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Children are beginning to socialize as consumers earlier than ever, highlighting the importance of their saving behavior as an effective form of consumer protection. The paper explored the influence of parents, peers, attitudes, knowledge, past behavior, allowance and self-efficacy on saving intention.

With the aim to explore a range of determinants of adolescent saving and to specify the potential mechanisms through which different determinants operate, we adopted a multitheoretical approach based on theories of planned behavior, consumer and financial socialization, and self-efficacy. The paper investigates the formation of the saving intentions on a sample of 1,476 children 10–15 years old in Croatia.

The results indicate strong importance of parental influence and self-efficacy, implying that saving intention among tweens requires a supportive family structure as well as beliefs in the tweens themselves that they are able to save money and face difficulties.

This paper investigates the very nature of saving intention formation at a crucial developmental stage; it investigates the interplay of mechanisms through which determinants of savings operate at that developmental stage; and it explores the age-variance of the mechanism and the interplay of relevant variables, shedding light on the nature of the mechanism of development.

The study aims to analyse the possibilities of positioning the anti-consumption through different communication appeals. It analyses commercial and social marketing campaigns in the global context, with the aim to recommend communication guidelines to empower anti-consumption among different industries.

The study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion.

The results bring a comprehensive overview of possible communication appeals of anti-consumption and prove feasibility of their implementation. The analysis of used appeals leads to recommendations for developing effective marketing communication for promoting anti-consumption.

The recommendations can serve both for-profit and non-profit organization as a showcase to discover the idea of anti-consumption as communication appeals. By empowering anti-consumption, consumers could reach personal welfare and participate in social equilibrium. Also, the study brings recommendations for further research considering the evaluation of the implemented strategies.

The study covers a gap in published literature focusing on comprehensive analysis of existing anti-consumption marketing communication strategies and appeals and brings an overview of potential strategies for empowering anti-consumption among modern consumers.

The purpose of this paper is to investigate the effects of values of materialism on cognitive and affective impulsiveness and responsible financial behavior among young adults.

A large-scale study (n = 483) was conducted on a sample of young adults 18 to 25 years of age in Croatia.

The research found that materialism has no direct effect on responsible financial behaviour (RFB), however, cognitive impulsiveness fully mediates the relationship of all three there three elements of materialism, centrality, success and happiness and RFB. Affective impulsiveness has no effect on the relationship. Furthermore, only materialism as centrality strongly and positively influences cognitive and affective impulsiveness.

Presented conclusions could be used by policymakers as guidelines for developing educational plans and curriculum to build financial capability and consumer protection among young adults and could be helpful for brand management activities targeting young people purchase decisions.

This paper’s ultimate purpose is to uncover the mechanism and the power of materialism on impulsiveness and responsible financial behavior. The paper’s originality is established by the focus on the investigation of materialism as an antecedent factor of impulsiveness and by questioning the nature of the relationship between materialism and responsible financial behavior through the mediating effect of impulsiveness.

This study aims to explore possible behavioural change venues, beyond the traditional approach to financial education, using the capability-opportunity-motivation behaviour theoretical framework of behavioural change.

The study included 45, semi-structured, in-depth interviews of young adults to explore which elements of financial behaviour formation should interventions target to be effective.

To strengthen capability, the study recommends behavioural education and training for boosting financial knowledge and skills, enablement of financial independence and modelling for empowering self-control and reducing impulsiveness. To boost motivation, gamification of modelling is advised for boosting responsible financial behaviour as part of the identity and inducing consideration of future consequences. Persuasion is advised for inducing positive emotions while incentivization and coercion are advised for empowering self-conscious intentions. To rise opportunity, the study proposes incentivization and coercion imposed by parents, and governmental efforts regarding restriction, enablement and environmental restructuring.

The study brings recommendations for developing efficient interventions for strengthening responsible financial behaviour that may help design type-specific education programmes to promote responsible financial behaviour.

The present study attempts to explore new venues in intervention design that break away from the traditional approach of financial education focused on knowledge and skills that is proven to be ineffective

An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents.

Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial-based point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions.

Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals.

The field experiment lasted for only two weeks and focused on seasonal produce.

PoS materials offer a low cost intervention for modifying consumer behavior in stores.

The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.

Educating audiences towards positive transformational change and targeted towards the improvement of quality of life in the field of strategic communication is almost a fairy tale. The controversy surrounding the Croatian pension fund system and its reform, low pensions, the negative demographic trends and low levels of financial and retirement literacy has put pension funds in a constant position of dealing with crisis communication strategies. At the same time, strategic communication in the industry is very traditional and is usually unnoticed. Taking a step back from a traditional goal of customer acquisitions, Croatian pension funds have pooled their efforts within the Association of Pension Funds and Pension Fund Insurance Companies in order to act as a unified group when dealing with joint interest. Recognizing the need of society to raise awareness of personal engagement in the process of retirement savings, they have decided to use education as a tool of strategic communication. This chapter has the purpose of showing how purposeful content-based valuable information can be created with the aim of influencing attitudes and behaviours in the field of personal and pension savings. During the project a quantitative study was conducted in order to investigate the effectiveness of the education on the attitudes and knowledge related to pension fund savings. The results of the quasi experiment indicate that the education has increased respondents' knowledge and positive attitudes towards retirement savings.

The disintegration of the SFRY, which had its roots in the late 1970s and 1980s (Delevic, 1998), started with the decision of the Slovenian and Croat governments in 1990 to seek independence from Belgrade. The event triggering the outbreak of war in Slovenia was the takeover of Yugoslav custom houses by the Slovenia government, which prompted the YPA to intervene militarily, pitting a well-armed conventional army against the security forces of a nascent state, largely consisting of milita-style Territorial Defense Units (Lucic & Lynch, 1996, pp. 183–185). The EC and the United States moved quickly to impose an arms embargo against Yugoslavia following the military escalation of the crisis in June 1991. This was followed by resolution 713 of the UNSC (1991) imposing a “general and complete embargo on the delivery of weapons and military equipment to Yugoslavia” on 25 September 1991. During this early stage of the conflict, there was agreement among the key international actors (USA, Russia and the EU) that the conflict in Yugoslavia had to be contained and that the breakup of the federal republic should be avoided at all costs, not least because it would set a dangerous precedent for other parts of Eastern Europe. Some permanent members of the Security Council (such as France, Russia and the United Kingdom) sympathized with the Serbian position vis-à-vis the break-away republics and while the decision to apply the arms embargo on Yugoslavia as a whole was justified by the fact that none of the republics had been recognized as a subject of international law, policymakers must have been aware that they were putting Slovenia and Croatia at a military disadvantage through this decision (Lucic & Lynch, 1996, pp. 295–300).

This chapter presents findings from a study into reading interests and habits of prisoners in six Croatian penitentiaries, and their perception and use of prison libraries. The study was conducted with the help of self-administered print survey. A total of 30% of prison population (male and female) in selected prisons was included in the study and a total of 504 valid questionnaires were returned (response rate of 81.3%). Findings indicate that reading is the respondents’ most popular leisure activity and that they read more now than before coming to prison. Respondents read more fiction than non-fiction. Most frequently they read crime novels, thrillers, and historical novels. To a lesser degree, they read religious literature, biographies, spiritual novels, social problem novels, self-help, war novels, science fiction, erotic novels, romances, spy novels and horrors. Respondents would like to read daily newspapers and magazines, and books about sport, health, travel, computers, hobbies, cookbooks, etc. Respondents have wide reading interests (both in relation to fiction and non-fiction) but they do not have access to them in their prison library. Respondents reported that reading makes their life in prison easier and their time in prison passes faster with books. Only about a quarter of respondents are satisfied with their prison library collection. Almost a fifth of respondents does not visit the library at all because it does not have anything they would like to find there: newspapers, modern literature, non-fiction, reading material for visually impaired and computers.