Ecological products in online stores – consumer behavior in the light of TPB.

The development of the e-commerce industry creates a new shopping environment for consumers. This brings both opportunities and threats. One observed problem is the low visibility and recognition of ecological products in this sales channel. This issue is becoming increasingly important in the era of growing climate threats and global warming. The aim of this study was to examine the variables influencing the attitudes, intentions, and behaviors of consumers when purchasing ecological products in online stores. A survey method was used among 250 young consumers from Poland to achieve the set assumptions. The analysis and research design were based on the Theory of Planned Behavior, with certain modifications to reach the goal better. The results obtained from statistical analysis showed that the most significant influence on the purchase intentions of ecological products online is attitude, subjective norms, and subjective control of compliance. Meanwhile, the strongest impact on consumers' attitudes is ecological labeling in online stores, and this relationship is statistically significant. These results prove that ecological labeling of products offered in e-commerce is very important in the process of purchasing these products. The results of this study should draw greater attention from retailers and decision-makers to the presentation and labeling of ecological products in e-commerce. Undoubtedly, this area will be very important in promoting sustainable consumer behavior, especially with the growth of online sales. [ABSTRACT FROM AUTHOR]