The growing impact of consumption on the environment has been attracting much attention from academics for the last couple of decades and has caused inquiries into the antecedents of responsible consumption. Previous studies focused on analyzing different antecedents of responsible consumption in various areas and contexts. However, very few studies investigated the antecedents of responsible consumption in the energy sector, and only a few referred to emerging European countries. The aim of the paper is to examine the effect of environmental awareness on responsible energy consumption. Data for this study have been collected using the survey methodology. A total of 1407 households were selected as a sample for the CAWI methods of gathering data. The territory of the study population is Poland. The methodology of research involves several measurement scales of theoretical constructs. The constructs′ reliability coefficients, as well as discriminant and convergent validity indices, showed an adequate level of measurement quality. Based on reliable and valid latent variables, the comparative analysis of mediated path models with moderated mediation is estimated. Structural causal modeling with d-separation check and sensitivity analysis of indirect causal paths is applied to test the causal research hypothesis under study. The research results confirm the significant mediational role of mobilizing attitude and environmental awareness in explaining relationships between perceived consumer effectiveness and energy efficiency and curtailment behaviors.

Research background: Employee engagement as a significant driver of business performance has become a hot topic in recent years. This manuscript explores the influence of internal marketing on employee engagement in B2B sectors, emphasizing the moderating role of cultural differences. Purpose of the article: This study aims to dissect the impact of internal marketing tools on employee engagement within varying cultural contexts, particularly between Central European and North American settings. Methods: Employing a quantitative methodology, the study gathers data from 1.000 employees across Poland and the U.S. to examine the relationship between internal marketing and employee engagement. The analysis focuses on four internal marketing drivers — employee development, rewards and motivation, management style, and internal relations, and four engagement dimensions — behavioral, affective, continuance, and normative. Structural equation modeling (SEM) is applied in the research. Findings & value added: The results confirm that internal marketing drivers impact employee engagement, with cultural differences moderating the effects of normative and continuance engagement. The study finds no substantial differences in the impact of internal marketing on employee engagement between the two cultural contexts, suggesting the universal applicability of internal marketing strategies across these regions. The manuscript provides insights into the intersection of internal marketing and employee engagement in the B2B domain, focusing on the interplay between cultural factors. This research enriches the academic dialogue on internal marketing's strategic role in enhancing employee engagement, offering a comparative perspective on its effectiveness across cultural landscapes.

Pod pojęciem Customer Relationship Management (CRM) rozumiany jest model biznesowy, który dzięki wykorzystaniu nowoczesnych technologii informatycznych umożliwia budowanie rentownych, długotrwałych relacji z klientami. W artykule omówiono koncepcję CRM, cel i funkcje CRM, korzyści z posiadania CRM oraz zagadnienie racjonalności działania w kontekście koncepcji CRM.

Employees as Internal Stakeholders in the Concept of Sustainable Marketing – A Comparative Analysis of European and Asian Market

Artykuł podaje definicję marketingu partnerskiego. Porównuje koncepcję marketingu transakcyjnego i partnerskiego. Omawia okoliczności sprzyjające rozwojowi marketingu partnerskiego.