars. At the same time, it should be noted that almost every second person purchasing renewable energy compares many offers and spends a relatively long time contemplating their choice.

Development of both the marketing and cultural sectors have multi-directional natures, showing relationships with sustainable development that should be considered at various levels of cultural sector management in cultural institutions, at the level of the cultural policy of the state or region, and on the micro-scale. Not only do the natural environment, economy, and technology constitute areas of sustainable development, but also society and culture. The assumptions about sustainable development by cultural institutions are related to implementing marketing concepts in this sphere, in that they are the expression of market orientation (on consumer of culture). The goal of this study was to show that marketing by cultural institutions, as a reflection of their market orientation, translates into these institutions’ implementation of the assumptions of sustainable development. This paper is based on literature studies and the results of empirical and quantitative research that was conducted on a sample of 451 people managing cultural institutions in Poland. The research included general managers, managers, artistic directors, managers of marketing, promotion and sales departments, as well as owners of cultural institutions. Analysis of research results shows that consumers of culture are ranked first as recipients of targeted actions conducted by cultural institutions. An increase in the diversity of cultural offers, including the concept of sustainable development, emerged as a factor stimulating the development of the culture market, being closely related to growth of the quality of cultural offer.