Conscious Consumers Research Articles

Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry

This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR and two distinct price points influence purchasing behavior. Additionally, the moderating effects of individual differences, such as consumer wealth, motivations for sustainable behavior, and income, are examined. The findings indicate that higher levels of CSR engagement significantly enhance purchase intentions, particularly when combined with higher price points, perhaps due to consumer perceptions of CSR programs associated with more expensive brands as more authentic. However, price remains a critical factor for lower-income consumers, revealing an “ethical consumption gap” where affordability outweighs ethical concerns. Extrinsic motivations, such as social pressure, strongly influence wealthier consumers’ decisions, while intrinsic motivations show a more complex relationship with purchasing behavior. The findings provide practical insights for fast fashion brands, suggesting that aligning CSR with competitive pricing and authentic messaging is crucial for appealing to both price-sensitive and ethically conscious consumers.

How to establish customers’ green brand relationships and behaviors: from green consumption consciousness perspectives

PurposeThis study aimed to understand how the consumer–green brand relationship affects the behavior of consumers of e-commerce platforms for smallholder farmers; it did so by formulating and testing a framework based on social identity perspective.Design/methodology/approachStructural equation modeling was applied to data from 532 questionnaire responses.FindingsAll hypotheses were supported. Customers’ environmental consciousness, green brand consciousness and green brand self-expression strongly affect green consumption consciousness. The effect of environmental consciousness on green brand identification is stronger than that of environmental consciousness on green brand consciousness and that of green brand self-expression on green brand identification.Practical implicationsSuggestions for managing green brands on e-commerce platforms for smallholder farmers and references for strategizing are also provided.Originality/valueThis study accounts for a wide range of antecedents of green consumption consciousness based on a social identity perspective. This study is the first to elucidate how green consumption affects the e-commerce branding of green smallholder farmers.

Bridging consumer behavior and green marketing in Czech retail chains: Applying insights from Davari & Strutton research

Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.

Green beauty: examining factors shaping millennials’ attitudes toward organic personal care products in South Africa

PurposeThis study aims to explore the factors that influence millennials’ attitudes toward organic personal care products, focusing on the role of health consciousness, environmental concerns and quality perceptions.Design/methodology/approachAn electronic, self-administered survey was used to collect 377 responses. The data analysis utilized partial least squares structural equation modeling (PLS-SEM).FindingsThe findings reveal that environmental concerns, health consciousness and perceived behavioral control play a significant role in shaping millennials’ attitudes toward organic personal care products, while the perceived quality of organic personal care products significantly influences their purchase intentions.Practical implicationsThe results of this study provide valuable insights for personal care product manufacturers, retailers and marketers looking to target millennial consumers. By understanding the key factors that influence millennials’ attitudes and purchase intentions, marketers in the personal care product industry can tailor their strategies effectively.Social implicationsThe study’s findings inform strategies that promote healthier and more environmentally conscious consumer behavior. This aligns with broader societal goals of promoting sustainability and health consciousness, contributing to a more environmentally and socially responsible consumer culture.Originality/valueThe study’s contribution lies in its focused exploration of the interplay between health consciousness, environmental concerns and quality perceptions on millennials’ attitudes toward organic personal care products.

Environmental, Social and Governance (ESG) and Consumer Behavior: Trends Towards Conscious Consumption

Objectives: This study aims to investigate how ESG (Environmental, Social and Governance) contributes to consumer behavior so that they have conscious consumption trends and how ESG can define patters of consumer behavior and trend positively in the behavior relationship of consumption. Theoretical Framework: Contributes to the mapping of the evolution, quantity and journals that published the list of search strings from 2014 to 2024. Method: This qualitative study is a Systematic Literature Review that used Parsifal® Software for the process of choosing and refining articles, which resulted in 81 articles as a final sample. The databases consulted were Web of Science and Scopus accessed on March 5, 2024. “ESG and Sustainable”, “ESG and consumer behavior” and “ESG and conscious consumption” were used as search strings. Results and Discussion: Positive relationships are evident between ESG and consumer behavior for conscious consumption trends, when choosing products and/or services. The implementation of ESG in the company's business can improve the relationship with consumers of its product or service and lead to robust, conscious and lasting behavior. Research Implications: Contributes to the benefits, pillars and how to adopt conscious consumption, in addition to highlighting the relationships between ESG and conscious consumption and the influence of these factors to define consumer behavior patterns. Originality/Value: This study stands out for analyzing the relationship between the adoption of ESG standards and practices and verifying the trend towards conscious consumption arising from the adoption of ESG practices.

Resilience and Sustainability of Muslim Entrepreneurs of Gen Z In Era 5.0: A Conceptual Approach

This study investigates how digital innovation and green marketing contribute to the resilience and sustainability of Muslim Generation Z entrepreneurship. Gen Z, known for its strong affinity for technology, utilizes digital platforms such as social media and e-commerce to develop businesses with relatively low capital, making it an ideal environment for entrepreneurial growth. For Muslim Gen Z entrepreneurs, integrating Islamic values like honesty, social responsibility, and business ethics into their ventures is essential for business practices. The study aims to explore the impact of digital entrepreneurship and green marketing on the resilience of Muslim Gen Z entrepreneurs and identify the factors influencing their sustainability. The research employs a conceptual approach, analyzing secondary data and existing literature on digital entrepreneurship, green marketing, and Islamic business ethics. Findings indicate that leveraging digital technology enhances the ability of Muslim Gen Z entrepreneurs to adapt to market changes, increase competitiveness, and operate sustainably. Green marketing, in particular, aligns with Islamic principles of environmental responsibility, attracting environmentally conscious consumers and building stronger brand loyalty. This study highlights how these entrepreneurs can integrate ethical practices with innovative strategies to build resilient and sustainable businesses in the digital era. The research underscores the need for further empirical studies to examine the practical application of Islamic values and digital innovation across various regions and how these factors interact with local entrepreneurial ecosystems.

The use of games as playful pedagogical materials to problematize decolonial practices in educational environments

This article analyzes the relevance of working on decolonial issues through playfulness in mathematics. Methodologically, this is a bibliographical research, with a qualitative approach and reports of practices carried out with Youth and Adult Education classes and in Elementary School I. According to Educational Legislation, it is crucial to think about new methods that contribute to a movement of resistance and rupture in favor of the decolonization of schooling. In addition to contributing to the consolidation of mathematical concepts and countering patterns of Eurocentric colonial power, games provide reflections on conscious consumption, thus breaking with the capitalist system, which, according to Krenak, has the power of co-optation. Among the results and conclusions, playfulness in mathematics helps to promote inclusive education that values diversity.

Greening the Future: How Social Networks and Media Shapes Youth's Eco-Friendly Purchases

Consumers' environmental information acquisition from social networks and media facilitates the sharing of recommendations on environmentally friendly products, sustainable initiatives, and environmental protection activities. This study investigates the crucial role of consumers' information acquisition from social networks and media in shaping their intentions to purchase green products. A mixed-methods approach was employed, combining qualitative and quantitative research methods to comprehensively explore the relevant driving factors. The qualitative analysis involved 12 participants, who were surveyed and participated in individual interviews and group discussions, providing in-depth insights into consumer perceptions and behaviors. Quantitative data was collected through a survey questionnaire from 377 respondents, with 348 valid responses used for analysis. Statistical techniques, including Cronbach's Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), were utilized for data analysis. The findings highlight the significant impact of consumers' environmental information acquisition from social networks and media on perceived consumer effectiveness, environmental concern, and attitudes toward green products. Importantly, these factors were found to positively influence consumers' intentions to purchase green products. The study's results offer relevant implications for the green purchasing field, encouraging businesses to take more proactive steps in acknowledging and adapting to a better environmental and climate future. The integration of social networks and media platforms and fresh updates from businesses will serve as a foundation for groundbreaking initiatives, positioning green purchasing as a behavior shaped by consumer consciousness and action.

Relationships Between Corporate Image Perception and Service Compensation Perception: A Study on Boutique Hotels in Core Cappadocia

Businesses' primary goal in providing a service is to ensure that the service is delivered correctly. Nowadays, companies face a great deal of customer pressure and are confronted with increasingly conscious consumer expectations. Service employees facing pressure can lead to errors and shortcomings in the service delivery process. In the intensely competitive environment, businesses need to pay more attention to service recovery to differentiate themselves. The literature review suggests that customer complaints affect corporate image perception. Based on this, this study investigates the effect of corporate image perception on service recovery perception. The research is designed quantitatively and the survey technique is selected as the data collection method. Local and foreign tourists staying in boutique hotels in the Core Cappadocia were included in the study. Data was obtained from 388 tourists. The analysis results indicate that the service experiences of customers at the hotel significantly influence the corporate image. Additionally, it is emphasized that hotels should develop an effective recovery strategy and respond quickly and positively to customer complaints. This study highlights the need for hotels to improve service quality and strengthen recovery policies to increase customer satisfaction and gain a competitive advantage.

Green Business Practices and Consumer Behavior in Jambi, Indonesia: An Empirical Investigation

The global shift towards sustainability has led to a growing interest in green business practices. This study aims to investigate the influence of green business practices on consumer behavior in the context of Jambi, Indonesia. A quantitative research approach was employed, utilizing a structured questionnaire to collect data from a sample of 350 consumers in Jambi. Data analysis involved descriptive statistics, correlation analysis, and multiple regression analysis. The findings revealed a positive correlation between green business practices and consumer behavior. Specifically, factors such as eco-labeling, green product offerings, and corporate social responsibility initiatives were found to significantly influence consumer purchase intentions and brand loyalty. In conclusion, this study contributes to the understanding of the relationship between green business practices and consumer behavior in an emerging market context. The results highlight the importance of adopting sustainable practices for businesses seeking to appeal to environmentally conscious consumers in Jambi.

A conceptual framework for exploring the use of a green marketing mix and brand image to attract customers for green services while visiting a hotel: A step toward marketing sustainability

Recently, the application of green marketing strategies to promote marketing sustainability has increased in response to the growing demand for eco-friendly products, Price, promotion, place, and service are all variables that influence purchasing decisions, and the current study aims to confirm this. as the brand plays a significant role as well because it is regarded as the driving force behind consumer attraction in society. For this study, a framework connecting brand image (brand benefits and competence, brand identity, brand personality, brand association, brand attitude, and behavior), the green marketing mix (green services, green place, green price, green promotion), and green purchasing decisions were created to better understand the relationships among these variables. Artificial neural network (ANN) analysis and structural equation modeling (SEM) based on deep learning will be conducted via the new hybrid analysis approach. The research employed a survey of hotel customers in Iraq, Additionally, the researchers conducted structured interviews with a group of hotel managers. The issue of green marketing and how it relates to environmentally conscious consumer choices has received much attention, which has made addressing sustainability a top priority in the hospitality industry, particularly in hotels. In this study, customers were the main focus since their choice is crucial regarding switching to green services. However, a group of these hotel managers were interviewed to validate the findings and establish credibility. The current study was limited since it focused on clients in general, without considering clients from outside Iraq. Future studies can examine the variable of organizational support and the degree of change acceptance among customers.

Effect of environmental attitude on environmentally responsible behavior: a comparative analysis among green and non-green hotel guests in Turkiye

PurposeEnvironmentally Responsible Behavior (ERB) refers to actions and practices aimed at minimizing negative environmental impact through conservation, waste reduction and sustainable practices driven by concern for environmental well-being. This study aims to explain the effect of environmental attitudes of hotel guests visiting green and non-green hotels on their ERB. In the research, hotels with different concepts were handled separately and a comparative analysis was made between both customer types.Design/methodology/approachThe study was assessed using two separate models: one for green hotel guests and another for non-green hotel guests. Data were collected from 205 participants from green hotel guests in Turkiye and 206 participants from hotel guests visiting non-green hotels in Turkiye, using a survey form with a convenience sampling method. The hypotheses were analyzed with the structural equation model and multi-group analysis (MGA) in the Smart PLS statistical program.FindingsThe ecocentric attitude positively affects political and community activism but does not impact recycling, educational behavior, green consumerism or overall ERB. The technocentric attitude negatively influences recycling, educational behavior, green consumerism, community activism and ERB but does not negatively affect political activism. The dualcentric attitude positively impacts all ERB sub-dimensions. The multi-group analysis (MGA) revealed that dualcentric attitudes have a stronger influence on green consumerism, political activism and recycling behavior among green hotel guests compared to non-green hotel guests.Practical implicationsThese findings directly impact hotel managers, underscoring the strategic significance of adopting and advocating green practices. Implementing environmentally friendly initiatives not only appeals to environmentally conscious consumers but also holds the potential to cultivate ERB among all guests. By integrating sustainability into marketing strategies, hotels can communicate their commitment to environmental stewardship, positively influencing guests’ environmental attitudes and behaviors.Originality/valueThe paper’s key contribution is its comparative analysis of ERB between guests at green and non-green hotels. It reveals how tourists’ environmental attitudes influence their hotel choices and behaviors, offering insights into sustainable tourism. Additionally, it explores the differences between ecocentric, technocentric and dualcentric attitudes, enhancing our understanding of how varying environmental concerns shape tourists’ behaviors and choices and contributing to the broader discussion on environmental psychology in tourism.

Ecological consciousness, moral self-identity and green conspicuous behavior: Moderating role of religiosity

Due to its substantial ecological imprint, the fashion industry is coming under closer examination in a time of increased environmental awareness. Therefore, the interplay of ecological awareness and sustainable consumption in the fashion industry is the focus of this empirical research. This study examines the mediating role of empowerment and self-transformation between moral self-identity, ecological consciousness consumer behavior (ECCB), and consumers' purchase behaviors, along with the moderating role of religiosity. Under the Value Belief Norm theory paradigm, the hypotheses were assessed after collecting data from 542 consumers in Pakistan. The results indicate that empowerment and self-transformation mediate the relationship between self-identity and ECCB with consumers' purchase behaviors. Also, the results provide strong support for religiosity as the boundary condition. The empirical results add to the body of research by illuminating the complex relationship between environmental consciousness and actual spending behaviors, particularly in the context of fashion.

Bibliometric Analysis Using Vosviewer on Research Trends in Marketing with the Theme of Green Buying Behavior in Google Scholar

This paper aim to explores the emerging focus on environmentally conscious consumer practices. Utilizing a bibliometric approach, the study examines 352 scholarly articles sourced from Google Scholar, utilizing the Publish or Perish application and VOSviewer software for data visualization and mapping. Key findings highlight a steady increase in research interest, particularly after 2021, indicating a growing academic and practical emphasis on green buying behaviors. The study presents a chronological publication trend and identifies the most prolific publishers and researchers in the field. Additionally, the research network's mapping illustrates the central themes and connections among various factors influencing green buying behavior, such as consumer awareness, marketing strategies, and the environmental impact of consumer choices. This comprehensive bibliometric analysis not only charts the evolution of research in this area but also suggests that increased attention to green marketing strategies could significantly influence consumer behavior. This is visually supported by network and density visualizations that depict the relationships and research intensity in the field, pointing to potential future directions for both academic study and practical marketing applications

Application of the upcycling trend using ultrafiltrate of water from the production of collagen from fish skin in hair care cosmetics.

The aim of the research problem of the article was to try to popularize the upcycling trend in the production of sustainable cosmetics and to confirm their effectiveness. The development of recycled raw materials is a new discovery in the chemical industry. Manufacturers emphasize the production of more environmentally friendly raw materials. Conscious consumers choose cosmetics whose production is based on sustainable development. Instead of throwing away waste from various industries, let us use it to produce active substances used in hair cosmetics. The production of the collagen series was created in accordance with the principles of upcycling, which involves obtaining collagen water, which is waste generated during the production of supplements. The main goal of the work was to learn cosmetic recipes for styling, washing and conditioning hair based on collagen waste, as well as to compare the results of people using the product in question. The aim of the study was also to demonstrate the effectiveness of the treatment in preventing split ends and hair breakage, usually caused by mechanical stress (brushing), as well as to confirm the effectiveness of other tests. The article presents procedures and parameters confirming the effectiveness of treatment with the tested hair products. The following tests were carried out: hair thickness and density, colour uniformity, shine factor and scalp hydration. All parameters numerically confirmed the beneficial effects of products containing collagen water used in hair care.

Antecedents of Purchase Intention For Cruelty Free Cosmetics

Objective: The objective of this study is to investigate the antecedents of consumers’ intention to buy cosmetics, focusing on how environmental consciousness, perceived effectiveness, social norms, and price sensitivity influence purchasing decisions. Theoretical Framework: The research is underpinned by theories related to consumer behavior, environmental psychology, and social influence, providing a solid basis for understanding the investigation’s context. Method: A quantitative study design was adopted, utilizing structural equation modeling (SEM) for analysis. Data collection involved a survey of 201 cosmetic users in Brazil, with questions measuring environmental consciousness, perceived effectiveness, social norms, and price sensitivity. Results and Discussion: The results revealed positive relationships between the constructs analyzed and the intentions to buy cosmetics, with environmental consciousness having the greatest influence. These results are contextualized considering the theoretical framework, highlighting the identified implications and relationships. Possible discrepancies and study limitations are also considered. Research Implications: The research provides practical and theoretical insights into how results can influence practices in consumer behavior and marketing. Implications include developing marketing strategies, product development, and policymaking to promote environmentally conscious consumption. Originality/Value: This study contributes to the literature by expanding the understanding of factors influencing cosmetic purchasing intentions, especially environmental consciousness. The relevance and value are shown by its potential to guide companies in developing products and marketing strategies aligning with consumer values and preferences, impacting consumer behavior and sustainability practices.

CONSCIOUS CONSUMPTION AS A NEW FORM OF SOCIAL ACTIVITY

The article examines the concept of conscious consumption as a new form of social activity, emphasizing its growing importance in the modern world. Conscious consumption involves conscious choice in order to minimize the negative impact on the environment and society, taking into account sustainability, ethical production and conservation of resources. This trend reflects a change in consumer behavior caused by increased awareness of global issues such as climate change, inequality and the depletion of natural resources. The study examines the role of individuals and communities in promoting conscious consumption practices and their ability to influence market trends and shape policy decisions. The social, cultural and economic aspects of conscious consumption are also analyzed, andits potential in forming a more responsible and sustainable society is emphasized.

Sustainability in Fast Fashion: A Study on the Understanding of Youth Consumers

Fast fashion refers to the practice of imitating high-end designer apparel at a lower cost. The low cost of these apparels is achieved by using inferior and unsustainable materials and exploiting workers for long hours and low wages. This study is about the awareness, buying intentions, and actions of students in Davao City about sustainability issues in the fast fashion sector. It aims to suggest innovative ways to change young consumers’ attitudes and behaviors toward sustainability in fast fashion. For the study, 5 participants are interviewed. The participants interviewed were chosen through purposive sampling. The participants are female 18-19 years old from varying socioeconomic backgrounds. Specifying the participants’ characteristics allows the researcher to gain an understanding of the relationship between consumer consciousness, purchase intentions, and behavior in the fast-fashion industry. The results show that young consumers have varying degrees of understanding about fast fashion and sustainability. This research shows that governments, fashion labels, and organizations interested in sustainable development can use this information to develop sustainable development plans. Public awareness can be improved to reduce youth unsustainability through effective policies, enabling various stakeholders to provide eco-friendly options when dealing with the problem. The generalizability of the results to a larger population can be improved by employing more diverse sample groups. Furthermore, utilizing different approaches and sampling strategies can increase the study's relevance and validate the findings.

Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer

The purpose of this study is to explore the limited exploration of the simultaneous influence of beneficial artificial intelligence, destructive artificial intelligence, and risky artificial intelligence on green purchase intention and green purchase behaviour using the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT). Further, it also checks the impact of green purchase intention on green purchase behaviour. Data was collected using a well-structured questionnaire from 124 consumers through online mode and analyzed using Confirmatory Factor Analysis (CFA) for reliability and validity concerns and Structural Equation Modelling (SEM) for interaction among the variables. The study's results exhibit the positive impact of beneficial artificial intelligence on green purchase intention and green purchase behaviour. Also, it reveals that destructive artificial intelligence has a positive impact on green purchase intention but a negative impact on green purchase behaviour. In addition, green purchase intention is found to be the predictor of green purchase behaviour. The extant literature is found on the impact of artificial intelligence on purchase behaviour. However, no research has been done on consumer perception of artificial intelligence and its impact on green purchase intention and green purchase behaviour as per the author’s knowledge. This study contributes to the literature of artificial intelligence as well as green consumer behaviour.

The Determinants of Consumers’ Sustainable Purchase Behavioral Intention: Gen Z Perspectives

Growing global concern about sustainable development has fueled interest across all economic sectors. To this vein, both producers and consumers are turning their attention to the sustainable (i.e., environmentally friendly) product category, keeping in mind that shaping sustainable consumption consciousness of consumers and potential consumers are being taken more seriously as sustainable development becomes an imperative. Applying the Theory of Planned Behavior, this study explores the factors that shape the sustainable purchase behavioral intention of educated Generation Z - young consumers in emerging countries, particularly in Vietnam. Empirical data were collected from a survey of 496 students at higher education institutions. By applying structural equation modeling, this study corroborated factors shaping sustainable purchase behavior intention of Generation Z including both supportive behaviors, sociocultural and personal factors. The findings of this study suggest messages and action strategies for governments or organizations to regulate and educate the younger generations towards sustainable consumption behavior.