This study explores the impact of artificial intelligence (AI) tools on the purchase intentions of members of Generation Z (Gen Z) in online shopping, using an adapted technology acceptance model (TAM). It incorporates exposure to AI, usage of AI, and knowledge about AI, alongside the existing TAM parameters of perceived usefulness of AI (PUAI) and perceived ease-of-use of AI (PEUAI). A 38-item questionnaire was distributed, yielding data from 1128 Gen Z respondents. Partial least squares structural equation modeling (PLS-SEM) and importance–performance analysis (IPA) were applied to examine the hypothesized relationships. The study identified significant direct effects of exposure, use, and knowledge on PUAI and PEUAI, and that these effects affected consumers’ purchase intentions. Indirect effects analysis revealed that PUAI and PEUAI mediate between AI exposure, use, knowledge, and purchase intentions, suggesting that greater understanding of and familiarity with AI enhance the propensity to engage in AI-powered online transactions. The ease of integrating AI into daily life and perceived AI utility enhance purchase intentions. The study offers insights for online retailers leveraging AI technologies in an effort to enhance consumer purchase experiences, emphasizing the potential of AI to positively influence choices while enhancing trust, familiarity, and the overall user experience.

The increasing commitment to sustainable consumption has intensified the scholarly focus on the determinants of environmentally friendly consumer behavior. This investigation provides an insight into the intricate interplay between green consumer values, functional (FV), conditional (CV), social (SV), and emotional (EV), and their impact on buying behavior (BB). Using survey data, we scrutinized the mediating roles of attitudes toward purchasing green products (APGP) and receptivity to green communication (RGC). Using partial least squares structural equation modeling (PLS-SEM), the empirical analysis yielded a mix of supported and unsupported claims about the mediation effects on the relationship between consumer values and buying behavior. Direct effects of FV on BB were significant, but the indirect effect through APGP was not, suggesting that APGP does not mediate the relationship between FV and BB, and that consumers’ functional value perceptions influence their buying behavior independently of their attitudes toward green products. Both direct and indirect effects of EV and FV on BB through APGP and RGC were significant, suggesting partial mediation. The results suggest that APGP and RGC partially mediate the effects of EV and FV on BB but do not mediate the effects of CV and SV on BB. Comparing these findings with previous research, we observe some parallels and divergences. Our study confirms the significant direct effect of FV on buying behavior, consistent with previous studies that underscore the importance of tangible benefits in influencing consumer decisions. Furthermore, the significant direct and indirect effects of EV on BB and APGP in our results are consistent with previous research, suggesting that emotional factors play a decisive role in green purchasing behaviors. However, factors such as CV and SV were found to have no impact in our research compared to previous studies. These discrepancies suggest that while CV influences attitudes, it may not strongly influence purchasing behavior through the mediating constructs in our model. Furthermore, the results imply that social factors may influence attitudes but do not necessarily translate into actual purchasing behavior in our context. Our study also reveals that RGC plays a substantial role in influencing buying behavior, indicating a significant total effect greater than indicated in previous research. These insights illuminate the complex mechanisms by which consumer attitudes and communication receptivity shape eco-conscious purchasing choices. Theoretical contributions enrich the discourse on green consumer behavior, while practical implications guide marketers in crafting communication strategies that resonate with consumer values and attitudes, thus fostering sustainable consumption patterns.

Background: This study aims to identify how and if strategic procurement 4.0 performance influences competitiveness under circular economy conditions. In this regard, to achieve the aim of the study, we examine the moderating and mediating effects of strategic procurement 4.0 performance. In addition, the paper explores the role of procurement 4.0 in the circular economy and its impact on organizational competitiveness, with a focus on the mediating factors in the relationship between manager attitudes and competitiveness, making a significant contribution to the emerging research in this field. Methods: The results of a two-way moderated multiple regression analysis showed that there is an effect that intensifies the relationship between the variables being studied. Mediating effects were tested using Smart PLS-4 and the results showed significant mediating effects of strategy for procurement 4.0 and planning for procurement 4.0. Results: The study found that organizations with high strategic procurement 4.0 performance and high circular economy openness have the highest level of competitiveness. However, low levels of circular economy openness result in similar competitiveness levels regardless of low or average strategic procurement 4.0 performance. Conclusions: We found that strategic procurement 4.0, aligned with sustainability goals and incorporating digital technologies, leads to increased competitiveness in the context of the circular economy, as demonstrated in the Romanian business environment. Moreover, our study highlights the importance of strategic training in procurement 4.0, the need for a three-level approach in procurement strategy, planning, and performance review, and the significance of considering non-financial aspects in competitiveness and innovation within the context of a circular economy.