Marketing i Rynek 05/2025

Crowdsourcing platform (CP) enables online generation of open innovations, including new products, by prosumers as crowd (the Internet community) members for its clients (companies, non-profit organizations, individuals). The following goals are defined in the paper: (1) creating CP marketing concept for CPs developing open innovations, that combines characteristics of: the marketing orientation, collaborators, marketing research and marketing mix of the platforms; (2) verifying the possibilities of applying the proposed components of marketing mix in business practice, which are the core of the presented marketing concept for CPs. The article includes relevant literature studies as well as the analysis of marketing mix application in business practice by selected platforms and taking into account the research results that was carried out for 69 CPs in 2023. The final conclusion is as follows: the formulated research problem – How to apply marketing also with the use of marketing mix in activities of CPs developing open innovations? – has been solved and defined goals have been achieved in the paper.

The growing challenges related to sustainable development are prompting the European Union to undertake intensive legislative actions aimed at strengthening the position of the consumer as an active participant in the ecological and social transformation. One of the key instruments of this policy is the Corporate Sustainability Reporting Directive (CSRD), which introduces a mandatory requirement for companies to provide detailed reporting on environmental, social, and corporate governance (ESG) issues. The aim of this article is to explore whether and how the guidelines introduced by the CSRD Directive and the accompanying European Sustainability Reporting Standards (ESRS) contribute to strengthening the enforcement of consumer rights. Based on a literature review and an analysis of the legal framework, it is indicated that mandatory ESG reporting can become an effective tool for increasing consumers' access to reliable and comparable non-financial data, thereby enabling them to make informed purchasing decisions and exert real influence on market practices. This article contributes to the ongoing debate on the role of EU regulations in shaping a more responsible and transparent market focused on the needs of modern consumers.

The aim of this article is to present the motivational factors of regional ethnocentrism. The conducted research examines the motivations behind regional ethnocentrism, including the support of the local environment, the perceived higher quality of regional products and the potential impact of regional products choices on sustainability. It identifies three consumer typologies: consumers who perceive high product quality and economic benefits but do not link regional choices to sustainability, highly engaged regional consumers with strong sustainability awareness, and quality-driven consumers with low ethnocentric tendencies. The results indicate that Generation Z's attitude towards regional ethnocentrism differs from an attitude towards traditional consumer ethnocentrism, as it is less driven by pro-intergroup motives and more by sustainability and moral considerations. The study highlights the need for further research on how economic conditions and individual factors influence on consumers' regional products purchasing behaviours.

The automotive industry faces the challenge of adopting green strategies to align with sustainable development goals. Green marketing and sustainable consumption have gained attention in recent years. The global automotive industry has prioritized the development and promotion of energy-efficient vehicles powered by alternative energy sources. Understanding green consumption behaviours holistically, including social purchasing preferences, is essential to encouraging the adoption of electric vehicles. This article investigates the determinants of green consumer behaviour in the electric vehicle market. Using a mixed-methods approach, qualitative findings were applied to develop hypotheses, which were subsequently tested through quantitative analysis. The study confirms the relevance of the Value-Belief-Norm (VBN) theory in explaining pro-environmental behaviours. While qualitative insights highlight the importance of values such as pollution reduction and climate change mitigation, quantitative results indicate that Moroccan consumers value technical features, such as innovation, over environmental factors. Electric vehicles are perceived as symbols of sustainability and modernity.

The main aim of this article is to present and discuss the results of benchmarking research on Polish clusters in terms of the organizational and legal forms of their coordinators. These studies have been conducted systematically by the Polish Agency for Enterprise Development since 2010. Six editions of benchmarking studies conducted in 2010, 2012, 2014, 2018, 2020 and 2022 were subjected to comparative analysis. It allowed to identify the types of organizational and legal forms used by cluster coordinators in Poland, their diversity, and to show how the situation has changed over the years. There is no cluster institution in the Polish legal system. Cluster coordinators operate based on various legal forms. Over the past years, the dominant forms have been associations, foundations and commercial law companies – mainly limited liability companies. and joint-stock companies. Although individual analyses of the discussed scope can be found in the literature on the subject, they have not been conducted so far in such a comprehensive manner, covering nearly 15 years. The results of the work will constitute a starting point for further research related to the formal and legal aspect of cluster activities in Poland and the area of membership in cluster organizations.

Modern technologies and digital media significantly transform the way young adults perceive marketing communication and make purchasing decisions. The aim of this study is to identify the importance of digital marketing communication channels and formats in shaping young adults’ attitudes and consumer behaviours towards extracurricular educational services. The research is based on a review of the relevant literature and an empirical survey conducted using an online questionnaire among secondary school students and university students. The non-random sample included 232 respondents. The findings indicate that social media are the key source of information about extracurricular educational services among young adults, while video and audiovisual content have the greatest impact on their attention and interest in educational offers. The effectiveness of online marketing activities was found to be moderate, yet dependent on respondents’ age and educational stage. Moreover, young consumers expect authentic, engaging, and personalized messages that clearly communicate the value of supplementary educational offers. The results may provide useful insights for educational institutions seeking to adapt their communication strategies to the dynamic expectations of the young generation of consumers.