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Abstract

Marketers are trying t o meet contemporary market trends, such as overconsumption and sustainable consumption, that stand in opposition to each other. The article presents a review of the literature and the results of the research, conducted with the help of a questionnaire, regarding issues of contemporary consumer trends, such as overconsumption and deconsumption. An attempt was made to assess whether the behaviours of Polish consumers are a part of sustainable and responsible consumption trend, which has become increasingly noticeable in many developed market economies. The results of the study indicate that it is impossible to state clearly that Polish consumers do not consume in a sustainable way, although many of their behaviours indicate overconsumption. However, their behaviour in the market in some areas is consistent with the idea of deconsumption

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