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  DIGITAL CAPACITY, RULE OF LAW, AND REGULATORY QUALITY AS DETERMINANTS OF GOVERNMENT EFFECTIVENESS: A POOLED OLS INTERACTION MODEL FOR EU MEMBER STATES

  : Government effectiveness, as a measurable institutional outcome, has been extensively studied, assessed and discussed in the academic literature. Building on the theories of moderation and institutional complementarity, this study argues that digital capacity, the rule of law, and regulatory quality are significant determinants of government ... : Government effectiveness, as a measurable institutional outcome, has been extensively studied, assessed and discussed in the academic literature. Building on the theories of moderation and institutional complementarity, this study argues that digital capacity, the rule of law, and regulatory quality are significant determinants of government effectiveness. The analysis draws on data for four internationally recognised composite indices used to assess the state of public administration. This study proposes a pooled OLS interaction model to examine whether the effects on government effectiveness depend on the levels of digital capacity, the rule of law and regulatory quality, and on the interactions among them. The aim of this article is: 1. To outline the theoretical basis for the application of an institutional interaction model to the study of governance effectiveness; 2. To construct and apply such a model using observed cross-national data for EU countries and Bulgaria. In this regard, the authors set themselves the following tasks: 1. To review a methodological framework for analyzing administrative structures; 2. To examine the influence of digital maturity, the quality of regulations, the rule of law and their multiplier effect on the effectiveness of public administration management in EU countries; 3. To draw conclusions about the institutional interaction of the three factors on the effectiveness of public administration in Bulgaria. The findings reveal significant positive effects of digital capacity, the rule of law and regulatory quality on government effectiveness. The analysis of internationally comparable composite indices with longitudinal coverage enables both cross-national and temporal comparisons, yielding policy-relevant insights for strategies aimed at enhancing public administration effectiveness. Comparable panel data for the DES, RoL and RQ coefficients for all 27 EU Member States for the period 2022–2024 were used as independent variables determining the levels of the dependent variable Government Effectiveness (GE).

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  THE IMPACT OF PRODUCT QUALITY ON GREEN TECHNOLOGY PRODUCT CONSUMPTION BEHAVIOUR IN AN EMERGING MARKET: EVIDENCE FROM URBAN CONSUMERS IN VIETNAM

  Green technology products have increasingly attracted attention due to growing environmental concerns and the transition toward sustainable consumption. However, consumer adoption of green technology products in emerging markets remains inconsistent, particularly in an emerging market such as Vietnam. Therefore, this study examines the effects of ... Green technology products have increasingly attracted attention due to growing environmental concerns and the transition toward sustainable consumption. However, consumer adoption of green technology products in emerging markets remains inconsistent, particularly in an emerging market such as Vietnam. Therefore, this study examines the effects of product quality dimensions on green technology product consumption behavior among urban consumers in Vietnam. A quantitative research approach was employed using survey data collected from 350 urban consumers in Vietnam. The research model examined seven dimensions of product quality, including product performance, product features, durability, reliability, health safety, eco-friendliness, and conformance to standards. Structural Equation Modeling (SEM) was applied to test the proposed hypotheses. The findings reveal that all seven product quality dimensions positively and significantly influence green technology product consumption behavior. Among these factors, product performance emerged as the strongest determinant, followed by durability and conformance to standards. The results indicate that urban consumers in Vietnam prioritize functional effectiveness, long-term economic value, and certification credibility when evaluating green technology products. The study concludes that consumers in emerging markets integrate environmental concerns with practical and economic considerations in green purchasing decisions.

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  THE EFFECTS OF AI-WASHING ON CONSUMER’S TRUST, ETHICS AND PURCHASE INTENTION

  As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical ethical concern. This article reports study results examining AI washing perception and its consequences for consumer ... As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical ethical concern. This article reports study results examining AI washing perception and its consequences for consumer trust, perceived brand ethicality, purchase intention, and word-of-mouth (WOM) intention. Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed with a survey sample of 854 consumers to establish predictive relationships. Drawing on the Trust-Action Model, Ethical Decision-Making Theory, and Consumer Information Processing Theory, the findings shows that AI washing severely and significantly damages all four consumer outcomes. Crucially, a serial mediation pathway Perceived Brand Ethicality-Brand-Trust-Behavioral Intentions was supported in the study, confirming that deception functions primarily as a moral failure before translating into eroded trust and suppressed behavior. Moderation analyses revealed a competence-based susceptibility gradient: technological literacy and prior AI experience amplified these negative effects, whereas age did not. Convergent cross-study effect sizes confirm robust findings with important implications for marketing practice, consumer protection, and AI governance.