Homo economicus has long ceased to be the model of a human being that is in line with actual human behavior. This fact has been confirmed by studies that were carried out by Nobel Prize winners at the beginning of this century; J. Stiglitz, D. Kahneman, M. Spence, G. Akerlof, and V. Smith proved that people are neither rational nor objective and that their decisions are often guided by emotions and subjectivity. In order to fill in the existing gap in the research, the author introduces a new model of a human being. The author uses seven axioms to define the concept of a hedonistic human being (Homo hedonismus) which, in the author's opinion, correctly reflects people's consumer behavior. This model is verified by checking how it pertains to the basic economic laws of consumer behavior and to the most important psychological conceptions of humankind. Furthermore, the influences of religion and culture on human behavior are presented. The second part of this book deals with the social responsibility of consumers from the perspective of the proposed model of a human being. The book then defines factors determining the emergence and growth of consumers' social responsibility and presents its development prospects on a global scale.

Homo oeconomicus juz dawno przestal byc modelem czlowieka, ktory jest zgodny z rzeczywistymi zachowaniami ludzkimi. Fakt ten zostal potwierdzony przez badania noblistow z poczatku obecnego wieku. J. Stiglitz, D. Kahneman, M. Spence, G. Akerlof oraz V. Smith udowodnili, ze czlowiek nie jest ani racjonalny ani obiektywny, a w swoich decyzjach kieruje sie czesto emocjami i subiektywizmem. Autor, chcac wypelnic powsta a luke, wprowadza nowy model czlowieka. Za pomoca 7 aksjomatow zostaje zdefiniowany czlowiek hedonistyczny (homo hedonistic), ktory wedlug autora poprawnie odzwierciedla zachowania konsumenckie ludzi. Model ten zostaje zweryfikowany poprzez sprawdzenie jego spojnosci z podstawowymi prawami ekonomii dotyczacymi zachowan konsumenckich oraz najwazniejszymi koncepcjami psychologicznymi czlowieka. Autor pokazuje rowniez wplyw religii i kultury na ksztaltowanie sie zachowan ludzkich. Druga czesc monografii dotyczy problemu spolecznej odpowiedzialnosci konsumentow w ujeciu zaproponowanego modelu czlowieka. Nastepnie wskazano determinanty powstania i wzrostu spolecznej odpowiedzialnosci konsumentow oraz przedstawiono perspektywy rozwoju tej odpowiedzialnosci w skali globalnej. Homo economicus has long ceased to be the model of a human being that is in line with actual human behavior. This fact has been confirmed by studies that were carried out by Nobel Prize winners at the beginning of this century; J. Stiglitz, D. Kahneman, M. Spence, G. Akerlof, and V. Smith proved that people are neither rational nor objective and that their decisions are often guided by emotions and subjectivity. In order to fill in the existing gap in the research, the author introduces a new model of a human being. The author uses seven axioms to define the concept of a hedonistic human being (Homo hedonismus) which, in the author's opinion, correctly reflects people's consumer behavior. This model is verified by checking how it pertains to the basic economic laws of consumer behavior and to the most important psychological conceptions of humankind. Furthermore, the influences of religion and culture on human behavior are presented. The second part of this monograph deals with the social responsibility of consumers from the perspective of the proposed model of a human being. The book then defines factors determining the emergence and growth of consumers' social responsibility and presents its development prospects on a global scale. ( Polish Edition )