Abstract
The article focuses on the consumption of goods used by consumers of different generations from 3 different countries: Albania, Polish and Portugal. The aim of the analysis was to identify respondents"indications concerning: (1) knowledge of the definition of the circular economy, (2) declared by respondents places of purchase of used products and (3) type of purchased products used by respondents. The analysis was conducted among 495 respondents from Albania, Polish and Portugal representing three generations (X, Y, Z). Correspondence analysis was used for statistical data analysis. Statistically significant differences in knowledge of the definition of the circular economy were shown between respondents from Albania, Polish and Portugal. It was also found that respondents"preferences regarding the place of purchase of second-hand goods are differentiated (at a statistically significant level) by nationality and year of birth (generation). The obtained results open the possibility of further research aimed at identifying different behaviors among these groups of consumers. The presented work, both in the cognitive and application part, can be a source of knowledge and popularization of research, as well as a source of inspiration for in-depth reflection and scientific discussion. The analyses presented in the publication may complement the existing research in the field of circular economy. Extending the survey to other EU countries can help define a strategy for policymakers, manufacturers and retailers to make greater use of circular economy solutions, while maintaining the viability of their operations. © 2023 Altin Kulli et al., published by Sciendo.

Abstract
In the chapter, we can find the recommendation for entrepreneurs. The authors are trying to answer the question: How should employers treat Generation Z employees? A complex analysis of the research carried out by the authors as well as other examples from Europe and other continents have been pointed out. A recommendation for enterprises has been included. © 2023 selection and editorial matter, Joanna Niezurawska, Radoslaw Antoni Kycia and Agnieszka Niemczynowicz; individual chapters, the contributors.

Abstract
As being environmentally responsible is a potential source of competitive advantage, incorporating genuine environmental practices across the supply chain may help firms capitalize on the growing demand for corporate accountability and consumer awareness. Therefore, it is important to understand to what extent firms are using greenwashing to mislead their stakeholders in the supply chain. The purpose of this paper is to review the existing literature regarding greenwashing in supply chain management (SCM) to shed light on the main thematic groups addressed in the literature, understand its challenges and develop a framework that highlights the key drivers that companies need to tackle to prevent greenwashing in supply chains. For this purpose, we have conducted a systematic literature review, following a three-stage method. It was possible to identify possible solutions to prevent greenwashing across four main dimensions of SCM: consumers/customers; relationships between focal firms and suppliers; certification programs and reporting assessment; and corporate leadership. We provide a framework to help firms develop their sustainable strategy and prevent greenwashing along the supply chain. This paper synthesizes the challenges that firms face when implementing a sustainable supply chain, suggests solutions to prevent greenwashing and provides future research avenues.

Abstract
Besides the extraordinary impact of Business Angels (BAs) as the leading contributors to fund entrepreneurship at the early stage, the value BAs perceive from their investment activity has not yet been fully explored. Based on a new holistic perspective resulting from marketing and consumer behaviour, this article builds on the concept of perceived investment value to create a new instrument that measures the overall value perceived by BAs in their investing activity. Data were collected through a survey questionnaire with 849 BAs from 79 countries. The instrument created was tested through Structural Equation Modelling. The results reveal that: (i) BAs are not purely financial investors and expect more than just money from their activity, as self-esteem, entrepreneurship, emotion and altruism are the main dimensions that explain angel perceived investment value (APIV), with economic and functional dimensions being the least influential; (ii) APIV positively influences their job satisfaction; and (iii) angels satisfied with their jobs are more likely to reinvest their money and engage in positive word-of-mouth. A multigroup comparison was implemented, validating the results for males and females, novices and veterans and light and heavy investors.

Abstract
The consumption of plant-based beverages has seen a substantial increase in Portugal, which reflects the consumers changing eating habits, due to their growing ethical and environmental concerns. This study takes into account a specific Portuguese brand of plant-based beverages and empirically tested, using the PLS-SEM technique, a conceptual model to analyze the impact of perceived value, brand equity and satisfaction on loyalty intentions of Portuguese plant-based beverages' consumers. Based on 216 responses to a survey questionnaire, both the perceived value and the brand equity of this plant-based beverage brand explain satisfaction and loyalty intention. Moreover, brand equity mediates the relationship between perceived value and satisfaction and loyalty intention being this indirect effect more relevant than the direct one.

Abstract
Although city branding is not new, the importance of sustainability and environmental demands is placing an enormous chal-lenge in city/place branding activities. As such, the aim of this article is to analyze how sustainable/green city/place branding is understood and what its main idiosyncrasies are. For that an exploratory literature review was implemented and 32 articles were analyzed. It is possible to conclude that there are three main strands covering the topic related to green, sustainable, and slow city (cittaslow) or place branding. Moreover, green resources are dealt with seeking to improve the image of the city, the quality of urban life, and the green spaces supporting the city as a tourism destination. Complementarily, sustainabil-ity embraces also economic and social aspects, which are not fully covered in the previous strand. Finally, the cittaslow perspective follows a sustainable perspective more closely than the green/environmental one. The three strands are very segmented and the stage of development is still in a growing up stage. The stakeholders play an important role in disclosing the natural resources, the environmental challenges for a city/place to develop a positive sustainable reputation. Finally, there is an important role from the public policy perspective to position the city as a green, sustainable place destination.