Journal of Marketing and Market Studies 04/2025

The purpose of this article is to present the ways and opportunities for using marketing strategies by logistics operators to promote sustainable transport. The first part discusses key conceptual frameworks, such as the shift, decoupling, decarbonization paradigms, as well as the role of ESG in the logistics sector. Based on survey research conducted among companies using logistics services, the study identifies key activities that support the development of green logistics. Despite the growing environmental awareness, logistics operators face numerous challenges, including high investment costs and limited customer interest in choosing eco-friendly transport options. A crucial component of effective marketing strategies is their integration with operational activities, which enables the efficient implementation of green practices. Offering discounts for low-emission transport choices, transparent emissions reporting, and partnerships with environmental organizations are among the actions that can contribute to greater customer engagement. The article emphasizes that logistics operators, by combining sustainable practices with well-designed marketing strategies, can support global sustainable development goals while simultaneously building a competitive advantage. The research was conducted using a survey method involving 100 companies that utilize logistics services. The findings may serve as a basis for developing effective marketing tools aimed at promoting green logistics.

Globalization has enabled consumers to access new products, often of better quality and lower price. At the same time, the consequence is the displacement of regional and traditional products from domestic markets. An additional stimulus for changing consumer attitudes are economic crises, which result in the deterioration of the financial situation of households. The analyses were carried out taking into account the effects of the pandemic crisis and inflation crisis. The aim of the study is to verify whether the economic crisis affects consumer attitudes manifested by an increase in the tendency to prefer domestic products and to verify whether the information campaign affects the change of this propensity. In modern society, information campaigns play a significant role in creating consumer patriotism. The results of the experimental study show that campaigns encouraging preference for domestic products increase the level of consumer patriotism, and thus can be effective tool for limiting the effects of the crisis on the national economy.

This paper discusses the influence of the Belt and Road Initiative (BRI) on business in Poland and in the Czech Republic during the years 2015–2023 as the main "land bridge" between the European Union and the Eurasian Economic Union. The BRI was launched by President Xi Jinping in September 2013 and involved directly more than 150 countries worldwide with a total investment of more than 1 trillion USD. The main objective of this study is to compare the influence of BRI on Poland's and the Czech Republic's economies and the business management of large companies in strategic sectors, as well as to elucidate China's interests in the CEE region. This paper also discusses the potential business threats and concerns regarding sovereignty and the increasing indebtedness of businesses, along with their possible international implications. The article allows to identify the Polish and Czech companies with Chinese capital and the potential influence that Chinese investors may have on business management, ranging from telecommunications and security sectors to food and chemicals. The most influenced sectors are among others IT and security which may involve vulnerabilities not only for Central and Eastern Europe but also for the European Union.

Knowledge is an essential element in the purchasing decision-making process. It enables consumers to make conscious and appropriate choices for themselves and to identify product features. The greater the consumer's knowledge, the easier the decision-making process becomes, which, in the case of coffee and yerba mate, may be challenging due to their numerous properties. Generation Z is often described as conscious consumers characterized by openness and willingness to try new products. The aim of this scientific analysis is to determine to what extent young consumers utilize their knowledge about these two food products in their decision-making process. This article has a theoretical-empirical character. The considerations are based on methods of logical inference, a critical review of the literature, and original research conducted using an online survey technique with a self-designed questionnaire. The results of the analyses allowed the research objective to be achieved and provided recommendations for coffee and yerba mate producers and marketers related to disseminating information about the health benefits of these beverages.

The article aims to analyse the importance of corporate strategy, in the face of armed conflict from the perspective of consumers. Decathlon's strategy in the face of pressure on the company to leave the Russian market was taken as the empirical context. The results of the study conducted using the method of individual in-depth interviews lead to interesting conclusions. They show that the company's decisions to exit the aggressor market have different effects on the opinions of Polish and Ukrainian customers. The opinions of respondents from Ukraine were more negative, while consumers from Poland showed more varied attitudes. Interestingly, it appears that exiting the aggressor market under consumer pressure may be perceived as an insincere move on the part of the company, especially among Ukrainian consumers. This means that the company's fulfilment of expectations should not be treated as the final stage of crisis management. This observation leads to important research implications and recommendations for practitioners.