In the modern competitive scenario, all companies seek to understand how to achieve success. One of the keys to conquer/maintain market shares is sustainability, which is a hot topic of numerous studies that have focused on its use as a solution to obtain social, environmental, economic, and cultural benefits. To this end, the present work aims to identify the variables able to guide consumers towards the choice of sustainable restaurants through the conceptual extension of a theoretical model known in literature as Theory of Planned Behavior (TPB). The authors propose an Extended Theory of Planned Behavior (ETPB), consisting of seven variables: attitude; subjective norm; perceived behavioral control; perceived usefulness; curiosity; behavioral intention; and behavior. The authors used a quantitative approach based on the test of a Structural Equation Model (SEM). Overall, 1023 questionnaires were analyzed. The results of the analysis provided empirical evidence for the hypotheses formulated suggesting that attitude, subjective norm, perceived behavioral control, perceived usefulness, and curiosity affected the consumers’ behavioral intention to prefer sustainable restaurants and that behavioral intention affected their actual behavior. Based on what emerged from the analysis, the work could be understood as a useful tool for scholars and practitioners, suggesting interesting theoretical and managerial implications. In fact, on the one hand, it contributes to the enrichment of scientific literature related to the factors triggering human choices, and, on the other, it helps maximize the success of the restaurants by highlighting the levers to be actioned to improve business performances. However, the paper presents a main limit, linkable to the fact that, whilst the use of questionnaires represents an advantage in terms of sample size, on the other hand, it does not allow us to go deeper in understanding the reasons why people prefer restaurants that adopt sustainable practices.

The rapid development of new technologies has created interesting and unexpected possibilities in e-health, and digital platforms have become widespread, connecting users, experts, and practitioners of the health world. This triggered our investigation into the relationship between the engagement platforms used by 293 doctors with various specializations, their satisfaction, and the dimensions of social sustainability in the healthcare sector. The research focused on professional interaction and its sphere of action in engagement platforms, defined as virtual contact points for exchanging information, thus increasing the co-creation of value between physicians and patients. In order to verify our hypothesis, a health digital platform called paginemediche.it was used, and the two dimensions of engagement and sustainability were considered, examining their causal relationship and evaluating their effects on physician loyalty in terms of the re-use of the digital platform by doctors. Our results, using a multiple linear regression analysis, showed that the social sustainability of the digital health platform was directly influenced by online engagement, generating a positive effect on physician loyalty. In particular, the human dimension of social sustainability proved to be decisive for the re-use of the platform.

The new online applications described as Web 2.0 or Social Media have a significant effect on consumer behaviour and contribute to an unprecedented customer empowerment. This issue has an important influence in many fields of activity, especially ones of the Web’s most successful areas, i.e. tourism. The purpose of this chapter is to recommend the Internet as a “point of synergy” in the “promo-distribution” process of tourism. The Internet is a tool that customizes digital content to support consumers’ decision making and maximizes customer consumption experience. Despite the lack of extensive research, the corporate world seems to embrace the Web 2.0 concept, which so far appears to be a promising tool for building customer loyalty and strong consumer-relationships that create value for e-retailers. The research tests the models proposed in a case study, which could be considered a core contribution, both in terms of practical implications for corporations, and in academic research.

The wide diffusion of new technologies in communication and business has changed how consumer and product/store knowledge has to be managed and represented digitally. This issue has an important influence in many fields of activity, especially that of tourism, one of the most successful areas on the Web. The research conceptualizes strategies and operational marketing policies from an original standpoint, for the purpose of reconstructing and comprehending the dynamics of "integrated" marketing when examining potential interaction between communication and distribution in tourism. Starting from a brief analysis of the literature, the purpose of our research is to devise an exploratory model of integration involving the main marketing mix levers and to recommend the Internet as a "point of synergy" in the "promo-distribution" process of tourism. The research tests the model proposed, i.e. a specific case study of the Bravofly group, which can be considered a core contribution in terms of practical implications for corporations.