Generation Z is emerging as a powerful force in shaping global consumer behavior, particularly in the market of digital and technological products. This study examines how specific branding dimensions, such as online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and brand knowledge, influence Gen Z’s purchase intention, emphasizing sustainable consumption. Sustainable consumption, in this context, refers to the preference for tech products that minimize the environmental impact through eco-friendly design, energy efficiency, and responsible sourcing. Using a quantitative approach, this cross-sectional research explores the effects of online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and knowledge on purchasing newly launched technological products that align with sustainability. Data were collected from a Gen Z sample using a combination of convenience and systematic sampling, and multiple regression analysis identified the most significant predictors of purchase intention. The results indicate that online brand experience, brand image, brand trust, and brand loyalty play the most crucial roles, having a greater effects on Gen Z’s purchase intention, while brand awareness and knowledge also contribute. However, brand engagement and behavioral intention have weaker effects. These findings suggest that brands targeting Gen Z should prioritize building a strong, trustworthy, and engaging online presence while highlighting their sustainability efforts, and when Gen Z consumers have favorable digital interactions with a brand, perceive its image positively, trust it, and feel loyal to it, they are more likely to consider purchasing its sustainable offerings. This study enhances the understanding of Gen Z’s consumer behavior and offers insights for businesses seeking to foster sustainable consumption by highlighting the importance of developing marketing strategies that strengthen online brand experience, cultivate trust and loyalty, and clearly communicate sustainability values, such as through engaging digital content, transparent messaging, and eco-conscious branding, to effectively foster sustainable consumption among this environmentally conscious and digitally driven generation.

This paper explores innovative strategies to enhance sustainable healthcare quality, emphasizing the pivotal role of organizational culture and placing a special focus on employee job satisfaction. Recognizing the indispensable nature of contented employees in delivering superior patient care, our discussion explores how an organizational culture that prioritizes optimized work processes, and a supportive work environment can significantly boost employee well-being. By mitigating workplace stress through the refinement of operations and the minimization of waste, healthcare organizations can foster a setting that greatly enhances job satisfaction. This enhancement, in turn, catalyzes superior patient care and underscores the healthcare system’s dedication to sustainability and the well-being of its employees. Our analysis indicates that concentrating on employee satisfaction, deeply rooted in the organizational culture, is not merely advantageous but essential for nurturing a sustainable, high-quality healthcare system. The insights offered aim to guide healthcare organizations toward embracing strategies such as Green Lean Six Sigma, with a heightened focus on improving workforce well-being through the lens of organizational culture. This approach is expected to produce a synergistic improvement in healthcare quality by promoting operational efficiency and advancing environmental sustainability in tandem.

Innovation and the development of new services are important strategic features to ensure the growth and sustainable wealth for industries where customers have many choices, as is the case in tourism sector. In this context, the present research comes to connect the local sustainable tourism development with the sporting events, and to come up with relevant proposals for the reference area, but also for their generalization in the whole tourist areas. Based on the research purpose, a quantitative research was conducted on a sample of 448 residents, randomly selected from a sampling frame. Several scales from previous studies were used to collect primary data, and they were adapted according to the research purpose. Research findings indicate that the acceptance of sustainable tourism development through sports can be predicted by several variables, such as the economic impact (b = 0.343), residents’ attitude towards sports events (b = 0.287), and citizens’ tendency to entrepreneurship (b = 0.113). Additionally, sports events affect the tendency of citizens towards entrepreneurship (r = 0.519, p < 0.01). In conclusion, the impact of sports events is multiple, and it affects many aspects of a tourism destination, and the effect of sports events on the destination is connected with the tendency of citizens towards entrepreneurship related to sports events.

The Fourth Industrial Revolution (4IR), characterized by the integration of advanced digital technologies, is transforming industries globally and significantly impacting leadership practices, particularly in the healthcare sector. As organizations adapt to this digital evolution, the demand for effective leadership becomes increasingly critical. This paper explores Leadership 4.0, a framework that identifies the skills and competencies required for successful leadership in the digital age. The study employs a mixed-methods approach, combining a Systematic Literature Review (SLR) with qualitative insights gathered through case studies and the Delphi method, involving healthcare leaders, to investigate leadership practices in organizations undergoing digital transformation. Through case studies and literature reviews, the research seeks to provide a comprehensive understanding of the changing leadership landscape, addressing the unique challenges and opportunities presented by digital transformation in healthcare. The findings indicate that effective Leadership 4.0 requires a combination of digital literacy, strategic foresight, and emotional intelligence. Leaders must exhibit adaptability, drive innovation, and foster a culture of continuous learning to navigate the complexities of digital transformation successfully. The study also emphasizes the importance of internal branding as a critical strategy for aligning employees with the organization’s mission and digital vision, thereby fostering collective commitment to transformation objectives. Key challenges include resistance to change and the ongoing need for upskilling, while opportunities lie in leveraging digital innovations to enhance organizational performance.

The study of health and medical tourism is a multifaceted and intricate field. Nevertheless, it is a swiftly expanding global industry with considerable economic prospects. This sector involves the exchange of services, blending two of the world’s major domains: healthcare and tourism. This research aims to evaluate the strengths of medical tourism service providers in the Central Macedonia Region while shedding light on various challenges that could impede the sector’s growth. Additionally, it investigates crucial sustainability factors and opportunities within the Greek medical tourism industry that can effectively address obstacles, both domestic and international, to enhance sustainable medical services. The study delves into the reasons why the Central Macedonia Region can attract both local and international medical travelers seeking healthcare solutions. With this aim in mind, both Systematic Literature Review (SLR) and primary quantitative research methods were employed. The SLR aimed to locate pertinent scientific literature, which, when integrated with the outcomes of the quantitative research, facilitated the analysis, description, and interpretation of data for the formulation of conclusive findings. In brief, this article aims to contribute scientific value by engaging in interdisciplinary research and demonstrating originality through innovative approaches to sustainable development. It seeks to make a significant contribution to the field by presenting practical strategies and insights that strike a balance between the economic advantages of medical tourism and the crucial considerations of environmental and social impact.

The integration of Green Lean Six Sigma (GLSS) within healthcare systems presents an opportunity to improve operational efficiency, environmental sustainability, and the quality of patient care. This study examines healthcare professionals’ initial perceptions of GLSS adoption in their work environments, especially in the context of Industry 4.0, the COVID-19 pandemic, and economic constraints. Through semi-structured interviews with healthcare workers and academics, the study reveals a cautious yet optimistic outlook. Participants recognize the potential for significant efficiency gains and waste reduction but also voice concerns about resource limitations and the need for comprehensive training. These preliminary findings provide important insights into the opportunities and challenges associated with implementing GLSS in healthcare, laying a foundation for future research and practical applications aimed at enhancing hospital operations through sustainable practices.