**Preface to "Sustainability and Consumer Behaviour"**

In today's world, with a high global population and dwindling resources, there is a great need to understand consumer behaviour and its link with sustainable resource consumption so that marketing effectiveness can be improved. The complex nature of both constructs and how they may interact, however, requires a comprehensive approach in which the concepts are examined from a variety of viewpoints and perspectives. This book contains an interdisciplinary perspective on sustainability and consumer behaviour so that we as a society can get a little closer to understanding these two dynamic constructs as they affect our lives. There are thirteen chapters in this book, each with a special focus on an aspect of consumer behaviour and sustainability, including purchase intentions towards recycled products, environment fit hospitality experiences, purchase intentions of recycling items, consumer loyalty, electric vehicle market consumption, consumption of the educational products, revisit intention, online complaint behaviour, consumer and CSR, eco-friendly behaviour, brand trust and social media consumer communication.

> **Azilah Kasim** *Editor*
