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Consumer Behaviour and Environmental Sustainability

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A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (12 April 2024) | Viewed by 6644

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Special Issue Editors

Prof. Dr. Iosif Botetzagias

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Guest Editor

Department of Environment, University of the Aegean, 81100 Mytilene, Greece
Interests: environmental politics and policy; pro-environmental behaviours; political ecology; green parties; environmental non-governmental organisations (ENGOs); environmental history; Europeanisation of environmental policies; new social movements; social networks analysis

Prof. Dr. Eftichios Sartzetakis

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Guest Editor

Department of Economics, University of Macedonia, GR-546 36 Thessaloniki, Greece
Interests: environmental economics; environmental policy; green finance; climate change economics; international environmental agreements; environmental management
Special Issues, Collections and Topics in MDPI journals

Dr. Antonis Skouloudis

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Guest Editor

Department of Environment, University of the Aegean, 81100 Mytilene, Greece
Interests: climate change adaptation-resilience and the economy; economic valuation of climate services; nonfinancial accounting and accountability; environmental responsibility and economic activity; sustainable development
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

It is well-established through normative arguments in the literature that sustainability transitions necessitate not only the active engagement of key actors from the triple helix of government, industry and academia, but also consumers’ receptiveness, acceptability and support of relevant interventions. Consumers’ attitudes, knowledge, concerns, beliefs, emotions and preferences are of critical importance for achieving significant reductions in material consumption, effective penetration of green(er) technological innovations, sustainability-oriented adjustments in the production chain and also for developing policy schemes to coordinate action towards these goals. To understand consumers’ contribution to the above goals, it is important to examine the required changes in both their consumption patterns, including changes in social motivations for consumption, and their perceptions and reactions towards sustainability-oriented changes in the production system, such as new “green” products entering the market and novel waste management strategies. This line of research will allow for a better understanding of the expected involvement the end-user will exhibit in endorsing them and offer fruitful insights on their expected feasibility and viability upon implementation. In an attempt to contribute to this direction through this Special Issue, we welcome both theoretical and empirical contributions, under a transdisciplinary scope, that will offer up-to-date, diverse and actionable insights on consumer behaviour vis à vis aspects of environmental sustainability that warrant policy and scholarly attention.

Prof. Dr. Iosif Botetzagias
Prof. Dr. Eftichios Sartzetakis
Dr. Antonis Skouloudis
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

sustainable consumption
sustainable development goal 12
green purchase intention
consumer preferences
social motivations for consumption
green products and services
household waste behaviours
public acceptability of environmental policy instruments
environmentally conscious consumerism
green consumers

Published Papers (7 papers)

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Research

20 pages, 488 KiB

Open AccessArticle

Which Values Matter Most to Romanian Consumers? Exploring the Impact of Green Attitudes and Communication on Buying Behavior

by Răzvan-Andrei Corboș, Ovidiu-Iulian Bunea, Monica Triculescu and Sorina Ioana Mișu

Sustainability 2024, 16(9), 3866; https://doi.org/10.3390/su16093866 - 5 May 2024

Viewed by 636

Abstract

The increasing commitment to sustainable consumption has intensified the scholarly focus on the determinants of environmentally friendly consumer behavior. This investigation provides an insight into the intricate interplay between green consumer values, functional (FV), conditional (CV), social (SV), and emotional (EV), and their impact on buying behavior (BB). Using survey data, we scrutinized the mediating roles of attitudes toward purchasing green products (APGP) and receptivity to green communication (RGC). Using partial least squares structural equation modeling (PLS-SEM), the empirical analysis yielded a mix of supported and unsupported claims about the mediation effects on the relationship between consumer values and buying behavior. Direct effects of FV on BB were significant, but the indirect effect through APGP was not, suggesting that APGP does not mediate the relationship between FV and BB, and that consumers’ functional value perceptions influence their buying behavior independently of their attitudes toward green products. Both direct and indirect effects of EV and FV on BB through APGP and RGC were significant, suggesting partial mediation. The results suggest that APGP and RGC partially mediate the effects of EV and FV on BB but do not mediate the effects of CV and SV on BB. Comparing these findings with previous research, we observe some parallels and divergences. Our study confirms the significant direct effect of FV on buying behavior, consistent with previous studies that underscore the importance of tangible benefits in influencing consumer decisions. Furthermore, the significant direct and indirect effects of EV on BB and APGP in our results are consistent with previous research, suggesting that emotional factors play a decisive role in green purchasing behaviors. However, factors such as CV and SV were found to have no impact in our research compared to previous studies. These discrepancies suggest that while CV influences attitudes, it may not strongly influence purchasing behavior through the mediating constructs in our model. Furthermore, the results imply that social factors may influence attitudes but do not necessarily translate into actual purchasing behavior in our context. Our study also reveals that RGC plays a substantial role in influencing buying behavior, indicating a significant total effect greater than indicated in previous research. These insights illuminate the complex mechanisms by which consumer attitudes and communication receptivity shape eco-conscious purchasing choices. Theoretical contributions enrich the discourse on green consumer behavior, while practical implications guide marketers in crafting communication strategies that resonate with consumer values and attitudes, thus fostering sustainable consumption patterns. Full article

(This article belongs to the Special Issue Consumer Behaviour and Environmental Sustainability)

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22 pages, 1268 KiB

Open AccessArticle

Determining Sustainable Purchase Behavior for Green Products from Name-Brand Shops: A Gen Z Perspective in a Developing Country

by Raven Gio Charles A. Bajar, Ardvin Kester S. Ong and Josephine D. German

Sustainability 2024, 16(9), 3747; https://doi.org/10.3390/su16093747 - 30 Apr 2024

Viewed by 583

Abstract

Over the years, the overconsumption of natural resources has been an issue of concern. Companies have been inducing sustainable practices and approaches to help the environment. By specifically applying the sustainability theory of planned behavior, this study sought to extensively investigate behavioral preference and intention to buy green and sustainable products across name-brand businesses in a developing country. Utilizing Structural Equation Modeling, this study examined responses from 300 valid participants. The results revealed that consumers’ purchasing preferences and intentions are affected by customer expectation for the products, by the government, and by customer concern for the environment. It was seen that customers are prepared to pay extra for name-brand stores that sell eco-friendly or sustainable goods. In accordance, consumers’ purchase intentions are greatly affected by the customer preference or expectation for a product, as the findings indicate that customer-perceived value has the highest influential and consequential relationship to behavioral purposes. Customers are inclined to purchase eco-friendly goods if the sustainable product meets the requirements and expectations of the consumer. Furthermore, consumers’ purchasing intentions in buying green products from name-brand shops are also affected by the government, individuals’ environmental concerns and awareness, individuals’ personal needs and beliefs, society, and individual attitudes. For name-brand stores, consumers’ behavioral intentions to purchase environmentally friendly and sustainable goods are the most strongly associated with their perception of their own value, followed by perceived authority support and perceived environmental concern. The findings and results of this study can be relevant in understanding and exploring consumers’ behavioral intentions to purchase green products from name-brand shops. Full article

(This article belongs to the Special Issue Consumer Behaviour and Environmental Sustainability)

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13 pages, 10879 KiB

Open AccessArticle

The Influence of In-Store Recycling Signage on Consumer Behavior: A Study of Visual Attention and Usage of Store Drop-Off Bins

by Mengmeng Zhao, Shannon Anderson, Rupert Andrew Hurley, Sheila Anzures, Paul Nowak and Kelly Burt

Sustainability 2024, 16(8), 3168; https://doi.org/10.3390/su16083168 - 10 Apr 2024

Viewed by 777

Abstract

This study examined the impact of using three types of in-store signage to educate consumers about packaging recyclability as well as to measure its effectiveness in increasing awareness of a store drop-off recycling method for packaged granola. A total of 67 shoppers were recruited and divided into two groups to shop for granola in a retail store. Group A was not exposed to signage near the granola, while Group B was exposed to the in-store signage comprising shelf strips and aisle invaders with How2Recycle educational information containing messaging about the store drop-off recycling. A store drop-off bin was positioned at the entrance of the testing environment for both groups. The results showed that Group B had a significantly higher total fixation duration (p = 0.02) and fixation count (p = 0.03) than Group A in response to the recycling instructions on the drop-off bin. When comparing the three methods of in-store signage—shelf strips, aisle invaders, and the printed store drop-off bin panels—the shelf strips performed the best with regard to total fixation duration (1.72 s) and fixation count (5.91 counts) and were noticed by the highest percentage of shoppers. The store drop-off bin panels had the best performance with regard to time to first fixation (0.12 s). The aisle invaders had the lowest performance in all three eye tracking key metrics and were noticed by the lowest percentage of participants. These responses illustrate shopper challenges related to plastic recycling. This study demonstrates that recycling information can be effectively provided through strategically positioned in-store signage, especially messaging on shelf strips. While consumers are open to the usage of Store Drop-off Bins, affirming customer knowledge of these processes is essential to develop new consumer recycling habits. Full article

(This article belongs to the Special Issue Consumer Behaviour and Environmental Sustainability)

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15 pages, 270 KiB

Open AccessArticle

Bridging the Gap: Determinants of Consumers’ Willingness to Pay for Environmentally Friendly Packages of Leafy Greens

by Carissa Dieli, Anushree Priyadarshini, Robert Ludgate and Lorraine Foley

Sustainability 2024, 16(8), 3128; https://doi.org/10.3390/su16083128 - 9 Apr 2024

Viewed by 647

Abstract

Government and corporate policies have mandated a reduction in plastic packaging to combat issues of waste and climate change. This move towards sustainable packaging alternatives in the fresh food sector will increase costs for consumers. Much of the present research finds consumers are willing to pay more for sustainability, but their willingness to pay (WTP) does not align with real-world purchases, representing an attitude–behaviour gap. To combat this gap, it is posited that consumers’ current purchasing- and sustainability-related behaviours will meaningfully correlate with their WTP and bridge the attitude–behaviour gap. This research used an online survey (n = 476) to gauge consumers’ attitudes and behaviours regarding sustainability as it relates to packaging, biofortification, and WTP in the fresh leafy greens sector. Using binary logistic regression, this research finds that price- and sustainability-related purchasing habits and attitudes towards sustainable packaging meaningfully narrow the attitude–behaviour gap, but organic purchasing habits, waste segregation habits, and sustainability literacy do not. This research contributes the knowledge that, for environmentally friendly leafy greens, past price- and sustainability-related purchasing behaviour should be used instead of merely attitudes as an indication of WTP. Full article

(This article belongs to the Special Issue Consumer Behaviour and Environmental Sustainability)

20 pages, 303 KiB

Open AccessArticle

The Impact of Consumer Environmental Preferences on the Green Technological Innovation of Chinese Listed Companies

by Ping Yu and Linhui Zeng

Sustainability 2024, 16(7), 2951; https://doi.org/10.3390/su16072951 - 2 Apr 2024

Viewed by 654

Abstract

Using the data of companies from heavily polluting industries listed on China’s A-share stock market from 2011 to 2022, this paper empirically investigates the impact of consumer environmental preference on green technological innovation. The results indicate that consumer environmental preference significantly promotes the green innovation of firms from heavily polluting industries. Moreover, consumer environmental preference imposes a higher influence on strategic green innovation than substantive green innovation. The mechanism tests suggest that consumer environmental preference encourages green technological innovation by strengthening the environmental protection concept and increasing R&D investment. Finally, we find that rising consumer environmental preference has a more prominent effect on the promotion of green innovation for enterprises in regions with higher levels of marketization and lower government environmental regulation, larger enterprises, and private enterprises. Full article

(This article belongs to the Special Issue Consumer Behaviour and Environmental Sustainability)

22 pages, 3836 KiB

Open AccessArticle

Consumers’ Behavior toward Packaging Containing Agricultural Waste as a Plastic Filler for Food: An Exploratory Study

by Korey Fennell, Jack Fehlberg, Sukhdeep Singh, Laurent M. Matuana, Sungeun Cho and Eva Almenar

Sustainability 2024, 16(3), 1126; https://doi.org/10.3390/su16031126 - 29 Jan 2024

Viewed by 1315

Abstract

Agricultural waste can be used as a plastic filler during the production of packaging, reducing the environmental impact and raw material consumption while supporting the circular economy. Despite so many efforts being made in development and characterization, consumers’ behavior toward packaging containing agricultural waste as a plastic filler for food is still unknown. The aim of this study was to investigate consumers’ awareness of and liking for packaging containing agricultural waste as a plastic filler and consumers’ perception and purchase intent of food in such packaging. Consumer survey research was conducted using an in-person questionnaire containing Likert scale, hedonic scale, and guide-type questions completed by 86 participants after showing them bread packaged in pouches made of plastic containing agricultural waste and a prompt in August of 2019. The responses were first analyzed as a whole and further evaluated using demographic and psychographic characteristics. Participants liked the use of agricultural waste to produce food packages and were willing to purchase food (bread) in this novel packaging. The aspect “reduction of harmful environmental impacts” was very important to participants if they were to purchase packaging containing agricultural waste. About 50% of participants were unsure of the performance of this packaging in terms of food quality and safety and >25% perceived no effect. Differences (p ≤ 0.05) within the groups for specific demographic and psychographic characteristics and two-way interactions between them were found. This study shows that food packaging containing agricultural waste should be well received and that packaging choices that affect the environment, like packaging containing agricultural waste, depend on consumers’ mindset. Thus, educating consumers could contribute to reducing the packaging impact on the environment and to boosting environmentally friendly packaging acceptance. Full article

(This article belongs to the Special Issue Consumer Behaviour and Environmental Sustainability)

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18 pages, 583 KiB

Open AccessArticle

Reassessing the Impact of Fear Appeals in Sustainable Consumption Communication: An Investigation into Message Types and Message Foci

by Chih-Ching Yu and Ching Lu

Sustainability 2023, 15(23), 16442; https://doi.org/10.3390/su152316442 - 30 Nov 2023

Viewed by 1037

Abstract

In the face of escalating environmental challenges, effective communication has assumed unprecedented significance. This study addresses a critical research gap concerning the utilization of fear appeal in promoting sustainable consumer behavior. Rather than treating fear appeals as a singular construct, this research decomposes them into distinct components to explore the nuanced impacts of various fear appeal aspects. Additionally, we investigate how different message foci influence the effectiveness of various fear appeals in promoting sustainable consumption. To achieve these objectives, we designed an experimental study encompassing eight distinct scenarios, achieved through the manipulation of four types of fear appeal and two types of message focus. Participants were randomly assigned to one of these scenarios. Our findings reveal noteworthy differences in purchasing intentions, particularly in the context of various fear appeal types. Specifically, we observed significant variations between the economic fear appeal and the physical fear appeal, as well as between the self-esteem fear appeal and the physical fear appeal. Surprisingly, our analysis of the moderating effect of different message foci did not align with our initial expectations. The outcomes of this research offer valuable insights for green marketers, empowering them to employ diverse facets of fear appeal in their marketing strategies with greater flexibility and efficiency. These findings underscore the evolving landscape of sustainable consumer behavior and the evolving role of communication in addressing environmental challenges. Full article

(This article belongs to the Special Issue Consumer Behaviour and Environmental Sustainability)

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