Despite growing public awareness of climate change, Polish online shoppers remain unwilling to sacrifice the convenience of free returns and fast shipping, according to a new study.
Based on a survey of 201 Polish e-consumers conducted in spring 2025, the study by Roksana Zawada, a graduate student at the University of Economics in Katowice, reveals a clear disconnect between environmental declarations and actual consumer behaviour.
She said: ‘Over half of the respondents (54 percent) oppose the idea of introducing fees for returns - even if this could limit their negative impact on the environment.
‘Most consumers are also not willing to pay extra for more ecological forms of delivery (e.g. for climate neutral transport), clearly indicating that today free return and quick shipment is the standard which they do not want to give up.’
Artur Strzelecki, PhD, a professor at the University of Economics in Katowice and advisor to the research project, added: ‘The dynamic development of e-commerce in recent years, especially during the pandemic, has brought unprecedented convenience to consumers.
‘However, the ease of returning goods—often with no questions asked—comes with hidden ecological costs.
‘Each return shipment contributes to increased fuel use, emissions, and packaging waste. Even seemingly small consumer habits, like returning multiple online orders, can translate into significant environmental consequences.’
According to Zawada, the norm of frequent returns is firmly entrenched.
Most respondents admitted to returning items several times a year, primarily due to incorrect sizes or unmet expectations—particularly with clothing. Others cited more trivial reasons, such as changing their mind after purchasing.
Despite a growing public discourse around sustainability, only a small fraction of survey participants recognized that each shipped package contributes to carbon dioxide emissions.
Fewer still considered environmental impact when making online purchases.
‘Comfort and the expectation of free, fast service still take precedence over environmental concerns,’ Zawada said. ‘There is a pressing need for ecological education to raise awareness among consumers and encourage more responsible purchasing decisions.’
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