Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study

This research reveals the factors explaining the purchase intention toward green products among young consumers. Young consumers are beginner consumers who are going to play an important role to take a responsibility in preserving the environment. Theory of Planned Behavior (TPB) is selected as the main theoretical framework in this research alongside some other variables (environmental concern, environmental knowledge, and willingness to pay), which are added in the research model to expand TPB application. Three hundred and twenty-six respondents were interviewed through a survey and the data are analyzed using Structural Equation Modeling (SEM).
The findings illustrated that not every explanatory variable influenced the purchase intention toward green products among young consumers. Environmental concern and attitude did not influence the purchase intention toward green products among young consumers.

The world finds itself facing unprecedented conditions as the global pandemic of the COVID-19 virus has led to fundamental changes in the global supply chains. This paper aims to assess the initial response undertaken by Central European companies in the early stages of the outbreak. The survey was conducted as a research method to collect data from a large number of companies. Since it takes time to assess long-term effects of the pandemic and related measures, various changes in supply chains are examined as the early results of the COVID-19 crisis and measures implemented by companies. The study examines how different economy sectors were changed due to this situation. The changes in operating volumes were identified as the most commonly used measures to accommodate new market developments. However, developing the new supply chain partnership was the most successful measure. This measure correlates with an increase in revenues and an increase in the number of customers. In some cases, disruptions in supply chains had positive effects on revenues as a reaction to the COVID-19 epidemic outbreak. Cross-country examinations found that all Polish companies implemented at least one new measure to tackle this crisis. Nearly 20% of Slovak companies and nearly 30% of Czech companies made no changes in their operations during the early stages of the crisis. However, overall, the supply chains in Central European countries turned out to be quite resilient, since most companies managed to survive the supply chain disruptions and in some cases even show signs of overcoming them completely.

Acknowledgement
This contribution was supported by the project No. 1/0757/18, “Consumer behavior in buying goods of daily consumption with an emphasis placed different contents of goods offered on markets of selected EU countries”.

The purpose of study is to examine the factors behind the purchase intention for counterfeit luxury goods in Bangladesh using the Theory of Planned Behavior (TPB). This research also sought to measure the effect of product attribute, brand image, level of income, price, and gender regarding the purchase intention for counterfeit luxury goods. Data were gathered from a sample of 242 individual respondents living in different areas of Dhaka city who had experience of purchasing various counterfeit luxury goods. A structured questionnaire was used to obtain survey data through a personal interview. Descriptive statistics, reliability statistics, one-way ANOVA, and multiple regression analysis have been used to analyze the collected data. The results show that among five factors, only three of them, such as product attribute, brand images and level of income, are more influential predictors in purchase intention for counterfeit luxury items than price and gender. The findings of the study show a better understanding based on a developing country on how these factors affect purchasing intention of counterfeit luxury items. Thus, the study intends to identify different socio-demographic and behavioral predictors in terms of counterfeiting luxury goods. The result depicts that comparing to original products, Bangladeshi consumers are more prone to use counterfeit luxury items to maintain social values and status. Finally, limitations and managerial implications of the study, along with future research avenues, have been discussed.