Purpose – Innovation ecosystems rely on intermediaries, yet intermediation is often conceptualised as a static role tied to fixed entities. This paper develops an adaptive intermediation concept, explaining how a designated governance unit reconfigures its connecting, facilitating, and integrating functions as ecosystem maturity and urgency evolve. Research methodology – We adopt a dynamic capabilities perspective to develop a theoretical framework for this research based on literature analysis and conduct an empirical single-case study of Latvia’s smart-city ecosystem, to complement our theoretical findings by the analysis of empirical phenomena, and to design our theoretical propositions. Findings – The governance unit’s effectiveness in the innovation ecosystems relies on its capability to reconfigure intermediation functions. We identify three evolving configurations of governance: (1) connecting, (2) facilitation, and (3) directive integration under high urgency, and explain their reconfiguration in the innovation ecosystems. Research limitations – Empirical evidence for this research comes from a pilot exploratory study of a single civic-innovation ecosystem; therefore, the applicability and transferability of the research findings should be further tested through comparative multi-case and mixed-method longitudinal studies. Practical implications – The findings of this research provide a diagnostic lens for ecosystem managers and policymakers to anticipate when to prioritise coordination, facilitation, and brokerage, or an integration approach, and how to project the intermediary role within the ecosystem. Originality/Value – This study shifts intermediary theory from type-based categorisation towards a processual, capability-based approach of the intermediary role reconfiguration aligned with ecosystem evolution.
Purpose – This research examines the long-memory volatility within the S&P BSE Greenex, considering increasing investor focus on sustainability and the impact of green innovation on corporate environmental outcomes. Research methodology – The study analyses volatility using the Fractionally Integrated Exponential Generalized Autoregressive Conditional Heteroskedasticity (FIEGARCH) model. Findings – The empirical results reveal that higher volatility is negatively associated with expected returns, consistent with the presence of persistent volatility clustering and a leverage effect in green stock returns. Research limitations – This study does not address the influence of exogenous factors or sector-specific effects, highlighting potential scope for further research. Practical implications – The study findings highlight the substance of volatility modelling in sustainable investing. The presence of long-memory effects suggests that historical volatility data can aid in forecasting future trends in green stocks. Policymakers are suggested to consider measures to stabilize market conditions while promoting environmental sustainability, as reduced volatility can enhance investor confidence and encourage long-term sustainable investments. Originality/Value – To the best of the author’s knowledge, no prior research has examined the long-memory volatility of the sustainability index using the FIEGARCH model, highlighting the originality and contribution of this study.
Purpose – tax policies can be seen as one of the factors potentially affecting firms’ investment decisions and innovation. The paper examines the relationship between tax competitiveness and business Research and Development (R&D) expenditures across EU countries. Specifically, it analyses the tax rules governing corporate taxation in EU countries. Research methodology – based on a combination of data from several databases (International Tax Competitiveness Index, OECD, and Eurostat) – we comprehensively examined the relationship. Using cluster analysis and PCA on cross-sectional data, we identified countries with similar tax competitiveness in relation to business R&D expenditures. Subsequently, we identified the effects of tax policy instruments and tax competitiveness on business R&D by using panel regression models (fixed effects and general method of moments). Findings – our results suggest that countries that are very similar in terms of tax competitiveness and the structure of individual tax elements (especially the Baltic countries) also achieve relatively low levels of R&D spending. While we get mixed results on R&D tax credits as a standalone R&D factor, tax competitiveness in general is significantly associated with business R&D expenditures in EU countries. The results also indicate the importance of tax instruments, which are hitherto less examined within the context of business innovation, such as tax depreciation rules. Research limitations – the size and geographical focus of the sample used in the analysis may limit general applicability and comparability with some previous studies based on datasets from different countries. Practical implications – the results are discussed within the current context of policies sup- porting innovation, and several policy recommendations have been highlighted. They help to guide more effective tax policies to boost business R&D and innovation. Originality/Value – there are only a few up-to-date empirical studies examining the effects of tax competitiveness on business R&D. Unlike prior studies, this paper analyses the relationship using a combination of quantitative techniques and classifies countries into clusters based on their tax competitiveness. The findings highlight the impact of overlooked aspects, such as tax depreciation rules.
Purpose – this study explores the growing interest in Exchange-Traded Funds (ETFs) and public shares during and after the COVID-19 pandemic, aiming to understand the factors driving this investment trend. Research methodology – an actively managed portfolio of U.S. stocks is constructed and compared to a passively managed S&P 500 index portfolio. Active management is conducted using three approaches: intuition-based selection, the Black-Litterman model, and Modern Portfolio Theory. A quantitative analysis assesses risk, performance, and the impact of rein- vestment and transaction costs. Findings – results show that active investing can outperform passive strategies in the short term but involves higher risk, transaction costs, and ongoing oversight. Passive investing offers stability and lower costs but may yield lower returns during volatile periods. Research implications – the study deepens understanding of how costs and reinvestment in- fluence investment outcomes and how active and passive strategies perform under varying market conditions, especially post-pandemic. Practical implications – the findings provide practical guidance for portfolio construction and management, helping investors balance risk and return in a changing financial landscape. Originality/Value – this paper uniquely compares three active investment approaches against a passive benchmark within a post-COVID context, offering integrated insights on performance, cost, and strategy for both academics and practitioners.
Purpose – This study examines the macroeconomic determinants of private credit in European Union (EU) member states, focusing on interest rates, inflation, unemployment, household income and expenditure, and housing prices. It aims to identify key drivers of household borrowing and assess how macroeconomic conditions shape credit dynamics across the EU. Research methodology – The analysis covers 27 EU countries over the period 2001–2023 and applies panel-data econometric techniques, including ordinary least squares, fixed-effects, and random-effects models, to examine linear and nonlinear relationships. Findings – The results show that interest rates exert the strongest negative effect on private credit volumes. The gap between household expenditure and income is positively and significantly associated with household debt, indicating increased reliance on borrowing when consumption growth outpaces income growth. By contrast, housing prices, unemployment, and the nonlinear effects of the expenditure-income gap are not statistically significant. Research limitations – Data availability limits the scope of cross-country comparison. Practical implications – Policymakers should prioritise interest rate management, income growth, and labour market stability to support sustainable household indebtedness. Originality/Value – The study complements existing research by incorporating the expenditure-income gap as an additional perspective on household borrowing in the EU.
Purpose – Assess the level of the circular economy in EU countries between 2020 and 2023, ranking them according to circular economy indicators and identifying changes in their positions. Research methodology – The study used the European Commission’s 2023 set of indicators to evaluate the performance of the circular economy across EU countries. Twenty-three indicators were selected based on data availability. Missing data were forecasted using the moving average method to ensure completeness for subsequent analysis. The CRITIC method was then applied to determine indicator weights and rank countries, followed by the TOPSIS multi-criteria decision-making approach to evaluate and compare national positions. Findings – The results show stable circular economy levels across the EU but with clear gaps between leading and lagging countries. Germany, the Netherlands, and Italy perform strongest, while Bulgaria and Romania progress slowly due to structural constraints. Lithuania, Austria, and other mid-tier countries advance gradually, with ranking shifts revealing uneven implementation of the EU Circular Economy Action Plan. Overall, the findings compare national progress and highlight key drivers and barriers to the transition. Research limitations – The study was constrained by incomplete and inconsistent EU statistical data, which required applying the Moving Average method to estimate missing values. In addition, the absence of a standardised composite indicator framework limited methodological comparability. Future research should prioritise improving data availability and creating unified guidelines for building composite indicators to strengthen reliability and cross-country benchmarking. Practical implications – The results provide policymakers and industry stakeholders with a clear ranking of EU countries’ progress in implementing circular economy principles, enabling targeted improvement strategies. The proposed methodology can be used to monitor nation- al performance, allocate resources effectively, and develop standardised evaluation frame- works for sustainability initiatives. Originality/Value – This study integrates the CRITIC and TOPSIS methods with the latest EU indicators – a combination rarely used in circular economy analysis. It offers a comprehensive multi-criteria assessment of EU countries, unlike earlier studies based on single or fragmented indicators.
Purpose-This study assesses the effectiveness of digital transformation on improving firm performance. A prominent financing company in Indonesia was selected in this study considering that financing industry is at the forefront of implementing digital transformation. Research methodology-The assessment of digital transformation effectiveness is approached as a multi criteria decision-making problem. The Analytic Hierarchy Process (AHP) is employed across a 5-level decision hierarchy encompassing objective, desired value creation, expected outcomes, processes, and effectiveness of digital transformation. Senior executives at the company provided expert judgments through pairwise comparisons. To strengthen validity, a funnel triangulation approach integrates findings with resource-based view and dynamic capabilities theoretical lenses. Findings-The study reveals that digital transformation has moderately to strongly enhanced firm performance in the examined company. With respect to value creation, the company being studied places firm value as the most prioritized value creation, followed by customer value and stakeholder value. Research limitations-The decision model developed in this study only consider all processes that have direct impacts on firm performance. Realizing digital transformation requires interaction between people, machines, business processes and leadership from top management. Practical implications-While this is a single-company case study, the AHP-based decision model can be adapted to assess digital transformation in other firms. Originality/Value-The study provides a structured decision model for assessing digital transformation effectiveness.
Purpose-Small open economies face various economic challenges that require different institutional solutions. This study presents a quantitative analysis of data collected through a Delphi survey, examining the current state and potential trends in Serbia's relations with the EU and China. The research offers insights into how a small economy, such as Serbia, might strategically plan its development by implementing experts'opinions. Research methodology-Delphi analysis was employed as the primary methodological tool. It provided experts' opinions about Serbia's position vis-& agrave;-vis the EU and China regarding foreign direct investments and trade flows. Findings-Experts believe Serbia will maintain cooperation with both the EU and China but are more optimistic related to economic relations with China. While the EU remains an important partner, stronger economic ties with China are unlikely to diminish the EU's role. Research limitations-Conducting the Delphi survey online introduced constraints, namely differences between online and in-person opinions, a limited number of questions given to experts, time restrictions, and the scarcity of publicly available data for expert analysis. Practical implications-Survey findings could be used by relevant Government bodies and institutions to formulate policies or scenarios for emergency situations. Originality/Value-This type of survey was not conducted in Serbia before, nor were there other relevant papers that could be used to compare the results, which testifies to its originality.
Purpose – this study was undertaken through a systematic literature review to identify the central role of Artificial Intelligence (AI) in improving supply chain performance across all service sectors. Research methodology – a dual methodological approach was used involving both quantitative and qualitative analysis. The former is largely based on a bibliometric analysis of 61 peer-re- viewed articles published between 2019 and 2024. In this respect, two software tools, RStudio and VOSviewer, were used to provide a comprehensive bibliometric landscape. The second concerns a thematic content analysis of 25 full-text studies, focusing on AI techniques, performance results and industry-specific implementation challenges. Findings – the overall result of this systematic review indicates that AI contributes to service supply chain performance by improving forecasting, resilience, operational efficiency and real-time decision-making. Research limitations – however, limitations such as data availability, system interoperability, ethical risks and organizational resistance remain important. Practical implications – the results of this study help practitioners to select AI solutions suitable for their sector and to anticipate obstacles to integration. Originality/Value – this study provides a better understanding of how AI is reshaping supply chains in service industries, while identifying key avenues for both future research and practical adoption.
Purpose – This study will examine how consumer brand preference is impacted by economic instability in the market of e-commerce in Indonesia, the relationship between self-image and purchasing patterns under three different periods; pre-crisis (2017–2019), crisis (2020–2022), and post-crisis recovery (2022–2023). Research methodology – Transactional variables (Total payment volume, average order value, and purchase frequency) were analyzed using the mixed-methods approach in three brand categories (global, local, unbranded) and two product subcategories (care, decorated). ANO- VA and T-tests were used as a quantitative analysis of one of the largest Indonesian e-commerce platforms. The methods of qualitative analysis included semi-structured interviews with 20 industry experts who were chosen while engaging in purposive sampling and analyzed based on thematic analysis, in order to understand the emergent themes and patterns. Findings – The findings indicate that the preference of global brands declined throughout the period of crisis (Z-sales declined 1.84 to –0.002) whereas local brands rejuvenated through community-oriented messages. The balanced status and sense of practicality seen in the post-crisis consumption saw global brands partially recovering (Z-sales: 1.43) and status-related self-image shifted into the health-conscious and community-supportive groups. Research limitations – The study has a limitation of studying the e-commerce market and beauty product of Indonesia and the generalization to other regions or products. Besides, the qualitative element is based on only 14 internal experts working in the e-commerce and beauty sectors, which is insufficient to reflect direct consumer experiences and motivation to behaviour. Although the managerial interpretations bring about strategic data, the findings on self-image and consumer psychology should be confirmed by conducting empirical research with customers. Practical implications – The results illustrate the significance of matching message of the brand with changing consumer values and using big data to create personalized marketing plans. Originality/Value – This study is the first one to synthesize big data analysis with the use of expertise to indicate how consumer self-perception and purchase behavior are redefined due to economic shocks in online markets.
Purpose – This study explores the strategic role of human capital, dynamic managerial capability, and organizational agility in driving organizational performance within SMEs in Bali, Indonesia. Research methodology – Investigates the direct and indirect effects of human capital and dynamic managerial capability on organizational performance, mediated by organizational agility. A quantitative survey was conducted with 396 SMEs, using PLS-SEM for data analysis. Findings – Human capital enhances organizational agility but does not directly impact performance, while dynamic managerial capability positively influences both agility and performance. Organizational agility is found to significantly improve performance and partially mediates the relationship between human capital, dynamic managerial capability, and organizational performance. This research contributes to the critical role of organizational agility in transforming internal competencies into tangible performance outcomes, especially under volatile market conditions. Research limitations – Research is limited by its geographic scope, cross-sectional design, and reliance on self-reported data. Future studies could explore the dynamic interplay of these factors across different regions and over time. Practical implications – SME managers should prioritize developing agile capabilities and enhancing dynamic managerial competencies to effectively convert human capital into improved organizational performance under volatile conditions. Originality/Value – Organizational agility as a crucial mechanism that translates internal competencies into tangible performance outcomes, especially under conditions of environmental turbulence.
Purpose – This study examines how augmented reality-based green training influences pro-environmental behavior among employees in Greater Jakarta, Indonesia. It also examines the role of green commitment in shaping employees’ environmentally responsible actions. In addition, the study investigates whether green financial rewards moderate these relationships. The analysis focuses on how intrinsic and extrinsic motivations interact to influence sustainable behavior in the workplace. Research methodology – A cross-sectional quantitative survey was conducted among 200 employees in Greater Jakarta using convenience sampling. Structural equation modeling with partial least squares was used to test the hypothesized relationships and moderating effects among the variables. Findings – The findings show that AR-based green training has a significant positive effect on employees’ pro-environmental behavior. Green commitment also has a significant positive effect on pro-environmental behavior. Green financial rewards do not significantly moderate these relationships. The negative interaction coefficients suggest a possible crowding out effect. This implies that in practice, external motivators may dampen the effect of internal motivators, such as training and employee engagement. Research limitations – The design of this study is cross-sectional, and this restricts the ability to conduct causal analysis. The population studied can only comprise employees within greater Jakarta, and this might restrict the overall ability to generalize findings. Future re- search focuses on studying changes over longer periods through various designs that can aid in observations over time. Results can also gain more external validity if more demographical samples get studied. Practical implications – Implementation of organizational measures to increase the qualifications and sustainability-oriented working culture could provide the greatest benefits for the organizations. Moreover, incorporating augmented reality learning into the organizational operations could contribute to this goal. In addition, values associated with sustainability must be embedded into the organizational operations through persistent organizational communications and role-modeling by the leadership. It can be observed from the outcome measurements that the financial incentives are less effective or sometimes even decrease the internal motivation associated with pro-environmental behavior. Originality/Value – The research adds to the topic of sustainability studies by focusing on the use of augmented reality as a novel approach to environmental education. The work also supplies empirical evidence concerning the boundary conditions of the Motivation Crowding Theory within a workplace sustainability setting.
Research purpose – This study examines the impact of Human Resource Management (HRM) practices: recruitment, training, compensation, and performance evaluation, on employees’ Organisational Citizenship Behaviour (OCB) in Moroccan companies. Research methodology – A quantitative approach was employed. Data were collected via a structured questionnaire from 209 non-HR employees across various Moroccan companies. Exploratory Factor Analysis (EFA) was conducted to examine the measurement structure, followed by Structural Equation Modelling (SEM) to assess the relationships between HRM practices and OCB. Findings – HRM practices have a positive and significant influence on OCB. Training and compensation showed notable effects, while recruitment and performance evaluation also contributed to fostering a positive work environment, enhancing employee engagement, and encouraging behaviours beyond formal job requirements. These results highlight the pivotal role of HRM in promoting organisational commitment and discretionary behaviours. Research limitations – The use of a convenience sample and self-reported data limits generalisability and may introduce bias. The quantitative design does not fully capture the complexity of employee experiences, and data collection faced constraints due to refusals and limited collaboration. The study does not investigate the relationship between HRM practices and counterproductive behaviours, suggesting avenues for future research. Practical implications – Managers should prioritise transparent recruitment, continuous training, fair compensation, and objective performance evaluations to encourage OCB. These practices help cultivate a motivated and collaborative workforce, supporting organisational productivity and a positive work environment. Originality/Value – This study contributes uniquely by examining the effect of HRM practices on OCB in the Moroccan context, which remains underexplored. By focusing on employee perceptions, it provides actionable insights for HRM research and policy, helping organisations enhance work behaviour and overall performance.
Purpose – This study aims to investigate the relationship between workplace stressors, resources, and perceived stress among employees by analysing survey data collected via the IMPRESS project. The objectives were to test the direct effects of stressors and resources on stress, and the moderating role of resources. Research methodology – Stressors, resources, and stress were measured using the Job Demands-Resources framework and the Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for statistical analysis. Findings – It was found that several stressors, particularly those related to roles and responsibilities, have a significant direct impact on stress levels. Research limitations – The study limitation is the geographical focus which being limited to Latvia. Practical implications – The principal conclusion is that managing stressors, e.g. role overload, role conflict and work-life balance, is critical, and well-defined work processes can significantly contribute to employee well-being. Originality/Value – The authors found that the COVID-19 pandemic did not significantly change workplace stressors, with roles and responsibilities remaining the dominant factor both before and during the pandemic.
This research demonstrates that the relationship between Green Human Resource Management (GHRM) practices and Sustainable Supply Chain Management (SSCM) performance is mediated by organizational capabilities rather than a direct process, and this effect is supported by the Resource-Based View (RBV). Research methodology – For the study, data were collected from a total of 476 participants from 71 companies operating in the textile sector and engaging in green management processes in the Southeastern Anatolia Region of Turkey. The significant role the region plays in machine-made carpet production was a key factor in this selection. Findings – It has been observed that GHRM enhances a company’s product and process in- novation capacity; it also reveals a critical distinction between the impacts of different innovation types. Process innovation plays a strong role in enhancing environmental performance through internal improvements. Additionally, it has been observed that concern is a stronger motivator than knowledge in achieving sustainability goals. Research limitations – The cross-sectional design of the study limits definitive proof of causal relationships between variables, it is recommended that future studies utilize longitudinal de- signs that can monitor the long-term effects of GHRM. Practical implications – The social aspect of sustainability in SSCM can be achieved by visible product innovations. Additionally, the perception gap between senior management and operational employees has been identified as the primary obstacle to implementing sustainability strategies. It has been emphasized that addressing this gap requires mobilizing emotional concern, a driving force stronger than purely cognitive knowledge. Originality/Value – This study brings together a detailed model by examining the effect of GHRM on SSCM relationship mediated by different innovation and attitude types simultaneously. This gives a more nuanced and applicable information.
Purpose – the aim of study is to examine how interface design elements (usability, presentation, navigation) influence trust, behavioural intention, and adoption of Neobanks among younger users, using data from students at the University of Debrecen, Hungary. Research methodology – a modified Technology Acceptance Model (mTAM) was tested via Partial Least Squares Structural Equation Modelling (PLS-SEM) using primary survey data (n = 159, valid respondents under 25 years old) and quasi-exploratory analysis from Neobank users. Findings – perceived ease of usage significantly mediates the relationship between interface quality and behavioural intention. Trust significantly impacts attitudes and intentions toward fintech, with stronger effects observed among female users. These insights advance cognitive trust theory in digital banking contexts. Research limitations – limited sample diversity and local scope at the University of Debrecen constrain generalizability. The PLS-SEM method focuses on prediction over theory testing may oversimplify complex trust dynamics. Future studies should employ mixed methods and cross-cultural samples for broader relevance. Practical implications – Neobanks can enhance adoption by prioritizing intuitive interface design and tailoring trust-building strategies to gender-specific user preferences. Originality/Value – this research integrates gender differences into mTAM and offers novel insights into trust formation for digital banking among younger European university students, A departure from prior studies is focused solely on technical features.
Purpose – The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships. Research methodology – The study is quantitative research. Six hypotheses were put forward and tested in the research model. Survey data derived from a sample of 922 participants from Azerbaijan were examined using SPSS in order to evaluate the hypothesis. Findings – According to the main findings, regression tests, it was determined that e-WOM, brand image and attitude towards the brand affect online purchasing intention. However, for the first time in this study, the moderator role of the trendiness variable, which was tested statistically, on the effect of e-WOM, brand image and attitude variables on online purchase intention was carried out. As a result of the analysis, although the moderator role of trendiness in the effect of e-WOM’s online purchase intention and brand image on online purchase intention was found to be significant and positive, the moderator role of trendiness in the effect of attitude on online purchase intention was found to be insignificant. Research limitations – The study exclusively covers Azerbaijan’s fast-food service industry. Also, different people may have different ideas about fast food places, and the brand names in the questions may affect how people answer. Practical implications – This study’s scientific innovation is the first statistical test of the moderating role of the trendiness variable in the effects of e-WOM, brand image, and attitude on online purchase intention. Practical innovation is that data specific to the Azerbaijani fast-food sector can be useful for practitioners in helping brand managers better understand consumer behaviour and develop trend-focused marketing strategies. Originality/Value – This research makes a major addition to was proved for the first time in the literature that the trendiness variable affects the brand’s images and e-WOM even if it does not affect the attitude-to-purchase orientation. In this study, trendiness was found to strengthen the relationships between e-WOM, consumer perceptions of brands, and intent to buy, which reveals a new relationship not found in the existing literature. However, fast-food consumption habits of Azerbaijani consumers were also determined by a large survey.
Purpose – This study evaluates the financial feasibility of boiler investments in palm oil mills, examining the variability in processing capacities resulting from seasonal yields and operational constraints. Research methodology – A case study was conducted at a palm oil mill in Indonesia, assessing five investment scenarios through sensitivity analysis to compare repair and new boiler strategies at capacities of 48, 51, and 58 tons of FFB per hour. Financial metrics including Net Present Value (NPV), Internal Rate of Return (IRR), and payback period were employed. Findings – Results exhibit that repairing the boiler, specifically at a capacity of 58 tons/hour, provides the greatest financial returns, with a Net Present Value (NPV) of USD 9.5 million and an Internal Rate of Return (IRR) of 21%, surpassing investments in new boilers. Scenario 5 demonstrated the highest financial resilience in response to variations in costs and revenues. Research limitations – This research is based on financial assumptions and a singular case study context. Wider generalizations necessitate analysis across various operational contexts. Practical implications – The findings provide decision-making tools for palm oil mills to optimize capital expenditure in relation to capacity variability and cost efficiency. Originality/Value – This research incorporates operational variability into financial modeling, offering a novel perspective on boiler investment strategies within the palm oil sector.
Purpose – This study investigates how macro-level forces and micro-level cultural constructs shape food culture resilience in different societies. It bridges the knowledge gaps between cultural preservation and adaptation. Research methodology – PLS-SEM methodology was adopted in the survey data of six countries. Bootstrapping verified path coefficients and model robustness. Findings – Cultural Openness supports Heritage, preventing globalization from disempowering myths. Social Pressure drives food culture resilience (FCR) in collectivistic cultures yet is diluted in individualistic settings. Taboos subside in secular/pluralistic settings, replicating trends for moral flexibility. Enhanced predictivity for institutionally institutionalized civilizations facilitates easier observation by the models of modest to considerable FCR variation. Research limitations – Cross-sectional data limit causal inferences. Unmeasured variables could also affect outcomes in transition countries. Practical applications – Strategies should be implemented with cultural correctness by policymakers and marketers. For instance, leveraging openness to redefine traditions in multicultural settings, framing dietetic interventions as collective efforts in collectivist contexts, and customizing products with flexible ethical schema in secular settings. Originality/Value – This research fills macro-micro cultural theory gaps, suggesting “adaptive preservation” as a driver of traditions in a globalizing world. This research shakes homogenization discourses, providing a rich model for cultural.
The article discusses the possibilities of managing consumer behavior in the context of implementing the goals of sustainable development formation through outdoor advertising and the assessment of the impact of outdoor advertising on consumer behaviour formation. Research objective – to determine the impact of outdoor advertising in consumer behaviour in implementing the goals of sustainable development. The research methods employed include descriptive analysis, quantitative analysis, and statistical techniques. The research was conducted from September 10, 2024, to September 24, 2024, based on a Lithuanian case study (N = 396). When applying a quantitative research strategy the obtained highest average estimates show that illuminated signs, advertising on outdoor video screens and large format posters in advertisements spread the message and have a great impact on consumer behaviour when implementing the goals of sustainable development. It was also found out that according to the majority of participants, the images in advertising (pictures, paintings, etc.), advertising design and outdoor advertising originality, as well as advertising content and its informative nature are the factors shaping consumer behaviour when implementing the goals of sustainable development. The use of a convenience sample, coupled with an imbalance in terms of gender and age distribution, limited the generalizability of the conclusions. There- fore, the spheres of further researches could be expanded with more representative samples and including the elements of qualitative method into the survey (e.g., open questions, group discussion (in Focus group) etc.), regression modelling and factor analysis would provide more insights and supplement quantitative conclusions. The research results provided valuable in- sights about the role of different types of outdoor advertising and its impact on consumers of different ages when implementing the goals of sustainable development and on the basis of the Lithuanian case could be easily extrapolated to other contexts while expanding the spheres of further researches, both at the national level and with cross-border samples.
