Purpose The purpose of this paper is to examine the direction and strength of the influence of inherent factors of the theory of planned behaviour (TPB) and to extend a model with the variable “uniqueness-seeking lifestyle” to better explain the variance in the intention to purchase organic food and the referent actual behaviour. Design/methodology/approach The authors empirically investigated what drives consumers to purchase organic food using structural equation modelling in AMOS. The research was based on an in-person survey carried out on a convenient sample of 411 primary household shoppers in Croatia. Findings The study was able to capture not only the influence of inherent factors in TPB and the extension variable (all proposed constructs were shown to have a significant positive influence on intention, and intention had a significant positive influence on actual behaviour), but also the indirect and mediation effects of the variables within the model, which explain 87 per cent of the variance in intention and 21 per cent of the variance in actual behaviour. Originality/value This study provides empirical evidence of the role that desired uniqueness plays in a situation involving the purchase of organic food and responds to the requests of many researchers to investigate beyond intention and to try to identify what influences actual behaviour. This study proposes a new way of measuring actual purchases by asking a respondent to consider their actual purchase in different product categories. Furthermore, this research proposes measuring intention as a latent variable that consists of the variable “willingness to pay more” as well as the “commitment” to the decision regardless of any perceived obstacles.

Purpose: The purpose of this research is to analyze the changes in Croatian Generation Z buying behavior due to the COVID-19 pandemic. As a result of the pandemic, all governments have imposed different measures that directly and indirectly impact consumer behavior. Recent studies have mostly recorded a dynamic increase in online shopping, stockpiling, and change in priorities from luxury to basic goods. This study will specifically look into the relation between Generation Z buying behavior change and their exposure to the COVID-19 pandemic as well as its impact on their perception of the quality of life. Methodology: A sample of 442 Generation Z respondents from Croatia was analyzed using ANOVA to identify buying behavior changes concerning the level of their exposure to COVID-19. The analysis also included a potential correlation between buyer behavior change and their perception of the quality of life. Results: The statistical analysis has confirmed the increase of online shopping and stockpiling in the group of respondents who were exposed to self-isolation and those who have not been exposed to COVID-19, but there was no correlation with their perception of the quality of life change as a result of forced buying behavior change. Conclusion: Generation Z is identified as an e-generation, born and brought up in a digital environment. Although the pandemic has forced them to switch even more to online shopping, they do not perceive the exposure to the COVID-19 pandemic to impact their quality of life.

The aim of this paper was to identify key elements that create satisfaction of classic theatre audiences with respect to age (young (<35) vs. senior (35+) and theatre visiting frequency. It was measured as discrepancies between the level of theatre attendants' expectations from certain dimensions of theatre service and their experience evaluation with the same. METHODOLOGYThe research was conducted on a convenient sample using an in-person method in two different intervals: in the first interval research was conducted on young respondents (18-34) and in second interval research was conducted on senior respondents (age 35+). MOST IMPORTANT RESULTSThe study has identified that the general major source of dissatisfaction with Croatian National Theatre in Osijek (HNK Osijek) are repertoire and the different experience offered. These are the dimensions HNK Osijek should focus its efforts on. Also, this study confirms that HNK Osijek customers' perception of importance of different elements that create its marketing profile and their satisfaction with those differ with respect to age and theatre attendance frequency. The most critical segment in terms of satisfaction are the senior occasional visitors, where the discrepancies between the expectations and experiences are highest in general.

Purpose -The purpose of this research is to explore the factors that influence the future behaviour of theatre audience. The authors hypothesized that the audience engagement could be the key factor and the answer to the question: What makes the theatre audience return? Methodology -The research was conducted on a sample of 537 respondents from Croatia that have visited either Croatian National Theatre in Osijek or in Rijeka in the past two years. This precondition was ensured through filter question on the beginning of the survey and 452 respondents have satisfied the precondition. The data was gathered through highly structured questionnaire designed based on scales and items adapted from previous research. Structural equation modelling (SEM) in LISREL was used to analyse the data. Findings -Research results suggest that future behaviour of theatre audience is positively influenced by perceived value of theatre performances and customer engagement. Contradictory to previous findings, quality of performance has no influence on future behaviour. Also, mediator effects are explored. Managerial implications are discussed and suggestions for marketing managers in theatres offered. Originality of the research -This research contributes to the development of the theory on customer engagement in general and in the context of non-profit marketing as well as theatre marketing. It provides the empirically based answers to research questions related to the predictive power of engagement as well as other suggested variables. The study also contributes to understanding the determinants of future behaviour of theatre audience in Croatia.

Many cultural institutions are experiencing challenges to implement different types of market-oriented behaviour in order to ensure their existence. Classic theatres are faced with many challenges related to their audience. One of the challenges is related to traditional audience that is declining and ageing. The aim of this research was to identify and analyse the key factors that contribute to understanding of attitudes and behaviour of 35+ theatre audiences in order to suggest appropriate marketing strategies for the classic theatre in Croatia. The research was conducted on altogether 438 participants. Statistical techniques of univariate analysis (frequency distribution, central tendency measures), bivariate (ANOVA and t-test) and multivariate analysis (reliability analysis, linear regression) were used. The results have identified attitudes and audience behaviour in relation to HNK Osijek. Three major factors were identified: theatre marketing profile, theatre people and stereotypes. This study seeks to provide a deeper understanding of classic theatre audiences’ perceptions and behaviour as a basis for theatre marketing strategy development.  Since no other research has tested the influence of stereotypes on theatre attendance, the major contribution of this paper is its proven negative influence on theatre attendance.