The importance of constant consumer testing is emphasized in order for companies to deliver the highest value for the quality of products and services. To explain the psychological impact of price on product selection, and other factors that determine consumer behavior, a survey method was...

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...

Fast network communication has been manifested in recent years as an indispensable result of constant network connectivity, a common characteristic of Generation C. Through this network communication, which is particularly popular on social networks, members of this generation share and seek...

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...

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...

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...

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...

Background: Digital advertising and the amount of money spent on influencer marketing increases every year. Nowadays, it has become one of the most profitable ways to promote products and services and increase a company's profit through an endorsement on social media networks. Objectives: This...

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....