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.

The claim that human resources or human capital is the most important and valuable asset of organizations is widespread and widely accepted. For this reason, one of the biggest challenges for organizations is to find the right employees with the necessary skills, high potential, and talent. However, the challenge for organizations is not only to find, but also to retain and to use the potential of talented employees. The main aim of this study is to identify the HRM practices which most significantly affect the retention and commitment of talented employees. Based on factor analysis, individual factors of HRM practices were identified. Through canonical analysis, the relationships between the identified factors of HRM practices, talent retention (the intention of talented employees to remain in the organization), and the organizational commitment of talented employees were identified. One of the most important results of the study is the identification of human resource management practices that are most strongly associated with talent retention and commitment.

The COVID-19 pandemic rapidly accelerated digitization in all fields of trading, especially in the B2C sector. The pandemic restrictions deepened the era of social distancing between young consumers and drew them further into the online environment, which allowed e-merchants to impress them even more, and with more ease, with the use of suitable online marketing communication. The overabundance of e-shops on the market may be very confusing for the consumer at this time, meaning that the corporate online reputation and its sustainability has never been as important as it is now. The investigation of online shopping consumer behavior and the factors that determine it is at the center of interest in both academic and practical spheres. In our study, we focused in more detail on investigating the relationship between the online shopping consumer behavior of young consumers and the perceived reputation of an e-shop in the era of digitization. The research sample consisted of 633 young consumer respondents. The method of exploratory factor analysis (EFA) was used in order to investigate the factors of online shopping consumer behavior, and the method of Ordinary Least Squared (OLS) model regression analysis was used to evaluate the relationships between individual factors and the perceived reputation of an e-shop. According to the results of EFA, four factors were identified: digital security, e-shop services, e-trust, and social responsibility and promotion. Subsequent testing confirmed the significant relationship between factors of online shopping consumer behavior and the perceived reputation of an e-shop in five cases.

Background: Understanding of drivers of online shopping is crucial in today’s digitized world. The COVID-19 pandemic highly influenced young consumers shopping behavior and rapidly raised their preference for online shopping. Aims: The aim of this paper was to investigate which factors affect the frequency of young consumers’ online shopping in the post-pandemic era. Methods: The data were evaluated by application of the Generalized linear model. Sample: The primary data were collected through a self-administered questionnaire with 635 respondents. Results: The results showed that the perceived e-trust and the usage of social media (expressed through factors such as frequency of use and promotion on social media) influence the frequency of online shopping of these consumers. The research also revealed that males tend to shop online more than females. Conclusions: Social media usage, e-trust and promotion on social media proved as significant factors affecting the frequency of online shopping of young consumers. The factor of gender showed up significant too. Implications: It is important to differentiate the contents of the messages on social media based on gender and the customer segments to whom the communication and promotions on social media are addressed.

Objective – The paper focuses on the identification and specification of the Y and Z Generation online consumer behaviour and analysis of factors affecting the frequency of online shopping for young Slovak consumers. The aim of this paper is to identify the factors affecting the frequency of online shopping among Millennials and Post-Millennials consumers. Methodology – The primary data collection was done by the self-administrated questionnaire and involved 758 respondents from the Slovak republic. The method of ordinal logistic regression was applied with the focus on the 45 factors influencing the frequency of online shopping were examined within two models. Findings – The results of the research on the online shopping consumer attributes revealed 13 statistically significant factors affecting the frequency of online shopping. Novelty - The attention is focused on the impact of individual characteristics of respondents, their online consumer attributes, their attitudes towards online shopping, financial risk perception, the impact and perception of promotion on their purchasing decisions, perception of the importance of guaranteeing risk-free online shopping, product range offer, and individual characteristics of an e-shop. Type of Paper: Empirical JEL Classification: M31, M39.