Embracing consumer minimalism: the path to sustainable consumer behavior among adolescents

Purpose The study aims to identify the effects of consumer moral identity and consumer engagement with sustainable consumption on sustainable consumer behaviour at home and in the workplace. Design/methodology/approach Survey data were collected in two European countries, i.e. Lithuania and the United Kingdom (total sample 586) and analysed using PLS-SEM to test hypotheses pertaining to the key variables, including moral identity, engagement with sustainable consumption, sustainable consumption behaviour at home and sustainable consumption behaviour in the workplace. Findings Revealed that moral identity was a predictor of sustainable consumption behaviour at home but had no direct effect on sustainable consumption behaviour at the workplace. Similarly, engagement with sustainable consumption has been demonstrated to have a direct positive impact on sustainable consumption behaviour at home, but no significant effect on sustainable behaviour at work was confirmed. A strong moral identity fosters higher consumer engagement with sustainable consumption. The findings revealed the positive impact of sustainable behaviour at home on equivalent behaviour at work, reminding of the importance of the so-called “spill-over” effect. Originality/value An element of novelty in this study lies in the differentiation of behavioural practices at home and in the workplace, demonstrating that a spill-over effect can occur with a “home-work” path. By highlighting the importance of consumer moral identity and consumer engagement in predicting sustainable consumption behaviour in both domestic and professional settings, our study contributes to the advancement of knowledge in the fields of sustainable marketing and consumer behaviour.

PurposeThe purpose of this study is to explore Generation Z (Gen Z) consumers’ sustainable consumption behaviors at a university campus by examining various antecedent and moderating influencers of their sustainable consumption behaviors.Design/methodology/approachA quantitative research methodology is used in this study. A structured questionnaire was administered (n = 279) to young college students (Gen Z consumers in the context of this study) enrolled at a large state university in the USA. The structural equation model was used to test the hypothesized relationships in the conceptualized model.FindingsStudy findings show that social responsibility (feelings, engagement and expectations) and external incentives (material and social) positively influence Gen Z consumers’ sustainability interests, which in turn influences their sustainable consumption behaviors (actions). Collectivist cultural values did not appear to have any statistically significant effect on Gen Z consumers’ sustainable consumption interests. Moreover, learned helplessness, perceived barriers and the awareness of the consequences of sustainability consumption actions did not have any significant moderating effect on Gen Z consumers’ sustainable consumption behavior.Research limitations/implicationsThe questionnaire was only sent to students majoring in business degrees, which may limit the generalizability of this study to broader Gen Z consumer populations. Expanding this study to include non-business students may be valuable as a next step. Replicating this study in different cultural environments of international countries could enhance the relationships identified in this study.Practical implicationsConsumer social responsibility education along with material and social incentives will encourage Gen Z consumers’ participation in sustainable behaviors at college campuses.Originality/valueThis research provides valuable insights into understanding the importance of consumer social responsibility and external incentives in influencing Gen Z consumers’ sustainable consumption intentions and behaviors. Accordingly, consumer social responsibility education and incentive programs need to be developed to encourage the participation of Gen Z consumers in sustainable consumption.

What would make the “elusive” green consumer actually choose sustainable products? This research draws from “dopamine hypothesis of reward” to demonstrate that physical activity/exercise (regular and immediate) is a vital factor in determining consumers' sustainable behaviors. More specifically, it examines the role of physical activity/exercise on sustainable consumption behaviors as well as the role of emotional intelligence and sustainability claims. Five studies were conducted to test the hypothesized relationships. The findings from Study 1a and 1b establish direct causal link between physical activity/exercise and customers' sustainable consumption behaviors. Studies 2a and 2b show that emotional intelligence (trait‐based and ability‐based) may explain the effect of physical activity/exercise (regular and immediate) on sustainable consumption behaviors. Finally, the findings from Study 3 demonstrate that sustainability claims moderate the effect of emotional intelligence on sustainable consumption behaviors. These findings offer significant implications for retailers and marketers to use physical activity/exercise as a strategic intervention to positively influence consumers' evaluation and behaviors toward sustainable products.

As a result of studies examining individual differences in temporal perception and the relationship of these differences with sustainable behavior, it has been observed that long-term perception predicts participation in pro-environmental attitudes and sustainable consumption behaviors. In this study, the relationship between the differences in future perceptions and sustainable consumption behaviors was examined in terms of individuals residing in the Turkish Republic of Northern Cyprus (TRNC). In order to test this relationship, “Sustainable Consumption Behaviors” scale and CFC (Consideration of Future Consequences) scale were used. Since the normality assumption of the data could not be achieved, it was decided to use nonparametric tests. As a result of the analysis of the data, collected from 319 participants who were accessed online, it was found a statistically significant but a weak relationship between "Perception Tendency of the Future" and "Sustainable Consumption Behaviors". While no statistically significant relationship was found between the "Short-Term Thinking Tendency" subscale and "Sustainable Consumption Behaviors", it was found that the "Long-Term Thinking Tendency" subscale had a statistically significant relationship with "Sustainable Consumption Behaviors". In line with this finding, it was determined that those who tend to think long-term do their consumption behavior by taking sustainability into account compared to the group who thinks short-term. In addition, it has been determined that there is a noticeable difference between those who do sports and those who never do, and in this context, those who do sports differ significantly in terms of environmental awareness, unnecessary purchasing and sustainable consumption behaviors compared to those who do not do sports. It has been determined that the importance given to healthy eating is significantly related to long-term thinking, similarly, as the importance given to healthy nutrition increases, consumption becomes more environmentally friendly, and as the importance given to healthy nutrition decreases, consumption behavior that takes into account sustainability is abandoned.

Purpose: to present an author-designed methodology for measuring sustainable consumer behavior and the results of its practical evaluation for the verbal modelling of behavior of consumers of generations X, Y and z in conditions of unstable socio-economic and environmental systems.Methods: the study is grounded in the application of methods of content analysis of secondary information and statistical analysis of primary data. Results and implications of the research study are grounded in the use of the author-designed system of indicators of sustainable consumer behavior in the marketing study of the extent of manifestation of such behavior by consumers of generations X, Y, z on a representative sample of 1195 units who reside in more than 200 large cities in Russia.Results: the author-designed customized methodology for measuring sustainable consumer behavior that is grounded in a system of qualitative indicators, classified by clusters of interrelated objectives on sustainable societal development (socio-economic, social and socio-environmental), has been developed. The study findings enabled the authors to identify significant differences in indicators of sustainable behavior of consumers of different generations and to determine their proclivity to exhibit sustainable behavior in the future. The detected differences served as the basis for demonstration of both the verbal models of sustainable behavior of consumers of generations X, Y and z and the possibility to identify generational groups as large market segments for the purposes of differentiating sustainable marketing strategies.Сonclusions and Relevance: the results of testing of the author-designed methodology for measuring sustainable behavior of consumers from different generational groups confirmed the provisions of the generational theory on differences in their behavior, which manifested itself in differentiation of the contribution of consumers of the X, Y, z generations to achieving socio-economic, social and environmental objectives in the country through productive (destructive) behavioral patterns. Therefore, application of generational theory provisions will be instrumental in identifying large target market segments, corresponding to the generational groups with different profiles and models of sustainable behavior, which will require differentiated approach in sustainable marketing.

Solving environmental problems is important for the sustainable development of human beings. And consumers play a key role in solving environmental problems. However, there are many challenges in promoting consumers’ participation in sustainable behaviors, such as “green fatigue”, ego-others trade-off, and “long-term perspective”. Starting from how to enable consumers to overcome challenges and participate more in sustainable behaviors, this research focused on the impact of cognition and emotion on sustainable consumption behaviors. More specifically, this research mainly explored how arousing consumers’ nostalgia will affect their continuous participation in sustainable consumption behaviors. Through three studies, current research found that nostalgia affects consumers’ willingness to participate in sustainable consumption behaviors, while nostalgia type and self-construal interact to influence consumers’ willingness to participate in sustainable consumption behavior, and collective efficacy and personal efficacy play a mediation role respectively.

As China relaxes its birth policies and Chinese women gain greater mental and economic independence, the market for maternity clothing has expanded significantly. This essential item for pregnant women now features a vast design space and a growing consumer market, drawing widespread attention. However, due to the ongoing changes in pregnant women’s body shapes and the requirement for many to keep working and socializing during early and mid-pregnancy, maternity clothing has a brief usage period and a quick turnover, contributing to unsustainable consumption habits. This research aims to explore the effect of environmental awareness on sustainable consumption behavior in maternity clothing. Using Grounded Theory, the study investigates sustainability issues in maternity clothing consumption, identifying the factors and stages that influence sustainable consumption behavior. It focuses on two main questions: research question 1: How can the sustainability of maternity clothing be enhanced to minimize unsustainable consumption? research question 2: What impact does environmental awareness have on sustainable consumption behavior in maternity clothing? Maternity clothing represents a unique segment in the fashion industry due to its short-term usage and specific functional requirements. Despite its temporary use, maternity clothing consumption can significantly contribute to environmental degradation due to unsustainable production practices, use of non-eco-friendly materials, and disposal issues. Current literature has extensively covered sustainability in general fashion but has relatively overlooked the specific context of maternity clothing. Addressing research question 1 helps fill this gap by focusing on targeted strategies to enhance the sustainability of maternity clothing, thereby reducing its environmental impact. Environmental awareness is a critical driver of sustainable consumption behavior. However, the extent to which this awareness translates into actual purchasing decisions, especially in niche markets like maternity clothing, remains under-explored. Understanding this relationship can provide valuable insights into consumer behavior and help fashion brands design more effective sustainability initiatives. By examining research question2, the study aims to bridge the gap in literature regarding the specific impact of environmental awareness on consumption behaviors within the maternity clothing segment. This can inform strategies for promoting eco-friendly practices and increasing consumer engagement in sustainable fashion. To ensure the comments and reports were relevant, data collection was carried out from 2019 to 2023 using keywords such as “sustainable maternity clothing,” “eco-friendly maternity clothing,” “sustainable fashion,” “maternity clothing consumption,” and “postpartum clothing consumption.” A total of 1,086 relevant papers and other materials were obtained, Out of these ,45 viable texts were chosen for an in -depth analysis. The study identified factors related to environmental consciousness and three stages of sustainable maternity clothing consumption behavior. Additionally, it offers recommendations for encouraging sustainable consumption of maternity clothing through effective management practices.

Objective: This study investigates the role of CSR-stimulated moral elevation (CSRME) in promoting sustainable consumer behaviors (SCBs) aligned with SDG 12: Responsible Consumption and Production and strengthening Customer-Company Identification (CCI). It also examines whether CCI mediates the relationship between CSRME and SCBs. Theoretical Framework: The study is grounded in the Stimulus-Organism-Response (S-O-R) framework, which explains how CSRME (stimulus) influences CCI (organism) and drives SCBs (response). Method: A scenario-based experiment was conducted with 397 consumers of a sustainable fashion brand. PLS-SEM was employed to analyze the relationships between CSRME, CCI, and six SCBs: activism, buying less, mindful consumption, sustainable purchasing, sustainable use and disposal, and secondhand, vintage, and rental practices. Results and Discussion: Findings indicate that CSRME does not directly influence SCBs but plays a significant role in cultivating CCI, which in turn mediates the relationship between CSRME and SCBs. These results highlight the indirect impact of moral elevation on sustainability behaviors, reinforcing its relevance to SDG 12. Research Implications: The study extends CSR and consumer behavior research by identifying moral elevation as a primary emotional catalyst for customer-company identification and an indirect influencer of sustainable behaviors. Originality/Value: By emphasizing the emotional mechanism of moral elevation behind CSR engagement, this research offers new insights into how CSR can be leveraged to promote long-term sustainable consumption (SDG 12).

With the relaxation of China’s birth policies and the dual independence gained by Chinese women in both mental and economic aspects, maternity wear, as an essential item for pregnant women, has an enormous design space and a growing consumer market, attracting increasing attention from all quarters [1]. However, due to the continuous changes in pregnant womens body shapes and the fact that most women need to continue working and socializing during the early and middle stages of pregnancy [2], maternity wear has a short wearing cycle and rapid turnover [3] leading to the current unsustainable consumption of maternity wear. This study aims to explore the impact of environmental awareness on the sustainable consumption behavior of maternity wear. Specifically, the study objective is to use Grounded Theory to analyze sustainability issues within maternity wear consumption and identify the factors and stages influencing sustainable consumption behavior through online searches for relevant reports and comments. We address 2 research questions. RQ1: How to improve the sustainability of maternity wear to reduce unsustainable consumption? RQ2: How does environmental awareness influence sustainable consumption behavior in maternity wear? This article, based on Grounded Theory, to ensure the timeliness of comments and reports, conducted sample data collection from 2019 to 2022. We conducted searches using keywords such as “sustainable maternity wear,” “ecofriendly maternity wear,” “sustainable fashion,” “maternity wear consumption,” and “postpartum clothing consumption.” We obtained a total of 1086 relevant articles and materials. After careful screening, we narrowed down our searches and organized 45 feasible textual materials for our study. Through online searches for relevant reports and comments regarding sustainable consumption of maternity wear, it identified consciousness-related influencing factors and three stages of sustainable maternity wear consumption behavior. Furthermore, it proposed reference recommendations for promoting sustainable consumption of maternity wear through management practices.
 Keywords: environmental awareness, maternity wear, sustainability, consumer behavior, grounded theory

This study investigated the relationship between personal values, norms, and sustainable consumption behaviours of beverage consumers in central Uganda. The study employed a correlational design where 400 beverage consumers aged 18 and older provided the data in a survey. The data were analysed using structural equation modelling in the SPSS AMOS extension Version 23. The study results show that personal values and norms were critical determinants in beverage consumers’ engagement in sustainable behaviours like recycling, reusing, and proper disposal of waste from plastic bottles. Notably, consumers with biospheric values were more predisposed to engaging in such behaviours. Both personal and social norms positively influence sustainable consumption behaviours. The mediation effects of both norms were also confirmed in this research. Therefore, this study offers valuable insights to policy-making bodies and beverage companies in Uganda regarding the factors that drive sustainable consumption behaviours among beverage consumers. These findings can be used to develop effective environmental policies and marketing campaigns.

Attendance of Renaissance festival (Faire), an event that recreates historic medieval living, is motivated by identification within a subculture and a strong sense of belonging, providing an interesting insight into the role of culture in influencing pro-sustainability consumption behaviors. This paper compares at home sustainable consumption practices with sustainable consumption travel behaviors within the Renaissance serious leisure community to determine the role social norms play in sustainable consumption behavior. Using a framework that compares normative (routines) and self-enhancing (habits) sustainability behaviors, evidence supports that demographics, specifically levels of education and gender, positively impact sustainable consumption behaviors, and that social norms positively affect Faire visitation. However, while Faire visitation does not affect normative behavior either at home nor while traveling, it does influence self-enhancing sustainability behavior negatively. Finally, social norms, mediated by Faire visitation, indirectly impact self-enhancing behavior both at home and when traveling. While the cultural ethos of festival communities could foster sustainable living more broadly, results suggest that Faire attendance seemed to undermine the likelihood of being sustainable elsewhere.

The increasing concern regarding the impact of energy consumption on the environment and the 2050 net-zero emission target necessitates the investigation of behavioral studies in energy consumption among employees. This study aims to develop a conceptual framework for future research on sustainable consumption behavior, specifically focusing on millennials. The conceptual framework links millennials’ sustainable consumption behavior to proactive work behavior through the lens of workplace spirituality. To develop this framework, the paper reviewed published studies related to sustainable consumption behaviors, work values, and behavioral factors across different generations. The review utilized computerized keyword searches in scholarly databases such as SpringerLink, Emerald, ScienceDirect, ProQuest, and Google Scholar. Based on the review’s empirical findings, narrative examples were drawn to construct the conceptual framework. The findings emphasize the importance of exploring millennials’ sustainable consumption behavior in relation to their values and behavioral factors. Proactive work behavior and workplace spirituality are identified as actionable elements to promote sustainable consumption behaviors among employees in the energy sector. Workplace spirituality is proposed as a moderating variable for the relationship between sustainable consumption behaviors and proactive work behavior, providing potential for further research in this area. Given that millennials are a significant generation in achieving sustainable energy consumption goals by 2050, this study focuses on their hiring and training to drive sustainable behavior. It evaluates the influence of HR and organizational behavior factors on sustainable consumption behavior in the energy industry. Practical implications and recommendations aim to assist practitioners and policymakers in analyzing behavioral phenomena to establish and implement sustainable goals for millennials. The paper extends the conceptual underpinning of sustainable consumption behavior by integrating proactive work behavior and workplace spirituality in the context of energy sector millennials. It paves the way for future researchers to empirically investigate and examine these variables in the energy sector. The study’s significance lies in its conceptual contributions to the existing body of knowledge in the field of sustainable consumption behavior. Keywords: energy sector, millennials generation, sustainable consumption behaviors, proactive work behavior, workplace spirituality

Mobile payment has a pronounced impact on the consumption mode of various industries and provides new clues for sustainable consumption. This study aims to explore the role of perceived risk and perceived technology on sustainable consumption intention and behavior. Moreover, it proposes the structural equation model of mobile payment for sustainable consumption behavior. 574 participants from Chinese higher education institutions filled in the questionnaire. The bootstrapping method was used to solve the problem of mediating factors. Amos 26.0 helped to construct structural equation models. The study determined the negative effect of the perceived mobile payment risk on the perceived mobile payment usefulness, perceived mobile payment ease of use, and sustainable consumption intention. Moreover, the three variables have a particular buffer in the relationship between perceived mobile payment risk and sustainable consumption behavior. Furthermore, perceived mobile payment usefulness positively impacts sustainable consumption intention, and they have a chain-mediated effect on the relationship between perceived mobile payment risk and sustainable consumption behavior. The same effect also occurs in the relationship between perceived mobile payment ease of use and sustainable consumption intention.

Purpose This study aims to identify the motivators of sustainable responsible consumption behaviour. Additionally, two sequential mediation paths were examined to consciously manage irresponsible consumption behaviour. Design/methodology/approach Data were collected from 442 domestic electricity consumers using a time-lagged survey. The two-stage analytical path analysis process of structural equation modelling was used in SMART-PLS 4.0 for data analysis. Findings Religious sermons significantly impact awareness of wasteful consumption. This awareness remains more effective in triggering afterlife religious beliefs than wastophobia. Activated afterlife religious beliefs have established a more potent sequential mediation path from religious sermons to sustainable responsible consumption behaviour rather than mere awareness. Research limitations/implications This research focused on a Muslim-majority country, suggesting that comparative studies across various cultures and religions could enhance the reliability and generalisability of findings. Practical implications This study recommends that energy organisations, policymakers and marketers prioritise raising awareness of wasteful consumption practices over merely focusing on energy awareness. In Muslim communities, religious sermons can profoundly influence irresponsible consumption behaviour. This approach advocates integrating afterlife religious beliefs to instigate “wastophobia” in consumer behaviour, bolstering sustainable and responsible consumption practices and ensuring a more impactful approach to energy conservation. Originality/value This study contributes to the psychoanalysis theory, consumer behaviour and waste management literature by suggesting that knowledge alone cannot change irresponsible consumer behaviour. Genuine transformation requires activating an individual’s concerns regarding the enduring consequences (afterlife repercussions) of wastefulness. It offers a new perspective on sustainable consumption in the context of wastefulness and introduces a pragmatic facet elucidating how consumers can harness this awareness to manage wastophobia amid escalating afterlife religious repercussions. This study expands the theoretical horizon and provides actionable insights into promoting sustainable responsible consumption behaviour.

With the ecological environment deteriorating and rapid growth of world population, sustainable issue becomes a hot issue all over the world. All the state, industry and consumer levels pay more attention to the sustainable filed. Even Kotler (2011) in his study mentioned that the need for sustainable issue means new challenges to the scholars and practitioners. This research aim to the sustainable consumption filed in China. Based on the previous studies, sustainable consumption can be summarized including clothing, food, housing and travelling is an important way to cope with the deteriorating ecological environment and the rapid growth of world population. The Chinese government attaches great importance to sustainable consumption, at the same time the government has issued many sustainable policies to promote the development of sustainable consumption concept. Environmental policies consists of three kinds of instruments (regulation instrument, economic instrument, and information instrument), but which instrument is more effective to promote people’s sustainable consumption attitude and behavior, and whether these effects will be changed or not in different context, previous studies have no clear answer. Based on the literature view, this study organized and established the concept research model. Following the logic of policy-attitude-behavior, the researchers examined the relationship among environmental policy instruments, sustainable consumption attitude and sustainable consumption behavior. Meanwhile, due to long-term orientation was an important variable to explain attitude and behavior, based on time orientation theory, this research also tested the moderating role of long-term orientation between environmental policy instruments and sustainable consumption attitude. Data were collected from Chinese residents in the medium size city, after excluding 67 invalid questionnaires, 325 questionnaires were used to analysis. Through exploratory factor analysis and confirmatory factor analysis, this study confirmed that the scales of main variables had good reliability and validity. Researchers adopted SPSS19.0 to conduct multiple regression analysis. Results showed that regulation instrument and economic instrument had significant effects on sustainable consumption attitude, but the effect of information instrument was not significant. Long-term orientation played the positive moderating role between economic instrument and sustainable consumption attitude; consumers’ sustainable consumption attitude was correlated with sustainable consumption behavior, and was as a mediator between regulation instrument, economic instrument and sustainable consumption behavior. Finally, based on the research results we give some suggestions and contributions to both academy and practice. The conclusions of this study can contribute to the enrichment of environment policy theory，time orientation theory and sustainable consumption，and can provide a certain theoretical guidance and reference for the issue of government on how to promote the development of sustainable consumption. We also point out the limitations of this study and some suggestions for further researches.