Concerns about environmental protection and sustainable consumption increased among Generation Z, as a consequence of more perceived risks emerging in the context of climate change and depletion of natural resources. The aim of the present research was to identify the main factors that influence the intention to purchase eco-products among the young generation. Quantitative marketing research was carried out on a sample of 269 Gen Z. The research results proved that purchasing intention for eco-products is strongly influenced by the perceived quality of environmentally friendly products, consumer consciousness about eco-products, perceived value of green products, and consumer trust in ecological products. Lower influences were recorded in terms of perceived price and perceived availability of eco-products, with improved total effects when considering the mediating role of eco-trust. Consequently, the provision of eco-products could lead to image benefits for organizations.

The return to normal conditions after the pandemic requires social readjustment through recreational activities in a controllable environment. Adventure tourism is one of the feasible options. This study develops a model that will allow young people to regain their internal balance by exploring cumulative positive experiences adapted to their needs. A set of indicators are used in the model to measure people’s attitudes towards tourist destinations. The factors that describe adventure tourism have been identified by Hofstede’s theory of the cultural dimension from interviews with people belonging to the millennial generation. Quantitative research was conducted among this generation from 12 counties of Romania. Following the modelling, they were identified as the main factors of the practice of AT: stress decreasing, self-awareness, search for new experiences and social interaction. The use of the model based on structural equations allows the identification of personalized tourist destinations to be used in the industry in order to revitalize tourism activity and rebalance the socio-economic perspective. Examining the interrelationship of factors contributes to a better understanding of the concept of adventure tourism and provides a relevant choice for post-pandemic tourism experiences.

Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining two distinct online tasks, such as reading information and buying products, and two forms of advertising, such as product brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when reading, users look more at advertisements that increase the memory of the ads. Regardless of the task performed, the corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the user stays on a website, the more the user will look at the ads and the easier it will be to remember them. However, ads are considered to be distractors for online users, therefore, to increase their effectiveness they must be more engaging and provide value for the audience.

The paper highlights the role that marketing plays in bringing to market, products and services based on innovative technologies. There are envisioned the implications of marketing techniques in the transformation of Closed Innovation models to Open Innovation models. This study brings to light new approach to explaining Open Innovation in terms of marketing science. Marketing, one of the youngest sciences, has contained in its intrinsic nature, the fact of major changing all sciences that interfere with. This is easily observable in the field of inventions. The newest practice of bringing in a short time the new findings on the market is to use models based on Open Innovation. The study conducted, presents Open Innovation beyond the definitions generally accepted among specialists. Working hypothesis is putting into question the fact that Open Innovation is actually Closed Innovation enhanced by well-applied Marketing Techniques. Exploratory research undertaken was qualitative and consisted of discussions through in-depth interviews with a group of 36 inventors of Closed Innovation generation, which try to adapt themselves to Open Innovation, the quickly new way to innovate. Were also consulted the opinions of other actors involved in bringing innovation to market: representatives of certification bodies and licensing, members of companies’ management, end-users. Results of the research confirm largely that interference of the marketing techniques in inventor's domain has led to the emergence of models based on Open Innovation. Marketing instrumentation properly used, complements and strengthens all research and development departments’ works. Marketing strategies and techniques can be implemented at every step of its development efforts on new products or services, through the identification and appointment of the optimal solutions and ideas of the moment, coming from outside the companies. This produce an immediate impact in decreasing the time to market for innovations and a substantial increase in profits. Using marketing techniques, companies identify latest opportunities that their clients want to benefit of and thus, can adjust their own findings with those developed outside the company. The results reached in this way are beneficial for both companies and end consumers

In the glocalization context, private health insurance local and international companies invested in Romania for over two decades, nevertheless the private health insurance adoption rate in the country was the lowest in the region. The purpose of this research is to analyze and understand the phenomena behind private health insurance customer satisfaction, designing a cognitive model and identifying the functional relationships between elements. The literature review provides various models that are related to customer satisfaction, from buying decision process to the relationships between perceived values, service consequence and expected service values that determines customer satisfaction. The developed conceptual model in six dimensions, including the output variable block for customer satisfaction, was the base for developing the research questionnaire. Developed on a structural equation modeling approach, the quantitative research results depict how customer satisfaction is mediating private health insurance and consumer behavior. Consequently, a private health insurance provider needs to adapt its products to increase people’s motivation to purchase such a product and, after the acquisition, to improve the covered services to increase the beneficiaries’ level of satisfaction. The generic contribution this paper brings is to present the private health insurance industry valences for Romania in the years 2017-2019 and the relationship between the product attributes, Customer Behavior and Consumer Satisfaction.