Corporate Social Responsibility (CSR) has evolved from an ethical obligation in-to a strategic advantage, encouraging companies to integrate sustainability into their operations. However, the success of these strategies depends on how well businesses understand consumer preferences. This study examines the relation-ship between gender and sustainable consumption, highlighting differences in at-titudes and behaviors. Using a cross-sectional survey of 65 participants, the re-search analyzes purchasing habits, awareness, and perspectives on future sus-tainability trends. The findings reveal significant gender differences: women are more proactive in purchasing sustainable products, more attentive to sustainabil-ity certifications, and more supportive of policies promoting sustainability, even at higher costs. These results are consistent with existing literature, which attrib-utes women’s stronger engagement to higher ecological awareness and a more holistic understanding of environmental issues. The study offers important im-plications for corporate strategy, suggesting that businesses should tailor sus-tainability initiatives to female consumers by enhancing transparency, ensuring credible certifications, and clearly communicating sustainability efforts. Overall, the research contributes to understanding gender dynamics in sustainability and provides practical insights for companies and policymakers.

This study investigates the evolving perceptions of masculinity and the resulting male consumer trend groups in Eastern Hungary. It explores the changing roles of men, who increasingly embrace non-traditional attributes and redefine masculinity in response to social and economic shifts. The originality of the research lies in its combination of bibliographic cluster analysis and in-depth qualitative interviews, offering a novel understanding of male trend groups through a multi-method approach. The study identifies key consumer segments, such as metrosexuals, ubersexuals, and LOHAS men, while also uncovering the complexities of modern masculinity. Analyzing these groups highlights how work, health, and risk management influence men's consumer behaviours. The results emphasize the need for businesses to adapt their marketing strategies to reflect the nuanced identities of male consumers. Practical applications include targeted marketing efforts that align with specific trend groups, enabling businesses to engage this evolving demographic effectively. The study's innovative approach contributes valuable insights for marketing professionals and researchers in gender studies.

The cultural market is undergoing increasing complexity; necessitating organizations to delve into a more detailed and thorough understanding of their target audiences than ever before, to effectively meet their needs and expectations. Acquiring and retaining audiences poses a significant challenge for performing arts organizations. The success of these businesses depends on their ability to comprehend the traits and behaviors of their target audiences. This study represents an initial marketing effort, conducting primary research to examine the profiles, demographics, and attendance patterns of audiences at two main performing arts organizations in Mongolia. The focus is on understanding how demographic factors such as age, gender, education, occupation, and income influence attendance frequency. Utilizing data from 6,514 individuals in the audience databases of the two performing arts organizations, 364 structured online survey questionnaires were collected in March and April 2023 through random sampling. Statistical analysis including descriptive statistics, frequency distribution, cross-tabulation analysis, and Chi-square testing, were employed to test the relationships between these factors. The results of the analysis indicate that all alternative hypotheses are supported. Specifically, the findings revealed that middle-aged, female, employed individuals with higher educational attainment and income levels tend to attend performing arts concerts more frequently.