Consumer Perceptions, Decision-Making, and Behaviors: The Missing Link in an Organization’s Sustainability Initiatives

Dear Colleagues,

In discussions of an organization’s sustainability measures, frequent attention is paid to a variety of organizationally-driven initiatives such as more efficient transportation systems, expanding renewable energy, more sustainable agricultural systems, or more efficient buildings. Although these are certainly commendable pursuits, there is one entity that is frequently overlooked in these types of approaches: the individual consumer. People have to utilize the transportations systems; they need to switch to renewable energy; they need to eat sustainable food; and they need to live, work, and shop in efficient buildings. The human component is essential to the success of every organization’s sustainability-related initiatives. Whether it is deciding to add solar panels to the roof, bike to work, maintain a meatless diet, vote for a particular political candidate, boycott an organization, or buy a “green” product, consumers are the critical link in bringing even the most ambitious organizational plans to fruition.

Therefore, this Special Issue will establish the consumer as the critical missing link in organization level sustainability initiatives. Research papers that focus on the consumer as the central player in moving toward a more sustainable future are welcome. We seek to understand what makes the sustainable consumer tick. More specifically, this Special Issue will seek to answer questions such as what motivates consumers to form attitudes and enact pro-environment behaviors? How do consumers interpret the actions of organizations? In what ways do important values motivate action or inaction? How might consumers differentially utilize information in the immediate environment vs. information stored in memory? In what way do social and cultural forces influence sustainable consumers? Are there different types of sustainable consumers? What types of advertising or communication strategies are likely to resonate with sustainable consumers?

Dr. Diane M. Phillips
Guest Editor

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