In the context of marketing, children are considered to be increasingly important influencers of parents’ purchasing decisions. However, their influence varies depending on the products and cultures, and many particularities of this phenomenon remain under-researched. This is especially true...

Current environmental trends in production and marketing resulted in a close-loop situation, when on the one hand consumers demand environmentally !iendly and ecological products and are ready to pay price premiums for them, on the other hand, marketers explore usage of environmentally friendly...