Part 1. Economic and legal aspects of sustainable consumer behaviour Chapter 1: Expectations for trends in household living standards and different perceptions in selected Central European countries. Nada Hazuchová , Jana Stávková , Agnieszka Siedlacka and Ludmila Nagyová Chapter 2: Willingness to reduce food choice in favour of sustainable alternatives - the role of government and consumer behaviour. Adnan ul Haque, Fred A. Yamoah and Wlodzimierz Sroka Chapter 3: Harmonised protection of consumer behaviour: the holistic comparative message about its effectiveness and efficiency from legislative and judicial perspectives. Radka MacGregor Pelikánová Part 2. Understanding the cross-cultural specifics of consumer behaviour Chapter 4: Multidimensional analysis of consumer behaviour on the European digital market. Armenia Androniceanu, Jani Kinnunen, Irina Georgescu and Ane-Mari Androniceanu Chapter 5: The black box of consumer behaviour and brand value perception: Case study of the Slovak Republic. Jana Majerova and Anna Krizanova Chapter 6: Analysis of consumer behaviour in the networked environment: Case study of the Slovak Republic. Lubica Gajanova and Margareta Nadanyiova Chapter 7: Sustainable consumption behaviour in Poland through a PLS-SEM model Juan J. García-Machado, Edna C. Figueroa-García, Agnieszka Jachowicz Part 3. Factors influencing consumer behaviour across products and services Chapter 8: Coffee consumer segmentation - implications for producers and sellers. Grzegorz Maciejewski , Sylwia Mokrysz and Lukasz Wróblewski Chapter 9: Identification of the reasons why individual consumers purchase dietary supplements. Katarzyna Hys Chapter 10: The behavioural profiles of energy consumers: comparison of the decision tree method and the logit model. Edyta Ropuszynska-Surma and Magdalena Weglarz Chapter 11: How much might a beer cost in a fancy resort? A possible replication of Thaler's well-known experiment. Anita Kolnhofer Derecskei Part 4. Consumer behaviour - implications for business strategy Chapter 12: Omni-channel retailing strategy and research agenda. Ioana Nicoleta Abrudan, Dan-Cristian Dabija and David B. Grant Chapter 13: How marketing shapes the behaviour of culture participants. Magdalena Sobocinska Chapter 14: Determinants of purchasing decisions of restaurant consumers: a case study analysis. Agnieszka Werenowska, Olga Kresan Chapter 15: Consumer behaviour and private donations: the effect of marketing communication and the reputation of non-profit organisations. Jarmila Šebestová and Dana Šebestová