Reducing the harmful effects on the environment and increasing the expression of sustainable development principles is one of the most topical challenges all around the world. Given the importance of logistics for the economy and the growing concern for the environment, the purpose of this article was to reveal a green logistics (GL) practice framework for sustainable development. Based on a systematic and comparative analysis of the scientific literature, the authors present a theoretical conceptual model for applying GL practices to sustainable development. In order to assess the expression of GL practices and their determinants in Lithuanian transport and logistics services companies, a quantitative questionnaire survey was conducted. Descriptive statistics, correlation, and regression analyses were used to analyze the data. The results made it possible to identify GL areas such as green transportation, green warehousing, green management, sustainable waste management, and the prevailing GL practices in Lithuania: “Eco-driving”, “Optimization of transport routes”, and “Optimization of transport cargo distribution”. The factors that most encouraged the application of GL practices in the studied companies were: legal regulation and policies, requirements of business partners, service users, customers and society, awareness of the company’s top management, and corporate culture focused on environmental conservation and sustainable development.

Purpose: The paper analyzes consumer attitudes and related behavior towards organic products and determines the factors affecting consumer attitudes towards organic products andLithuanian consumers' choices. Methodology: Previous scientific works are analyzed and generalized in order to provide scientific substantiation for the research. A questionnaire survey is provided in order to approve the theoretically established factors in the Lithuanian market of organic products. The questionnaire is comprised of 23 statements representing eight latent variables: six possible reasons for the choice of an organic product (health issues; environmental concerns; food safety and quality; economic reasons; social reasons; psychological reasons) and two possible outcomes (intentions to choose organic products; actual organic product purchases). The survey results are based on the answers of 269 respondents representing the population of the four biggest cities in Lithuania. Findings: The results indicate the structural differences between theory and its application for the Lithuanian market; therefore, the factors are reestablished. The research results show the high level of Lithuanian consumers’ environmental consciousness; also, a willingness to share information relating to environmental issues with friends; and active engagement in sharing information about environmentally related issues. However, consumer awareness of the relationship between organic products, and health and quality issues is lower, indicating the necessity to be managed. Also, consumers do not express high agreement that organic products have to be more expensive; they do not intend to pay a higher price for them. Research results show that Lithuanian consumers do not choose organic products often and they also do not express conformable behavior (resulting from organic product purchases). Implications for theory and practice: The research results enable the ability to compose a clear framework of Lithuanian consumer attitudes and behavior towards organic products. The established factors affecting consumer attitudes and behavior can be further explored and modeled according to different market situations. Originality and value: Based on the results, companies can elaborate on effective marketing strategies fostering consumer attitudes and behavior in a particular way.

Based on the Theory of Planned Behavior (TPB), this study presents and tests an integrated model to investigate how individual cultural values influence tourists’ decisions when selecting sustainable accommodation. This study aims to examine the cultural impact on sustainable accommodation choices from the perspectives of tourists in three culturally distinct countries. Data were gathered from 1855 participants in Spain, Norway, and Lithuania using a questionnaire survey method. The data was analyzed using the Partial Least Squares (PLS) method, with statistical analysis based on Structural Equation Modeling (SEM). This study found that uncertainty avoidance and long-term orientation significantly influence attitude. Additionally, collectivism and power distance notably impact subjective norms, while masculinity affects perceived behavioral control. Tourists’ intentions regarding sustainable accommodation choices were determined to be influenced by attitude, subjective norms, and perceived behavioral control. These findings contribute to the theoretical discussion of sustainable purchasing by emphasizing the intricate role of individual cultural values and provide practical insights for developing marketing strategies that resonate with these values.

This paper aims to systematically review the existing literature to better understand multiple, complex facets of green consumption behaviour in the tourism sector and identify areas for future research. This review followed the PRISMA approach and analysed 92 studies published between 2009 and 2023 in high-impact journals. The present systematic review of scholarly studies on green consumption behaviour in tourism contributes to the existing literature, providing up-to-date research findings. Research has shown that studies on green consumption behaviour have predominantly centred on the accommodation industry. The Theory of Planned Behaviour has been widely utilised as a theoretical framework for such research. However, previous findings lack generalisability, and cross-cultural comparisons are insufficient. As a result, it is imperative to conduct additional research to create frameworks and models that can assist marketers in diverse cultural contexts. Additionally, expanding the scope of inquiry into green consumption behaviour within the tourism sector is crucial.

In Lithuania, there is an intense competition happening between large retail chains for consumer loyalty. The research investigates the impact of retail chain brand factors and integrated marketing communication on retail brand loyalty. Two main brand outcomes are established for the study, i.e., retail brand factor and retail brand loyalty. For the retail brand factor five largest food and non-food retail chains in Lithuania: Maxima, Lidl, Rimi, Iki, and Norfa are selected. The relationships between integrated marketing communications (IMC), brand factors, and retail brand loyalty are examined. An online survey questionnaire was used to collect data from 272 consumers. For data analysis, statistical, mathematical methods such as correlation and regression analysis were applied. The research results revealed a statistically significant impact of retail brand identifiers and integrated marketing communication regarding consumers’ behavior to the retail brand chains’ choice. Regression is statistically significant and the coefficient of determination R2 is more than > 0.20, and the ANOVA p-value is less than 0.05, and a non-standardized coefficient of impact (non-standard β-coefficient) In terms of IMC tool impact on retail brand Maxima = 0.682, Lidl = 0.663, Rimi = 0.522, Iki = 0.469, Norfa = 0.540. The impact of the retail brand Maxima on customers’ retail brand loyalty is 0.961; Lidl is 0.882; Rimi is 0.824; Iki is 0.780; Norfa is 0.836, the impact of retail brand IMC tools on customers’ retail brand loyalty perceived values is Maxima = 0.721; Lidl = 0.558; Rimi = 0.737; Iki = 0.465; Norfa = 0.715.The paper’s value is reflected by identifying factors affecting consumer loyalty to retail chain brands through IMC in the retail market in Lithuania. Retailers should consider these factors as they impact consumer decisions to stay in a long-term relationship with them.

During the latter decade, environmental issues have been gaining increasing attention from scholars and practitioners. Contemporary consumers are becoming more informed, and consequently are changing their lifestyles. Being aware of environmental issues, consumers are paying more attention to the harm caused to the environment by consumption, adopting green consumption behaviours, also, start consuming more natural and organic products. However, is such kind of behaviour beneficial to consumers? Has it had any effect on their subjective well-being? Answering these questions is becoming important to marketers producing and selling organic products, as well as to public organizations promoting environmentally friendly lifestyles. This study based on the questionnaire survey, aims to determine the impact of consumer environmental awareness and organic consumption on their subjective well-being.