Concerns about environmental protection and sustainable consumption increased among Generation Z, as a consequence of more perceived risks emerging in the context of climate change and depletion of natural resources. The aim of the present research was to identify the main factors that influence the intention to purchase eco-products among the young generation. Quantitative marketing research was carried out on a sample of 269 Gen Z. The research results proved that purchasing intention for eco-products is strongly influenced by the perceived quality of environmentally friendly products, consumer consciousness about eco-products, perceived value of green products, and consumer trust in ecological products. Lower influences were recorded in terms of perceived price and perceived availability of eco-products, with improved total effects when considering the mediating role of eco-trust. Consequently, the provision of eco-products could lead to image benefits for organizations.

Value proposition can be an important source of competitive advantage for small and medium sized enterprises (SMEs). Unlike large companies which follow a rational and sequential process, developing a value proposition in an SME is instead a trial and error process. Therefore, those companies are experimenting with various options. The purpose of this paper was to identify the value strategies used by SMEs based on value dimensions and attributes and to find specific groups of SMEs with a similar market approach. We present a theoretical framework on customer value creation and customer value communication, followed by a quantitative research on 399 Romanian SMEs. We used a principal component analysis to reduce the number of choices and afterwards we ran a cluster analysis to identify the distinct groups of SMEs using specific value propositions. We found that there are three major strategic options based on customer experience, affordability and customization, and four distinct clusters: customer delight (A), multiple sources of differentiation (B), one-to-one marketing (C) and cost—effectiveness (D). Three groups use distinct value propositions—A focuses on customer experience, C on customization, D on affordability—while B mixes all of them.

The paper aims to highlight how physician-patient relationships have evolved amid the COVID-19 pandemic by considering telework implementation into the healthcare sector. The article presents the peculiarities of using telework within the medical system given the recent epidemiological context, by pointing out the advantages and disadvantages of its adoption. To achieve this goal, a qualitative marketing research was conducted to identify physicians’ opinions and perceptions on telework. The main objectives were identifying the ways of using telework, the effects that telework has on the quality of the medical services and on patient relationships, as well as the strengths and weaknesses of telework for the medical field. The study revealed that while face-to-face consultations decreased as the outbreak continued, different methods of remote consultations emerged, which was both beneficial in interactions with chronic patients and detrimental, as medical staff became more and more overworked. For these reasons, our research shows that healthcare professionals consider a hybrid system much more adequate for patients with stable chronic conditions, as ongoing monitoring is done through this remote mechanism.

In the current context of ESG practices, sustainability reporting becomes very important in strengthening consumer perception about a company’s ESG performance. This study has employed the P-ESG scale to investigate how consumers relate to companies in the oil and gas industry in relation to their corporate social responsibility and sustainability activities. Specifically, this study investigates how consumers perceive the impact of ESG-related communication—particularly disclosures about community involvement—on organizational attributes such as corporate culture, internal communication, and employee engagement. Online quantitative marketing research was carried out on a sample of 400 respondents. The results show that ESG factors have a strong association with consumer perceptions on organizational transparency, effective communication and organizational culture. A negative direct relationship of ESG with the consumer perceptions regarding employee engagement is noticed, and a strong correlation between consumer perceived organizational culture and the consumer perception about employee engagement. This study contributes to defining the role of ESG reporting on the consumers perception about the company, and how ESG can be used to increase consumer trust.