Volume 88 (2022): Issue 1 (December 2022)

Nationally and internationally, indiscriminate consumption patterns have caused significant problems, requiring an increase in customer purchasing intentions and attitudes toward choosing green products. This article aims to identify the strategic marketing decisions that influence positive customer purchase intentions toward green products. It covers the research problem of distinguishing the impact of strategic marketing decisions on increasing a customer’s favourable purchasing intentions toward green products. Data is collected for this purpose using the survey approach, which involves distributing a well-designed questionnaire to individuals. According to the findings of this study, there is a positive correlation between the variables of environmental awareness, environmental preferences, green brand image, and green product loyalty with customer purchase intentions. Nevertheless, environmental preferences and green brand image are significant in relation to customers’ intention to purchase green items.

This article presents a study that aimes to determine which attributes of happiness at work are the most important for Generations X, Y and Z in Lithuania. The results of research disclosed the differences and similarities in prioritising the attributes of happiness at work of different generations.

The main aim of the paper is to analyse the impact of household wealth (real estate, financial and other assets), income, age, education and gender on the saving for retirement behaviour of Lithuanian households. The wealth of households is one of the possible guarantees to ensure welfare in old age or another “force majeure” situation. Both non-financial and financial assets can be the saving instruments or factors influencing saving behaviour. The paper presents how much and what kind of assets Lithuanian households have accumulated and what level of income and financial ability to save they have. The research is based on the data from the Household Finance and Consumption Survey (HFCS). Data analysis reveals income and education is the most influential factors of retirement saving behaviour, households’ wealth has a positive and negative impact on retirement saving behaviour.

The involvement of citizens in the co-creation of public services increases the satisfaction of service users with the quality of services. Therefore, it is relevant to accumulate and update knowledge about what premises and preconditions encourage the participation of members of society in co-creative processes. A systematic review of the scientific literature showed that factors such as trust, volunteering, innovation, and user satisfaction with services are the most important in the context of co-creation. Based on the research, it is concluded that co-creation processes would be more successful if citizens and other interested parties participate in decision-making process. This would help ensure the transparency, flexibility, reliability, and openness of decisions, improve the perceived quality of public services by users and achieve a more active interest of citizens in co-creation in general.

Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies to influence the attitudes of online shoppers to increase their purchase intentions. The paper solves the research problem of using video content marketing to differentiate between brand and user-generated videos to increase positive customer purchasing intention in the case of Instagram. It aims to find the differences between brand and user-generated videos, which determine online shoppers’ positive purchase intention toward e-commerce on Instagram. Two online questionnaires were distributed to participants, and comparisons were made between related factors. The findings suggest that content marketing on Instagram is vital in driving consumer attitudes and purchase intentions. Consumers are not driven by a certain content marketing approach if the content is of a certain level of complexity. As a result, user-generated videos have become an essential Instagram strategy; brand videos, on the other hand, are less effective.

Augmented reality is considered to be one of the fastest growing and most promising trends in marketing. This paper analyses the use of augmented reality for advertising purposes by integrating augmented reality into product packaging. There are solutions for the application of augmented reality in product packaging around the world, but in Lithuania, the application of augmented reality in product packaging is still rare. Research problem is formulated as the question: what are the challenges and development opportunities for the application of augmented reality in product packaging? Expert opinion and the results of a customer survey, which show at which stages of the AIDA model using augmented reality in product packaging could be effective, are presented in this article.

The aim of this article is to analyse the phenomenon of cult and religion and to make research allowing to create a guide of cult and religion elements integration into marketing activities. Based on the theoretical and empirical analysis, a guide presenting the integration possibilities of religion and cult elements into marketing has been developed. An analysis of the literature and research has revealed that the integration of most religious elements in marketing can help strengthen a brand’s position in the market, establish an emotional connection with consumers and consequently strengthen their loyalty.

It is considered that strategic thinking skills improve entrepreneurial competencies. In order to find out at what extent strategic thinking is integrated into entrepreneurship education, the comparative study of entrepreneurship master study programs was made.