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Photocatalysis is an environmentally-friendly and energyefficient mean of selective oxidation of aromatic alcohols to the corresponding aldehydes. In the present work we scrutinized the effect of benzyl alcohol phenyl ring substituents on its aqueousphase photo-oxidation driven by polymeric carbon nitride (PCN) catalyst. It has been established that for the case of benzyl alcohols, electron donating (ED) substituents in para-and ortho-position with respect to the CH2OH-group promote the reactivity of the substrate without compromising the selectivity towards benzaldehydes formation, maintaining it in the range of 84-98 %, if compared to the unsubstituted molecule. The same observation is true for metasubstituted benzyl alcohol with an electron withdrawing (EW) group. On the other hand, the presence of ED-group in meta-position or EW-group in para-position with respect to the benzylic carbon reduces the reactivity as well as the selectivity towards the aldehyde production, resulting in the values of selectivity ranging from 40 to 80 %. The analyses of the experimental data and quantum chemical computational studies of "substrate-catalyst" complexes have established that the reactivity is inversely proportional to the positive charge on the benzylic carbon in benzyl alcohol cation intermediate, while the selectivity correlates with a negative charge on the carbon atoms in the phenyl ring. The ED substituents in meta-and the EW ones in para-position induce a negative charge on one of the carbons in the phenyl ring, making it susceptible for an attack of electrophilic species such as photo-generated holes or • OH radicals, when the substrate is interacting with the carbon nitride noncondensed NH2-groups. The modification of the PCN photocatalyst with H2O2 creates a charge recombination center or a steric hindrance on the NH2-moieties complicating the reactions of oxidative species with the phenyl ring, thus increasing the selectivity towards the corresponding aldehyde production.

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The article examines the features of consumer behavior of Generation Z, the largest consumer group in the world today. The authors highlight the ability and willingness to purchase goods and services online as the main trends in changing consumer behavior, while the main means of getting information, choosing a product (service), and paying for a purchase today are smartphones and tablets actively used by representatives of Generation Z. Generation Z has been determined to be digital consumers boldly shopping online. They stay online most of their time (working online, studying online, social media from 3 to 6 hours a day, watching movies and entertainment content online, etc.) and before purchasing anything, Generation Z expects to access to and evaluate information, reads reviews, and conducts its research. Generation Z looks forward to co-creation with brands, participation in teams, and collaboration with managers; it expects innovation from their employers, leaders, and brands. Due to this digital literate consumption, it makes highly informed, more pragmatic, and analytical decisions than representatives of previous generations. The article also shows that social networks are becoming the main channel for delivering advertising information to a young audience with a focus on visual content (video, infographics) and the shortest formats possible: Generation Z consumes information fragmentarily, as they use several devices simultaneously.

Национальный исследовательский центр эпидемиологии и микробиологии им. Н.Ф.Гамалеи, Москва; 2 Государственный научный центр Институт иммунологии, Москва; 3 Московский научно-практический центр дерматовенерологии и косметологии; 4 Московский НИИ эпидемиологии и микробиологии им. Г.Н. Габричевского