Sustainable Behavior Research Articles

An Empirical Study on Advanced Marketing Practices, Sustainability, and EVM Strategies for Business Growth

In the modern business landscape, sustainable marketing strategies have become crucial for success. Companies are increasingly allocating substantial resources to these initiatives. While consumers expect businesses to adopt sustainable practices, their primary motivation remains fulfilling personal needs. This creates a gap between corporate sustainability efforts and consumer expectations. This study proposes a viable framework for sustainability strategies that businesses can implement to bridge this disconnect. Key findings include: First, sustainable marketing significantly enhances brand image development. Second, brand awareness plays a vital role in customer loyalty within the modern marketplace. Third, a strong brand image amplifies the appeal of sustainable purchasing intentions. Fourth, customer retention serves as a critical tool for boosting long-term purchase expectations. Fifth, elevating consumer expectations is essential for driving sustainable buying behaviors. Notably, sustainable marketing acts as an effective mediator between customer engagement and brand perception. Additionally, corporate social responsibility (CSR) strengthens the link between a company's reputation and sustainable purchase intentions. This research provides both a theoretical framework and practical recommendations for the modern business environment, emphasizing the importance of sustainable marketing campaigns as a precursor to organizational success

Pro-environmental behavior to improve the quality of life withsocial value orientation as moderator: findings from Indonesia

ABSTRACT Environmental degradation endangers human life. Future generations will be at risk if the necessary impact is not immediately addressed. Addressing environmental issues and enhancing quality-of-life (QoL) require pro-environmental behavior. This study aimed to examine the moderating role of social-value-orientation (SVO) in the association between pro-environmental behavior and QoL. Conducting in Indonesia and involving 402 students i.e., 303 female-students (Mages = 20.48 years, SD = 1.42) and 99 male-students (Mages = 20.49 years, SD = 1.42), this study used General Ecological Behavior Scale (α = 0.83), the WHOQOL-BREF (α = 0.87), and the triple-dominance of SVO. JASP 0.17.2.1 was performed to analyse data namely descriptive statistics and testing the moderating effect. The results showed that pro-environmental behavior and SVO predicted QoL (R2 = 0.247, F(3.398) = 45.533, p = 0.001), SVO moderated the association between pro-environmental behavior and QoL significantly (β = 0.141, p = 0.002). These findings have important implications for the sustainable behavior’s promotion and the QoL’s improvement.

The role of motivation and knowledge in promoting green consumer behavior in Saudi Arabia and Pakistan

This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

Investigating household food waste in Indonesia: An extended norm activation model

Consumers waste significant amounts of food. Food waste presents a substantial problem for the environment, society and economy. Addressing the food waste challenge is crucial for fostering sustainable behavior and achieving the Sustainability Development Goal 12.3 agenda. Norms are a significant determinant in motivating consumers to prevent food waste and could be activated by other factors. Religiosity has the potential to influence norms related to food waste behavior. This study investigated how religiosity affects the intentions of consumers to minimize food waste. The interplay of religiosity, personal norms, subjective norms, and intention to avoid food waste was examined by the extended norm activation model. Data were obtained from Muslim consumers in Indonesia. Structural equation modeling evaluation showed that religiosity positively affects the intention to prevent food waste. The intention to avoid food waste is more closely associated with personal norms compared to subjective norms. Personal norms mediate the religiosity and food waste reduction intention relationship. Consumer awareness activates personal norms by making them feel accountable for food waste’s negative impact. These findings provide insights to stakeholders in developing policies to mitigate the food waste issue.

Stakeholder Engagement and Triggers for Sustainable Development in Complex Fragile Ecosystems: Evidence from Alpine Trentino Region

This research digs into the dynamics of sustainable development in complex fragile ecosystems, with a focus on the Trentino alpine region in Northern Italy to identify the main triggers to foster it. In particular, this study emphasizes the critical role that Destination Management Organizations (DMOs) play in leveraging these triggers and designing sustainable development strategies. Using a Convergent Parallel Mixed Method that combines quantitative and qualitative data, this study identifies three strategies for stakeholder engagement—listen, meet, and collaborate—to align numerous actors towards common goals and encourage sustainable behaviors. Moreover, the results highlight the need to engage fringe stakeholders in sustainable destination development strategies. It also reveals the function of ‘triggers’—both internal and external—in implementing stakeholder engagement strategies. This research contributes to the literature by mapping stakeholders (core and fringe), suggesting three engagement strategies (listen, meet, and collaborate), and identifying triggers (internal and external) for destination sustainable development in complex fragile ecosystems.

Scaling models for Regreening Africa: enhancing agroecological integration through smallholders’ assets and agency in Kenya

Urgent action is needed to address climate change, land degradation, and biodiversity loss. The Regreening Africa project (2017–2023), recently recognized as a UN World Restoration Flagship, aimed to reverse land degradation over large areas of land for the triple benefit of people, biodiversity, and climate in eight African countries. Based on projections and early lessons learned, the project sought to identify sustainable scaling models to achieve its ambitious targets. The so-called “Asset-Based Community-driven Development (ABCD) in Regreening” project aimed to demonstrate the positive contribution of deliberate community engagement and co-design. The project introduced ABCD sessions to 30 purposively selected community groups in the Regreening intensification sites in western Kenya. ABCD combines a unique set of framings, methods, and processes that focus on people’s assets and agency, and emphasizes the importance of their attitudes toward self and others for sustainable behavior change. To evidence that ABCD intrinsically contributes to sustainable adoption and scaling of Regreening practices, the project developed the F-ACT+ tool to assess the alignment between ABCD and agroecological practices, and collected baseline and endline data from 300 project and 300 non-project participants. Results showed accelerated agroecological integration among ABCD project participants. ABCD participants showed significant improvements in nine agroecological principles and eight system components, particularly in the economic diversification, social values and diets, and knowledge co-creation principles, as well as in the pest and disease, household, and value chain system components. Summary ATT between ABCD and non-ABCD respondents was positive and significant in 10 principles and eight system components. The results support the synergistic contribution of ABCD to projects targeting sustainable behavior change at the individual and collective levels. Due to its focus on outcomes, this study provided limited insight into the specific mechanisms of ABCD, which are the subject of a separate publication on parallel theory-based contribution analysis work.

TEXTILE MERCHANDISING IN THE FAST FASHION ERA: ADAPTING TO RAPID CHANGE IN CONSUMER DEMANDS

Rapid changes in consumer preferences, technology breakthroughs, and mounting sustainability concerns have all had an impact on the fast fashion sector. This study investigates how textile merchandising is changing in this fast-paced world, with a particular emphasis on how companies are adjusting to meet customer expectations while maintaining speed and cost-effectiveness. By examining how these characteristics affect merchandising tactics, the study hopes to shed light on how fast fashion retailers can effectively negotiate the challenges of contemporary retail. The main goal of this study is to find out how fast fashion companies can handle sustainability issues and quickly adapt to changing consumer preferences by optimizing their merchandising strategies. The goal of the study is to comprehend how consumer behavior, sustainability, and technology interact to shape textile marketing techniques. To find new trends and best practices, this study uses a qualitative methodology to analyze secondary data from document analysis and scholarly literature. According to key results, technology is essential for enabling more individualized and flexible merchandising strategies, which enables firms to react swiftly to changing consumer expectations. Companies must manage this issue because the fast fashion model's emphasis on speed and inexpensive production frequently clashes with environmental objectives. Additionally, inventory management and coordination across many sales platforms are made more difficult by the omnichannel retail environment. The dependence on secondary data, which might not adequately reflect the subtleties of current customer behavior or the internal tactics of certain brands, is one of its limitations. Nonetheless, the results have important ramifications for theory and practice. The study theoretically advances our knowledge of how technology, sustainability, and consumer behavior interact in fast fashion merchandising. Practically speaking, it offers fast fashion companies’ useful information to improve their tactics, especially in the areas of inventory control, sustainability, and technological integration. Businesses can improve their competitiveness and long-term viability in a market that is changing quickly by implementing more adaptable, customer-centric strategies.

Towards Sustainable Products and Services: The Influences of Traditional Costumes in Promoting Sustainable Fashion

Recent research in Sustainability has gained increasing attention within the past years, particularly regarding methods and approaches for designing sustainable products and services to address environmental and societal challenges. However, there has been limited exploration of incorporating cultural materials into the design process, which could enhance the cultural sustainability of products and services. This article aims to investigate the potential of integrating traditional royal costumes into fashion design to foster sustainability values and behaviours in contemporary society. A descriptive study focused on the Nhat Binh robe; a formal dress worn by noblewomen of the Nguyen Dynasty (1802–1945). The findings reveal that this traditional costume is rich in visual elements, offering a wealth of inspiration for fashion designers. However, existing products and services have yet to fully leverage the emotional and visual aspects of this unique cultural material. To creatively and sustainably preserve and promote traditional cultural values, this study proposes a model for incorporating traditional cultural materials into fashion design through co-design activities. This model emphasizes close collaboration between designers, artisans, and fashion consumers, with the goal of safeguarding traditional cultural values while advancing sustainable fashion. By fostering collaboration among them, the model has the potential to encourage a sense of ownership and emotional connection to the products, enriching consumer experiences. It not only addresses existing gaps in the use of cultural elements in fashion design but also positions designers to play a pivotal role in the future of sustainable fashion.

The Influence of Behavioral and ESG Drivers on Consumer Intentions for Online Fashion Renting: A Pathway Toward Sustainable Consumption in China’s Fashion Industry

As the fashion industry faces increasing scrutiny over its environmental impact, collaborative consumption models such as online fashion renting offer potential solutions for fostering sustainability. This study examines the role of environmental, social, and governance (ESG) factors alongside behavioral drivers in shaping consumer intentions toward online fashion renting in China, a model of collaborative consumption that contributes to sustainability by reducing new product demand and promoting the reuse of fashion items. The data was gathered from 403 Chinese customers using a standardized questionnaire. Structural equation modeling (SEM) was used to examine the given study hypotheses. The current study empirically demonstrates that customers’ attitudes, past sustainable behavior, and subjective norms are significant indicators of consumers’ intentions toward online fashion renting. The results further indicate that relative advantage, compatibility, perceived ownership, psychological risk, green self-identity, and experience value are the key drivers of consumers’ attitudes toward online fashion renting. Additionally, the ESG factors were found to have a significant positive impact on consumer attitudes toward online fashion renting, underscoring their importance in driving sustainable consumption patterns. By integrating behavioral and ESG perspectives, the study contributes to the growing discourse on how sustainable consumption patterns can be encouraged within the fashion industry, offering theoretical and managerial implications for fostering sustainable behavior. Directions for future research are also suggested.

Sustainable Behavior of Generation Z Tourists’ Water Consumption

Tourism is one of the sectors with the highest demand for fresh water. Indicators suggest that water consumption by tourists is more than double that of residents. This phenomenon can be explained by tourists’ interest in engaging in unique experiences, which frequently entails putting sustainable practices aside. To mitigate the environmental impact of tourism and promote sustainable practices, the state of Quintana Roo has implemented the Sustainable Tourism Master Plan 2030, linking the government and companies to reduce environmental impacts by reducing tourists’ water consumption. Despite these efforts, the use of fresh water by tourists continues to be more than double that of residents. Consequently, tourists’ sustainable behavior is not significantly influenced by external factors, such as awareness campaigns, but depends more on the personal aspects of each individual. Generation Z stands out for being more aware of environmental problems and showing a willingness to modify their behavior towards more sustainable practices. The objective of this study was to explain the factors that influence the sustainable behavior related to water consumption among Generation Z tourists. The methodology employed was cross-sectional, with a quantitative approach, focused on attitude variables, subjective norms, and perceived control as determinants of sustainable behavior. This research is also considered nonexperimental, as there was no direct intervention with the subjects of the study, A non-probabilistic convenience sampling method was used to collect data directly from Generation Z tourists in the state of Quintana Roo, specifically from the destinations of Tulum, Playa del Carmen, Bacalar, and Cancún. These locations were selected due to their prominence as major tourist attractions within the data collection areas, without further differentiation or classification. Data were collected through a face-to-face survey conducted over a period of two months, with a total of 408 respondents participating, of whom 57.8% were male. The results revealed that subjective norms and perceived control influence sustainable water consumption behavior, while attitudes do not have a direct impact. These findings will provide governments and businesses with a basis to design more effective strategies that encourage sustainable behavior among Gen Z tourists, thus offering a starting point for understanding the behavior of other generations.

Factors Influencing Transportation Mode Preferences for Educational Trips Among Dormitory Resident University Students in Kütahya, Türkiye

This study explores the transportation behaviors of university students residing in dormitories in Kütahya, Türkiye, emphasizing their preferred modes for educational trips. Utilizing a Multinomial Logit model, the research analyzes the influence of socio-demographic factors, trip characteristics, and environmental perceptions on mode choice. The results indicate that public transport and walking are the predominant modes, with significant negative associations being observed between car ownership and the likelihood of choosing these sustainable options. Key findings reveal that, as trip distances increase, students are more likely to use public transport, while higher income levels decrease reliance on both public transport and walking. Male students demonstrate a higher preference for these modes compared to female students. Environmental perceptions, including feelings of safety and satisfaction with infrastructure, play a critical role in shaping transportation choices, highlighting the need for improved lighting, walkability, and public transport quality. These insights have important implications for transportation policy, suggesting that reducing private vehicle reliance and enhancing public transport services can significantly promote sustainable travel behaviors. Overall, the study underscores the importance of comprehensive transportation policies that not only enhance infrastructure and service quality but also consider environmental perceptions and safety to promote sustainable travel behaviors among university students.

Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness

Purpose The growing concern around sustainability highlights the need to change individual consumption behaviour. Using evolutionary theory, the purpose of this paper is to present a framework that demonstrates the process by which a consumer’s ultimate motives (thoughts, emotions, and perceptions that come from the evolutionary motives) impact sustainability campaign message persuasiveness (SCMP). Design/methodology/approach The framework was tested using partial least squares analysis with data from an online survey of 237 consumers. Findings Ultimate motives influence the SCMP through a mediating relationship, via a consumer’s sustainable consumption attitude and behaviour. The perceived sense of urgency around sustainability issues and the consumer’s connection to nature were also identified as key moderators that impact relationships between ultimate motives and consumers’ sustainability attitudes and behaviours. Research limitations/implications Future research could explore the impact of other factors, such as values, social norms, culture and governmental regulations, on individuals’ reactions to sustainability marketing. Practical implications The findings indicate the importance for managers to grasp the multifaceted nature of ultimate motives. By heightening particular ultimate motives, marketers can steer individuals towards sustainable attitudes and behaviours, consequently increasing the probability of favourable reactions to sustainable consumption messages. Originality/value This study addressed the two main limitations of research into SCMP by providing a theoretical grounding and focusing on the drivers of consumer behaviour, instead of campaign messaging aspects (e.g. framing). The empirical analysis, including identifying interactions between ultimate motives, supports the use of evolutionary theory to explain SCMP.

Impact of AI ethics on school administrators’ decision-making: the role of sustainable leadership behaviors and diversity management skills

Impact of AI ethics on school administrators’ decision-making: the role of sustainable leadership behaviors and diversity management skills

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.

Assessing the awareness level, knowledge, and attitudes of the university community for sustainable development in Higher Educational Institutions in India—A review paper

Background: Sustainability plays a crucial role in the development of the education sector. It is analyzed that higher education institutions (HEIs) continuously working on the adoption of sustainable practices for carrying out business operations in the long run. Agenda 2030 is a comprehensive, multifaceted strategy that serve as an important framework for the comparison to uphold different principles. Additionally, the UN 2030 Agenda concerning sustainable development is introduced as global idea of balanced development. The 2030 Agenda and SDGs representing the program related to global development programs. Higher education institutions also working on the adoption of sustainable development perspective and the issues linked with them. Aim: The main aim of the study is to determine the level of knowledge, awareness, and attitude of the university community for achieving sustainability in HEIs. Policy Implementation: Adopting sustainable behavior is encouraged when policies are implemented well. Universities have the authority to develop and implement sustainability policies that set guidelines and requirements. Topics like waste reduction, environmentally friendly transportation, and environmentally friendly buying may be covered by the sustainability policies. Acting sustainably is encouraged among university community members through the implementation of sustainability policies. Conclusion: Findings stated efforts across sectors for the promotion of awareness and alignment with the 2030 Agenda consider a comprehensive strategy for addressing humanity, nature, and human rights. In higher education institutions, the role of education emerges as pivotal, developing green practices, development of campuses, and attracting students globally. In HEIs green practices are carried out for the development of the campus and activities in the future terms. Universities also supported in the adoption of sustainability in working education institutes international students are also attracted to them. It is identified that educators are playing an important role in achieving sustainability aspects in the education sector.

Using citizen science to explore barriers and facilitators for healthy and sustainable lifestyles in office environments

The socio ecological model states that individual behaviors at work are shaped by the interactions between individual employees and their work environments. This study used citizen science to gain insights into which elements of the built, social, and organizational environment in an office and surrounding neighborhoods in two Swedish cities were perceived as barriers to or facilitators of healthy and sustainable behaviors at work. Participants in the eight-week Sustainable Office Intervention pilot study (SOFIA) (n = 33) were cluster-randomized into an experimental arm (sustainable lifestyle) or a control intervention arm (healthy lifestyle). They used the Our Voice Healthy Neighborhood Discovery Tool mobile app to document contextual elements at their workplaces. In total, 114 photos and text-based narratives were recorded, and four themes emerged: built environment, building design, office ergonomics, and food and beverages. Eighteen percent of the photos were linked to pro-environmental behaviors, all exclusively captured by the experimental arm. Twelve barriers and solutions for improving the workplace environment were identified during discussions with participants in both arms. The findings provide insights for designing or renovating office spaces and urban planning to promote healthier and more sustainable lifestyles for office workers.

Towards a Circular Economy: Integration of AI in Waste Management for Sustainable Urban Growth

Objective: This study explored an integration of AI in waste management systems in urban Indonesian areas to enhance efficiency, influence public behavior, and align with SDGs 11, 12, and 13. Theoretical Framework: The study highlighted the influence of AI on promoting sustainable waste management behaviors, guided by the principles of the Theory of Planned Behavior and the Technology Acceptance Model. Method: A systematic literature review and meta-analysis covering two years of data from Jakarta, Bandar Lampung, and Purwokerto were undertaken to assess the effects of AI. Results and Discussion: The research provided valuable guidance for policymakers and stakeholders on adopting AI-based waste management strategies in emerging urban regions. Research Implications: The study highlighted the potential of AI to reshape waste management practices and promote public involvement. It delivered essential recommendations for policymakers, practitioners, and stakeholders on adopting AI-driven waste management approaches in urban areas, stressing the critical role of collaboration and partnerships. Originality/Value: The study enriched the literature by linking AI to waste management strategies, illustrating its capacity to boost operational efficiency and drive changes in public behavior. It emphasized the practical relevance for advancing sustainability goals and presents a framework for applying AI in waste management systems in developing nations.

Environmental Policies and Green Technologies: Impacts on Energy Sustainability in the African Continental Free Trade Area.

This research focuses on environmental pollution, a significant concern today due to energy use. Improving ecological sustainability suggests a framework for sustainable energy behaviours. This paper reviews the advances in environmental policies and green technology in designing efficient energy systems, but some gaps remain. The variables considered in this research are analyzed through Fully Modified Ordinary Least Squares (FMOLS) and Dynamic Ordinary Least Squares (DOLS) models to determine their effects on energy structures and the environment in 31 of the 55 countries within the AFCFTA. Some main results show that one percentage point improvement in environmental legislation leads to decreased ecological footprints by 9.11% (DOLS) and 20.98% (FMOLS). On the other hand, a one percent increase in green innovations reduces ecological footprints by 0.6% (DOLS) and 1% (FMOLS). Also, service imports reduce sustainability by decreasing it by 2.98% (DOLS) and 1.47% (FMOLS), while service exports improve sustainability by increasing it by 1.59% (DOLS) and 1. 09% (FMOLS). Thus, these results underscore the need to maintain and strengthen environmental legislation and encourage green investments, as well as the importance of green innovation environmental policies and renewable energy to enhance environmental quality.

Boosting Electric Vehicle Adoption with PCT Policy: Insights from China's Private Transportation

Personal Carbon Trading (PCT) motivates low-carbon consumption and travel by rewarding sustainable behaviors. This study examines the impact of PCT policies on electric vehicle (EV) adoption in China's private transportation sector. Using a Stackelberg game model involving the government, EV manufacturers, and consumers, it finds that PCT policies can boost EV adoption rates by 2.29% to 14.3%. Each addition of 100,000 new EVs could reduce carbon emissions by 30,000 tons. Effective PCT policies require an independent carbon pricing system and should be implemented where infrastructure and public willingness to pay are high. Both allocation methods are conducive to the promotion of EVs: one facilitates the government in setting regional emission reduction plans, while the other ensures that the government does not incur policy-related expenditures, and different allocation methods should be chosen according to the time and circumstances in different periods of EV market development.

Green hydrogen as a sustainable operations strategy: a socio-economic perspective

Hydrogen is an energy carrier that can support the development of sustainable and flexible energy systems. However, decarbonization can occur when green sources are used for energy production and appropriate water use is manifested. This work aims to propose a socio-economic analysis of hydrogen production from an integrated wind and electrolysis plant in southern Italy. The estimated production amounts to about 1.8 million kg and the LCOH is calculated to be 3.60 €/kg in the base scenario. Analyses of the alternative scenarios allow us to observe that with a high probability the value ranges between 3.20-4.00 €/kg and that the capacity factor is the factor that most affects the economic results. Social analysis, conducted through an online survey, shows a strong knowledge gap as only 27.5% claim to know the difference between green and grey hydrogen. There is a slight propensity to install systems near their homes, but this tends to increase due to increased knowledge on the topic. Respondents state sustainable behaviours, and this study suggests that these aspects should also be transformed into the energy choices that are implemented every day. The study suggests information to policy-makers, businesses and citizens as it outlines that green hydrogen is an operations strategy that moves toward sustainable development.