Journal of Marketing and Market Studies 074/2024

The publication examines the attitude of Polish consumers towards environmental protection and their purchasing behaviour towards ecological products. The aim of the article is to identify the purchasing behaviour of consumers regarding ecological products, the choice of points of purchase, as well as the determinants of the purchase of ecological products. The theoretical part discusses issues related to the phenomenon under study. The research part is based on empirical research conducted using the CAWI method. The four research hypotheses were formulated. In order to verify them, statistical analyses were used, i.e. descriptive analyses, the Kruskal–Wallis test and the chi-squared conformity test. The survey results demonstrated that there are differences between age groups regarding the respondents' approach to environmental protection and some determinants when purchasing ecological products. Additionally, the rationale behind purchasing ecological products and points of sale in which consumers purchase the said products were identified. The final part of the paper presents research limitations and business implications.

Refurbishing is the process of restoring a used product to good condition by cleaning, replacing and/or repairing major components of the product and then bringing it back to the market. The practice is intended to reduce the carbon footprint and improve the level of reuse of resources, promoted in a number of pieces of legislation that implement the European Green Deal. For these measures to be successful, however, it is necessary to convince consumers to buy refurbished products. In order to find out what Poles know about this practice, their attitudes towards refurbished products and the motives and barriers to their purchase, a quantitative survey was conducted on a representative sample (N = 1270). Analysis of its results showed that awareness of refurbishing in Poland is low and few people buy refurbished products. Those who made such a purchase were mainly motivated by the lower price of these products, and the concern for the environment proved to be a far less important motive for the purchase. The most common barrier to the decision to buy refurbished products was the desire to own new products, as well as a lack of confidence in the quality of 'refurbishments'.

Technology has grown ever more crucial for business competitiveness, permeating all facets of business life. Many firms have had to reconsider their business strategies post-pandemic as a result of technological advances, economic shocks, and market demands. But less is noticed in the small and medium-sized enterprises (SMEs) sector which plays a role in the majority of the world's economy. This study therefore aims to investigate the effect of organizational factors (firm strategy, organizational culture, open innovation, and technological capability) on SME growth (profitability, customer satisfaction, competitive advantage, and product quality). The descriptive survey design was used and the population of the study comprised structured small businesses in Lagos, Nigeria – the most populous country and biggest economy in Africa. Findings revealed that the combined effect of innovation strategy, organizational structure, open innovation culture, and technological capability significantly affect SME growth in Lagos state, Nigeria post-pandemic. Thus SMEs in Nigeria require improved knowledge, sound management, and the development of human resource capabilities to improve these organizational factors. The study therefore recommends that the management of SMEs, including the owners/managers, increase the need to create a working environment that fosters open innovation models and technology adoption to enhance organizational culture, thereby improving business growth and profitability. Government policy support is also required to improve the skills, knowledge, and technological mastery of SMEs in Nigeria.

National art museums around the world are different from other museums – they are multidisciplinary institutions with priceless art collections that play vital role in preserving historical artefacts and stimulating people's interest in art and high culture. One of the biggest challenges facing museums today is attracting Generation Z. Therefore, the research aimed to identify the key factors that shape the image of national art museums among Generation Z. The research was conducted using both qualitative and quantitative research methods. In-depth interviews were conducted with marketing communication staff from seven national art museums in Poland, which led to the identification of 12 variables that shape a positive museum image. These variables were included in a questionnaire given to Gen Z representatives studying in art-related and non-art-related faculties. Exploratory factor analysis was used to identify the key factors contributing to a positive image of national art museums among these target groups.

The issue of investigating the influence of recommendations on purchasing decisions is part of the current research direction undertaken within various social disciplines. Moreover, it is also an important area discussed in marketing research. The aim of the study is to indicate the links in the literature between the concepts of recommendation and purchase. An attempt is also made to identify the main areas of research in this area and to classify recommendation in terms by type of sender. A bibliometric analysis was carried out to bring order to the literature's considerations to date. The adopted research approach is applicable when there are numerous publications in a selected field. It was decided to identify the links between the terms recommendation and purchase in the scientific literature. For this purpose, the resources of the Scopus and Web of Science databases were used. Based on the results obtained, answers to the research questions were formulated. VOSviewer software was also used, which made it possible to link essential terms from the scientific works and indicate the main research areas in purchase recommendations.