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The purpose of this research is to measure the impact of green consumption experience on self-perception, willingness to pay, and purchase intention toward green products. This study utilises four lab experiments, followed by three replication-controlled field studies, with Georgian Generation Z consumers. The results confirm the causal effect of consumption experience on self-perception, self-esteem on willingness to pay, and, subsequently, self-perception on purchase intention towards green products. The findings also established the indirect impact of consumption experience on self-perception through self-esteem and social worth. However, the findings did not support the mediating role of self-diagnostic value. The study contributes to the literature by investigating the effect of consumption experience and its indirect effects through hedonistic values on consumer perception and behaviour towards green products. The consumption experience and its link to self-perception has not been explored thoroughly previously.

This study seeks to investigate consumer behaviour towards elements of green branding among football clubs. The research develops a framework for football clubs to increase consumer purchase intention towards green brand extensions offered online. The study utilises consumer brand-based equity (CBBE) model to discover branding elements among football clubs. A survey of 473 football fans in Georgia was conducted. The results were analysed by employing SEM and FSQCA. The findings indicate that team's venue and facilities as well as social identity directly impact loyalty and purchase intention towards green brand extensions online. The analysis also determined the mediating role of brand loyalty amplifying the direct effects. FSQCA analysis offers three configurations for two main subsamples of football fans by placing green brand extensions as the outcome. The research fills the gap in knowledge by offering a new insight into green consumer behaviour, utilising football clubs' tangible and intangible assets.

The purpose of this study is to explore the shopping behaviour of the contemporary Georgian customers. Never in the history of the Caucasus region, since the inception of the great Silk Road, have consumers benefited from such a range of global, high-tech shopping options. Today, Georgian consumers are able to shop from various vendors in a virtual marketplace with the click of the mouse, leaving Georgian consumers with an unlimited digital marketplace beyond their local shops, markets and bazaars. However, while this presents opportunities for some local retailers, it also poses problems for others. This paper studies the relationship between customers' purchasing patterns, namely: customers' basket size, frequency of their purchasing intervals, the monetary value of their purchases and their webrooming and showrooming behaviour. This study adopted a deductive approach by formulating and analysing hypothetical relationships between the above-mentioned concepts. To test the hypotheses, we designed and distributed a questionnaire with closed-ended questions, among a sample of 417 respondents that measured the impact of variables empirically. The results indicate a negative correlation between basket size, frequency of purchases and webrooming and showrooming behaviour while rejecting a strong positive correlation between monetary value and research into online shopping.

A successful implementation of an overall reform program will enable Georgian banks to provide intermediation and assist in the country's development from a weak market economy to a mature financial system. The changes for reform are better now than at any time during the last decade. Favorable economic and political conditions and changes in attitude among bank management have created an usual opportunities for development and growth. This study attempts to analyze the effects of financial liberalization and deregulation on competitive conditions and foreign investment in the banking industry of Georgia economies using firm-level data for the period 1999- 2010.