PurposeEnvironmental management researchers stress the need to study the determinants of employee pro-environmental behaviour in different cultural settings. This study focusses on employee voluntary pro-environmental behaviours in Poland. It aims (1) to examine the scope of employee green behaviours in the private and public sphere and (2) to explore the relationship between individual motivation and pro-environmental behaviours.Design/methodology/approachSelf-administered questionnaire was used for collecting data from 325 Polish employees. A structural equation modelling was applied to estimate the effects of individual motivation on pro-environmental behaviours in both private and public sphere. The psychometric properties of the Polish version of the Motivation Toward the Environment Scale based on self-determination theory were checked beforehand.FindingsPolish employees mainly engage in private-sphere pro-environmental behaviours. The engagement of employees in green behaviours is driven by autonomous motivation. Intrinsic motivation is a more important driver in the case of private-sphere pro-environmental behaviours; integrated regulation in the public sphere. The relationship between controlled motivation and employee pro-environmental behaviours in both spheres is unclear.Research limitations/implicationsAs the data were gathered amongst Polish employees, the proposed model may be applied in culture-specific conditions in Poland.Originality/valueThis paper explores the extent to which individual motivation may foster pro-environmental behaviour of employees. Moreover, it offers the validation of the Polish version of the Motivation Toward the Environment Scale.

Purpose This paper aims to provide an interpretative synthesis and critical reflection on the concept of “volatility, uncertainty, complexity and ambiguity” (VUCA) and its implementation in tourism and hospitality marketing activities and explain why it is useful and necessary. Design/methodology/approach This paper is based on a critical reflection research methodology which allows for a synthesis of data from the traditional narrative review and on the authors’ experiences and observations. Findings The volatile environments in which entities from the tourism and hospitality industry (T&HI) operate necessitate a redefinition of the rules for designing marketing activities. The VUCA concept may serve as the basis for these changes. Its implementation requires specific managerial skills enabling T&HI entities to use an agile marketing strategy. The latter should be based on a flexible and customer-centric approach. Practical implications This paper provides a VUCA framework for adapting marketing mix instruments to the rapidly changing hospitality and tourism industry. This paper also offers several useful guides for practitioners on different aspects of VUCA within the industry. Originality/value To the best of the authors’ knowledge, this paper is one of the first attempts to reflect critically on the possibilities of using the VUCA concept in marketing by the T&HI and contributes to the discussion about the conditions for its implementation. This paper offers suggestions about the dynamic competencies of tourism and hospitality managers (enterprise and leader oriented), which are essential when designing marketing mix instruments in line with the VUCA concept, and indicates directions for future research.

Streszczenie: Obszarami badań, które rozwijają się w ostatnim czasie, są te pozwalające na pomiar reakcji neurofizjologicznych konsumenta. Są one uzupełnieniem tradycyjnych metod badania zachowań nabywców (np. badania kwestionariuszowe, focus group), które mają charakter deklaratywny, ograniczający możliwości trafnego wnioskowania o mechanizmach zachowań. Spośród metod i technik badawczych zapożyczonych z neuronauk, pozwalających na pomiar reakcji neurofizjologicznych konsumentów, szczególnie na reklamę, często stosuje się neuroobrazowanie (neuroimaging), w tym: elektroencefalografię (EEG), funkcjonalny rezonans magnetyczny (fMRI) oraz okulografię (eye tracking -ET). Możliwościom i ograniczeniom wykorzystania ich do badań reakcji konsumentów (zwłaszcza na reklamy) poświęcone jest to opracowanie. Na podstawie przeglądu literatury zidentyfikowano warunki wykorzystania EEG i fMRI w badaniu zachowań konsumentów.

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The academic community in the Czech Republic has access to a vast amount of literature that describes the theoretical underpinnings of loyalty programs. However, the literature seldom focuses on Central Europe and lacks in defining the typical Czech loyalty program user. Thus, the aim of this research is to profile Czech loyalty program users according to sociodemographic factors. Also, taking into account the specifics of selected market sectors, identifying the users by industry. To do so, it was necessary to collect information by data mining. Utilizing primarily Market & Media & Lifestyle (MML-TGI) database allowed to analyze a sample of 15,000 respondents from the Czech Republic. The profiles of Czech loyalty program users illustrate key sociodemographic factors that are typical for the loyalty program users. The availability of the profiles can serve businesses to launch or refine their loyalty programs with more accurate targeting.