The Role of Digital Skills in Knowledge Management and Eco-Friendly Consumer Behaviour

Abstract

Digital transformation and the growing importance of knowledge management processes are having a significant impact on contemporary society and the way in which consumers acquire, evaluate and use information when making decisions. In the digital environment, digital competences are becoming an important prerequisite for informed decision-making and for the development of environmentally responsible attitudes. This study focuses on examining the relationships between selected dimensions of digital competences and eco-friendly consumer behaviour. Specifically, it analyses the links between digital self-confidence, digital awareness, eco-orientation and the willingness to pay a higher price for eco-friendly products. From a knowledge management perspective, digital competences can be understood as the abilities that enable individuals to identify reliable information, understand environmental knowledge and apply it in everyday consumer decisions. The empirical research was conducted via an online questionnaire survey on a sample of 396 respondents. The results indicated partially significant relationships between the variables under investigation. No relationship was found between digital self-confidence and eco-orientation, whilst digital awareness was positively associated with a willingness to pay a higher price for eco-friendly products. A positive relationship was also confirmed between eco-orientation and a willingness to pay higher prices for eco-friendly products. The findings highlight the importance of digital awareness as a factor promoting eco-friendly consumer behaviour and point to the role of digital competences in knowledge management processes that contribute to the formation of environmentally responsible decision-making. The results may contribute to the development of environmental education and marketing and communication strategies focused on sustainability.