Journal of Marketing and Market Studies 12/2024

The study investigates the significance of sustainable consumer value components on willingness to buy food products using quantile regression analysis. Six key variables are examined: image value, ethical value, functional value, impact value, cost perception, and purchase intentions. Quantile regression allows for identifying differences in the strength and significance of these variables' effects at various levels of consumer willingness (25th, 50th, and 75th percentiles). Findings reveal that ethical value and impact value are significant across all levels of consumer willingness, with their influence growing in higher quantiles. Meanwhile, the importance of image value and cost perception varies across consumer segments, being more relevant at median and higher quantiles. Functional value consistently impacts consumer intentions, particularly among health-conscious individuals. The results emphasize the need to tailor marketing strategies to different consumer engagement levels, addressing specific motivations for purchasing sustainable food products.

The article aims to identify selected factors for the development of religious tourism in Krakow, taking into account the behaviour of travellers. The article identifies important factors influencing the development of religious tourism in a tourist destination such as Krakow, as well as the behaviour of travellers and religious tourists in Krakow. This article used secondary data for 2018–2023 concerning the monitoring of tourist traffic in Krakow and Małopolska collected by the Małopolska Tourist Organisation (MOT). They were based on three research methods: conducting face-to-face interviews by completing electronic questionnaires on visitors to Małopolska, including Krakow; using ICT data warehouses; analysing existing data. Based on the research, it was found that the city of Krakow has predispositions for the development of religious tourism. The city has numerous shrines associated with the worship of the God, the Virgin Mary and Krakow's saints and blessed. Mention should also be made of the Jewish community, for whom the grave of Moses Isserles in the Remuh cemetery is a regular point of visit. Increasing the number of participants in this type of tourism can be achieved, among other things, by effective promotional activities through new media, creating a calendar of religious tourism events, establishing cooperation between the city and organizers of religious tourism from Krakow and foreign markets.

This study aims to analyse the alignment of students' competencies with modern labour market requirements, considering the spatial dimension of interactions between entities and evaluating the impact of educational offers from universities on these relationships. Using surveys and secondary data, the study assessed students' self-evaluation of soft and language skills and analysed employers' requirements in border regions. The findings indicate strong English proficiency but weak German skills despite the proximity to Germany. Students expect practical education to enhance their employability. Additionally, the need to balance theoretical knowledge with the development of soft skills was emphasized.

This article discusses the purchasing behaviour of Polish final food buyers on the food market. The purpose of the article is to assess the purchasing behaviour of final buyers on the food market and to assess their market importance from the point of view of the addressees of the product offer. The article is theoretical and empirical in nature. The empirical part of this article was prepared based on research conducted using the survey method. The research tool was an online survey questionnaire. The selection of the research sample was non-random. The research shows that final food buyers have rather basic expectations towards it, related to the supply of energy and nutrients, satisfaction of physiological needs, as well as maintaining good health. They are looking for food products that will satisfy not only basic needs (satisfying hunger) but also additional needs (taking care of health). In addition, the research showed relative satisfaction of the vast majority of respondents with the currently available market offer of food products.

In the world of the global economy, organisations must respond swiftly to adapt their operations to a turbulently changing environment. The market pressure for organisations to operate in this way constantly stimulates their change and development. In addition, new market phenomena have emerged that organisations must deal with. These are the new customer, i.e. Generation Z, and the global legal change, i.e. the CSRD Directive that has just been implemented by Poland. Both determinants will set a new standard for the organisation's management strategy. The customer through certain purchasing decisions and the Directive's new regulations through obligations stemming from it, i.e. the requirement to measure and report enhanced strategic non-financial information. The aim of the article is to systematize knowledge about the CSRD directive ratified for Polish conditions and the resulting changes in the context of creating a management strategy.