The concept of green marketing is not just a passing trend but a crucial aspect in the development of new products, contributing to the foundation of a sustainable environment. By utilizing green marketing, companies endeavor to protect the environment in the best possible way, to have as few harmful effects as possible, and to promote consumer awareness of the environment, thus contributing to sustainable development goals. For the successful application and utilization of green marketing, companies must excel at recognizing the determining elements and means of green marketing. This article aims to classify and summarize the theoretical insights of researchers in the field of green marketing from the perspective of the elements of the marketing mix. The theoretical framework analysis considers each 4P element of green marketing individually, emphasizing the elements and means of 4P functions and examining the impact these elements and means have on consumer attitudes and behavior. Each element is significant in the overall process of initiating green marketing, but every company, considering the theoretical insights presented in this article, can create a unique combination of green marketing and creatively use the 4P marketing mix, during which the basic principles of green marketing would be observed. A structured academic research study in this field would decisively contribute to the practical application of green marketing in businesses.

As energy resource prices are on the rise and the stability of energy supplies is increasingly challenged by the current geopolitical climate, it is essential to scrutinize the capability of households to adapt to the resulting circumstances by assessing the current and potential household energy supply and adapting solutions to energy consumption habits. The aim of the research is to study of the energy consumption behaviour of households in the Baltic States amidst a significant increase in prices. The research methods encompass the examination of literary sources, categorization, amalgamation, abstraction, and juxtaposition in the theoretical segment, as well as a case study focusing on energy consumers in Lithuania, Latvia, and Estonia. Notably, the study presents a unique analysis of the unprecedented scenario of substantial price hikes across all energy usage categories in the region. An examination of individual responses concerning energy consumption illustrates a notable escalation in household expenditures on electricity and heating. Households are endeavouring to curtail energy expenses through various conservation techniques. A correlation between income levels and household energy consumption is evident.

This study aims to answer the research question what are the characteristics of existing institutional governance factors within Lithuanian coastal municipalities that lead to the establishment of a common aim of sustainable development across different coastal municipalities. The method employed includes a systematic academic literature review and document analysis. The data collected were coded according to predefined themes and sub-themes, facilitating the determination of extent to which institutional factors influencing the public governance of sustainable development are integrated into the structures and credentials of municipalities. The findings reveal that while some municipalities incorporate sustainability into their vision and strategic plans, there is a general lack of dedicated policies and accountability for sustainable development. The absence of a dedicated unit or responsible employee for sustainable development implementation further fragments the approach to addressing these issues. Communication methods and public engagement vary, impacting the effectiveness of sustainable development initiatives. This study concludes that meta-governance serves as a unifying factor in public governance coordination among municipalities. To foster sustainable development in Lithuanian coastal cities, recommendations for policymakers are provided to increase transparency and civic trust, lead initiatives, and enhance dialogue through regional stakeholder forums or digital platforms for the co-creation of solutions across coastal municipalities.

Seeking out value deals is becoming a daily routine for today's consumers. Thus, creating and delivering value is now one of the most crucial elements necessary for organizations to survive in the market. The creation of service value for the user is characterized by specificity due to the intangibility of the service itself, inseparable from its provider. Consumers are seeking autonomous experiences, and organizations must increasingly focus on meeting such expectations. Projection planning technologies can be applied in the catering sector to create an autonomous consumer experience and increase its value. The purpose of the article examining the possibilities of using projection planning in creating and presenting value to the consumer in the catering sector is to determine which methods of presenting projection planning technology would create the greatest value. The analysis of the scientific literature enables the identification of the prospects of projection planning technology in the catering sector, and the results of the conducted quantitative survey aid determining which elements of projection planning technology are the most important to Lithuanian restaurant customers.

The article identifies the problem of geopolitical threats to partner countries that have arisen as a result of full- scale military aggression by russia against Ukraine. It is substantiated that geopolitical threats lead to socio- economic transformations and increase the priority of ensuring national security. The ambiguous attitudes of certain countries toward the new challenges posed by geopolitical threats are noted. Adaptive response measures by partner countries to the challenges and threats of full-scale military aggression have been characterized, particularly regarding the strengthening of the defense sector—especially in the Baltic countries—in response to the imperial ambitions and strategic objectives of rf aimed at undermining their statehood, national security, and sovereignty. Based on an analysis of macroeconomic indicators, the influencing factors and economic consequences of the russian- ukrainian war have been determined using Lithuania as an example. The features of social transformation in Ukraine’s partner countries under the influence of geopolitical threats have been elucidated—namely, the dynamics of migration processes, demographic changes, transformations in the labor market and education sector, and government responses to the need for the social integration of Ukrainian refugees. It is concluded that geopolitical threats violate the principles of sustainable economic development—aimed at improving quality of life—and introduce new financial, social, ecological, and political challenges, the resolution of which requires a global consolidation of efforts by the international community and the adaptation of national socio-economic and security policies. In turn, the interdependence between economic development and security challenges under the influence of geopolitical threats necessitates that partner countries adopt flexible political decisions aimed at bolstering economic resilience, supporting social cohesion, and establishing effective crisis response mechanisms.