Background: Sustainable Development Goal 12 focuses on sustainable consumption and production patterns. Females are more likely to adopt these sustainable consumption practices due to their environmental attitudes. The scope of the present research is to develop a Hungarian model that can provide a theoretical explanation for the formation, viability and empowerment of zero waste awareness among females as they are sensitive to the issue and may have sufficient knowledge about it. Methods: An online questionnaire was distributed in a university environment in Hungary, resulting in 160 responses after data cleaning. The model was constructed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results: The results show that for females, the factors waste sorting and zero waste practicality account for 72.4% of the variance in zero waste awareness. The Beta values indicate that both effects are positive with the effect of the first (βZWS-ZWA = 0.523) being stronger than the second (βZWP-ZWA = 0.389). In addition, it can be concluded that women’s attitudes toward waste sorting have a strong positive impact (R2 = 0.542, βZWS-ZWP = 0.736) on zero waste practicality. Conclusions: The zero waste attitudes of female university students’ behavior are significantly related to the selective collection of waste and the practical use of old products. In addition, waste separation is a practical approach to environmental responsibility, as there is no need to dispose of all end-of-life products if they can be recycled. The model could help the government understand the factors and the mindset from a female perspective in order to partially support the decision-making process related to sustainability.

The popularity of TikTok is evident on a global scale, leading to its adoption by numerous companies as a promotional platform. The Stimulus - Organization - Reaction model has been validated in its capacity to describe the purchase process. The present study investigates the Hungarian manifestations of the factors of this model to develop a forecasting method that will allow for prediction of the success of TikTok impulse purchase marketing strategies. The prediction method under analysis is based on factor and regression analyses and validation. The exploratory part utilizes a questionnaire survey of 283 Hungarian university students. The validity of the results is measured on a different university sample of 104 active users of TikTok and users of alternative social media platforms. The findings indicate that the factors comprising the impulse purchase cycle involvement include the urge to buy impulsively, utilitarian value, perceived similarity, and co-promotion. The validation process revealed that the rates of agreement with the predictions among TikTok users exceeded 90 %, while the rate among users of other social media platforms reached over 80 %. The principal strength of this study lies in its quantification and transformation of questionnaire data into a pivotal key performance indicator suitable for companies.

Introduction: The growing importance of environmental sustainability encourages both companies and consumers to adopt more environmentally conscious behavior. However, there is a significant gap between consumers’ positive environmental attitudes and their actual purchasing decisions – the “green gap.” This study examines the relationship between consumers’ green purchasing intentions and the actual implementation of green measures, with a particular focus on sustainable packaging. Methods: Data collection was conducted through a quantitative online survey among Hungarian consumers ( n = 389). The questionnaire focused on participants’ attitudes towards environmentally friendly packaging, their self-reported green purchasing intentions and their actual behavior in shopping situations. Descriptive and inferential statistical analyses were used Descriptive and inferential statistical analyses were used to explore relationships and test hypotheses. Results: The results confirm that consumers’ strong pro-environmental intentions often do not translate into action. The main barriers include price sensitivity, lack of product information and skepticism about companies’ green claims. Discussion: Younger consumers and those with higher levels of environmental awareness are more likely to act in line with their sustainable intentions. The study concludes that bridging the green gap requires not only consumer education, but also clear and transparent corporate environmental communication. Furthermore, economic incentives and stronger trust in eco-labels can support behavior change. These insights contribute to both academic debates and the development of sustainable marketing and increasing the effectiveness of consumer engagement in practice.