Purpose: – The purpose of this paper is to have two main research goals: to identify and analyse the elements of dairy product packaging which influence customer purchase decisions, according to these elements’ compliance with their expectations; and to analyse the relations between final customers’ expectations towards elements of dairy product packaging and their three chosen demographic characteristics including age, gender and level of education. Design/methodology/approach: – The paper is theoretical and empirical in nature. In the theoretical part, the cognitive-critical analysis of the world’s literature on marketing and marketing management was applied. In the empirical part the following research methods were used: questionnaire survey for gathering primary data and statistical analysis (factor analysis and the Kruskal-Wallis independence test) for the analysis of the primary data and for statistical reasoning, which formed the basis for the final conclusions. Findings: – On the basis of the research, one can conclude that the analysed demographic characteristics of the respondents (age, gender, level of education) influence the structure of their expectations towards dairy product packaging, thereby determining their purchase decisions. The dependence does not exist only between the growth of pro-environmental expectations and the increase of the respondents’ level of education. However, this does not change the fact that level of education correlates with expectations related to other features of dairy product packaging, thus determining their structure. Originality/value: – The original contribution of this paper to theory is the identification of Polish customers’ expectations towards elements of dairy product packaging and the description of their structural diversity, depending on the recipients’ demographic characteristics in terms of their purchase decisions taken thanks to the fact that their expectations concerning the features of packaging are fulfilled. This knowledge can make it easier to effectively manage dairy product packaging as a tool of influencing on customers and properly shape their marketing potential by offerors. It determines the applicability of the research results and the conclusions drawn from them.

Purpose: – The purpose of this paper is to identify and to make an in-depth analysis of importance of the environmental elements of dairy product packaging during consumer buying decisions process according to these elements’ compliance with consumer expectations.Design/methodology/approach: – The paper is of theoretical and empirical character. In the theoretical part, the cognitive-and-critical analysis of the world’s literature on marketing and marketing management was applied. In the empirical part, such research methods were used as: questionnaire survey for gathering primary data and statistical analysis (including factor analysis and cluster analysis) for the analysis of the primary data and for the statistical reasoning, which made the basis for the final conclusions.Findings: – On the basis of the research, it is possible to state that: environmental features of dairy product packaging are of great significance for the respondents, and meeting their expectations in this respect influences positively their buying decisions.Originality/value: – The original contribution of the paper to theory is the identification of Polish purchasers’ expectations toward elements of dairy product packaging in the context of their buying decisions taken thanks to the fact that their expectations concerning the features of packaging are fulfilled. This knowledge makes it possible for offerers to manage efficiently and effectively dairy product packaging as a tool of influencing recipients, as well as to shape properly and use their marketing potential, which, in turn, determines the applicability value of the research and the conclusions drawn on the basis of the results.

The article aims to define the role of the ethnocentric attitude of purchasers in their integration with offerors through prosumption. It is of a theoretical and empirical nature. For the theoretical aspect, the literature on marketing, consumer behaviour, etc., was cognitively and critically analysed. For the empirical aspect, a questionnaire was used to gather primary data, and statistical analysis (including factor analysis and the chi-square test) was conducted on the questionnaire results. The results of the empirical research showed that respondents could be divided into three groups. One group exclusively included people who showed willingness for active participation in the creation of a marketing offer for native products. This was the most homogenous group. The other two groups contained respondents who did not show willingness for prosumption. The article is original because it uses quite a new approach of analysing the importance of ethnocentric attitudes for purchasers' willingness for prosumption. Prior to this article, prosumption and ethnocentrism had not been analysed together.

The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market.

Purpose: This paper aims to identify dependences between recommending an employer by employees and the level of their contentment; indicate the determinants of the level of employees’ contentment; and define the hierarchical order of identified determinants of the level of employees’ contentment.Design/methodology/approach: To prepare the theoretical part, the method of cognitive-critical analysis of worldwide subject literature from the field of marketing, personal marketing, management and human resources management was used, whereas to prepare the empirical part, the following research methods were used: a questionnaire (to gather primary data) and the method of statistical analysis in the form of correspondence analysis, including analysis the total value ofχ²(to analyse the primary data gathered and for statistical deduction).Findings: The statistical analysis of results of primary research allowed to identify the internal system of dependence between recommending an employer and employees’ contentment. Its determinants were defined and ordered according to the significance of given dependence. The strongest determinants of employees’ contentment were their satisfaction and relation variables, especially the way of treating subordinates by superiors. Majority of 18 analysed dependences were also statistically significant (apart from 7 of them), although they were characterised by a relatively weaker strength. The knowledge about this is very important for business-to-business (B2B) enterprises. Thanks it the employers can activate employees as prosumers co-building employer’s image.Originality/value: The originality of the paper results from the applied approach. According to it, employees play a role of prosumers through taking part in creating the image of a B2B company as an employer. So far, the prosumption was associated only with final purchasers and not with employees. Additionally, this approach counts the contentment context of recommending B2B enterprise as the employer.