Digital platforms in fashion e-commerce are progressively shaping sustainable consumption practices. This research explores the interplay between consumer behaviors toward recycled and second-hand fashion, and the adoption of digital platform-driven innovations. The analysis is based on a structured questionnaire and an online survey of 1000 consumers conducted in 2025, employing a combination of descriptive and inferential statistical techniques, including both cluster and factor analysis. The findings suggests that demographic factors—particularly age, education, and gender—significantly shape consumer attitudes toward digital innovations in fashion e-commerce apps. The analysis also confirms that the perceived effectiveness of AI and AR tools is significantly correlated with an increased interest in circular fashion options, including second-hand marketplaces and recycled clothing. The study emphasizes the strategic importance of platform features in fostering conscious fashion choices, thereby offering practical insights for retailers aiming to harmonize technological innovation with sustainability goals.

Smart cities leverage digital marketing to promote sustainability and build a distinctive global branding. Despite its growing significance, the role digital marketing in smart city development remains underexplored. This study aims to fill this gap by employing bibliometric analysis of 1908 articles indexed in the Scopus database (2000–2024), using the Bibliometrix R-Studio (version 1.4.1743) and VOSviewer (version 1.6.20). The analysis reveals two thematic clusters: (1) “Digital Innovation and Sustainability”, which emphasizes technologies such as artificial intelligence (AI), the Internet of Things (IoT), and big data for energy efficiency and green urban development; and (2) “Governance and Policy”, which highlights digital marketing’s role in enabling participatory governance, citizen engagement, and inclusive urban policies. Findings underscore that digital marketing is not only a strategic communication channel but also a driver of sustainable urban transformation. By synthesizing insights from urban planning, technology, and sustainability, this paper provides a novel perspective on the intersection of digital marketing and smart cities. The results provide valuable guidance for policymakers, city planners, and researchers to harness digital marketing in promoting sustainability and further develop the smart city concept.

Contract farming (CF) as a sustainable practice has expanded rapidly, bringing numerous benefits to both the agribusiness industry and farmers, as well as the broader economy; CF is also considered a vehicle to tackle the challenges in sustainable development due to the serious effects of the COVID-19 pandemic. However, little attention has been paid to CF schemes in Greece. To address this evidence gap, the current study aimed to outline the socioeconomic profile of Greek farmers and how it is related to their perspective on CF in the post-COVID era. Primary data were collected in the agricultural area of central Greece, Thessaly, with a structured questionnaire containing three sections: demographics, awareness of the CF concept, and farmers’ perceptions toward CF. The results indicate that 60.7% of the respondents are unaware of CF. Demographic and economic variables such as gender, years of experience, and income impact Greek farmers’ attitude toward CF. In addition, factor analysis results reveal that economic benefits and social, technological, and environmental challenges and risks are associated with CF. We suggest that researchers and policymakers interested in the development of CF in Greece should consider the heterogeneity of the agricultural workforce for the development and successful implementation of policies related to CF. Educational programs towards increasing farmers’ awareness and sufficient understanding of the practical issues of CF are also required.

The emergence of digital marketing and social media channels has profoundly disrupted customer interactions within the e-commerce field in general, and health & wellness niche in particular. This study examines the impact of influencer-based marketing tactics on consumer buying habits regarding superfoods, with a focus on Generation Z, evaluating parameters including social media involvement, frequency of using superfoods, and exposure to influencer advertising, finding key factors that drive buying decisions through Binary Logistic Regression analysis. These findings suggest that while social media and influencer endorsements wield considerable influence over Generation Z perceptions, advertising saturation can generate skepticism and cut into advertising efficacy. Moreover, millennial influence through social media increases the likelihood that zoomers, who are frequent participants in this media environment will be influenced in their food choices, demonstrating the importance of the social media landscape as a source of influencers on food choices. This study presents useful implications for firms hoping to adjust their digital marketing strategies in such a way that they can balance authenticity and targeted influencer collaborations, tapping Generation Z trust and engagement.

Customers place great value on the timely delivery of goods purchased online. This study explores how time preferences influence consumer satisfaction regarding e-commerce delivery, examines consumers’ willingness to pay for time-sensitive services and analyzes the role of demographic factors in shaping last-mile delivery expectations. We have collected 700 questionnaires and performed statistical and econometric analysis. Results reveal that while demographic variables affect consumers’ time preferences, certain behaviours, such as willingness to pay a premium for faster delivery, are less strongly associated with them. Education is the most influential factor, as highly educated individuals are less satisfied with delivery times, more likely to abandon shopping carts, prefer flexible delivery options and show greater willingness to pay extra for enhanced services. This article highlights the strategic role of time in last-mile delivery services and offers actionable insights for e-commerce stakeholders to better align with evolving consumer expectations.