Sustainable Choices Research Articles

Influence of a robotic companion on women's food choices: Evidence from an imaginary task.

Previous research has demonstrated the influence of commensal dining between humans on food choices, whereas we conducted two studies to examine how the presence of a robot might influence people's choices between meat-heavy and vegetable-forward meals in imaginary scenarios. In Study 1, participants were instructed to choose three desirable dishes from a set of two meat and two vegetable dishes while they imagined eating alone, with a human, or with a robot. Although the meat dishes were rated as more palatable and pleasant, the female participants chose fewer meat-heavy meals when eating alone or with a robot than when eating with a human, whereas no such effect was observed for the male participants. We also replicated these patterns in Study 2, as the female participants chose fewer meat-heavy meals when eating with a robot and a human than when eating with two humans. Collectively, these findings provide empirical evidence regarding how the presence of a certain robot can influence female consumers' food choices in imaginary scenarios, which has direct implications for the practice of promoting sustainable food choices.

Identifying Key Antecedents of Eco-Conscious Consumer Behavior: Mediating Role of Intentions to Purchase Green DC Inverter Air Conditioners

The study aims to explore the factors driving consumers' desire for environmentally friendly purchases and their impact on actual purchasing behavior. It uses a quantitative methodology, utilizing a structured questionnaire, to gather data from a diverse customer sample, reflecting the growing focus on green buying in both academic research and commercial operations. The study, involving 500 respondents from diverse demographic backgrounds and shopping habits, used structural equation modeling to analyze correlations among variables, revealing that numerous factors significantly influence green purchase intentions. The study reveals that environmental awareness and knowledge about sustainable practices are key predictors of green purchasing intention. Personal values and beliefs about environmental protection also positively influence green purchase intention. The study also examines the impact of green purchase intention on actual green purchase behavior, finding a strong positive relationship between consumers' intention to purchase green products and their environmentally responsible consumption practices. This research emphasizes the importance of understanding consumers' intentions in driving sustainable purchasing behaviors. It provides valuable insights for marketers and policymakers in developing effective strategies to promote green products and encourage environmentally conscious behaviors. By targeting the antecedents of green purchase intention, marketers can tailor their communication and promotional efforts to increase consumers' likelihood of making sustainable choices. The study also contributes to the existing body of knowledge by expanding our understanding of factors influencing green purchase intention and its impact on actual green purchase behavior. The findings highlight the importance of translating consumers' intentions to purchase eco-friendly products and emphasize the need to translate these intentions into actual behaviors.

Understanding the drivers of green consumption: a study on consumer behavior, environmental ethics, and sustainable choices for achieving SDG 12

Understanding the drivers of green consumption: a study on consumer behavior, environmental ethics, and sustainable choices for achieving SDG 12

Customer Value and Sustainable Choice Behaviour in Social Commerce

Customer Value and Sustainable Choice Behaviour in Social Commerce

Peran Moderasi Literasi Halal Terhadap Adopsi Makanan Kemasan Halal untuk Konsumsi Berkelanjutan di Kalangan Generasi Muslim Zilenial Kecamatan Ulaweng

This study examines the moderating role of halal literacy in the adoption of halal packaged foods among Generation Z Millennials to promote sustainable consumption. The research expands the Theory of Planned Behavior (TPB) by incorporating the variable of halal literacy, a novel contribution to the literature. A quantitative approach was employed through a survey involving Generation Z Millennials selected via simple random sampling. Moderation regression analysis was conducted to assess how halal literacy influences the relationship between attitudes, subjective norms, behavior control, and the intention and adoption behavior of halal packaged foods. Findings indicate that halal literacy significantly strengthens the positive influence of attitudes towards halal packaged foods, enhances supportive subjective norms for adoption, and facilitates better behavioral control in selecting halal products. These results offer critical insights for developing effective educational and marketing strategies to enhance halal literacy among Generation Z Millennials, supporting sustainable consumption choices and promoting broader societal well-being.

Sustainable Fashion Choices: Exploring European Consumer Motivations behind Second-Hand Clothing Purchases

The second-hand clothing (SHC) market has seen dynamic expansion, driven by shifts in consumer attitudes. However, motivations underlying customer engagement in this market remain largely unexplored. Accordingly, this study investigates factors driving consumer sentiment towards buying used clothing. Data were collected in 2023 from a sample of 254 European consumers. The results show that positive attitudes towards SHC are associated with high levels of economic, hedonic (treasure hunting) and ethical motivations, while strong fashion interest and materialism seem to coincide with more negative evaluations of SHC. Interestingly, treasure hunting motivation emerged as the strongest driver of SHC attitudes, surpassing both economic and ethical motivations, which were similar in strength. However, mediation analysis revealed complex interaction patterns among the attitudinal variables, with the potential of reversing the direction of average regression weights for individuals as well as subgroups of customers. This study offers a more nuanced understanding of consumer behavior in the SHC market. It provides practical recommendations for the marketing strategies of SHC vendors, and lays the groundwork for future research in this area.

What does it take to revolutionize Chinese diets: evidence from a choice experiment on urban Chinese consumers

PurposeThe purpose is to understand the factors affecting Chinese diet selections and propose strategies for revolutionizing Chinese diets toward healthy ones.Design/methodology/approachThis study implemented an online discrete choice experiment to identify the factors affecting diet selections among urban Chinese consumers. Four different diet patterns were used to label each of the product alternatives in the experiment, which varied in taste and cost. Specifically, implying the healthiness and sustainability of a diet, the diet alternatives included the average diet, the Chinese Food Guide Pagoda diet, the EAT-Lancet diet and the Flexitarian diet. Using consumer data from six provincial capital cities, we used random parameter logit models to estimate their preferences.FindingsDiet type and diet cost were found to be more important in urban Chinese consumers' diet selections than the ability to customize taste. The average diet, although not healthy and sustainable, was preferred most by respondents, signaling the challenges of shifting the consumer diet in China. Increasing the cost of the average diet can significantly promote sustainable healthy diet choices among urban Chinese residents. In other words, improving the affordability of sustainable healthy diets would have the potential to fuel the diet revolution in China.Originality/valueInstead of choices of a single food item, this paper focused on the individual selection of a diet, where different food products can act as substitutes or as complements for one another. We also proposed a way to assess individual preferences and valuations for several different diets.

Nourishment beyond grains: unveiling the multifaceted contributions of millets to United Nations Sustainable Development Goals.

United Nations General Assembly declared that 2023 will be celebrated as the International Year of Millets. Millets are a group of coarse grains from the Poaceae family that offer numerous benefits that align with various United Nations Sustainable Development Goals (UN SDGs). This review explores diverse contributions of millet cultivation, consumption, and value addition with UN SDGs. The millets help in combating hunger by providing economical sources of essential nutrients and diversifying diets, improving health through mitigating malnutrition and diet-related diseases. Millet's lower water demand and resilience to climatic stress help in sustainable water management. Millets reduce the risks associated with monoculture farming and promote sustainable agricultural practices. Similarly, millet plants need few chemical fertilizers, and the ecological damage associated with these plants is minimized. Millets can prevent soil degradation and conserve biodiversity. They can adapt to diverse cropping systems and support sustainable land practices. Millet cultivation reduces inequalities by empowering smallholder farmers and maintaining economic balance. The cultivation and trading of millets promote partnerships among governments, NGOs, and businesses for sustainable development. The ability of millet to contribute to poverty reduction, hunger alleviation, health improvement, environmental sustainability, and economic development makes millet a sustainable choice for a better world.

Energy and Carbon Savings in European Households Resulting from Behavioral Changes

The study evaluates the impact of behavioral changes resulting from climate awareness on energy consumption and carbon emissions in European households based on the results of a two-stage survey addressed to individuals manifesting pro-ecological attitudes. In the first stage, the author analyzed 67 pro-environmental behaviors declared by the participants, identified a set of new sustainable choices, and compared them to the conservation habits used in Rasch and Campbell’s models. The 10 most popular initiatives undertaken by over 50% of participants were selected for further analysis. The influence of these initiatives on energy consumption and CO2 emissions was assessed. A total of 24 impact indicators were identified at the building scale. Energy and carbon savings were calculated for 500 participants from 28 European countries and compared to the results computed for the 100 households used as a reference. The main conclusions from the research concern the significance of individual decisions at the building scale in the context of their actual environmental impact calculated for a larger scale. The comparative analysis showed that the highest annual energy (2292.1 MWh) and emission (267.02 tons of CO2) savings resulted from the car-to-bicycle (or walking) transition on short-distance trips (declared by 79%) and from the transition from non-renewable to renewable energy sources (PV panels installed by 65% of respondents). Annual energy and emission savings reached, respectively, 1300 MWh and 262.6 tons of CO2. The research findings help explain the critical importance of transforming the built environment towards renewable energy sources and supporting pedestrian and sustainable transportation.

Comparative Issues of Metal-Ion Batteries toward Sustainable Energy Storage: Lithium vs. Sodium

In recent years, batteries have revolutionized electrification projects and accelerated the energy transition. Consequently, battery systems were hugely demanded based on large-scale electrification projects, leading to significant interest in low-cost and more abundant chemistries to meet these requirements in lithium-ion batteries (LIBs). As a result, lithium iron phosphate (LFP) share has increased considerably due to lower cost and higher safety compared to conventional nickel and cobalt-based chemistries. However, their fast-growing share is affected by updated chemistries, where cheaper systems like sodium-ion batteries (SIBs) are becoming more attractive. SIBs also benefited from the greener, more ethical, and evenly distributed elemental resources. SIBs are fast approaching market thanks to mature LIB’s technology and manufacturing scalability using existing Li-ion gigafactories. Additionally, SIBs can be adapted to other emerging technologies, including Li-ion batteries and silicon-based anodes, influencing projections for their broader use. However, despite the lower cost and abundance of sodium chemistries compared to lithium ones, limited manufacturing capacity discourages material suppliers from increasing production, which restricts the supply chain, raises costs, and diminishes Na battery manufacturing. Here, we aim to provide an overview of the progress of SIBs in gaining market share from LIBs. We first reviewed LIB and SIB histories, developments, and market share. Then, we analyzed the offered chemicals in battery components, their resources and supplies, material demand, and supply chain. The commercialization of each system was investigated in addition to the challenges related to energy density, environmental impact, sustainability, and safety. If all these concerns are addressed properly, LIBs and SIBs could potentially offer a more affordable, safer, and sustainable choice for the global energy storage outlook, particularly in short-range electric vehicles and stationary grid storage.

Fans' behaviour in selecting green accommodations

Sport tourism has become an increasingly popular global phenomenon, merging the allure of sporting events with the adventure of travel. Given the scale of such events and the transient spike in population they induce, it is crucial to consider sustainable practices, particularly in choosing accommodations. Green accommodations emerge as a key solution to mitigate the environmental footprint associated with sport tourism. This study investigates the behaviour of sports fans in selecting green accommodations, highlighting the increasing preference for environmentally responsible travel options in the context of sport tourism. Following the Theory of Planned Behaviour, this research assesses how attitudes, subjective norms, and perceived behavioural control influence fans’ decisions towards eco-friendly lodging. Data were collected from an open questionnaire distributed across diverse digital platforms in Italy. The online survey included questions aimed at investigating fans’ preferences and behaviours in selecting green accommodations. Key findings reveal that, while environmental sustainability is not always the primary factor in accommodation choice, there is a notable consciousness towards eco-friendly living among sports tourists. However, the booking of green accommodations often falls short of initial intentions due to factors like limited availability, higher costs, and insufficient information. This study proposes strategies for event organisers and policymakers to bridge this intention-behaviour gap, such as enhancing the visibility of green accommodations and offering incentives to promote sustainable choices. This research contributes to a deeper understanding of consumers’ behaviour in sustainable tourism and underscores the need for integrated efforts to facilitate more environmentally conscious decisions in sport-related travel.

Spent Coffee Grounds-Based Thermoplaster System to Improve Heritage Building Energy Efficiency: A Case Study in Madonie Park in Sicily

This study reports on the application of an innovative plastering system that reuses organic waste, namely spent coffee grounds (SCG), to improve energy efficiency in historical buildings according to the European Green Deal. The case study was conducted in the village of Polizzi Generosa, selected from 21 small villages located in the extensive UNESCO Geopark of Madonie Park in Sicily. Over time, traditional plasters used in Madonie buildings have shown durability issues due to thermal and hygrometric stresses caused by significant temperature fluctuations in the area. Moreover, much of the considered architectural heritage lacks energy efficiency. Given the global increase in coffee production and the need for more sustainable waste management systems, this investigation proposes an ecological method to reuse SCG in plaster formulation, thereby enhancing the circular economy. To achieve this, many thermoplaster formulations were developed, and the best-performing one, considering both material and aesthetic compatibility with historical buildings, was selected for a real-world application. Additionally, virtual modeling and energy simulations were conducted to test the energy performance of a traditional building in Polizzi Generosa using SCG-based thermoplaster in comparison to traditional lime mortar and commercial alternatives. The real-world application demonstrated the technical feasibility of the process, and the energy simulations showed an improved building masonry energy performance of 0.788 W/m2K and an 11% improvement compared to traditional plaster. Results clearly indicate that SCG can be successfully reused to produce eco-friendly bio composite plasters, providing a more sustainable housing option. This approach offers a durable and cost-effective alternative for housing solutions that meet regulatory requirements for energy efficiency, serving as a smart, highly sustainable, and long-lasting choice for the construction sector. Finally, this result supports the research goal of transforming the 21 municipalities of Madonie into smart and green villages, with the “Smart Coffee-House” exemplifying intelligent rehabilitation processes of existing heritage buildings.

Regional food consumption in Italy, a life cycle analysis

Urbanization and globalization have led to an increasing concern and focus on the sustainability of the food sector, particularly in discussing the composition of consumers' diets. This study examines Italian consumption habits, categorizing them into four macro-geographical areas (North-West, North-East, Center, South, and Islands), utilizing public data obtained from surveys including 3323 individuals, and assesses their environmental impacts through the application of the Life Cycle Assessment methodology. The findings unveil distinct dietary patterns across Italian macro-regions, indicative of cultural disparities, and present avenues for promoting environmentally sustainable dietary choices. The study identifies meat consumption as the primary environmental concern across all macro-regions, with fish emerging as a secondary contributor to particulate matter formation. Pork and poultry exhibit notable impacts within toxicity-related categories. Additionally, the research underscores challenges in data collection, notably the absence of a site-specific Italian database, and underscores the necessity for more recent consumption data to accurately capture contemporary Italian dietary habits. Finally, the study demonstrates that addressing the issue from a macro-regional perspective allows for more targeted and dedicated cultural interventions.

Conceptualizing sustainable consumption priming: A scoping review

AbstractWhile many psychological interventions encourage sustainable consumption by altering attitudes, these modified attitudes often do not result in sustainable choices leading to the need to test alternative interventions to facilitate sustainable consumption, such as priming. Priming uses stimuli that trigger nonconscious processing that influences decisions. Despite its popularity, studies that employ priming strategies in sustainable consumption research are widely dispersed across several conceptual domains. This article unpacks and summarizes different approaches to priming sustainable behavior by delineating theoretical and methodological perspectives in various contexts across diverse consumer characteristics. The method employed is a scoping review of 74 articles published over 23 years (2000–2022). The resulting review (1) provides an overview of priming in sustainable consumption, (2) highlights knowledge gaps, (3) identifies knowledge clusters, and (4) proposes a research agenda for future investigations. Primarily, this paper provides an integrated map that deconstructs how researchers have explored priming interventions to promote sustainable consumption and to enable the best, or at least, better practice.

Nanocomposites of recycled and of virgin polyamide 6.6 with cellulose nanofibers

The inherent properties of cellulose nanofibers (CNFs) make them an interesting and sustainable choice for reinforcing polymeric matrices intended for the automotive, electronic, construction, and packaging sectors. Effective recycling and reuse of polyamide 6.6 significantly reduce the environmental impact of automotive components throughout its entire life cycle. Nanocomposites of recycled polyamide 6.6 and CNF and of virgin polyamide 6.6 and CNF were processed through dissolution in a formic acid/water mixture followed by melt extrusion and injection molding. The results show that pure recycled polyamide exhibited a thermal degradation onset temperature 10 °C lower and a 9 % lower crystallinity compared to pure virgin polyamide. The method used for processing the nanocomposites resulted in homogeneous dispersion and good anchoring of CNF in both polymer matrices. The processing method and the presence of CNF reduce the thermal stability by up to 15 °C for recycled polyamide nanocomposites and up to 26 °C for virgin polyamide nanocomposites. The processing method did not significantly impair the elastic modulus and tensile strength of both recycled and virgin polyamides, showing a 3 % and 1 % reduction in tensile strength for recycled and virgin polyamides, respectively. The incorporation of 1 wt% and 2 wt% of CNF in virgin polyamide showed an increase in the elastic modulus of 16 % and 5 %, respectively, and a reduction in ductility. In summary, this work offers an alternative processing pathway for nanocomposites of recycled or virgin polyamide 6.6 with CNF; however, some improvements are still necessary to achieve the reinforcing effect of CNF on the mechanical strength of the matrices.

Synergistic effect in ZIF-67/MoS2 entrenched MWCNT photo (electro) catalyst for degradation of tetracycline and alternative to Pt counter electrode in dye-sensitized solar cells

Photocatalytic water purification is an effective environmental protection approach for removing hazardous chemicals in water, besides solar energy conversion is a trustworthy and sustainable choice for the future due to rising energy demands. The present research focus is on synthesis of Metal-Organic Framework (MOF) based composite, Zeolitic Imidazolate Framework-67/Molybdenum Disulfide (ZIF-67/MoS2) entrenched Multi-Walled Carbon Nanotubes (MWCNT) as a catalyst for photodegradation of tetracycline (TC), as well as substitute for Pt counter electrode in Dye-Sensitized Solar Cell (DSSC). The crystalline structure, optical response, shape, porosity, quantum states, and chemical configuration were determined using X-ray diffraction (XRD), Fourier Transform Infrared Spectroscopy (FTIR), Ultraviolet-Visible Diffuse Reflectance Spectroscopy (UV-DRS), Photoluminescence spectroscopy (PL), Transmission Electron Microscopy (TEM), Brunauer-Emmett-Teller (BET), and X-ray Photoelectron Spectroscopy (XPS), respectively. The degradation efficiency of ZIF-67/MoS2/MWCNT catalyst under effect of operational parameters namely, photocatalyst dosage, solution pH, coexisting ions, TC concentrations and irradiation time were studied consecutively. ZIF-67/MoS2/MWCNT composite achieved 96.1 % degradation efficiency of TC under white light irradiation. Interestingly, when utilized as a counter electrode in DSSCs, this composite-based electrode delivered the highest Power Conversion Efficiency (PCE) of 3.86 % with a short-circuit current density (JSC) of 7.54 mA cm−2 and open-circuit voltage (VOC) of 0.79 V. The observed enhancement is attributed to lesser peak-to-peak separation (EPP), lower electron lifetime, lower charge transfer resistance (RCT) and higher exchange current density (J0). Based on these findings, ZIF-67 inclusion in MoS2/MWCNT composite is not only an effective catalyst for water treatment but also a good catalyst for I3− reduction in DSSCs.

Enhanced degradation of sulfathiazole by ionizing radiation activated persulfate and periodate: Performances and mechanisms

Ionizing radiation has attracted significant interests in water purifying. However, it suffers from poor mineralization performance during the decontamination of organic micropollutants such as antibiotics. Herein, the radiolytic degradation of sulfathiazole (STZ) by gamma radiation was investigated. STZ could be completely degraded at 2.0 kGy absorbed dose but TOC removal efficiency was only 22.62 %. Quenching experiments demonstrated that •OH was the main reactive species. Toxicity assessment and phytotoxicity experiments indicated that gamma radiation can comprehensively decrease the toxicity of STZ. Significant enhancements of degradation and mineralization were observed in gamma/persulfate (Gamma/PS) and gamma/periodate (Gamma/PI) processes. The rate constant (k) increased by 1.08 times and TOC removal efficiency increased by 2.01 times with PS addition (1 mM). The k value enhanced by 4.05 times and TOC removal ratio enhanced by 2.66 times with the presence of PI (1 mM). Mechanistic investigation indicated that 1O2 played a major role in STZ degradation in the Gamma/PS and Gamma/PI systems. PI was almost completely transferred into the nontoxic iodate (IO3-), and no toxic reactive iodine species were produced in the Gamma/PI process. Moreover, Gamma/PS and Gamma/PI systems showed a broad-spectrum ability to remove a series of antibiotics. The removal performances and the costs of these systems were competitive compared with other advanced oxidation processes for antibiotics elimination. This study supplied an efficient and sustainable choice for the degradation of antibiotics, and clarified the intrinsic reaction mechanisms in the ionizing radiation-activated PS and PI systems.

Let us go with the flow − Impact of a dynamic social norm nudge on parents’ school menu selection

Designing more sustainable school meal offerings not only contributes to environmental protection and climate change mitigation but also promotes children’s health, provides food education, and raises awareness on sustainability issues. The present study, using a between-subject experimental online survey (N = 617), proved the effectiveness of a dynamic social norm nudge in encouraging parents to make more environmentally friendly choices when selecting school menus for their elementary school children. In addition, nudging was more successful in promoting sustainable food choices among parents with lower levels of education and those who are more actively involved and responsible for child-related practices. Disentangling the individual traits that leverage the effectiveness of nudges should allow public entities to fully exploit the potential of these interventions and design tailored approaches for targeted subpopulations.

Identifying the most sustainable beer packaging through a Life Cycle Assessment

The beer industry stands as a significant player in the global economy, and it is increasingly renowned not only for its diverse flavours, but also for its impact on the environment. Amidst its popularity, the beer sector faces mounting pressure to address environmental concerns, particularly related to packaging. As the world is increasingly embracing sustainability as a guiding principle, the beer industry's approach to packaging has come under scrutiny for its ecological footprint. This study aims to shed some light on the environmental footprint of beer production by applying a life cycle assessment, comparing different types of packaging. This study calculated the product environmental footprint of beer consumed in PET kegs, glass bottles and aluminium cans, and performed three sensitivity analyses on load factors of transport, waste transport distance and recycled content. The results identified draught beer in PET kegs as the most sustainable solution for beer consumption, with a footprint of around 90 % lower than the other types of packaging. However, the analysis showed that the biggest environmental impact is found in the cultivation, packaging and use phases, that account for a contribution of 60 %, 27 % and 11 % respectively. The results of this study highlighted the importance of the load factor in the distribution phase, of recyclability and of the use of secondary raw materials for packaging. This study stands as an original and valuable contribution, offering a comprehensive understanding of the environmental impact of beer packaging and of the beverage industry. Its insights can guide breweries, policymakers, and consumers towards sustainable choices, fostering a positive change within the sector. It also questions the sustainability of circular solutions by comparing recycling and reuse options. This study revealed also that a green supply chain management is key in the transition towards a circular economy and in the decarbonization process.

Genotype-specificity in putative competitive endophytes modulated by root exudation of rice

The putative competitive endophytic bacteria with plant-growth-promoting attributes could be potential bio inputs to enhance agricultural sustainability. These special rhizosphere colonizing bacteria possess distinct strategies to enter and colonize the host plant asymptomatically and offer several plant growth-promoting benefits. However, the molecular interaction between the endophyte and host plant remains unclear in many crop spheres. In this study, we categorize putative endophytes in rice into two groups—common endophytes and genotype-specific endophytes—based on their ability to colonize alternative hosts. The putative competitive endophytes of rice landrace Norungan and high-yielding cultivar Co51 were cross-inoculated with each other under gnotobiotic conditions and attempted to re-isolate from the inoculated plants. Two Norungan endophytes (Priestia endophytica NE14 and NE21) and one Co51-endophyte (Peribacillus endoradicis CE10) could not colonize the internal tissues of the alternate hosts, and they were considered as genotype-specific endophytes. In contrast, the rest of the strains could colonize both genotypes (common endophytes). The bait trap assay with flow cytometry revealed that the Norungan root exudate significantly enhanced the chemotactic movement of NE14 and NE21 compared to Co51-endophyte (CE10) and common endophytes (NE09 and CE07). Likewise, the Co51-root exudate triggered high levels of chemotaxis of CE10 but not the others. The root exudates did not alter the growth and biofilm-producing capability of genotype-specific and common endophytes. The cell wall degrading enzyme, pectinase of genotype-specific endophytes (NE14 and NE21), had positively enhanced due to Norungan root exudate but not with Co51 exudate. When the genotype-specific endophytes were inoculated to alternate host, a strain-level difference was observed in the induction of rice defense enzymes. NE14 inoculation in Co51 rice had high levels of peroxidase, polyphenol oxidase, phenylalanine ammonia lyase, and glutathione reductase; NE21 induced high levels of glutathione reductase and peroxidase alone in Co51. Likewise, CE10 triggered relatively high levels of catalase, glutathione reductase, peroxidase, and polyphenol oxidase in Norungan rice. No apparent difference between the two rice genotypes in defense enzymes’ levels was observed due to common endophytes (NE09 and CE07). These results authenticate the occurrence of genotype-specific putative competitive endophytes in rice, and exploring them for crop growth and yield would be a better choice for rice sustainability.