Abstract
In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. Marketing Innovation Strategies and Consumer Behavior is a comprehensive resource that serves as a beacon of clarity amidst the chaos, offering a structured roadmap for understanding and harnessing the power of innovation in marketing. Through meticulous analysis of current trends and in-depth exploration of cutting-edge strategies, this book provides a holistic understanding of the challenges and opportunities facing businesses today. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility. © 2024 by IGI Global. All rights reserved.

Abstract
During the COVID-19 pandemic, lockdowns and social distancing measures drove the shift from in-person to online physical exercise classes, leading individuals to explore these digital alternatives. Guided by the Expectation-Confirmation Model, this article examines older adults' intentions to continue using online physical exercise classes. Semi-structured interviews were conducted with 17 adults aged 65 and older who had participated in online physical exercise classes during the pandemic. Transcripts were subject to thematic analysis using the NVivo software program. The results indicate that older adults recognize the usefulness of online physical exercise classes because of their ability to enhance their health and well-being. Their initial expectations were surpassed, and they were generally satisfied with the experience. However, in-person classes remained preferred due to their enhanced benefits. They also felt that the adoption of online classes was involuntary; instead of an autonomous decision guided by their needs and preferences, this was a viable solution imposed by the lockdown. Therefore, their continuance intentions are limited to specific conditions, namely a new lockdown or other physical impediments. Still, considering the flexibility that online physical exercise classes offer, accommodating time and physical constraints, participants highlighted the advantages of a hybrid approach for those who may face challenges attending in-person classes. Based on the findings, this article proposes that ECM provides a relevant, yet insufficient, framework for explaining older adults' continuance intentions for online physical exercise classes, suggesting the inclusion of additional explaining factors: perceived usefulness of non-technological alternatives, necessary conditions, and self-determination.

Abstract
Resilience is an important theoretical construct that helps to conceptualise the ways individuals and organisations attempt to countervail the effects of poverty and austerity. As a response to prolonged crises, such as the global economic crisis and the COVID-19 pandemic, this chapter focuses on tracing the psychological, behavioural, sociological and spatial perspectives of resilience, advancing our current understanding of resilience theory within the marketing and consumption context of crises and austerity. The chapter reviews recent research exploring the importance of resilience and, more specifically, the notion of persistent resilience in response to long-term stressors, such as unemployment, triggered by the austerity measures imposed by European governments following the global economic crisis as well as the COVID-19 pandemic. In advancing previous research in this area, we offer a broader perspective by underlining the impetus for businesses and communities to employ a range of resilience strategies while also highlighting the importance for individuals to develop a sustainable set of resilience capacities to help creatively navigate the market and flexibly adapt to the long-term effects of intense and long-standing crises © 2024 selection and editorial matter, Caroline Moraes, Morven G. McEachern and Deirdre O’Loughlin; individual chapters, the contributors. All rights reserved.

Abstract
[No abstract available]

Abstract
Sustainable development policies trigger a shift in the global development paradigm by aligning economic, social, and ecological goals. Concurrently, the rapid surge in digitalization is transforming business processes and communications across all sectors and levels. As a result, the integration of e-business and e-governance becomes a critical component in achieving Sustainable Development Goals (SDGs). In this context, the aim of this article is to analyze the effects of digitalization, specifically e-governance and e-business, on the attainment of SDGs in European Union (EU) countries. The method used is a panel of corrected standard errors and feasible generalized least squares models to identify the impact and significance of e-governance and e-business on SDG achievement. The e-governance indicators considered by this study were found to significantly impact SDG achievement. Moreover, e-business indicators were also found to positively impact the attainment of SDGs, with some exceptions. The findings suggest that EU countries should continue to intensify digitalization across all sectors as it enhances the transparency accountability of all business processes and communications and increases trust in government services, which are the core drivers of achieving SDGs.

Abstract
The main aim of this article is to investigate the effect of perceived greenwashing on consumers' purchasing behavior of eco-friendly products. Twelve research hypotheses were defined based on contributions from the literature. To test these hypotheses, a quantitative methodology was employed, collecting data through an online survey (N = 270) and using SmartPLS for analysis. The results confirm that perceived both perceived greenwashing and perceived risk have a negative influence on consumer attitudes. While their direct effects on purchase intention were found to be insignificant, both perceived greenwashing and perceived risk had a significant negative indirect effect on purchase intention through attitude. Additionally, it was confirmed that purchase behavior is positively affected by attitude and by willingness to pay more. These results contribute to addressing the limited knowledge regarding the impact of consumers' perceived greenwashing on their behavior, especially concerning different product types. Furthermore, they provide valuable insights for managers, highlighting the importance of mitigating greenwashing and risk perceptions associated with eco-friendly products due to their indirect negative impacts on purchase intention and behavior.