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.

Social media influencer marketing has emerged as an essential marketing strategy in the online interactive environment. This study investigates the impact of influencer-consumer fit (ICF) on behavioral intentions; intention to co-create brand value (ICC) and purchase intention (PI), with the serial mediation of influencer authenticity (IA) and attitude toward brand (ATB). A self-administered questionnaire was distributed to followers of social media influencers in Pakistan. The data were collected from 421 female followers of social media influencers through survey and partial least squares—structural equation modeling was used for data analysis. The findings reveal that ICF impacts IA, while the latter impacts ATB. ATB in turn impacts behavioral intentions. The direct effects suggest that ICF impacts consumers’ PI but not the ICC. However, with the serial mediation of IA and ATB, the relationship becomes significant. The findings of this study may assist managers in building brand strategies to achieve excellence in a highly dynamic and competitive market by leveraging the power of influencer marketing.

Consumer satisfaction can be defined as the user’s response to a service or experience compared to the user’s expectations and perceived practical benefits. After reviewing consumer satisfaction models, it can be argued that there is no single model of consumer satisfaction assessment that is suitable for every service and every region of the world, as the causes and outcomes of satisfaction often vary. The research is original in its methodology: at the beginning, a theoretical research model is presented, then hypotheses are formulated, and correlation, factorial, regression analyses were made, which results confirmed hypotheses. The crop insurance system consists of relations between the state institution regulates insurance activities, farmers, insurers and insurance intermediaries. The aim of this article is to identify the factors that determine consumer satisfaction with crop insurance and to assess their impact. The empirical study found that consumer satisfaction is determined by the factors of recognizable value, functional (process) and technical (result) quality, consumer expectations, and image. The most important factors that determine consumer satisfaction of crop insurance are recognizable value, functional quality, and consumer expectations. Consumer satisfaction can be assessed by the cost paid and the quality received, the quality expected, and the consumers’ evaluation of the services. It was found that the socio-demographic elements of consumers do not have a decisive influence on the factors that determine service satisfaction and consumer satisfaction. It is also established that socio-demographic elements of consumers (farmer experience and insurance experience) have direct statistically significant but weak links with consumer satisfaction.

In recent years, China’s economy has undergone rapid development. Increased disposable income and the rapid expansion of Internet-based financial services have positioned China as the largest market for luxury goods. Gen Z, the youngest demographic within emerging markets, is expected to play a pivotal role as the primary driver of the luxury market. However, while China’s luxury market continues to exhibit a high growth rate, this growth has gradually decelerated in comparison to the previous two years according to researchers. This presents a significant challenge for the luxury industry, as maintaining and enhancing the global growth trend has become a pressing concern where consumer behavior is concerned. The second key issue addressed in this study revolves around the concepts of compulsive buying and brand addiction, which can lead individuals, particularly Gen Z, to develop an addiction to luxury consumption. This study is based on an integrated model of conspicuous consumption, social comparison, and impression management theory. The key variables are materialism, brand consciousness, status-seeking, peer pressure, and collectivism to predict the luxury consumption model with debt attitude introduced as a moderating variable to study consumer behaviour in this age group. A non-probability sampling method and 480 people were selected as research samples. Quantitative analysis was used in this study, and SPSS and Smart PLS were used as data analysis tools. Structural equation model (SEM) using partial least squares method was used to determine the relationship of the variables and the moderating effect of debt attitude. The results showed that brand consciousness, status seeking, debt attitude and materialism had the strongest relationship with luxury consumption. Debt attitude as a moderating factor has a significant impact on the hypothesized relationship of the model. This paper provides empirical evidence for research on Gen Z’s luxury consumption, which has practical implications to marketers, luxury companies, local luxury brands and credit institutions.

As a key factor in the macroeconomic process, the interaction between public confidence and the commodity market, especially its impact on commodity facilitation returns and macroeconomic linkages, is worth exploring in depth. This study adopts the TVP-SV-VAR model to analyze the causal linkages, dynamic characteristics, and mechanisms of the interaction, and reveals the following core findings: (1) The economic background and information shocks contribute to the variations in the effects and orientations of the economic variables, which highlight the time-varying nature of the economic interactions. (2) Consumer and investor confidence exert heterogeneous influence on the macroeconomy, and their different responses to the negative effect of interest rates and convenience gains are particularly significant in the post-crisis recovery period. (3) In the short-term perspective, the influence of public confidence on monetary policy and inflation exceeds that in the medium and long term, highlighting the immediate sensitivity of individual economic behavior. (4) Since 2015, accommodative monetary policy has accelerated market capital flows, delaying the interaction between confidence indices and inflation, revealing policy time lag effects. (5) Convenience gains exhibit complex time-varying interactions with key economic parameters (interest rates, commodity prices, and inflation), with 2011 and 2014 displaying particular patterns, mapping differences between short- and long-term mechanisms, respectively. The study highlights the central role of consumer and investor confidence in the precise tailoring of macroeconomic policies, providing a scientific basis for policy forecasting and economic regulation, and contributing to economic stability. Meanwhile, the dynamic evolution of consumer confidence deepens market trend foresight, enhances the precision of market participants’ decision-making, and reinforces the resilience and predictability of economic operations.