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Effective Marketing Communication and Changes in Consumer Behavior Reflecting Sustainable Marketing Practices

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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: 31 July 2025 | Viewed by 68526

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Special Issue Editor

Dr. Ashish Kumar

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Guest Editor

College of Business and Law, RMIT University, Melbourne, VIC 3000, Australia
Interests: digital marketing; social media; multichannel marketing; choice models

Special Issue Information

Dear Colleagues,

Today consumers’ purchase decisions are not just influenced by functional and emotional criteria, but they also actively consider socio-ecological factors. Therefore, to address such a changing consumer behavior, marketers have been focusing on sustainable marketing. Sustainable marketing according to Fuller (2000) is “a process of planning, implementing and controlling the development, price-formation and distribution of a product in a way that guarantees adherence to the following three criteria: (1) satisfying consumer needs; (2) guaranteeing the achievement of the organization’s goals; (3) the whole process being in harmony with the ecosystem.” Thus, consumers and firms alike emphasize consumption practices and marketing messages, respectively that try to find a balance between the needs of the current generation and the needs of the future generation (Peattie, 2001). Research in the sustainable marketing field shows that “more and more consumers would rather buy goods and services from companies that are concerned for the environment, which is why company managers and owners have to add the ecological vector to the administration" (Kotler, 2011).

The aim of the Special Issue is to explore recent advancements in sustainable marketing. We are interested in papers that explore how firms implement sustainable marketing practices, and how they communicate them to consumers. Furthermore, we are also looking for papers that explore the how customers respond to firms’ sustainable marketing practices and messages. Apart from market forces, the implementation of sustainable marketing practices is governed by regulatory framework. Therefore, we welcome papers that explore the role of regulatory guidelines in shaping sustainable marketing practices.

Suggest themes.

a) How are firms implementing their marketing messages to inform customers about their sustainable efforts?

b) How do customers respond to the firm’s sustainable marketing messages?

c) What is the role of the regulatory framework in supporting sustainable marketing?

d)What are the cross-country differences in firms’ sustainable marketing practices and customers’ responses to them.

References

Fuller, D. A. Sustainable Marketing: Managerial-Ecological Issues. Sage: Thousand Oaks, CA, USA. 2000.

Peattie, K. Towards Sustainability: The Third Age of Green Marketing, Mark. Rev. 2001, 2, pp. 129-146.

I look forward to receiving your contributions.

Dr. Ashish Kumar
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

sustainable marketing practices
consumer behavior
sustainable marketing practices

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Published Papers (5 papers)

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Research

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22 pages, 600 KiB

Open AccessArticle

Perceived Price Fairness as a Mediator in Customer Green Consumption: Insights from the New Energy Vehicle Industry and Sustainable Practices

by Ziyu Xu, Zhiwen Song and Kwong-Yee Fong

Sustainability 2025, 17(1), 166; https://doi.org/10.3390/su17010166 - 29 Dec 2024

Cited by 1 | Viewed by 1596 | Correction

Abstract

This paper explores how to promote consumer identification and acceptance of green products in the field of sustainable consumption and green marketing. Specifically, this paper examines how green factors affect consumers’ willingness to purchase new energy vehicles (NEVs) and focuses on the mediating role played by perceived price equity in this process. It is found that consumers’ green self-identity, green product experience, and green product innovation have a significant positive impact on their willingness to purchase NEVs, while perceived price fairness plays an important mediating role in this process. When consumers perceive that the pricing of NEVs is fair, they are more inclined to purchase them. Through the analysis of China’s new energy vehicle market, this paper puts forward suggestions to optimize the promotion strategy of green products from the perspective of price fairness, with a view to providing theoretical support and practical guidance for relevant enterprises. As China is the world’s number one country in terms of NEV ownership, studying its market consumption willingness not only reveals the unique characteristics of the Chinese market but also provides lessons and references for the future development of the new energy vehicle market in other countries, which is of great exemplary significance. Full article

(This article belongs to the Special Issue Effective Marketing Communication and Changes in Consumer Behavior Reflecting Sustainable Marketing Practices)

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20 pages, 703 KiB

Open AccessArticle

Are Consumers Equally Willing to Pay More for Brands That Aim for Sustainability, Positive Societal Contribution, and Inclusivity as for Brands That Are Perceived as Exclusive? Generational, Gender, and Country Differences

by Frank Goedertier, Bert Weijters and Joeri Van den Bergh

Sustainability 2024, 16(9), 3879; https://doi.org/10.3390/su16093879 - 6 May 2024

Cited by 1 | Viewed by 8348

Abstract

This study explores consumer preferences for brands that emphasize sustainability and inclusivity, and for brands perceived as exclusive and trendy. Consumer data obtained via a large-scale survey involving 24,798 participants across 20 countries and one special administrative region (SAR) are used to understand how willingness to pay (WTP) for these brand types varies globally, accounting for demographic factors like generation, gender, and country. A substantial body of literature highlights growing consumer interest in brands that stand for sustainability and inclusivity, challenging traditional notions that luxury and exclusivity primarily drive brand value. Despite persistent skepticism among some business executives about consumers’ actual versus claimed willingness to spend more for sustainable and inclusive brands, academics and commercial researchers increasingly signal a shift in purchasing behavior that is influenced by socio-ecological factors. This research aims to provide empirical data on consumer WTP across different demographics and countries/regions, thereby contributing to academic discussions and offering insights for managerial decision making. The study frames its investigation around four research questions, to explore how consumers’ WTP for exclusive and inclusive brands varies across generations, genders, and countries/regions. It employs a robust methodological approach, using confirmatory factor analysis (CFA) and structural equation modeling (SEM) to analyze the data. This ensures that the constructs of brand inclusiveness and exclusivity are comparable across diverse cultural contexts. Significant gender, generational, and country/region differences are observed. When comparing generations, the findings indicate that GenZ consumers have a higher WTP for sustainable/inclusive brands (compared to older, GenX, and Baby Boomer generations). Similar patterns are found when considering WTP for exclusive, on-trend brands. In terms of gender, women are observed to have a higher WTP for sustainable/inclusive brands, but a lower WTP for exclusive, on-trend brands compared to men. Finally, compared to consumers originating from certain European countries, we find that consumers living in certain Asian countries/regions have a significantly higher WTP for inclusive and sustainable brands, as well as for exclusive/on-trend brands. The study underscores the complexities of consumer behavior in the global market, highlighting the coexistence of traditional preferences for exclusive, trendy brands and preferences for brands that embrace sustainability and inclusivity. Full article

(This article belongs to the Special Issue Effective Marketing Communication and Changes in Consumer Behavior Reflecting Sustainable Marketing Practices)

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16 pages, 1069 KiB

Open AccessEditor’s ChoiceArticle

The Longitudinal Effect of Digitally Administered Feedback on the Eco-Driving Behavior of Company Car Drivers

by Frank Goedertier, Bert Weijters and Pieter Vanpaemel

Sustainability 2023, 15(24), 16571; https://doi.org/10.3390/su152416571 - 5 Dec 2023

Cited by 1 | Viewed by 1721

Abstract

In the global fight against climate change, stimulating eco-driving could contribute to the reduction of CO₂ emissions. Company car drivers are a main target in this challenge as they represent a significant market share and are typically not motivated financially to drive more fuel efficiently (and thus more eco-friendly). As this target group has received little previous research attention, we examine whether digitally administered feedback and coaching systems can trigger such company car owners to drive eco-friendly. We do so by using respondents (employees of a financial services company (N = 327)) that voluntarily have a digital device (‘dongle’) installed in their company car, which monitors and records driving behavior-related variables. In a longitudinal real-life field study, we communicate eco-driving recommendations (e.g., avoid harsh braking, accelerate gently, etc.) to the respondent drivers via a digital (computer) interface. Over a 21-week time frame (one block of seven weeks before the intervention, seven weeks of intervention, and seven weeks after the intervention), we test whether eco-driving recommendations in combination with personalized, graphical ‘eco-score index evolution’ feedback increase eco-driving behavior. We also experimentally evaluate the impact of adding social comparison elements to the feedback (e.g., providing feedback on a person’s eco-driving performance compared to that of the same car brand users). Structural Equation Modeling (in MPlus 8.4) is used to analyze data. Our results show that digitally administered personal performance feedback increases eco-driving behavior both during and after the feedback intervention. However, we do not observe increased effects when social comparison information is added to the feedback. As this latter element is surprising, we conclude with a reflection on possible explanations and suggest areas for future research. We contribute to the sustainable eco-driving literature by researching an understudied group: company car drivers. More specifically, we contribute by demonstrating the effectiveness of digitally administered personal performance feedback on eco-driving for this group and by observing and reflecting on the (in)effectiveness of feedback containing social comparison information. Full article

(This article belongs to the Special Issue Effective Marketing Communication and Changes in Consumer Behavior Reflecting Sustainable Marketing Practices)

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18 pages, 1025 KiB

Open AccessArticle

The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship

by David Vrtana and Anna Krizanova

Sustainability 2023, 15(18), 13337; https://doi.org/10.3390/su151813337 - 6 Sep 2023

Cited by 11 | Viewed by 52105

Abstract

Irrationality is a strong phenomenon in consumer behavior that significantly impacts final purchase decisions. Through holistic approaches, companies have become more oriented towards emotional experiences. This study investigates the emotional impact of Dove brand advertising appeals on the frequency and intensity of emotions experienced by Slovak consumers. A theoretical framework was created for the conceptual development of emotional appeals in advertising and their impact on irrational purchasing behavior. An online questionnaire was conducted using the scale of subjective emotional habitual well-being (“SEHP”) of the psychodiagnostic tool on a sample of 417 Slovak consumers. The results show that (1) advertising with emotional appeal has different effects on consumers’ purchasing behavior depending on their age, (2) advertising with emotional appeal affects consumers more negatively than positively, and (3) the use of emotional appeal in the advertising space creates an emotional connection with the brand. Our study shows that the current trends in the influence of emotional appeal can promote impulsive and irrational buying behaviors. Thus, consumers become part of the brand, creating an emotional connection between them. This connection can result in positive purchase decisions. Creating emotional appeal in cosmetic products also has social significance in building self-confidence, status, and beauty. Full article

(This article belongs to the Special Issue Effective Marketing Communication and Changes in Consumer Behavior Reflecting Sustainable Marketing Practices)

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Review

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13 pages, 839 KiB

Open AccessReview

A Systematic Review of the Trends, Effects, and Deterrents of Collective Marketing Participation Among Smallholder Farmers in Sub-Saharan Africa

by Nkhubedu Magakwe and Oluwasogo Olorunfemi

Sustainability 2024, 16(21), 9578; https://doi.org/10.3390/su16219578 - 3 Nov 2024

Viewed by 2638

Abstract

Smallholder farmers’ participation in collective marketing is essential for the growth of smallholder farming businesses and the sustainability of their livelihoods. Collective marketing provides smallholder farmers with increased opportunities to scale up market access and participation. Given the challenges that the majority of smallholder farmers still face regarding market access and participation, this review was conducted to explore the trends and effects of collective marketing participation, as well as the barriers to participation among smallholder farmers in Sub-Saharan Africa (SSA). The results show that collective marketing has a high potential to give smallholder farmers access to both formal and informal market participation, as well as recognition by public and private support structures. To improve collective marketing participation among SSA countries, more focused and content-specific strategies and interventions are needed to address the complex socio-economic and structural barriers that limit smallholder farmers’ ability to fully benefit from collective marketing initiatives across the region. Full article

(This article belongs to the Special Issue Effective Marketing Communication and Changes in Consumer Behavior Reflecting Sustainable Marketing Practices)

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