Sustainable Consumption Practices Research Articles

Consumer’s Perception of Green Marketing

The research on consumers' perception of green marketing aims to explore how individuals interpret and respond to environmentally friendly marketing strategies. By investigating factors such as consumer attitudes, beliefs, and behaviors towards green products and brands, researchers seek to understand the effectiveness and impact of green marketing initiatives. This research often involves surveys, experiments, and qualitative analysis to uncover insights that can inform businesses on how to better engage environmentally conscious consumers and promote sustainable consumption practices.

Covid-19 pandemic, social normative compliance, and sustainable consumption: Evidence from experiments

This research aims to investigate the causal effects of consumers' Covid-19 pandemic experiences on their preferences for sustainable consumption. Drawing on social identity theory, we argue that pandemic experiences heighten consumers' awareness of the importance of adhering to collective social norms, subsequently motivating them to adopt sustainable consumption practices that promote collective interests. Through three preregistered experiments, we demonstrate that: (i) Covid-19 pandemic experiences increase consumers' preferences for sustainable consumption; (ii) this effect is more pronounced for individuals with severer pandemic experiences and females; (iii) pandemic experiences influence sustainable consumption preferences by enhancing consumers' social normative compliance. This study contributes to the understanding of Covid-19's consequences from a micro-level perspective of consumer behavior and offers insights into the factors driving consumers' sustainable consumption preferences.

Effects of public policy interventions for environmentally sustainable food consumption: a systematic map of available evidence

BackgroundThe global food system is inflicting substantial environmental harm, necessitating a shift towards more environmentally sustainable food consumption practices. Policy interventions, for example, information campaigns, taxes and subsidies and changes in the choice context are essential to stimulate sustainable change, but their effectiveness in achieving environmental goals remains inadequately understood. Existing literature lacks a comprehensive synthesis of evidence on the role of public policies in promoting sustainable food consumption. Our systematic map addressed this gap by collecting and categorising research evidence on public policy interventions aimed at establishing environmentally sustainable food consumption patterns, in order to answer the primary research question: What evidence exists on the effects of public policy interventions for achieving environmentally sustainable food consumption?MethodsSearches for relevant records (in English) were performed in WoS, Scopus, ASSIA, ProQuest Dissertation and Theses, EconLit, Google Scholar and in bibliographies of relevant reviews. A grey literature search was also performed on 28 specialist websites (searches were made in the original language of the webpages and publications in English, Swedish, Danish and Norwegian were eligible) and Google Scholar (search in English). Screening was performed at title/abstract and full-text levels, with machine learning-aided priority screening at title/abstract level. Eligibility criteria encompassed settings, interventions (public policies on sustainable food consumption), target groups and outcomes. No critical appraisal of study validity was conducted. Data coding covered bibliographic details, study characteristics, intervention types and outcomes. Evidence was categorised into intervention types and subcategories. Visual representation utilised bar plots, diagrams, heatmaps and an evidence atlas. This produced a comprehensive overview of effects of public policy interventions on sustainable food consumption patterns.Review findingsThe evidence base included 227 articles (267 interventions), with 92% of studies in high-income countries and only 4% in low-income countries. Quantitative studies dominated (83%), followed by mixed methods (16%) and qualitative studies (1%). Most interventions were information-based and 50% of reviewed studies looked at labels. Information campaigns/education interventions constituted 10% of the sample, and menu design changes and restriction/editing of choice context 8% each. Market-based interventions represented 13% of total interventions, of which two-thirds were taxes. Administrative interventions were rare (< 1%). Proxies for environmental impact (85%) were more frequent outcome measures than direct impacts (15%). Animal-source food consumption was commonly used (19%) for effects of interventions on, for example, greenhouse gas emissions. Most studies used stated preferences (61%) to evaluate interventions.ConclusionsThe literature assessing policies for sustainable food consumption is dominated by studies on non-intrusive policy instruments; labels, information campaigns, menu design changes and editing choice contexts. There is a strong need for research on sustainable food policies to leave the lab and enter the real world, which will require support and cooperation of public and private sector stakeholders. Impact evaluations of large-scale interventions require scaling-up of available research funding and stronger multidisciplinary research, including collaborations with industry and other societal actors. Future research in this field should also go beyond the European and North American context, to obtain evidence on how to counteract increasing environmental pressures from food consumption worldwide.

Exploring Consumer Perceptions in Online Shopping for Sustainable Economic Development

This research investigates consumer perceptions of online shopping and their implications for sustainable economic development. The study identifies key factors influencing consumer perceptions, including trust, convenience, environmental consciousness, and social influences, and explores how these perceptions translate into actual behaviors in the digital marketplace. Through a mixed-methods approach combining qualitative and quantitative techniques, data is gathered from diverse participants. A SWOT analysis examines internal strengths and weaknesses, as well as external opportunities and threats, while a PESTEL analysis examines external factors impacting the industry. Empirical findings highlight the significance of trust, convenience, environmental consciousness, and social influences in shaping consumer behavior. Additionally, the role of emerging technologies and regulatory frameworks in influencing perceptions and sustainable development is discussed. The study concludes with recommendations for enhancing consumer trust, promoting sustainable consumption practices, and fostering inclusive economic growth in the digital economy. By addressing these recommendations, stakeholders can leverage digital tools to drive sustainable economic development in online shopping while overcoming challenges and seizing opportunities in the evolving digital landscape.

Oceanic Pollution and Its Influence on Global Climate Variability in India

Purpose: The aim of the study was to analyze oceanic pollution and its influence on global climate variability. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Oceanic pollution, including plastics, oil spills, heavy metals, and chemical contaminants, significantly impacts global climate variability. These pollutants harm marine ecosystems, disrupt food webs, and contribute to climate change. Plastic debris poses a severe threat to marine life, while oil spills devastate coastal environments. Heavy metals and chemical contaminants bio accumulate in marine organisms, posing risks to human health and altering biogeochemical processes essential for climate regulation. Unique Contribution to Theory, Practice and Policy: Ocean-atmosphere interaction theory, pollutants as climate forcers theory &amp; feedback loop theory of oceanic pollution may be used to anchor future studies on oceanic pollution and its influence on global climate variability. Implement practical measures to reduce oceanic pollution, including stricter regulations on waste disposal, improved waste management infrastructure, and the promotion of sustainable consumption practices. Foster collaboration among nations to address oceanic pollution on a global scale.

The role of awareness of circular economy’s concept in purchase of sustainable goods and access-based and collaborative consumption – Porto case

Purpose Circular economy (CE) is receiving increasing worldwide attention as a manner to overcome the challenges linked to current trends of unsustainable energy and resource consumption. This paper aims to fill this gap and analyze the adherence to sustainable, access-based and collaborative consumption practices by exploring the role of CE awareness, specifically in the context of Porto, the second-largest city of Portugal. Design/methodology/approach The methodology of choice is quantitative, based on partial least square-based structural equation modeling. Findings The result shows that there is an influence of CE awareness on subsequent sustainable consumption models. Research limitations/implications Present research contributes to the theory on CE awareness and sustainable consumption. It proposes a model that could be applied in other countries. As this research is developed within the city of Porto, it may limit generalizations of obtained results. Practical implications As CE practices are embodied into national and local policies, this research contributes to understanding local contexts of CE practices dissemination, providing practical suggestions for businesses and policymakers aiming the transition to the CE. Originality/value An original approach to measuring the awareness of CE economy is proposed, that is analyzed not only from the familiarity perspective but in six dimensions of its construction: familiarity, importance, perception or interpretation, advantages, social impact and barriers in this process. Further, the conceptual model of the impact that these dimensions have on the adoption of sustainable consumption models (purchase of sustainable products, access-based and collaborative consumption) is proposed.

Purchasing Intention of Products with Sustainable Packaging

This study investigates Brazilian consumers’ purchase intentions for sustainably packaged products, applying the theory of planned behavior enhanced with environmental concern, knowledge, willingness to pay more, and trust. Data were collected from 509 participants via an online questionnaire, using convenience sampling. The questionnaire, based on previously validated scales, examined attitudes toward purchasing, subjective norms, perceived behavioral control, environmental variables, and purchase intentions. Descriptive analysis pointed out the prominence of environmental concern, positive purchasing attitudes, and purchase intentions. Principal component analysis reorganized variables into seven components, while cluster analysis identified three distinct consumer profiles: those prioritizing cost and information, environmentally conscious young consumers, and individuals influenced by social factors, with a strong sense of consumption control. The study reveals a widespread concern for the environment among respondents, highlighting the need for societal and political advancements in support of sustainable consumption practices.

Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry

Greenwashing is a prevalent issue in the fashion and textile industry, a sector known as one of the largest industrial polluters worldwide. The multi-trillion-dollar industry’s trend-driven, low-cost production models and the availability of numerous distribution options have led to mass consumption, significantly impacting consumer behavior. The aim of this review is to document and analyze the direct and indirect practices of greenwashing in the fashion industry and its impact on consumers. It also seeks to highlight the existence of greenwashing in the industry’s supply and consumption chain. A Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology was employed to examine the complex implications of greenwashing within the fashion industry. Relevant studies from the past decade were identified through comprehensive searches on Elsevier Science Direct, Google Scholar, Web of Science, and Scopus. This review found that some companies resort to greenwashing by promoting a green image without making substantial environmental or social changes. It also revealed varied interpretations and misinterpretations of green-related terms by consumers. The findings underscore the need for transparency and honesty in the fashion industry’s green marketing strategies. They also highlight the importance of consumer education to prevent misinterpretation of green-related terms and to promote sustainable consumption practices.

Sustainable Consumption Behaviour and Common Goods: Education, Culture, Rule of Law, Work, and Solidarity

It is increasingly imperative to foster consumption behaviours that are more environmentally responsible. In order to design impact and sustainable actions that promote a transition to a more sustainable society, it is crucial to understand the underlying motivators that drive this change. Within this framework, this study sought to demonstrate how the comprehensive experience of common goods (solidarity, work, rule of law, culture, and education) is linked to such consumption behaviours. In order to test this hypothesis, a hypothetical-deductive quantitative approach was utilised, employing the second-generation statistical technique of partial least squares structural equation modeling (PLS-SEM) for data analysis. The results revealed that only the common good of Solidarity exhibits a significant relationship with Sustainable Consumption Behaviour. Additionally, Work and Education as common goods demonstrate a relationship of relative importance with this behaviour. Additionally, relationships were found between the common good, showcasing the interconnectedness rooted in cultural norms that strengthen individuals' experiences and, thus, cultivate a sense of community - an essential component for promoting consciousness and modifying behaviours. The novelty of this work is that it was not only focused on governing the commons, but also on how they are distributed and maintained for the long term. The theoretical basis was that natural resources are finite goods to which everyone should have access; however, not everyone enjoys them. That is why a limitation in agency impedes the experience of common goods and, therefore, in sustainable consumption. This study demonstrated that prioritising the welfare of others in addition to oneself, known as altruism, enhances the satisfaction derived from selfless consumption. The implications of this research include the development of instructional interventions incorporating motivational aspects to encourage sustainable consumption practices, ultimately supporting the shift necessary for the well-being of future generations.

Deciphering the dynamics of human-environment interaction in China: Insights into renewable energy, sustainable consumption patterns, and carbon emissions

The increasing acknowledgment of the complex interplay between human actions and the natural world has generated a need to decipher human-environmental interdependence's ecological dynamics. The present research examines the intricate dynamics of the interplay between humans and the environment in China spanning 1975 to 2022. The results show that coal energy (i.e., -0.057, p < 0.050) and fossil fuel consumption (i.e., -0.766, p < 0.050) negatively affect renewable energy outcomes, highlighting the need for transitioning to cleaner energy sources. Conversely, energy use (0.006, p < 0.000), carbon pricing (0.480, p < 0.050), economic growth (0.0005, p < 0.050), and public awareness (0.040, p < 0.010) are positive drivers of renewable energy outcomes, suggesting the importance of policies promoting sustainable energy practices and raising environmental consciousness. Regarding sustainable consumption practices, materialistic practices (-0.0.004, p < 0.050), marketing strategies (-1.642, p < 0.000), and socioeconomic status (-2.026, p < 0.050) have adverse effects, while environmental awareness exhibits a positive influence. These findings underscore the significance of promoting environmentally conscious behavior and addressing societal factors that hinder sustainable consumption patterns. Furthermore, the study reveals that hedonic adaptation (0.036, p < 0.050) contributes to increased carbon emissions, indicating the need for strategies that mitigate the impact of changing living standards on the environment. Conversely, media penetration (-0.028, p < 0.010) and effective government communication are associated with decreased carbon emissions, underscoring the potential of media campaigns and informative communications to foster behavioral changes and encourage sustainable practices. Regulators may develop all-encompassing strategies to fight environmental damage and encourage a better tomorrow by providing incentives for using alternative energy sources, encouraging environmentally aware consumerism, and using the power of the press.

Unraveling the Nexus: A Bibliometric Analysis of Subjective Wellbeing, Individualism-Collectivism and Sustainable Consumption Research in The Last Decade

Purpose: This paper intends to contribute to the academic field by pointing out trends in studies on subjective wellbeing and exploring the possibility of new interconnections with different constructs, especially in a scenario of significant changes in consumption behavior, such as the post-pandemic one. In the managerial area, it aims to collaborate by providing relevant information on the effects of sustainable consumption on subjective wellbeing, particularly for marketing professionals and the development of marketing strategies. Method: The study conducts descriptive and bibliometric analyses of the 236 selected articles found in the literature over the last ten years, establishing connections between the main theories. Results and conclusion: Although the studies found do not directly associate the three main constructs that are the focus of the research, there is a clear relationship between them. Studies show individualistic or collectivistic orientation as an antecedent of sustainable consumption; the influence of culture on the level of subjective wellbeing; as well as a positive relationship between sustainable consumption habits and subjective wellbeing and an inversely proportional relationship between individualism and sustainable consumption. Research implications: We can understand as relevant that future studies on sustainable consumption should take into account individualism-collectivism and wellbeing, seeking a comprehensive and systematic approach to sustainable consumption, considering the role of individual citizens in society, and exploring the link between the provision of sustainable products and diverse sustainable consumption practices. It is necessary to consider the complex and multifaceted nature of wellbeing, as well as the cultural and societal factors that influence it, and take a holistic approach that considers the interplay between individual, community, and social wellbeing. Originality/value: The study contributes to the integration of constructs, since the article seeks to fill a gap by exploring the interconnection between three main constructs - subjective wellbeing, individualism/collectivism and sustainable consumption. In doing so, it provides an integrated view that can enrich theoretical discussions in these areas. In addition, the bibliometric analysis reveals recent trends in the literature, highlighting the areas that have received the most attention and those that are less explored. This information can guide researchers for future studies and explore knowledge gaps. By considering the influence of culture on the relationships between the constructs, the article also contributes to a deeper understanding of how cultural differences can shape perceptions of wellbeing and sustainable consumption practices.

Empowering housewives through green marketing: Fostering eco-friendly household products for sustainable consumption

The escalating concern over the green gap phenomenon, which underscores a discord between consumers' environmental concerns and purchasing behaviours, has accentuated the importance of exploring eco-friendly consumption patterns. This study delves into the multifaceted factors influencing the purchasing behaviour of eco-friendly household products, focusing on the dynamic interplay among consumer knowledge, values, subjective norms, and perceived behavioural control. Specifically, it aims to elucidate how these variables collectively inform housewives' attitudes towards eco-friendly products and purchasing behaviours. The research gathered data from 300 respondents across Jambi City and Sungai Penuh City within Jambi Province, employing principal component analysis and structural equation modelling to scrutinize the hypothesized relationships between the constructs. The findings underscore consumer values, subjective norms, and perceived behavioural control significantly and positively influence consumer attitudes towards eco-friendly household products. Moreover, a pronounced positive correlation between consumer attitudes and eco-friendly purchasing behaviour was identified, whereas the impact of consumer knowledge on consumer attitudes emerged as negligible. This research enriches the theoretical discourse on eco-friendly purchasing behaviour, particularly concerning household products. It offers critical insights for marketers, policymakers, and environmental advocates aiming to foster sustainable consumption practices by pinpointing the pivotal factors that shape consumer attitudes and behaviours. Additionally, the study lays a robust groundwork for subsequent research endeavours to bridge the green gap and advance environmental sustainability through enlightened consumer decisions.

A képzési és fejlesztési programok jelentősége a humán erőforrás-menedzsment szempontjából a fenntartható fogyasztási magatartás ösztönzésében

The increasing awareness of the impact of human activities on the environment has led to a growing interest in sustainable consumption behavior. Sustainable consumption behavior refers to the choices and actions of individuals, households, or organizations that prioritize the long-term well-being of both the environment and society while meeting their needs and desires. It involves making responsible and ethical decisions about what to consume, how much to consume, and how to consume, with the aim of minimizing negative impacts on the planet and future generations. This research aims to identify the importance of training and development programs in HRM in promoting sustainable consumption behavior. The research problem has been formulated with several questions, most notably: Do organizational training and development programs impact sustainable consumption behavior? The methodology of this study is a Systematic Literature Review of the importance of training and development programs in promoting sustainable consumption behavior. This research found that HRM can implement training and development programs focusing on sustainability to encourage sustainable behavior among employees. Such programs can include educating employees on sustainable consumption practices, promoting renewable energy sources, reducing waste, adopting a life cycle perspective, and accounting for equity dimensions.

Greek primary school students’ moral judgments and motives about sustainable food consumption

Modern dietary habits pose large threats to the global vision for a sustainable food system transition, intensifying discussions around the urgency for educational initiatives that can promote more sustainable food consumption practices. However, research has not sufficiently studied food consumers' moral background, despite its strong influence on food choices, while relevant research on school-aged consumers is even scarcer. This study focuses on two individual ethical decision-making processes regarding food sustainability: moral judgments and moral motives. Data was selected using non-probability, opportunity sampling from 587 students attending the last two grades of primary school in the Region of Western Macedonia, Greece. Participants completed a Likert-scale questionnaire, which adopted a holistic approach towards food sustainability, incorporating the following 12 variables associated with all three domains of sustainability (environmental, societal, economic): Biodiversity, Carbon footprint, Soil, water and air conservation, (Food) loss and waste, Water footprint, Nutrition and health, Animal welfare, Workers' rights and safety, Cultural traditions, Food supply, Tax revenues and Profits, Jobs/incomes. In the moral motives scale, additional variables associated with non-moral considerations were also assessed: Sensory Appeal, Mood, Promotion, Social influence, Convenience and Familiarity. For the moral judgments scale, findings revealed low to medium scores for all the domains and among the variables associated with a sustainable food system, the lowest mean scores being recorded in those linked to the social dimension of sustainability. Regarding food consumption motives, results indicate that non-moral considerations prevail remarkably over moral ones and are linked to all three domains of sustainability. Statistical testing identified grade level, gender, place of residence and participation in environmental, health or food education school programs as factors influencing certain aspects of students’ moral thinking at a statistically significant level. Insights gained from this study can contribute to educational and other agendas aiming to promote sustainable food consumption.

Predicting sustainable fashion consumption intentions and practices

The fashion industry has a significant impact on the environment, and sustainable fashion consumption (SFC) has become a pressing concern. This study aimed to investigate the factors influencing sustainable fashion consumption behavior (SCB) among Chinese adults, specifically the role of values, attitudes, and norms in shaping such behavior, using the value-belief-norm framework. The study used an online cross-sectional survey design to collect data from 350 participants recruited through a convenience sampling method using social media platforms and email invitations, and the obtained data were analyzed using partial least squares structural equation modelling. The results of the study showed that biospheric (BV), altruistic (AV), and egoistic (EV) values significantly influenced the New ecological paradigm (EP), which, in turn, positively affected awareness of consequences (AC). Personal norms (PN) were positively influenced by EP, AC, and ascription of responsibility (AR). Social norms (SN) and trust in recycling (TR) were also found to positively influence sustainable fashion consumption intentions (SCI). Finally, the study found that SCI and TR were significant predictors of SCB, whereas the moderating effect of TR not statistically significant. The study’s originality lies in its comprehensive investigation of the interplay between various factors (particularly using norms in two facets; PN and SN) in shaping SCB, using a structural equation modeling approach, and exploring the moderating effect of TR. The findings of this study suggest that interventions aimed at promoting SFC should focus on fostering values and beliefs that prioritize the environment, encouraging individuals to take responsibility for their actions, creating an environment in which SFC is normalized, and increasing TR.

Does Consumers' Cultural Background Affect How They Perceive and Engage in Food Sustainability? A Cross-Cultural Study.

Motivated by the evolving global food landscape and its detrimental impacts on society, the environment, and health, this research aims to understand consumer perceptions, preferences and involvement regarding sustainable food products and consumption practices. To this aim, three countries were chosen for their distinct economic, cultural, and demographic differences (Spain, Türkiye, and Colombia), enabling an exploration of how these factors influence sustainability perceptions. The results show high levels of awareness, knowledge, consumption, and willingness to switch to more sustainable habits, although differences between countries were also found (price sensitivity in Spain and demand for information regarding sustainable food in Colombia). In addition, a group of consumers has been identified that is influenced by health, shows positive behaviours and perceptions towards sustainable food, and is not price sensitive. The study is significant, as it addresses the information gap between consumers, producers, and policymakers regarding sustainable food awareness. It seeks to provide insights into cultural influences on sustainability perceptions and aims to assist in developing educational programs and policies to promote sustainable consumption.

Reimagining the sustainable consumer: Why social representations of sustainable consumption matter

AbstractGlobally, consumers are increasingly turning to sustainable consumption practices. This article emphasizes the importance of social and cultural context in the study of sustainable consumption, drawing on social representations. It attempts to explain and empirically demonstrate how sustainable consumption is socially represented. The aim of the study was to investigate the construction of representations of sustainable consumption as knowledge and its appropriation in relation to the purchase and consumption of food. Online focus groups were employed in a cross‐sectional study conducted in Slovenia and Austria. The results of the study not only show how the “global” concept of sustainable consumption is appropriated and reflected in practices in a specific national and cultural context, but also highlight the importance of social representations in terms of how their meanings can influence the emergence of new practices. Furthermore, they show how sustainable consumption can occasionally be seen in actions that precede reflection or exist in a more abstract form unrelated to actions. The results offer several implications for practitioners seeking to promote sustainable consumption.

Promoting sustainable practices: Exploring secondhand clothing consumption patterns and reductions in greenhouse gas emissions in Japan

The rise of online flea markets in Japan has expanded access to secondhand products. Despite this expansion and the increasing recognition of the need for sustainable consumption, there remains a notable constraint on consumer acceptance of pre-owned items. Thus, this study emphasizes the utility of secondhand product usage in a context where consumer acceptance of pre-owned items is limited despite the recognized sustainability necessity. Additionally, it aims to investigate secondhand clothing-utilization patterns among users, estimate the environmental potential reduction, and assess their contribution to sustainable consumption. Conducted on users of the Japanese online flea market platform, Mercari (sellers: n = 13,325, buyers: n = 9985), the study quantified the potential reduction in greenhouse gas (GHG) emissions by reusing secondhand clothing. Utilizing a survey, the key findings revealed distinct reuse characteristics for different items, confirming extended product lifespan even for those in poor condition. Moreover, secondhand products were used more frequently than new ones, and buyers exhibited less concern about potential damage. The displacement rate of secondhand for new clothing did not significantly decrease with worsening product condition. The study estimated a potential 9.6 thousand tons of carbon dioxide equivalents (ton-CO2eq) reduction under the assumption of 10 million secondhand clothing items replacing new ones. This study proposes the feasibility of utilizing secondhand items and their potential contribution to environmental conservation in consumption. Further, it establishes the theoretical foundation necessary to articulate the environmental significance of secondhand products. Simultaneously, it provides valuable insights into the broader implications of sustainable consumption practices.

How green can they be? A survey of ski tourers’ pro-environmental behaviour

ABSTRACT As more and more people seek out new experiences in mountain regions, ski touring has been gaining increasing popularity in France for the past 15 years. While there are concerns about the immediate and indirect environmental harm caused by ski touring (such as flora destruction, wildlife disturbance, or carbon emissions from transportation and gear manufacturing) there are also potential benefits to human health and the promotion of positive attitudes and behaviours through experiencing nature. To understand the pro-environmental behaviours (PEB) of ski tourers in the French Alps and Pyrenees, a quantitative survey was conducted with 1,312 participants. Findings underscore the influential role of gender and education level as strong predictors of PEB. Furthermore, participants engaging in ski touring outside ski resorts exhibit a higher likelihood of demonstrating PEB compared to those who practice on groomed slopes. The research uncovers a correlation between visiting renowned national parks and PEB. This indicates a preference among environmentally conscious individuals for ski touring in natural, unequipped areas and an attraction to emblematic protected areas. These results also demonstrate that individuals with greater socio-economic capital make distinctive choices in both recreational and sustainable consumption practices.

Embracing environmental sustainability consciousness as a catalyst for slow fashion adoption

AbstractSlow fashion has emerged as a response to the environmental and ethical problems of fast fashion. Despite this trend, actual purchase behavior appears to lag behind. By employing the environmental sustainability consciousness framework and the knowledge‐attitude‐behavior model, this study specifically explores the impact of environmental sustainability consciousness, including knowingness and attitude, on Generation Z and Millennial's slow fashion practices. A total of 1966 responses were analyzed using the partial least square structural equation modeling. The measurement scales were validated through confirmatory factor analysis. The hypothesized relationships were confirmed. The study sheds light on the critical link between environmental consciousness and sustainable consumption practices in fashion, which is of paramount importance given the growing environmental and ethical concerns associated with fast fashion. Furthermore, the current study aims to bridge the gap between knowing/attitude and actual purchase behavior in the context of the emerging slow fashion trend.