The aim of this study is to understand the actual preferences, behaviors, and purchasing decisions of young consumers in the context of sustainability, with an emphasis on luxury products. The primary objective of the research is to determine the impact of ‘sustainable tendencies’ on stimulating the purchase of luxury goods by the Italian Generation Z and Generation Y populations. In addition to examining the intergenerational differences in perception of corporate social responsibility (CSR) and sustainable marketing, the study is aimed at investigating the potential intersection of the consumption of luxury products and the consumption of slow fashion. In particular, through an empirical analysis carried out on a sample of 1314 young consumers in Italy (representing the two generational cohorts), this research provides interesting results which demonstrate the importance of adopting differentiated CSR strategies which are attentive to sustainability based on the demographic characteristics of young consumers of luxury brands. Structural equation modeling is used to analyze and understand the structural relationships between variables. This study thus helps to fill the knowledge gap about the consumption orientation of the younger generations. The results of this study contribute to a growing body of literature on luxury brands and sustainability issues in marketing.

The coronavirus crisis hit the world and affected all aspects of our lives, including consumers’ habits, preferences, and shopping behaviors. The survey, which involved 937 respondents from two countries, examined how the pandemic affected shopping behavior and consumer preferences in Italy and Slovakia. This paper aims to explore the impact of social media on consumer behavior, more specifically, it examines the influence of social media on the preference of specific e-shops during the first wave of the COVID-19 pandemic. Spearman’s rank correlation coefficient was used to determine a statistically significant relationship between the variables and the Mann–Whitney U test and the Kruskal–Wallis H test to assess the significance of differences between respondents in terms of demographic characteristics (residence, age, and gender). The results revealed the existence of statistically significant differences in the use of social media during the first wave of the COVID-19 pandemic in terms of various demographic factors as well as a relatively weak relationship between the social media used and the purchase in the e-shop promoted on the social media.

Purpose: The purpose of the study is to assess whether a relationship exists between corporate social responsibility (CSR) engagement and tour operators' performances.Design/methodology/approach: A web survey was submitted to tour operators worldwide. A large sample of tour operators from different countries and continents participated in the survey. Principal component analysis was performed and a regression model was developed to analyze the relationship among variables.Findings: Empirical evidence indicates that tour operators with high CSR engagement experienced a significantly higher short-term growth of profits and sales volume. Results also show that applying CSR principles, facilitating CSR values and fostering local economic linkages have a positive and significant influence on tour operators' performances.Practical implications: Tour operators should cultivate a sustainable corporate culture requiring a commitment to sustainability of the company and its suppliers. The findings contradict with the tendency of “enclavisation” of package tourists within self-sufficient tourism complexes and suggest that locals are part of the tourism place-product.Originality/value: This research reviews the literature on the relationship between CSR and firms' performances in tourism and hospitality. The relevance of this study is its focus on tour operators, a context with a fundamental importance for the sustainability of the tourism industry worldwide. Tour operators are the players that mostly reflect the variety of sectors within the tourism industry, combining travel services such as accommodation, food, transports, entertainment and excursions. This is the first time that a study on the relationship between CSR and firms' performances has been developed on tour operators worldwide. The paper is based on the data collected through a survey on 201 companies from 42 countries from all continents.

Purpose – The theme of sustainability in museums has not been sufficiently explored in the international literature on cultural heritage management as well as few museums are already involved in programs to promote sustainable development. Considering this gap, the purpose of this study is twofold. Firstly, to provide a conceptual model applying the principles of sustainable development to the enhancement of cultural heritage and, secondly, to analyze the case of Marche Region. Design – After analysing the three dimensions of sustainability – environmental, social and economic – and their possible application to museum management, the research tested the theoretical assumptions through an exploratory qualitative/ quantitative survey. Methodology –The structured questionnaire was submitted to a sample of museums and consisted of a wide range of questions, primarily, although not exclusively, quantitative, which examined both museum management and sustainability orientation. Approach – The analysis focused on two different dimensions: the first aimed at understanding the perception of sustainability and the value of its components, the second aimed at investigating museums’ willingness and reasons to engage in concrete sustainability-oriented actions. Finding – The field research showed Marche Region’s museums have a full awareness of the benefits of sustainable management. However, the lack of a managerial approach to the museums’ development compromises their ability to transfer this orientation in operational policies. Originality of research – The paper provides a multidimensional model for measuring the level of museum sustainability, able to analyze cultural and behavioral components. This analysis identifies possible areas of intervention for regional policies aimed at improving sustainability orientation of museums.