This paper critically reviews the prevailing generalizations in current research on Generation Z (Gen-Z) travel behavior. While various studies have characterized Gen-Z’s transportation preferences as leaning towards sustainable and technology-integrated modes of transport, this paper argues that the findings are largely based on observations from developed countries and may not accurately reflect behavior in developing countries. This paper is written using a narrative literature study approach. Through a comprehensive literature review, the paper highlights the differences in Gen-Z travel patterns across different geographical regions, emphasizing the need for context-specific analysis. The paper addresses often overlooked factors such as economic limitations, infrastructure challenges, and cultural nuances that shape mobility choices. The aim is to dissect the cohort effect and look at its validity across different socio-economic landscapes through existing literature. As such, the paper provides nuanced insights into the heterogeneity of Gen-Z travel behavior and suggests cautioning against over-generalization, as well as advocating for a more localized approach in transportation policy and planning. The paper also encourages similar research in developing countries to gain a more comprehensive understanding of Gen-Z travel behavior globally.

This study examines the impact of digitally curated museum exhibitions on visitor behavior, with a particular focus on university students from China and Hungary (n = 308). Using PLS-SEM analysis, the research finds that visitors’ experiences during digital curation visits significantly influence their behavior, and this influence is mediated by perceived value and satisfaction. It is recommended that museums consider the following constructive considerations to facilitate their future development: expanding the application of digital curation, utilizing cutting-edge technologies, implementing data-driven curatorial optimization, enhancing social experiences, integrating education and entertainment, and promoting cultural preservation and environmental stewardship. These insights will help guide museums toward more engaging and sustainable experiences.

Financial literacy is an essential life skill today and plays a crucial role in business success. This study examined the relationship between college students’ financial literacy, financial management behavior, and entrepreneurial opportunity recognition. A survey was conducted among college students in the Busan and Gyeongnam regions, and a total of 272 responses were analyzed using SPSS 28.0. The results showed that financial literacy partially positively affects financial management behavior. Furthermore, financial management behavior positively influences entrepreneurial opportunity recognition. Financial management behavior partially mediates the relationship between financial literacy and entrepreneurial opportunity recognition. Improving the financial literacy of college students during adolescence serves as a motivation for entrepreneurship and significantly impacts their exploration and practice of various income activities to achieve their expected future living standards. The study’s findings indicate that for potential entrepreneurs, recognizing and promoting entrepreneurship as a source of innovation and growth requires incorporating financial literacy and desirable financial management behavior education into university curricula.

This study aims to examine how marketing mix and trust theories influence users’ intentions to adopt herbal platform services in Thailand and examine the impact of these intentions on actual service usage, placing a special focus on the integration of technologies in the context. The significant potential for growth in Thailand’s herbal business and the currently underutilized online platforms, it is crucial for stakeholders to understand the determinants of investment intentions. Merging marketing mix and trust theories, this research offers a comprehensive analysis of factors influencing the use of herbal platform, highlighting the relevance of herbal in enhancing service adoption. This study utilized a quantitative approach, gathering data through online surveys from 416 users of online herbal platforms in Thailand using SEM to examine the impact of gender on consumers’ decisions to use these platforms. This study provides insights into effective business strategies for herbal companies and contributes novel perspectives to the literature on herbal services. It specifically examines cognitive and emotional trust impacts and explores gender dynamics within the context of Health development. The study clarifies the roles of these factors and assesses the impact of gender on platform adoption, highlighting the importance of m-Health services in facilitating this process. Enhancing user engagement with herbal platform services requires prioritizing influential determinants, streamlining the investment experience, and underscoring the sector’s contribution to economic revitalization. Authorities should prioritize simplifying the investment landscape and initiating advocacy campaigns, while platform developers are advised to improve the user experience, bolster educational efforts, and heighten awareness of the investment advantages within the herbal industry. This research provides stakeholders with insights into the factors that enhance Thais’ engagement with herbal market platforms, especially via online channels. Identifying these key drivers is anticipated to boost participation in the herbal market, thereby contributing positively to Thailand’s economy.

This study aims at analyzing the consumers’ perception towards online purchasing bakery goods on subjective norm (SN), computer self-efficacy (CSE), and technology acceptance model (TAM). Convenience sampling was used and the final sample of respondents was made of 344 participants, with an effective recovery rate of 96%, who bought bakery goods on the LINE social platform in Nantou County. Descriptive statistics, confirmatory factor analysis, and SEM structural equation model were used to test the research hypothesis. The results show that after adding external variables to the technology acceptance model (TAM), the application of purchasing bakery goods online is significant; the consumers’ behavior of purchasing bakery goods online, subjective norm (SN), computer self-efficacy (CSE), and technology acceptance model (TAM) have cause-and-effect relationships. This research concludes that it is easy, helpful, and worthy to use the Internet to buy bakery goods.

As the second most polluting industry in the world, the fashion industry has a critical impact on the environment. The development of sustainable fashion is conducive to reducing the environmental pollution caused by the fashion industry. China has the largest consumer market in the world, and the Chinese government and major companies have made considerable contributions to the sustainable development of the fashion industry. However, research regarding young women’s attitudes towards this topic remains under-explored. This study interviewed 30 young women of different ages from different places in China. Based on the theory of planned behavior (TPB), a semi-structured interview was used as a data collection method, and thematic analysis was adopted for data analysis. This paper discusses young Chinese female consumers’ attitudes towards sustainable fashion and analyzes the motivating factors and hindrance factors affecting the consumption intentions of young Chinese female consumers towards sustainable fashion. The research found that young Chinese female consumers generally hold a positive and supportive attitude towards sustainable fashion. Consumers’ perceptions of sustainable fashion, their self-perceptions, and their level of green awareness all significantly impact their attitudes and purchase intentions toward sustainable fashion. Consumers feel low social pressure, and Chinese society demonstrates a high level of acceptance and praise for sustainable concepts. However, the lack of purchasing channels and choices for sustainable fashion in China and the high cost of sustainable fashion products discourage consumers from making purchases. This study will be beneficial as a reference when the Chinese government makes sustainable policies to guide consumers toward sustainable fashion consumption. This study helps enterprises select target markets in China and formulate sustainable fashion marketing strategies and targeted advertising. This study contributes to increasing consumer awareness of sustainable fashion, as well as providing reference and reflective value when consumers purchase sustainable fashion products. Finally, this study will help promote the development process of sustainable fashion in Chinese society, make contributions to reducing the waste of social resources, promoting the recycling of resources, and improving social conditions, and put forward specific solutions and feasible suggestions for the development of sustainable fashion in Chinese society.