A. PROJECT MANAGER

Name and Surname: Erik Ružić

Academic Position: Full Professor

Institution:

Juraj Dobrila University of Pula
Faculty of Economics and Tourism “Dr. Mijo Mirković”

Scientific Area and Field: Social Sciences; Economics

E-mail: erik.ruzic@unipu.hr

B. ACTIVITY / PROJECT INFORMATION

Support Category: A – Scientific Research and Artistic Activities

Project Title: Determinants and Models of Contemporary Consumer Behavior in the Context of Products, Services, and New Technologies

Planned Duration: 24 months (12.5.2026.-12.5.2028.)

Requested Funding Amount (EUR): €5,000.00

Abstract

The project “Determinants and Models of Contemporary Consumer Behavior in the Context of Products, Services, and New Technologies” focuses on investigating the key factors shaping decision-making among contemporary consumers in a dynamic and technologically transformed environment. Building upon theoretical frameworks of consumer behavior, particularly the Theory of Planned Behavior (TPB), the project integrates psychological, social, and technological determinants to explain different forms of consumer behavior.

Research will be conducted across multiple market contexts, including food products (e.g., olive oil), services (preschool and veterinary services), the pet products market, and consumer behavior in artificial intelligence environments. Particular emphasis will be placed on the role of emotional attitudes, perceived value, customer satisfaction, environmental awareness, and the influence of new technologies on the formation of intentions and decisions.

Methodologically, the project is based on a quantitative approach using validated measurement instruments adapted to specific research contexts. Data will be collected through online questionnaires administered to different consumer groups and analyzed using advanced statistical techniques, including PLS-SEM, factor analysis, and analysis of variance.

Expected outcomes include the development and validation of integrated consumer behavior models, identification of key decision-making determinants, and expansion of existing theoretical models. The project will contribute to scientific literature through new empirical insights and provide practical recommendations for market segmentation, offer personalization, and service quality improvement.

The project responds to contemporary challenges in understanding consumers and contributes to the development of more effective and sustainable marketing strategies.

Keywords:
Consumer behavior; Theory of Planned Behavior (TPB); Decision-making; Artificial Intelligence; Customer Satisfaction

C. PROJECT TEAM MEMBERS (if applicable)

D. EXPECTED RESULTS AND CONTRIBUTION

Expected outcomes include the development and empirical validation of integrated consumer behaviour models across different contexts, including food products, services, the pet products market, and artificial intelligence environments. The results are expected to identify the key determinants of decision-making, including the role of attitudes, emotions, perceived value, customer satisfaction, sustainability, and technological influences. A particular contribution is anticipated in extending and testing the Theory of Planned Behavior (TPB) under contemporary conditions, as well as in developing reliable measurement instruments applicable across multiple domains.

The scientific contribution of the project lies in the integration of different theoretical approaches and in the comparative analysis of consumer behaviour across various market contexts. The project will generate new empirical insights relevant to marketing, service management, and digital transformation.

Practical implications include improved market segmentation, the personalization of marketing strategies, enhanced service quality, and stronger customer relationships.

The project envisages the preparation of a minimum of four scientific publications, of which two will be presented at international scientific conferences and two will be published in scientific journals indexed in the WoS and/or Scopus databases. Planned international scientific outlets include the EMAC Regional Conference and the European Journal of Marketing. In addition to the minimum number of publications specified above, efforts will be made to produce two additional articles; however, given the limited project duration, it is anticipated that these may not be published within the desired journals and time frame.

Furthermore, the project will explore opportunities for submitting an EU-funded project proposal (Interreg/Erasmus), with the results of the conducted research serving as a foundation for its preparation. The proposed project would focus on consumer behaviour in tourism, with particular emphasis on the adaptation of tourism destinations to the growing segment of travellers accompanied by pets. One of the project collaborators is the owner of a consultancy specialized in the preparation and implementation of EU-funded projects, and preliminary discussions regarding a potential application have already commenced.

As part of the scientific research activities, international collaboration with researchers from a reputable foreign university (School of Economics and Business, University of Ljubljana) is also planned. Preliminary agreements are already at an advanced stage, and upon project approval, the preparation of internationally co-authored scientific publications will begin.

The project includes two early-career researchers with clearly defined roles and responsibilities. In addition, representatives from the business sector are actively involved in the project, ensuring a high level of practical applicability and relevance of the research results.