In the 21st century, green consumption has risen into a global trend, which inclines cosmetic companies to be more environmental-friendly and to have a larger green product portfolio to satisfy these new consumers’ needs. Social media contributed to this trend, shaping consumers’ attitudes into more environmentally conscious behavior. The present study applied the Theory of Planned Behavior (TPB) to explain the impact of Social Media on consumers’ purchase intention and motivation (altruism and egoism). Based on empirical investigation, an online survey was developed to measure the proposed conceptual model. The reliability and validity of the reflective constructs were tested using partial least squares (PLS) modeling technique. The results indicate the importance of social media on consumers’ attitudes, subjective norms, altruistic and egoistic motivations, and the impact of these variables as the antecedents of green cosmetics purchase intention. These results have important theoretical implications. They revealed that external factors such as social media as an information source, have an important role in consumer motivation formation and green cosmetic purchasing intentions. The findings are relevant for marketers to implement better communication strategies on social media to increase consumers’ motivations and purchase intention toward green cosmetics.

As of 2019, Euromonitor International predicted that one of the most emerging consumer trends would be the aspiration and acting for a plastic-free world. The concept of Zero waste has been widely discussed in production technology and waste management literature, however, in recent years environmentally conscious consumers also decided to get more involved in concrete - and sometimes radical - waste reduction actions, even lifestyle changes. These initiatives were also supported by the authorities by banning certain single-use plastic items in the European Union by 2021. Media and social media personalities also have thematized the waste pollution problem and have brought closer to the population the principles of zero waste lifestyle. While the environmentally conscious consumer behavior has been researched widely before, the diffusion of zero waste principles at household level has not been in the researchers’ focus. The present study aims to conceptualize and then identify the dimensions and the determinants of a zero waste consumer lifestyle. Questionnaire-based research has been delivered on a sample of 378 people active in zero waste social media groups in Hungary. Our results reveal that the waste reduction initiatives are the most important components of the zero waste behavior; however, dimensions of reusing and recycling products, packages or waste are also identified. The zero waste consumer is driven by altruistic motivations, is nonconformist, guided by his own values and convictions, shows positive attitude towards zero wasters’ efforts, follows social media influencers’ videos in zero waste matters and is active in social media groups.

Purpose: The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision. Design/methodology/approach: The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial service clusters. Findings: The results revealed ten bank-specific appeals which can be used for advertising four different banking services categories. All type of savings and loans for B2B are advertised with quality appeals (safety, productivity); current account and card, personal/home loans are advertised with financial value appeals (convenient, cheap); corporate branding with emotional appeals (affiliation, distinctive, enjoyment); and services with mixed appeals. Research limitations/implications: The study could be extended for different target market, creative strategy, other media and more countries. Practical implications: The paper provides guidelines on how the FCB grid could be extended for bank services to recommend specific appeals for each category. Originality/value: The financial service literature proposes guidelines regarding bank advertisements. However, the recommended advertisement appeals were not linked to different bank services. This paper creates a comprehensive managerial framework in order to match the bank’s specific appeals with different bank services.

This study provides a structured literature review of consumer behaviour in the metaverse, exploring motivations for metaverse use, adoption, avatar engagement, virtual goods purchases, non-fungible tokens (NFTs), and the impact of brand experiences on real-world product purchase intentions. For this purpose, a systematic review of peer-reviewed articles published over the past two decades was conducted. From an initial pool of 209 articles retrieved from electronic databases, 36 met the inclusion criteria and were thematically analysed. Key trends, knowledge gaps, and future research directions were identified. A novel adaptation of the engagement framework was proposed, categorizing consumer behaviour in the metaverse into three stages: pre-engagement, engagement, and post-engagement. The review reveals that Second Life is the most studied platform, with surveys being the predominant research method. Research has primarily focused on retail, fashion, and tourism, particularly virtual product purchases. Despite providing valuable insights, existing studies reveal substantial research gaps and limited theoretical development. The proposed framework organizes recurring themes and provides a foundation for future research, highlighting the need for empirical evidence to further advance the field. This study is one of the first to systematically review consumer behaviour research in the metaverse and propose a stage-based framework, contributing to theoretical understanding and offering structured directions for future empirical research. JEL Classification: M31; O32; Q55 Article History: Received: June 30, 2025; Reviewed: September 5, 2025; Accepted: September 22, 2025; Available online: September 29, 2025.