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Consumer Behavior and Sustainable Consumption: Opportunities and Challenges

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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: 3 August 2025 | Viewed by 18411

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Special Issue Editor

Dr. Chang-Hyun Jin

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Guest Editor

Department of Business Administration, Kyonggi Univesity, Suwon, Republic of Korea
Interests: customer relationship building; brand communication; ethical management and marketing

Special Issue Information

Dear Colleagues,

At present, it is vital to understand consumer behavior and its connection with sustainable consumption issues. Our behavior as consumers is having unparalleled impacts on our natural and social environments. This Special Issue will comprise papers that analyze the importance of sustainable consumption and consumer behavior as determinants of the production of goods, brand, and services in online and offline environments and the use of natural resources. The objective is to advance knowledge of the origin of these resources, to understand how the determinants of needs, desires, and demand operate, to identify how they are specified, and to identify the values that have an impact on the consumer decision process and the responsibility with which consumers act. We are particularly interested in developing an understanding of consumer behavior in the exchange of goods and services from a sustainability perspective. The consumer’s behavior, which responds to the stimuli and communication they receive, determines their way of life and the production necessary to satisfy their present and future needs—in short, the sustainability of life. The consumer society and the standards that characterize it should be reviewed both from a strategic perspective, at the macro level, as well as from a tactical perspective, focusing on the daily decisions of consumers and suppliers. We are delighted to present the Special Issue of "consumer behavior and sustainable consumption issues", with the aim of obtaining an in-depth understanding of consumer behavior and sustainable consumption and offering new possibilities for future research. Research on consumer behavior and sustainability requires a comprehensive approach that examines these aspects from various viewpoints. This Special Issue will contain studies focusing on the role of sustainable consumption and consumer behavior in various academic areas. Conceptual and empirical studies including but not limited to the following topics are welcome:

Consumer behavior;
Responsible consumption;
Consumption and sustainable development;
Consumption as a determinant of production;
Environmental consequences of the consumer society;
Consumer behavior in a digital environment;
Brand, production, and consumption;
Fair-trade ethical marketing and management;
Consumer as a citizen;
Formation of consumers’ attitudes toward social brand, company, brand communication, and CSR/CSV/ESG activity;
Sustainable food consumption;
Consumer behavior regarding ethical management and products;
Other topics and related issues.

Dr. Chang-Hyun Jin
Guest Editor

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

responsible consumption
consumption and sustainable development
consumption as a determinant of production
environmental consequences of the consumer society
consumer behavior in a digital environment
brand and production consumption
fair trade ethical marketing and management
consumer as a citizen
formation of consumers’ attitudes toward a social brand
consumer perception of CSR/CSV/ESG activity
sustainable food consumption
consumer behavior regarding ethical management and products
other topics and related issues

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Published Papers (10 papers)

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Research

13 pages, 219 KiB

Open AccessArticle

Determinants of Bottled Water Prices in Saudi Arabia: An Application of the Hedonic Price Model

by Fahad Alzahrani, Rady Tawfik and Faleh A. Ameen

Sustainability 2025, 17(6), 2459; https://doi.org/10.3390/su17062459 - 11 Mar 2025

Viewed by 515

Abstract

This study investigates the determinants of bottled water prices in Saudi Arabia using a hedonic price model, analyzing data collected from nine retail stores in Al-Ahsa Governorate. The analysis of 499 observations reveals that physical attributes, such as bottle size, packaging material (glass and aluminum), non-standard caps, and packaging type (multipack and box), significantly influence the price. Specifically, larger bottles, multipacks, and boxes are associated with lower per-liter prices, while glass and aluminum packaging and non-standard caps command higher prices. Chemical characteristics of bottled water, including total dissolved solids (TDS), sodium, and pH, have a minimal impact, and in some cases, they exhibit a negative influence on prices. Crucially, market dynamics, including the source of origin (imported vs. domestic) and the type of retail store, impact prices significantly. Imported bottled water is priced higher than domestically produced varieties, while products sold in hypermarkets are cheaper than those in other retail stores. Moreover, when analyzing domestic and imported bottled water separately, physical characteristics lose their statistical significance for imported products, and chemical characteristics become irrelevant for domestically produced bottled water. The study highlights the complex interplay of product characteristics and market factors shaping bottled water prices, providing insights for both the bottled water industry and policymakers. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

22 pages, 1134 KiB

Open AccessArticle

Italian Consumers’ Perceptions and Understanding of the Concepts of Food Sustainability, Authenticity and Food Fraud/Risk

by Rosa Maria Fanelli

Sustainability 2025, 17(5), 1831; https://doi.org/10.3390/su17051831 - 21 Feb 2025

Viewed by 501

Abstract

The present study investigates consumers’ perceptions and knowledge of food sustainability, food authenticity and food fraud/risk in Italy and whether their perception and knowledge differ according to demographic factors, consumption choices and preferences. To address these issues, a network analysis technique was applied to analyse the theoretical framework. Subsequently, the primary online survey data of 328 respondents in Italy were explored using principal component analysis, canonical correlation analysis and hierarchical cluster analysis. The results indicate that socio-economic determinants—above all, marital status, the presence of children, and annual net income—not only influence the propensity to seek information on the certification, sustainability labels and quality of products but also impact consumer perceptions of food fraud/risk. The findings provide a useful, informative tool for the protection of consumer health, which can be negatively impacted by the purchase of fraudulent food products. Despite the abundant literature on consumer perspectives and perceptions of food authenticity and the integrity of the food supply, to the best of this author’s knowledge, this study represents one of the first attempts to analyse consumer perceptions of certified food products and knowledge of food fraud/risk. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

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19 pages, 556 KiB

Open AccessArticle

The Effect of Perceived Value on Intention to Purchase Pre-Loved Luxury Fashion Products

by Perihan Salah, Ahmed M. Asfahani and Faisal Hamad AlRajhi

Sustainability 2024, 16(23), 10426; https://doi.org/10.3390/su162310426 - 28 Nov 2024

Viewed by 2403

Abstract

This research aims to assess consumer attitudes towards purchasing pre-loved luxury fashion items and explore how these attitudes influence their intention to buy such products. Luxury goods consumption is evolving into a multifaceted proposition where customers actively take on new responsibilities. In addition to being purchasers and users, they occasionally turn into luxury brand product dealers. Luxury fashion, which includes more expensive materials, apparel, and frequently new and limited-edition items, is unquestionably stylish. Luxury brands could draw clients and the attention of many audiences, becoming quite prominent, even though luxury fashion only makes up a small portion of the economy compared to other significant businesses. Using a convenience sampling technique, data were collected from 282 individuals in Cairo. The analysis was conducted through SPSS software v2023. Our findings show that consumers’ concerns about the environment have a big influence on their perceived value (PI) of used luxury fashion items, both directly and indirectly through the mediation of their desire for sustainability. Nonetheless, attitude strength has a moderating effect on this association. It is interesting to note that the relationship between environmental concern and sustainability is weakened under the influence of attitude strength. Furthermore, our findings indicate that modest levels of attitude strength make it easy to change how customers’ environmental concerns affect their previously owned luxury fashion items. High-end stores can also fight off counterfeit marketplaces by providing authentication services to consumers of pre-loved luxury clothing. This study emphasizes the role of consumer attitude as a mediator in shaping purchase intentions for pre-loved luxury fashion. However, its focus on one region and cross-sectional data collection presents limitations. Future studies should explore other markets and use longitudinal data for a deeper understanding. This research contributes to the existing literature by offering insights for consumers, marketers, and sellers promoting pre-loved luxury fashion. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

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19 pages, 881 KiB

Open AccessArticle

Effects of Perceived Benefits, Value, and Relationships of Brands in an Online-to-Offline Context: Moderating Effect of ESG Activities

by Meili Liang, Jianwei Yu and Changhyun Jin

Sustainability 2024, 16(23), 10294; https://doi.org/10.3390/su162310294 - 25 Nov 2024

Viewed by 2144

Abstract

The objective of this study was to investigate how perceived benefits and risks affect perceived value, as well as to examine the relationship between perceived value, consumer–brand relationships, and loyalty. The study examines the moderating effects of environmental, social, and governance (ESG) performance on the abovementioned relationships by applying a value-based adoption model. An online survey was conducted with consumers who used a food-delivery-service platform, totaling 754 participants. The SPSS 27 statistical package and SmartPLS 4.0 were used to test the research hypotheses, as well as to verify the moderating effects. The results indicate that product quality and specialization have positive effects on perceived value; however, delivery convenience does not. The analysis also found that perceived risk factors associated with delivery-service platforms, specifically, delivery risk, delivery security, and product heterogeneity, have positive effects on perceived value. These results imply that perceived value is linked to consumer perceptions of perceived benefits or risks and is closely related to the formation of customer–brand relationships with delivery platform companies. In addition, it was found that consumer–brand relationships formed in this way act as a decisive factor in the formation of corporate brand loyalty. ESG activity was found to play an important role in moderating the relationship between product quality and specialization, which are factors regarding perceived benefits and value. The ESG performance of delivery-service platforms plays a moderating role in the relationship between perceived value, consumer–brand relationships, and brand loyalty. The results of this study contribute to the development of strategic guidelines for marketers seeking to establish delivery-service platforms. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

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19 pages, 2863 KiB

Open AccessArticle

Investigating Consumer Attitudes and Market Trading of Edible Marine Invasive Alien Species in the Greek Seafood Market

by Nikoletta Sidiropoulou, Nikolaos Doumpas, Emmanouil Perrakis, Dimitrios Tsianis, Ioannis Giovos and Dimitrios K. Moutopoulos

Sustainability 2024, 16(19), 8479; https://doi.org/10.3390/su16198479 - 29 Sep 2024

Viewed by 1380

Abstract

Marine invasive alien species (IAS) are spreading in the Mediterranean Sea, altering species composition and reshaping marine ecosystems. The study explores consumer attitudes towards the consumption of marine invasive alien species (IAS), particularly lionfish and Atlantic blue crab, in the Greek seafood market. These species are considered a threat to marine biodiversity but are also being considered for commercial seafood to mitigate their ecological impact. Through surveys of consumers and seafood retailers, the research finds that while Greek consumers show a positive attitude towards consuming these species, they often lack awareness of their ecological impact. Retailers see potential in promoting these invasive species, with freshness, hygiene, and poison concerns being the most important factors for consumers when purchasing seafood. In general, there is a need for better public education regarding the ecological and health impacts of IAS consumption. Factors that could increase consumption include recommendations from seafood retailers, promotion by TV cooking shows, and quality certifications. The study suggests that aligning consumer education with conservation goals could help control the spread of IAS while supporting local fisheries. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

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23 pages, 1378 KiB

Open AccessArticle

Research on the Impact Mechanism of Self-Quantification on Consumers’ Green Behavioral Innovation

by Yudong Zhang, Zhangyuan Dai, Huilong Zhang and Gaojun Hu

Sustainability 2024, 16(19), 8383; https://doi.org/10.3390/su16198383 - 26 Sep 2024

Cited by 1 | Viewed by 1452

Abstract

The era of self-quantification in green consumption has dawned, encompassing everything from monitoring electricity usage to tracking carbon emissions. By leveraging technological tools to track self-related data pertaining to green behavioral activities, individuals develop self-knowledge and engage in reflection, which in turn influence their participation and even behavioral decisions regarding green activities. Nevertheless, sustainability in consumers’ green behavior is paramount, hinging not merely on participation outcomes but also on behavioral innovation within green activities. Distinct from prior research, this study delves into behavioral preferences transcending mere participation outcomes. It examines the influence of self-quantification on consumers’ green behavioral innovation from the lens of sustainability, elucidating the underlying mechanisms and boundary conditions that govern self-quantification’s effect on the diversity and novelty of consumers’ green behaviors. Drawing on findings from multiple situational experiments, we demonstrate that, in contrast to non-self-quantification, a promotional (defensive) goal orientation tends to diminish (intensify) the innovation of consumers’ behavioral choices. Additionally, consumers’ cognitive flexibility acts as a mediator in the relationship between self-quantification and behavioral innovation, contingent upon their goal orientation. Furthermore, the level of goal concreteness in behavioral activities serves as a moderator, influencing the impact of self-quantification on consumers’ cognitive flexibility under different goal orientations. By investigating the mechanisms through which self-quantification shapes consumers’ green behavioral innovation under varying conditions, this study offers valuable insights for enterprises seeking to guide consumers toward innovative and sustainable green consumption practices. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

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23 pages, 596 KiB

Open AccessArticle

Impact of Households’ Future Orientation and Values on Their Willingness to Install Solar Photovoltaic Systems

by Ridmi Gajanayake, Lester Johnson, Hassan Kalantari Daronkola and Chamila Perera

Sustainability 2024, 16(18), 8143; https://doi.org/10.3390/su16188143 - 18 Sep 2024

Cited by 2 | Viewed by 1883

Abstract

Solar energy is increasing in popularity as a renewable energy source, which reduces greenhouse gas emissions. Even though many governments promote solar energy by giving various incentives, its adoption rate in households is slow. Psychological factors have been relatively overlooked in solar adoption, despite the importance of social and economic factors. Therefore, the purpose of this study is to investigate how psychological determinants impact households’ willingness to install solar photovoltaic (PV) systems. This study focusses on the future orientation and personal values (biospheric, altruistic, and egoistic values) of households’ and their willingness to install solar PV systems. The research draws from three environmental psychology theories: values orientation theory, value beliefs and norms theory, and the theory of planned behaviour to construct an integrative theoretical model. A survey involving 179 respondents in Australia was conducted and analysed applying the PLS-SEM technique. Findings revealed that future orientation and values are significant predictors of household willingness to install solar PV systems. Further, findings showed that attitude and perceived behavioural control play a significant role in installing solar. The findings will assist policymakers and solar companies in developing lucrative policies and marketing strategies to promote solar PV systems among households. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

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36 pages, 1352 KiB

Open AccessArticle

The Emission-Reduction Effect of Green Demand Preference in Carbon Market and Macro-Environmental Policy: A DSGE Approach

by Xuyi Ding, Guangcheng Ma and Jianhua Cao

Sustainability 2024, 16(16), 6741; https://doi.org/10.3390/su16166741 - 6 Aug 2024

Cited by 2 | Viewed by 2289

Abstract

Along with the new stage of prevention and control of the COVID-19 pandemic and the vision and goals of combatting climate change, the challenges of the transition to a green economy have become more severe. The need for green recovery of the economy, stability and security of energy production and consumption, and the coordination of low-carbon transformation and socio-economic development has become increasingly urgent. This paper proposes a new theoretical framework to study the effect of carbon emission reduction on the mutual application of the carbon market, fiscal policy and monetary policy under the non-homothetic preference of energy product consumption. By constructing an environmental dynamic stochastic general equilibrium (E-DSGE) model with residents’ non-homothetic preferences, this paper finds that coordinating the carbon market and macroeconomic policies can achieve economic and environmental goals. However, the transmission paths for each are different. The carbon market influences producers’ abatement efforts and costs through carbon prices. Monetary policy controls carbon emissions by adjusting interest rates, while fiscal policy controls carbon emissions by adjusting total social demand. Improving non-homothetic preferences will amplify business cycle fluctuations caused by exogenous shocks, thus assuming the role of a “financial accelerator”. Further research shows that non-homothetic preferences influence the heterogeneity of different policy mixes. Finally, this paper discovers that the welfare effects, the relative size and difference of long-term and short-term effects resulting from the different policy mixes, also depend on the level of non-homothetic preferences. The intertemporal substitution mechanism due to the improvement of non-homothetic preferences endows low-carbon production with “option” characteristics. Our study reveals the role of non-homothetic preferences on the effectiveness of policy implementation. It highlights the importance of matching monetary and fiscal policies with the carbon market based on the consumption and production side. It provides ideas for policy practice to achieve the goal of “dual carbon” and promoting coordinated socio-economic development. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

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21 pages, 243 KiB

Open AccessArticle

Consumer Culture and Its Relationship to Saudi Family Financial Planning

by Salwa Abdel Hafeez Bahrawi and Theeb Mohammed Aldossry

Sustainability 2024, 16(13), 5754; https://doi.org/10.3390/su16135754 - 5 Jul 2024

Cited by 1 | Viewed by 1637

Abstract

Family financial planning involves the family understanding future needs within a specific time frame and estimating the financial resources required. Also, potential opportunities and challenges must be considered in order to address them. Consumer culture also plays a fundamental role in shaping family financial behaviors and decisions. Therefore, this study aimed to study the relationship between consumer culture and financial planning for the Saudi family. This study relied on descriptive-analytical methods to achieve its aim. The study focuses on consumer culture and its relationship with family financial planning by studying economic, personal, social, and media factors. The study sample consisted of 457 individuals from Saudi families. Among the findings of this study is that social factors play the most significant role in determining and directing consumer culture. In addition, there is a significant role in directing the consumer towards purchasing a specific product. Finally, the researchers found the effective role of financial planning by setting a comprehensive budget for all the family’s needs, which contributes to ensuring the family’s financial well-being. This study recommends the necessity of holding meetings, seminars, and programs to introduce consumer influences and priorities, how to properly deal with them, and how to benefit from them. There is also a need to increase awareness campaigns in various media regarding the necessity of rationalizing consumption and the necessity of financial planning. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

34 pages, 1101 KiB

Open AccessArticle

How Corporate Social Responsibility Motivation Drives Customer Extra-Role Behavior and Green Purchase Intentions: The Role of Ethical Corporate Identity

by Mengran Li and Ahmed Rabeeu

Sustainability 2024, 16(13), 5611; https://doi.org/10.3390/su16135611 - 30 Jun 2024

Cited by 2 | Viewed by 2845

Abstract

This study investigates the relationship between the motives behind CSR and consumer extra-role behavior, as well as green purchase intention, specifically within the hospitality industry of an emerging market. This study uses two scenario-based experiments with high and low CSR fit contexts to examine how ethical corporate identity moderates the relationship. Both studies examine the impact of customers’ perceptions of a company’s CSR motivation (public-serving or firm-serving), on their extra-role behavior towards the company and intention to make green purchases. This influence is particularly relevant when the company actively communicates its ethical identity. The first study is conducted within a high-fit setting where the company’s locus aligns with its CSR program. In contrast, the second study replicates the research in a low-fit situation. The results indicate that CSR activities have a favorable effect on customer extra-role behavior and green purchasing intention, regardless of the CSR fit contexts. This effect is shown when the company’s ethical stance is known before engaging in CSR activities and when the goal is to serve the firm. Nevertheless, these endeavors demonstrate limited efficacy in prompting such conduct when the organization’s ethical identity remains implicit, even within a context driven by a desire to serve the public. Full article

(This article belongs to the Special Issue Consumer Behavior and Sustainable Consumption: Opportunities and Challenges)

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