AbstractGreen marketing in Kosova evolved as a means for enterprises to adjust to increased market competitiveness. The objective of the study was to identify how consumers’ environmentally friendly behaviour drove the demand for new eco-value market offerings. Concurrently, the study aimed to prove how domestic producers of non-alcoholic beverages used their capabilities to deliver new eco-value market offerings. The research is based on a survey conducted in Kosova. Analysis focused on statistical correlation testing of consumers’ green marketing awareness, behaviour toward the environment, information search, trust in advertising and labels displaying health benefits of beverages and attitudes towards a willingness to pay more for organic non-alcoholic beverages compared with non-organic ones. Significant findings were the positive influence of family and media in shaping consumers’ environmentally friendly behaviour and, in contrast, consumers’ mistrust in the marketing activities of producers as a consequence of misleading advertising.

Digital marketing has made significant progress in recent years, in all countries, both developed and developing. Many local and international companies have largely placed their marketing activities in the digital environment. Now, the COVID-19 pandemic has made it even more important for many companies and consumers to conduct marketing, buying and selling activities through social media. Like companies, consumers are changing their buying behaviours by focusing more on social media, from which they are providing the necessary and sufficient information about all the products and services that are marketed online. This paper is of particular importance because it addresses the issue of digital marketing activities in the Western Balkans region, specifically the behaviour of consumers from countries of this region on social media. From the results of the paper, it can be concluded that consumers from these countries are quite engaged in social media, where they receive the necessary information for different products and services, follow the activities of different companies, etc.

The current paper examines if respondents that take strict prevention measures against COVID-19, with higher monthly incomes and that have spent their summer vacations in Albania last year are significantly more likely to plan their summer vacations to Albania this summer relative to those that are neglecting prevention measures, have lower incomes and have not chosen Albania as their destination for summer vacations last year. The study employs a survey of 500 random respondents. A multivariate analysis indicated that scores of planning summer vacations were significantly associated with the present strict prevention behavior measures against COVID-19 indicating the existence of sufficient motivation for future behavior intentions. In contrasts, monthly income is not a predictor for planning summer vacations. Finally, the correlation is positive between respondent’s previous experience to touristic destinations in Albania last year and planning summer vacations this year. Hence, it is recommended a thoughtful examination of respondents’ health behaviors, needs, wants and collaboration in shaping the better future of public health that is a shared one.

This paper reports the results of a survey on pro-environmental behaviour of consumers within the urban zones of Kosovo. The objective of the study is to explore consumers’ affordability to purchase environmentally friendly products based on the gender roles and investigates the correlation of the consumers who consider that such purchases contribute to the environmental protection including local participation at environmental movements regarding efficient energy use and water efficiency. Findings reveal that despite low-involvement of consumers to environmental movements on efficient energy use and water efficiency initiated by environmental non-governmental organizations, there remains a lack of empirical research on national institutional environmental initiatives to promote and motivate pro-environmental behavior of consumers and create informed citizenry. This research presents the opportunity for further exploration of dimensions regarding product related pro-environmental consumers’ behavior and motivation factors.