While perceived consumer effectiveness has consistently been linked to socially conscious attitudes, such as sustainable consumption decisions, the concept appears to have been confounded with other related constructs in the empirical studies measuring its effects on consumer buying intentions and consumer behaviour. A sustainable food consumer evaluation is based on product values and credibility to health, origin, environment, and ethical concerns. The research aimed to examine if sustainability-related perceived consumer effectiveness has an impact on purchase intention and willingness to pay for sustainable food products, in order to provide information on the pricing of sustainable foods. The study was carried out using a quantitative approach on a sample of 1204 young consumers using a self-administered online questionnaire. The results indicated a significant positive relationship between perceived consumer effectiveness and consumers’ willingness to pay a premium price for sustainable food attributes. Based on this willingness to pay a premium price for food products, a WTP Index was developed. The findings revealed that perceived effectiveness has a strong connection with the buying intention of food products with sustainable attributes.

The aim of the study is to explore the employers' demands for personal skills in graduate and junior positions in the field of digital marketing. The research summarizes the review of academic literature on transferable soft skills, focusing on the digital marketing sector. Job requirements in digital marketing related to graduate and junior employability skills are studied for the following occupations: junior digital marketing manager, social media manager and digital marketing manager assistant. The article presents the findings of a content analysis of 5548 digital marketing job advertisements downloaded in February 2021, in a period of one month, from the top five job finding websites in Hungary. The authors’ classification framework includes a core set of relevant skills and competences that can be used to conduct the assessment. Thirty-one most frequently mentioned soft and hard skill categories are grouped into five main categories and analyzed with quantitative methods. Within the scope of the study, an occurrence frequency analysis is conducted in job advertisement texts and the data is analyzed with descriptive statistical methods. Moreover, the findings cover the importance of foreign language knowledge and software knowledge as they appear in job ads. The differences between foreign and multinational companies’ soft skill requirements are still under examination. The data show that, while hard skills in job advertisements are still dominant, soft skills are also emphasized in the field of digital marketing. In analyzing the results, the authors look at what employers focus on when searching for graduate students and employees for junior positions. The academic and practical implications of the study are useful for further research, as it presents a collection of essential digital marketing employability skills.

Future trends in sustainable food consumption include the emergence of short food supply chains and growing interest in local food products. Among the drivers are the more urgent sustainability expectations, the emphasis on environmental and social responsibility, and the changing consumer needs, of which the desire for healthy and quality products, curiosity, uniqueness, and experience are the most prominent drivers. Today’s customers are becoming more aware and open to culinary discoveries and exotic delights. In this study, we investigated the importance of product attributes related to local products, and the motivational factors that determine purchase intentions. The significance of our work lies in the fact that we have studied young consumers’ intrinsic and extrinsic motivational factors. A quantitative consumer survey was conducted using a hybrid data collection method on a sample of 1756 respondents aged between 18 and 45 years. The questionnaire focused on product features, intrinsic and extrinsic motivational elements, and demographic characteristics. The results of our study provide strong evidence that the features associated with local products include but are not limited to the following: freshness, high quality, nutritional value, reliability, safety, evoking domestic flavours, naturalness, being healthy, environmentally friendly, etc. The motivational elements were grouped into four factors: hedonism, curiosity, nutritional value, and tradition. The main reasons for young respondents purchasing local food were taste and curiosity. Based on the results of the cluster analysis, we formed three groups having different features and different motivations for purchasing local products. Moreover, we had the opportunity to understand the attitudes and perceptions of young people towards buying local products. A key result of our study is that the “value-creators” segment considers local products to be healthy and nutritious.

The spread of blockchain technology is gaining ground worldwide, including in the supply chain and logistics sector. Its proliferation is expected to transform supply chains. Academic research is needed to investigate the reasons for and barriers to adoption. The objective of this study is to explore the blockchain (BC) platform and its inputs as technological solutions. In addition, the application of blockchain technology in managing supply chain (SC) business processes like shipment tracking, authenticity, and identification is also a focus of research. This research was carried out in three ways to explore the issue. Expert interviews were used to develop a research framework for the comparative analysis of BC platforms to find out the benefits and the barriers of blockchain adoption. In association with the diffusion of the technology, a qualitative comparative analysis was applied to benchmark blockchain platform providers. We analysed the blockchain-supply chain market by component, provider, type, and the conditions of usage. As part of this research, the Forbes TOP 50 companies were analysed by business area, country of origin, application area, and benefits in order to see in which area they applied blockchain technology and what improvements they have achieved. The results revealed that blockchain use in supply chains of selected industries has outstanding benefits of transparency, trustworthiness, traceability, and cost efficiencies which give businesses an advantage in terms of implementation costs, technology needs, human resources, legal environments, volatile costs, and security. In the supply chain, Hyperledger Fabric and Ethereum are the most widely used blockchain platforms. For practical implication, the application and benefits of BC in SC were analysed, and the results indicate the traceability, sustainability-related, cost, and time-saving benefits.

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As a lifestyle and consumer trend, the LOHAS (Lifestyle of Health and Sustainability) has been growing in popularity worldwide. The LOHAS is followed by a consumer group that is characterised by consumer attitudes and behaviours focusing on health and sustainability, that is increasingly concerned about global problems and challenges, and that follows trends related to sustainability, such as health and environmental consciousness. In addition, this group strives for a sense of naturalness, aims to behave ethically, and seeks to hold authentic and individualistic values. The objective of this research is to explore how young people today relate to the components of the LOHAS model, how the different characters respond, and what their perceived values are . We are also looking for answers pertaining to whether clusters may be formed based on the examined factors. In our study, we surveyed 357 Hungarian respondents, who are members of Generation Z. As a method of data analysis, descriptive statistical methods, correlation analyses, factor analysis, cluster analysis, and the persona profiles were designed using the design thinking method. Based on the factors of the LOHAS model, three separate groups may be ascertained within Generation Z: personas that fit the LOHAS, personas that could fit the LOHAS, and personas that do not fit LOHAS.

PurposeWe explore the effects of three organizational variables (country of origin of the multinational company (MNC), the timing of entry into the European Union and the mode of establishment of the MNC subsidiary unit) on the human resource management (HRM) practices being pursued by subsidiaries of large MNCs operating in selected countries in Central and Eastern Europe (CEE) and the Former Soviet Union. Furthermore, we examine whether the degree of autonomy afforded to the subsidiary over its preferred HR recipes is related to overall local unit performance.Design/methodology/approachWe profile the HRM practices of 379 foreign owned subsidiaries located in Bulgaria, Croatia, The Czech Republic, Kazakhstan, Poland, Hungary, Russia, Romania, Serbia and Slovakia. Using descriptive statistics, we present the general characteristics of the sample and we then use bivariate statistical analysis to test our hypotheses relating to the impact of different organizational factors on the HR practice mix implemented in the MNC subsidiaries covered in our survey.FindingsWe find a significant correlation between the annual training budget, the importance of knowledge flow from headquarters (HQs) to the subsidiary and the perceived criticality of training and development and whether the subsidiary is a greenfield site or an acquisition. A correlation was also found between the national timing of EU membership (older members, newer and then candidate countries and non-EU members) and three HR practice variables: the use of expatriates, external service providers and employee relations practices.Research limitations/implicationsOur research calls attention to the issue of balancing the efficiencies of standardization with the local preferences and traditions of customization which results in more successful MNC control and ultimately higher levels of performance. It also calls attention to the challenges in pursuing research of this nature over time in the CEE region, especially given the dynamic nature of the MNC mix in each of the countries.Practical implicationsOur findings serve to reduce the information gap on foreign-owned companies in CEE and the Former Soviet Union.Originality/valueDespite some 30 years of transition, there remains a paucity of empirical research on the HR practices of MNCs across a number of countries in the CEE region. For a decade and a half, the CEEIRT group[1] has been systematically gathering empirical evidence. The combination of the breadth (10 countries) and depth (numerous items related to MNC subsidiary relationships with corporate HQs and patterns of HR practices and roles) characterizing the ongoing research effort of the CEEIRT collaboration serves as a mechanism for augmenting the empirical base on HRM in the region.

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