ABSTRACT
Adverse environmental changes require promoting sustainable, responsible consumption. This is possible through various platforms and media communication channels. The media role in creating environmentally sustainable behavior is rarely taken up in scientific publications. Typically, specific pro-environmental behaviors are analyzed as for using various media or a specific medium to stimulate sustainable behavior. The presented research combines these concepts, considers various communication channels and a wide spectrum of pro-environmental behavior.
The aim of the research was to determine the importance of traditional and new media in creating environmentally sustainable behavior by young consumers.
Desk research and CAWI methods were used in the research. The proper studies were conducted in April and May 2021. The sample selection was non-random. 823 questionnaires completed by people aged up to 35 were qualified for the analysis.
Respondents gave the highest rating to household activities (saving water, electricity, waste segregation). They are also stimulated by economic and legal instruments. Respondents obtained information mainly from new media. There is variation in obtaining information from various media. Differentiation by the criterion of sex, place of residence and income per person in the household was noted.
