The focus of this confirmatory research was on consumer attitudes towards the sustainability of fashion brands and how these attitudes influence their purchasing decisions. The aim was to explore if the gap between attitudes and purchasing behaviour was present within Croatian consumers to the...

The focus of this paper is placed on the role of emotions in consumer behavior, specifically in the process of purchasing dietary supplements during the COVID-19 pandemic. The theoretical part is based on current knowledge from relevant Croatian and foreign scientific and professional literature...

Consumer purchasing power is one of the key determinants of consumer behavior, among other factors. Acceptance of new brands or product line extensions of existing brands is influenced by perceived value. New products can be added to existing product lines by introducing new products within...

In recent years there has been a significant increase in digital advertising through influencers being active on many social media platforms. Budgets for influencer marketing rise yearly, and the return on investment from influencer marketing is higher than from other marketing channels....

The empirical link between education and consumption varies depending on contextual factors. Some studies have sought to find out the relationship between education and environmental concerns. Evidence shows that education levels might significantly impact environmental actions. Still, some...

Emerging markets' political, economic, and social transition processes led to altered demographic trends and new macroeconomic dynamics in these economies. These changes triggered the growth of the middle class that became an essential factor of emerging markets' attractiveness for sales and...

Entrepreneurship is a key driver of economic growth and a generator of employment opportunities in all modern economies across the world. Small and medium enterprises (SMEs) are the engines of modern entrepreneurship. In the Republic of Croatia, SMEs are also indispensable in the effort to boost...

Consumers' perception, awareness, and behavior toward sustainable fashion were surveyed with a questionnaire in which 263 respondents participated, and obtained data were primarily analyzed using descriptive statistics and t-test. The focus of this research was consumer attitudes toward...