Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.

Phytochemical and antioxidant analysis of some varieties of Capsicum was evaluated. Mature Capsicum varieties were collected across the State. The seeds were removed, sun-dried for 3 days, stored for 2 weeks at 15 ºC–25 ºC in polythene bags before planting. Saponins, tannins, flavonoids, alkaloids and cardiac glycosides were present in abundant, moderate and trace amounts. Combined anthraquinones were absent in all varieties. Yellow (0.810 ± 0.0006 µg/mL), red long dry (0.211 ± 0.0006 µg/mL) and round peppers (2.527 ± 0.0003 µg/mL) had the largest values for total phenol, flavonoids and tannins. Shombo and yellow peppers had the largest (0.270 ± 0.002 µg/mL) and least (0.102 ± 0.001 µg/mL) capsaicin content. The antioxidant activities varied across the varieties. At 100 µg/mL of methanol, yellow (45%) and round peppers (45%) had largest mean absorbances for 2,2-Diphenyl-1-Picrylhydrazyl (DPPH) Radical Scavenging Activity while sub-shombo pepper (23%) had the least. For Ferric Reducing Antioxidant Power (FRAP), yellow (0.63 ± 0.001 µg/mL) and sub-shombo peppers (0.55 ± 0.001µg/mL) had the largest and least values at 100 µg/mL of methanol. At 100 µg/mL of methanol, red long dry (0.112 ± 0.001) and shombo peppers (0.101 ± 0.001) had the largest and least values for the nitric oxide scavenging activity. This study shows that Capsicum varieties exhibit bioactive componds similarities and variations with implications in hybridization, taxonomy and conservation.

This article explores the application of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework in the context of integrating self-driving tractors into agricultural practices. With a focus on understanding the factors influencing the acceptance and adoption of this transformative technology, we delve into the implications for farmers, industry stakeholders, and the future of sustainable agriculture and rural tourism.

Monitoring marine biodiversity is a challenge in some vulnerable and difficult-to-access habitats, such as underwater caves. Underwater caves are a great focus of biodiversity, concentrating a large number of species in their environment. However, most of the sessile species that live on the rocky walls are very vulnerable, and they are often threatened by different pressures. The use of these spaces as a destination for recreational divers can cause different impacts on the benthic habitat. In this work, we propose a methodology based on video recordings of cave walls and image analysis with deep learning algorithms to estimate the spatial density of structuring species in a study area. We propose a combination of automatic frame overlap detection, estimation of the actual extent of surface cover, and semantic segmentation of the main 10 species of corals and sponges to obtain species density maps. These maps can be the data source for monitoring biodiversity over time. In this paper, we analyzed the performance of three different semantic segmentation algorithms and backbones for this task and found that the Mask R-CNN model with the Xception101 backbone achieves the best accuracy, with an average segmentation accuracy of 82%.