Eco-innovations of B2C companies in Poland: diagnosis of areas, forms and practices in the light of study results

Abstract

Transition to a green economy remains simultaneously one of the main development goals and a challenge on different levels for the following years. It is widely recognized that actions of consumer market participants, both enterprises, as well as individuals, play a crucial role in driving this transformation. This trend induces business-to-consumer (B2C) companies toward pro-environmental reorientation, reflected in innovative products and process solutions as well as implementing sustainable business models. The aim of the article is to examine the sustainable innovation initiatives undertaken by B2C companies in the Polish market,
68 ORGANIZATION AND MANAGEMENT • no. 3 / 2025 (199)
Anita Szuszkiewicz
focusing on the environmental component. For this purpose, a quantitative survey was conducted on a sample of N=205 employees from consumer market companies, utilizing an authorial survey questionnaire. The survey covers practices in the areas of marketing, R&D, as well as selected operational and responsible management sectors, which were contrasted with the archetypes of sustainable models as defined by Bocken et al. The statistical analysis included Chi-square tests and the V–Cramer measure, as well as logistic model and Wald statistics to assess the significance and strength of the variables influencing the adaptation of the practices addressed in the study.