Unconditional Basic Income and Sustainable Consumption: From Theory to Experimentation

Young consumers are increasingly taking on the mantle of champions for sustainable behavior. However, notwithstanding the long-established and rich debate on sustainable consumption, studies are missing that delve deeper on how young consumers, especially Millennials and Gen Z, dialogically frame their sustainable consumption choices and their favor for sustainable brands. We conduct an in-depth netnographic investigation that provides a deep cultural understanding of the motivations and priorities that young consumers associate with sustainable choices in their social media conversations, which represent the most common ground where sustainable commitments are discussed. Considering that plastic-free refillable water bottles are emerging as the daily consumption choice that young consumers are adopting to pursue a more sustainable lifestyle, we see in that a compelling research context in which the motivations that young consumers prioritize when they embrace plastic-free brands can be explored. Our findings visually map and dig deeper into the complex constellation of the dominant themes and interplays among them that young consumers discuss in their conversations about the adoption of plastic-free refillable water bottles. Across all the conversations we analyzed, the notion of care emerges as the key priority for young consumers and sustainable consumption is depicted as a holistic form of self-care. Our paper contributes to delve deeper into those conversational dynamics in and through which the priorities related to sustainable consumption choices are shaped and constructed through the expressive and material capacities of the different social formations that are engaged into the discussion of sustainability issues. Our paper also provides a methodological blueprint for the investigation of the dialogic process of sustainable brand building.

The impact of emotions on the intention of sustainable consumption choices: evidence from a big city in an emerging country

This research sought to explore the influences and motives that lead to decision-making of, and behavioral changes toward, sustainable consumption in heterosexual married couples. Understanding how different factors affect couples’ consumption decision-making dynamics can help provide successful methods to promote behavior towards sustainable consumption. For this study, semi-structured interviews were employed to explore couples’ sustainable consumption behaviors. A total of six heterosexual couples (12 individual participants) provided in-depth narratives regarding their sustainable consumption and behavioral patterns. Four major themes that emerged include: (1) the meaning of sustainable consumption for the couples and their lack of confidence in their knowledge, (2) shopping decisions regarding sustainable consumption, (3) life events that influenced the couples’ views and behaviors towards sustainable consumption, and (4) the motivations behind sustainable consumption. In spite of the small sample size, the findings of the study can be used by businesses to develop more effective marketing strategies. The study results can help businesses understand heterosexual married couples’ sustainable consumption decision-making processes and persuade them to make decisions about the company’s sustainable product offerings.

This study examines the influence of social network members (versus strangers) on sustainable food consumption choices to investigate how social influence can challenge the status quo in unsustainable consumption practices. We hypothesized that changes to individual consumption practices could be achieved by revealing ‘invisible’ descriptive and injunctive social norms. We further hypothesized that it matters who reveals these norms, meaning that social network members expressing their norms will have a stronger influence on other’s consumption choices than if these norms are expressed by strangers. We tested these hypotheses in a field experiment (N = 134), where participants discussed previous sustainable food consumption (revealing descriptive norms) and its importance (revealing injunctive norms) with either a stranger or social network member. We measured actual sustainable food consumption through the extent to which participants chose organic over non-organic consumables during the debrief. Findings showed that revealed injunctive norms significantly influenced food consumption, more so than revealed descriptive norms. We also found that this influence was stronger for social network members compared to strangers. Implications and further research directions in relation to how social networks can be used to evoke sustainable social change are discussed.

Background: This review explores the influence of eco-anxiety on sustainable consumption, with a specific focus on the urban context. While the literature on green consumerism continues to expand, the role of emotional and psychological factors, especially eco-anxiety, in shaping sustainable consumption decisions remains underexplored. Most existing studies emphasize cognitive, social, or contextual drivers, often overlooking affective dimensions that may significantly influence consumer behavior. Addressing this gap, the review examines how emotional responses to climate change, such as eco-anxiety, inform and potentially motivate eco-friendly consumption patterns. Understanding these affective pathways offers valuable insights on how individuals and urban communities can effectively adapt to climate change and establish a sustainable consumption culture. Methods: A systematic literature search was conducted in Scopus and Web of Sciences databases, following a predefined keyword strategy, resulting in 56 initial records. We further implemented a supplementary search of gray literature on Google Scholar to search for additional reports. The full-text screening process identified 12 eligible studies based on the following inclusion criteria: quantitative or mixed-methods studies focusing on adult and young adult individuals, including both measures of eco-anxiety and green consumption and assessing their direct or indirect relationship. Results: Findings suggest that eco-anxiety functions as a cognitive–affective motivator for sustainable consumer choices; however, the strength and direction of this influence appear contingent on moderating emotional and psychological variables and cross-cultural and demographic moderators. Discussion: This review highlights the need for urban-focused intervention tailored communication, marketing, and business strategies that address the emotional dimensions of climate change. Policymakers and businesses are encouraged to consider affective drivers as eco-anxiety to promote sustainable consumption stewardship within urban communities. By addressing these psychological responses, urban societies can become more resilient and proactive in confronting climate change challenges.

The increasing global demand for livestock products and its large environmental impact ask for urgent policy and managerial strategies. With regard to meat consumption, feasible actions relate to its reduction and orienting consumers toward more sustainable meat choices. The aim of the study is to investigate the determinants affecting meat consumers in their intention to buy beef whose label clearly expresses environmentally friendly characteristics. To do so, we hypothesized to apply an institutional system of ecological labeling on beef products. An extended framework based on the Theory of Planned Behavior was applied to understand the factors affecting the consumer decision-making process toward eco-labeled beef. A survey was conducted with 1139 consumers in Italy. Data were analyzed by means of confirmatory factor analysis and structural equation models. Results highlight that beef consumers are likely to change their habits, in favor of more sustainable beef choices. The analysis highlights that, together with consumer attitudes, social norms and perceived behavioral control, institutional trust and food shopping habits play an important role in activating the consumer's cognitive decision-making process toward more sustainable beef. Results add to the literature on the determinants of green food-choices and introduce new insights on the role of institutional trust in the intention to buy beef labeled with a public standard. Findings highlight that particular attention should be devoted to build trust for public institutions in order to promote sustainable food consumption behavior. Moreover, results validate previous studies on the effectiveness of information-based policies in fostering more sustainable consumption choices.

A significant body of research concludes that stable beliefs of perceived consumer effectiveness lead to sustainable consumption choices. Consumers who believe that their decisions can significantly affect environmental and social issues are more likely to behave sustainably. Little is known, however, about how perceived consumer effectiveness can be increased. We find that feelings of guilt and pride, activated by a single consumption episode, can regulate sustainable consumption by affecting consumers’ general perception of effectiveness. This paper demonstrates the impact that guilt and pride have on perceived consumer effectiveness and shows how this effect rests on the ability of these emotions to influence perceptions of agency. After experiencing guilt or pride, consumers see themselves as the cause of relevant sustainability outcomes. The process of causal attribution associated with these emotions influences consumers’ use of neutralization techniques. Through the reduction in consumers’ ability to neutralize their sense of personal responsibility, guilt and pride positively influence perceived consumer effectiveness. The inability to rationalize-away their personal responsibility, persuades consumers that they affect sustainability outcomes through their decisions. The research advances our understanding of sustainable consumption and identifies a new avenue for the regulation of individual consumer behavior that has significant implications for the development of sustainable marketing initiatives.

This paper analyses behavioural patterns related to sustainable consumption and ecotourism, using the theoretical framework of Pierre Bourdieu referring to social differentiation expressed through consumption. Our goal is to evaluate how the theoretical approach of Bourdieu can be used to analyse sustainable consumption in the tourism sector. We address this question by determining how different types of capital influence consumer choices. Firstly, we analyse the theoretical assumptions of Pierre Bourdieu’s framework relating to sustainable consumer choices using content analysis. Secondly, we conduct semi-structured expert interviews. Thirdly, we examine a case study of ecotourism. The results show that sustainable consumption in tourism is present in all social classes through diversified behaviour, although motivations for it differ considerably, and a minimum amount of a cultural capital is necessary. Based on Bourdieu’s framework, we derive four assumptions related to sustainable consumption subsequently confirmed in the interviews and the case study of ecotourism. The findings of this study provide a better understanding of factors influencing sustainable consumption, and will be useful for researchers, policymakers and business practitioners.

PurposeAlthough research has been conducted on logistics social responsibility (LSR) on the one hand, and sustainable consumption on the other hand, the interlinkages between LSR and sustainable consumption still lack conceptualization and empirical evidence. Therefore, the purpose of this paper is to study empirically the interplay between logistics services and sustainable consumer choices. Such an analysis allows an investigation of consumer-choice-centered sustainable logistics practices to promote LSR in supply chains (SCs).Design/methodology/approachBased on expert interviews and in-depth consumer interviews, the authors conducted a three-stage qualitative, exploratory study with regard to sustainable logistics practices explicitly taking a consumer-choice-centered perspective into account.FindingsAs a result, consumer-choice-centered LSR categories were identified and discussed against the consumer social responsibility (ConSR) and other disciplines’ literature. In particular, consumer communication is necessary to enhance consumers’ awareness of sustainable logistics as current consumption behavior still hardly considers logistics services. Also, context- and situation-dependent SC configurations as well as financial incentives for sustainable consumption patterns promote more sustainable logistics services choices by end consumers.Practical implicationsResolving certain frictions and rewarding positive behavior eases consumer’s decision making. By doing so, retailers need to support logistics service providers by stressing the benefits of more sustainable products and services as well as implementing more sustainable pricing schemes. Due to the consumer preferences, it is also important to achieve a context and situation dependent configurations to provide opportunities for more sustainable trade-offs.Originality/valueThe people dimension in SC management is seen as a promising field as the behavioral dynamics of consumers is rarely investigated in SC research. In this line, the study attempts to advance the theoretical underpinnings of corporate social responsibility in sustainable SCs. Therefore, this study contributes to theory by enriching the concept of LSR to include a consumer-choice-centered perspective and gives managerial as well as ethical implications on ConSR accordingly.

The COVID-19 pandemic and ecological crisis are paving the way for new consumption models based on customers’ conscious choices and the subsequent integration of sustainable policies into retailers’ business strategies. As a consequence, the current consumer trends suggest that more people are becoming aware of their consumption standards and their repercussion on the environment and society. Statistics demonstrate that, in their purchasing processes, these “mindful customers” now search for a sustainable, self-sufficient way of living in harmony with nature. This paper argues that artificial intelligence (AI) is able to facilitate this process in the marketplace. More specifically, mindfulness with the support of AI technologies could be a plausible way to activate sustainable consumption patterns for avoiding overconsumption. The life-changing ability of mindful consumption is reviewed in this paper across domains of sustainability. Using a comprehensive literature review, the paper first outlines the theoretical and conceptual foundations of the mindful sustainable consumption (MSC) approach that fills the literature gap that almost always separates mindful consumption from sustainability. Second, the new conceptual approach is applied through a strategic framework in the field of fast fashion retailing through the use of AI-powered chatbots. In particular, the study defines a new category of chatbots, named sustainability chatbots (SC), which could convey mindful and sustainable consumption choices. The paper highlights that the MSC approach combined with the support of SC could enable marketing managers to create the appropriate context for embedding sustainability into consumer behaviour and fast fashion retailers’ strategies from a value co-creation perspective.

Sustainability and the reduction of food waste are inseparable themes. In Portugal, 17% of annual food production is wasted, much of it at household level. The main aim of this study was to explore associations of food choices with sociodemographic factors and health and food waste concerns, and explore the acceptance of potential reward systems that may encourage more sustainable dietary behaviors among consumers. Data was collected from Portuguese adults through an online questionnaire during the month of November 2023, obtaining 366 responses. The results showed that the main criterion when buying food was price (reported by 82% participants). As sustainable food buying practices, 55.5% of the participants reported buying fresh food and 33% reported buying locally, which were significantly positively associated with the age and income of the participants. Regarding food consumption, 87% of the participants reported having health concerns and 63% food waste concerns. Age and income were significantly negatively associated with food waste concerns, while health concerns were positively associated with income. Most respondents reported little or no weekly meal plans to reduce food waste. Within the possible rewards for more sustainable food choices, 52% of the participants chose the monetary reward, which was significantly and inversely associated with age and income. Other chosen options were discounts or offers on local or organic food products, and sustainable personal and home hygiene products, suggesting an interest on the part of consumers in changing their consumption habits toward more sustainable habits in areas beyond food. This study provides insights into how sociodemographic and economic factors interact with food choice criteria and sustainability-related concerns in Portuguese adults, highlighting context-specific drivers of sustainable behavior. The findings may be used to design consumer-targeted interventions, such as tailored reward systems, to promote healthier and more sustainable food purchasing and consumption practices. This could be a starting point to create a society oriented toward more sustainable consumption choices, both in terms of food and the environment.

Objective: This study investigates how association with the brand, image of the brand, and awareness of a brand influence what consumers think of PT XX's products and services in the light of environmentally friendly consumption behaviors. It tries to study how these brand components drive consumer perceptions and help the overall sustainability goals in the telecoms industry. Theoretical Framework: Grounded in branding theories, this research integrates the concepts of association with the brand, image of the brand, and awareness of a brand with sustainability perspectives, highlighting their role in shaping responsible consumption behaviors and supporting Sustainable Development Goals, particularly those related to responsible consumption and production (SDG 12) and industry innovation (SDG 9). Method: A quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) was employed. Data were gathered through surveys from 150 PT XX customers, assessing their perceptions of brand elements, perceived quality, and the alignment of brand values with sustainability goals. Results and Discussion: The findings reveal that while brand awareness introduces the brand to consumers, association with the brand and image of the brand, have a stronger influence on perceived quality and sustainable consumption choices. This underscores the importance of creating positive brand associations that align with sustainability values. The study also highlights limitations, including sample size and industry-specific focus. Research Implications: The results offer strategic insights for ICT companies to align branding strategies with sustainability goals, emphasizing quality, innovation, and responsible consumption. This can enhance consumer trust, loyalty, and contribute to the achievement of relevant SDGs. Originality/Value: This research contributes to the literature by providing empirical evidence on how brand elements influence perceived quality in a sustainable context. It offers practical strategies for businesses in the ICT sector to foster sustainable consumer behavior and promote progress toward the SDGs.

Amid escalating environmental challenges and shifting consumer values, understanding the psychological and cultural drivers of sustainable consumption has become imperative. This study examines the impact of minimalism on sustainable consumption behaviors among Generation Z consumers in China, utilizing the Theory of Planned Behavior (TPB) constructs: attitude towards behavior, perceived behavioral control, and perceived social expectations as driving mechanisms. However, a clear research gap exists in understanding how minimalism, as a lifestyle orientation, interacts with cultural values such as collectivism to shape sustainable consumption behaviors among Generation Z consumers. Motivated by the underexplored role of minimalism in shaping pro-environmental choices, the study further examines the moderating effect of collectivist culture on these relationships. A cross-sectional survey design was employed, and data were collected from 455 respondents using systematic random sampling in the Province, China. The Partial Least Squares Structural Equation Modelling (PLS-SEM) technique was employed to test the hypothesized relationships. The findings reveal that minimalism has a significant and positive influence on sustainable consumption behaviors. In addition, the TPB construct, comprising attitude towards behaviour, perceived behavioural control, and perceived social expectations, significantly influences sustainable consumption behaviours. Additionally, collectivist cultural orientation was found to strengthen the impact of minimalism on sustainable consumption behaviours. The study is unique in integrating minimalism and collectivist culture within the TPB framework, offering novel insights applicable to the tourism and services sectors, where sustainable consumption choices are increasingly vital. Policy implications underscore the need for culturally grounded sustainability campaigns, minimalist education in youth-targeted programs, and supportive infrastructure to encourage low-consumption lifestyles. The study offers a novel and empirically grounded contribution to sustainable consumer behaviour literature and serves as a benchmark for future cross-cultural and longitudinal research.

In this article it is argued that traditional consumer policy increasingly requires transformation towards sustainability. For this purpose, consumer protection regulation must be reshaped into taking environmental needs into account rather than focusing solely on the realization of the European Union internal market, and the satisfaction of endless consumer demands. In order to bring benefits to both the economy and the environment, sustainable consumption choices have to be fostered. The authors focus on the pre-contractual stage of business-to-consumer legal relations, and argue that businesses rethink their marketing strategies and try to emphasize environment friendly aspects. Competitive advantage usually gained by offering consumers greater value by means of lower prices gradually loses its impact, and other methods such as environmental claims become more important in this sense. As advertising can be a powerful force for promoting sustainable consumption by highlighting the sustainable dimensions of goods and convincing consumers to purchase these products, the issue is raised of assuring the truth of advertising as a tool for basic consumer protection in the pre-contractual stage of business-to-consumer legal relations. The authors emphasize that consumer protection against unfair commercial practices should play a significant role in the assessment of environmental claims. The aim of this article is to examine the legal regulation on unfair commercial practices in order to find a balance between the efforts of sustainability-driven entrepreneurs to succeed in a competitive market and the protection of the interests of consumers supporting greener goals.

To purchase or not? Why consumers make economically (non-)sustainable consumption choices