Anna Dewalska-Opitek

Cel pracy: Celem artykułu jest prezentacja opinii i postaw osób z pokolenia Z wobec wyzwań związanych z rozwojem i zastosowaniami sztucznej inteligencji, w tym stopnia znajomości rozwiązań AI, rozumienia ryzyk, emocji oraz zachowań towarzyszących w używaniu AI. Materiał i metody: Zastosowano jakościowe podejście badawcze oparte na grupowych wywiadach zogniskowanych, które umożliwiły pogłębione poznanie doświadczeń młodych konsumentów. Uczestnikami badania byli uczniowie i studenci z różnych krajów, dobrani celowo, a wywiad prowadzono według scenariusza tematycznego, co pozwoliło uchwycić zarówno indywidualne opinie, jak i dynamikę dyskusji. Wyniki: Wyniki wskazują na powszechne, choć zróżnicowane natężeniem, korzystanie ze sztucznej inteligencji w obszarach rozrywki, zakupów, organizacji codzienności i edukacji. Respondenci postrzegają AI jako praktyczne narzędzie podnoszące wygodę, oszczędzające czas i wspierające kreatywność. Równocześnie ujawniają świadomość kluczowych zagrożeń, w szczególności dotyczących prywatności i bezpieczeństwa danych, braku przejrzystości decyzji algorytmicznych, podatności na dezinformację i stronniczość, nadmierne uzależnienia od technologii, a także potencjalny, negatywny wpływ na rynek pracy. Wnioski: Postawy, opinie przedstawicieli pokolenia Z uczestniczących w badaniu mają charakter ambiwalentny: entuzjazm i pragmatyzm współistnieją z ostrożnością i potrzebą weryfikacji treści.

Objectives: The purposes of this study were to recognize correlates with the inclination of Gen Z customers to build brand relationship in Metaverse, as well as to recognize and categorise factors influencing Gen Z’s inclination to build and maintain brand relationships.Material and methods: The empirical part was based on quantitative research in a form of a survey in 2023. The assumption of the sample selection was to find Gen Z respondents who had conducted any activity in Metaverse. Quota sampling was employed. In total, 97 valid questionnaires were used in the analysis. The gathered data were subject to content analysis, descriptive statistics analysis, and exploratory factor analysis (EFA).Results: All the study participants declared leading an activity in Metaverse, mainly as gaming, education, or customer experience. Gen Zers are willing to engage in relationships with brands in a form of value co-creation, providing feedback, recommendation and brand advocacy or brand loyalty. EFA analysis allowed to identify 16 items combined in 5 categories: Inclination, Openness, Relatedness, Esteem, and Growth. Convergent validity for 5-item construct was tested and met required criteria.Conclusions: This paper enhances our understanding of Gen Z consumers' inclination to build brand relationships in the Metaverse on both theoretical and empirical level. It responds to the need for further research in this emerging field, exploring less recognised factors and emphasizing the crucial role of the Metaverse in shaping consumer behaviour within virtual worlds. The study underscores the importance of utilizing the Metaverse for engaging customers and fostering stronger brand relationships, providing managerial insights to enhance customer experiences in virtual environments. Several limitations were addressed

Objectives: The main purpose of the study is to recognize if enterprises incorporate brand archetypes based on values to develop their relationship with customers. Material and methods: Based on the theoretic deliberation qualitative research was conducted. The method employed was a multiple...

In the context of the wide-spread digitalization that we have witnessed, the fashion industry and companies need to redefine their business logics towards models incorporating virtual opportunities and benefits of Metaverse. The main purpose of the study is to identify how fashion companies develop their relationship with customers using Metaverse as a business model. The theoretical deliberation, based on critical literature review, was supplemented by empirical research conducted in a form of a case study based on two luxury brands, i.e. Balenciaga and Dolce & Gabbana. In conclusion it may be stated that luxury fashion brands may successfully adopt their business models to Metaverse undertaking a variety of business actions.

Biogas production within cooperatives and energy clusters that include both food businesses and biogas plants seems to be a good way to both improve financial health and increase energy self-sufficiency. The paper assesses the financial health of more than 2100 food businesses operating during the period of 2014–2020; the analysis was based on data from public statistics. The financial analysis carried out using the ROS (Return on Sale) indicator and the SI for the study (saving indicator) showed that the average SI/ROS increased by more than 2.78-fold over the study period. Moreover, for 185 powiats, the observed growth remained above average over a period of one to five years. The application of the Data Envelopment Analysis (DEA) method allowed the relative efficiency of biogas utilization to be calculated at the powiat level (former LAU level 1). It was found that the utilization of biogas potential within cooperatives and energy clusters grouping food businesses is most effective mainly for urban powiats.

As a result of the COVID-19 pandemic, business and consumer behavior towards online consumption and digital payments has changed. This trend, although significant, may be observed, to a varying extent, among customers across the European Union. This study aims to investigate if, and to what extent, the COVID-19 pandemic has had a powerful impact on online consumer behavior in EU (European Union) countries. The empirical research using a soft modeling method supplements theoretical deliberations based on critical literature review. A conceptual model was adopted. Three first-order latent variables were selected for the analysis: “online customer behavior”, “online activity” and “willingness to spend online”, to which all analyzed indicators (14) were classified. The analysis of the loadings of latent variables for 2019 and 2020 allowed the impact of the pandemic on customer behavior to be observed, although this was not the same across all EU countries. Clustering performed with the hit map enabled the identification of four groups of countries. Significant changes in behavior were observed in countries such as Poland, Ireland, Romania, Hungary, Slovenia, Spain, and Finland. The results of the classification based on the values of three latent variables indicate that only the composition of one group (Bulgaria and Romania) remained unchanged during the study period. Research discussion was presented, and further fields of study were identified.

The aim of the study was to determine the association between parental attitudes and saving energy in the perception of young people with autism spectrum (13–17 years old). The character of studies was pilot. The diagnostic survey method was used, along with The Scale of Parental Attitudes by M. Plopa and an authored survey questionnaire. Deliberate random sampling was applied. Statistical analysis showed that an attitude towards autonomy manifested by mothers, as well as an attitude of acceptance in mothers and fathers, turned out to be significant in adolescents with ASD showing a positive attitude towards energy saving, and these correlations were positive, strong and statistically significant. An overly protective attitude of mothers turned out to be significant in shaping a negative attitude towards energy saving among adolescents with ASD with a significant, positive moderate correlation. Regression analysis showed that the perception of the father’s parental attitude as accepting was a statistically significant predictor of a positive attitude towards energy saving, and that the perception of the mother’s parental attitude as demanding and overly protective was a statistically significant predictor of a negative attitude to energy saving. The achieved results acquire an additional aspect, i.e., a financial dimension in the household budget.

The current pandemic situation has created many challenges for maintaining positive relationships between fast fashion retailers and their suppliers. In the proposed paper it is assumed that strong and ethical relationships may be beneficial for all supply chain members, especially in the era of global pandemic. Therefore, the aforementioned issues (fast fashion retailers’ ethical behavior towards suppliers) constituted the subject of the paper. Our knowledge about relationships between fast retail chains and their suppliers in the times of global pandemic is relatively week. Trying to fill the gap, this paper discussed relationships between fast fashion retail chains and their suppliers’ customers on the basis of literature review and case study research. Purpose: The aim of the paper was to indicate the scope of activities undertaken by retailers and addressed at suppliers by fast fashion retail chains in pandemic times. The following goals of descriptive and cognitive character were assumed in the paper: (a) Identification of the fast fashion retailers’ common behavior in the era of pandemic, and (b) indication of ethical practices applied by fast fashion retail chains which are beneficial for all retail chain members, based on the Inditex example. Methodology: Based on the theoretic deliberation of retail chain relationships with suppliers in the pandemic times, qualitative research was conducted to supplement the theoretical background. The purpose of this study was to identify how fast fashion retailers maintain relationships with their suppliers in supply chains. The conducted research enabled us to reveal answers to the following research questions: What are good practices of fast fashion retailers in terms of relationships with suppliers? Can socially responsible, trustworthy fast fashion retailers stay profitable in the Covid-19 pandemic? The theoretical deliberation was based on a critical literature review. The empirical part of the paper was based on case study research. The conducted research was descriptive in nature, conducted in order to describe a particular phenomenon within its context, and was not intended to provide conclusive evidence, but to have a better understanding of the problem. A descriptive intrinsic case study was the method applied in the research. Results: On the grounds of literature studies, as well as collected information, we can state that close and ethical cooperation with suppliers, based on socially responsible relationships, are becoming a more and more important part of the strategy for commercial chains. There are companies that use any legal measures to not fulfil their obligations as contractors and avoid paying for orders completed and in production. The descriptive case study research allowed us to observe, analyze, and report good practices of fast fashion retailers in terms of relationships with their suppliers based on the Inditex example. The theoretical contribution: On the grounds of the case study, we can state that during pandemic times fast fashion retail chains have focused on the development of relationships with suppliers, which means changing from transactional to relationship marketing in cooperation strategies. Practical implications (if applicable): The paper provided intellectual input into the managerial problem of how to develop mutual beneficiary relationships between fast retail chains and their suppliers. The study suggests that fast fashion retail chains have to take into consideration growing customer expectations, which regard their cooperation’s strategies toward suppliers.