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Special Issue "Marketing and Sustainability"

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

Deadline for manuscript submissions: 31 October 2018

Special Issue Editor

Guest Editor
Prof. Dr. C. Michael Hall

Department of Management, Marketing and Entrepreneurship, University of Canterbury, Private Bag 4800, Christchurch, New Zealand
Website | E-Mail
Phone: +64-3-364-2987
Interests: tourism; regional development; global environmental change; social marketing and sustainable development

Special Issue Information

Dear Colleagues,

Marketing is often portrayed in terms of its contribution to over-consumption rather than sustainability, yet the discipline has a long tradition of research that aims at seeking to encourage pro-environmental consumer behaviours and production. Usually operating under the headings of sustainable, green or environmental marketing, there is now a substantial body of marketing knowledge engaged with issues of sustainability and consumer behaviour, the marketing of sustainable and green products, product design, and green branding, labelling and advertising. In addition, the marketing subject also has several sub-fields with a strong focus on sustainability. Social marketing has a strong stream of work on the development of behavioural interventions at both individual and community levels that look to influence consumption practices as well as corporate behaviour. Similarly, the field of macro-marketing has looked to the means by which changes to the marketing system can contribute to improve sustainability. There is also a tradition of more critical and radical marketing theory and analysis that seeks to fundamentally critique and question the role of commercial marketing, the implications of marketing practices for consumption and identity as well as how marketing education may influence the outlook of marketers toward sustainability.

Yet despite the potentially rich vein of marketing knowledge and insights for sustainability research there is a relative lack of engagement between marketing studies and the wider body of research on sustainability. The purpose of this Special Issue is to therefore highlight the potential contributions of marketing to promoting sustainable consumption and production as well as to gain a better understanding of the ways in which sustainability research can lead to a new orientations and trajectories of business and marketing practices, including with respect to education.

Prof. Dr. C. Michael Hall
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 papers will be 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 monthly 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 1400 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 consumer behaviour and social practices
  • marketing interventions for sustainability
  • branding and sustainability, including eco-labelling
  • sustainability and service-dominant logic
  • sustainability and co-creation
  • sustainability, innovation and product life cycles
  • critical perspectives on marketing and sustainability
  • upstream social marketing and sustainability
  • community-based social marketing and sustainability
  • short supply chains and alternative marketing practices
  • sustainable marketing practices within particular industries and sectors, such as tourism, food and agriculture
  • sustainability and logistics
  • consumer activism and sustainability
  • marketing and environmental change
  • marketing, product design and waste minimization
  • sustainability and marketing education

Published Papers (14 papers)

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Research

Open AccessArticle The Environmental Attitudes and Behaviours of European Golf Tourists
Sustainability 2018, 10(7), 2214; https://doi.org/10.3390/su10072214
Received: 25 May 2018 / Revised: 25 June 2018 / Accepted: 26 June 2018 / Published: 28 June 2018
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Abstract
Environmental attitudes and behaviours have received relatively little attention in golf tourism, compared to other tourism research areas. Golf tourism provides products and services based on nature, and they should focus on the environment. Golf has become increasingly important in the development of
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Environmental attitudes and behaviours have received relatively little attention in golf tourism, compared to other tourism research areas. Golf tourism provides products and services based on nature, and they should focus on the environment. Golf has become increasingly important in the development of European tourism within the last decade. Moreover, golf is one of the primary motivations for European tourists in the sports tourism sector. This study is based on a sample of 431 golf tourists, from different nationalities, who visit Andalusia, Spain. This research examines the relationship between environmental attitudes and behavioural intentions for three subsamples of European nationalities: British, German, and Spanish. This relationship was corroborated in the three subsamples. However, the national citizenship of European golf tourists was not a moderator effect on the relationship between environmental attitudes and behavioural intentions. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle Psychosocial Traits Characterizing EV Adopters’ Profiles: The Case of Tenerife (Canary Islands)
Sustainability 2018, 10(6), 2053; https://doi.org/10.3390/su10062053
Received: 24 May 2018 / Revised: 13 June 2018 / Accepted: 13 June 2018 / Published: 16 June 2018
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Abstract
The aim of this paper is to analyze Rogers-system categories of electric vehicle adopters in Tenerife (Canary Islands) to highlight the psychological factors defining each category. The paper runs a model to calculate willingness to change and willingness to pay for an electric
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The aim of this paper is to analyze Rogers-system categories of electric vehicle adopters in Tenerife (Canary Islands) to highlight the psychological factors defining each category. The paper runs a model to calculate willingness to change and willingness to pay for an electric vehicle following the contingent valuation methodology. A survey performed in Tenerife Island collected data from 444 private cars drivers. The survey contained a set of questions on psychological and car-features issues, as well as other items querying the socioeconomic factors and mobility characteristics of the drivers. This paper brings key contributions to the literature. First, it uses two theoretical frameworks to define the categories of innovators from a psychosocial standpoint. Second, the results will usefully inform both policymakers and automaker marketing departments on specific actions to accelerate the uptake of electric vehicles. Our results confirm that electric vehicle adopter categories are similar in proportion and characteristics to those of Rogers’ diffusion of innovation theory, and can be collapsed into two macro-groups of adopters distributed in a 50%–50% split in our sample, i.e., the earlier adopters and the later adopters. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle Evaluating the Potential Business Benefits of Ecodesign Implementation: A Logic Model Approach
Sustainability 2018, 10(6), 2011; https://doi.org/10.3390/su10062011
Received: 17 May 2018 / Revised: 12 June 2018 / Accepted: 12 June 2018 / Published: 14 June 2018
PDF Full-text (3943 KB) | HTML Full-text | XML Full-text | Supplementary Files
Abstract
The business benefits attained from ecodesign programs in manufacturing companies have been regularly documented by several studies from both the academic and corporate spheres. However, there are still significant challenges for adopting ecodesign, especially regarding the evaluation of these potential business benefits prior
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The business benefits attained from ecodesign programs in manufacturing companies have been regularly documented by several studies from both the academic and corporate spheres. However, there are still significant challenges for adopting ecodesign, especially regarding the evaluation of these potential business benefits prior to the actual ecodesign implementation. To address such gap, this study proposes an exploratory and theory-driven framework based on logic models to support the development of business cases for ecodesign implementation. The objective is to offer an outlook into how ecodesign implementation can potentially affect key corporate performance outcomes. This paper is based on a three-stage research methodology with six steps. Two full systematic literature reviews were performed, along with two thematic analyses and a grounded theory approach with the aim of developing the business case framework, which was then evaluated by seven industry experts. This research contributes to the literature of ecodesign especially by laying out an ecodesign-instantiated logic model, which is readily available to be adapted and customized for further test and use in practice. Discussions on the usefulness and applicability of the framework and directions for future research are presented. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle Green Product Development with Consumer Heterogeneity under Horizontal Competition
Sustainability 2018, 10(6), 1902; https://doi.org/10.3390/su10061902
Received: 10 May 2018 / Revised: 1 June 2018 / Accepted: 1 June 2018 / Published: 7 June 2018
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Abstract
In this paper, we explore the pricing and greenness issues of two competitive firms without and with consumer heterogeneity. We derive and compare the optimal solutions and profits employed by firms under different scenarios. Then, we identify the effects of consumer heterogeneity under
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In this paper, we explore the pricing and greenness issues of two competitive firms without and with consumer heterogeneity. We derive and compare the optimal solutions and profits employed by firms under different scenarios. Then, we identify the effects of consumer heterogeneity under different competition intensities. The analytical results reveal that if market competition is at a relatively low level, we find that: (i) when the greenness sensitivity of consumers with no preference is sufficiently small, more consumers have high environmental awareness, and companies easily achieve their environmental goals as well as economic goals; (ii) when the greenness sensitivity of consumers with no preference is at a medium level, as the fraction of consumers with high environmental awareness increases, and the firm might achieve economic goals at the cost of reducing environmental goals; and (iii) when the greenness sensitivity of consumers with no preference is at a high level, the fraction of consumers with high environmental awareness increases, but firms might have more difficulty achieving their environmental and economic goals. On the other hand, if the market competition is at a relatively high level, the presence of consumer heterogeneity can help improve environmental goals, but make achievement of economic goals difficult. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle Inclusion of Life Cycle Thinking in a Sustainability-Oriented Consumer’s Typology: A Proposed Methodology and an Assessment Tool
Sustainability 2018, 10(6), 1826; https://doi.org/10.3390/su10061826
Received: 8 April 2018 / Revised: 29 May 2018 / Accepted: 29 May 2018 / Published: 1 June 2018
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Abstract
Characterizing consumers in terms of their propensity to practice sustainable consumption represents an interesting research challenge in which a crucial role is played by the questionnaire in terms of its structure and classification criteria. Various classification rules have been proposed in the literature,
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Characterizing consumers in terms of their propensity to practice sustainable consumption represents an interesting research challenge in which a crucial role is played by the questionnaire in terms of its structure and classification criteria. Various classification rules have been proposed in the literature, which can be used to identify consumer types and signify their propensity to practice the principles of sustainable development in daily life. In this paper, we based our approach in designing a classification tool on a combination of two elements: the concept of voluntary simplicity as a pillar for consumer characteristics and the idea of assessing consumers by using filters, in a modified form introducing many new aspects of life-cycle thinking. The tool proposed provides insight into the relationship between the consumer’s typology and behavior during purchasing decisions in daily life. The main function of the proposed tool is to assign respondents to one of the proposed consumer types distinguished and characterized in terms of many aspects of life cycle thinking. A pilot survey has been performed in order to verify the proposed tool, and the survey results have been presented in the paper, as well. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle Understanding Consumers’ Sustainable Consumption Intention at China’s Double-11 Online Shopping Festival: An Extended Theory of Planned Behavior Model
Sustainability 2018, 10(6), 1801; https://doi.org/10.3390/su10061801
Received: 8 May 2018 / Revised: 28 May 2018 / Accepted: 29 May 2018 / Published: 30 May 2018
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Abstract
Double-11 shopping festival has become the largest national shopping festival in China. This study investigates the effect of the atmosphere during the Double-11 shopping festival on Chinese people’s sustainable consumption by extending the Theory of Planned Behavior (TPB). A survey on a sample
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Double-11 shopping festival has become the largest national shopping festival in China. This study investigates the effect of the atmosphere during the Double-11 shopping festival on Chinese people’s sustainable consumption by extending the Theory of Planned Behavior (TPB). A survey on a sample of 404 Chinese consumers showed that the atmosphere specific to China’s Double-11 shopping festival was negatively associated with consumers’ purchase intention toward sustainable consumption. Moreover, the negative relationship was mediated by consumers’ attitude toward sustainable consumption, the subjective norm, and perceived behavioral control. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle Consumers’ Behavior Concerning Sustainable Packaging: An Exploratory Study on Romanian Consumers
Sustainability 2018, 10(6), 1787; https://doi.org/10.3390/su10061787
Received: 2 May 2018 / Revised: 26 May 2018 / Accepted: 28 May 2018 / Published: 29 May 2018
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Abstract
The paper analyzes the Romanian consumer’s behavior concerning sustainable packaging through quantitative research among 268 consumers. The aim of the study is to determine the perception of the Romanian consumer regarding the role of eco-packaging in the formation of sustainable behavior. The research
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The paper analyzes the Romanian consumer’s behavior concerning sustainable packaging through quantitative research among 268 consumers. The aim of the study is to determine the perception of the Romanian consumer regarding the role of eco-packaging in the formation of sustainable behavior. The research has as main objectives: assessing consumer preferences for the types of ecological packaging, knowing the reasons for purchasing green packaging, and the role of the information about eco-packaging in promoting sustainability. Most respondents are aware of the impact of packaging on the environment, the main reasons for purchasing are environmental protection, recycle and the feeling of being responsible. Packaging preferences include paper, glass and cardboard and, to a lesser extent, plastic and wood. The reasons why consumers are not willing to pay more for green packaging are the price of products correlated with the low consumer budget and the lack of information and these are the main barriers to adopting sustainable behavior. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
Open AccessArticle What is Different about Volunteers? A Study on Factors of Buying Decisions of Products with Recycled Content
Sustainability 2018, 10(5), 1631; https://doi.org/10.3390/su10051631
Received: 18 April 2018 / Revised: 15 May 2018 / Accepted: 16 May 2018 / Published: 18 May 2018
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Abstract
Volunteering is a way to express civic behavior, including pro-environmental behavior such as buying products with recycled content. The purpose of this research is to understand the differences between individuals involved in volunteering activities and individuals who have never been involved in volunteering
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Volunteering is a way to express civic behavior, including pro-environmental behavior such as buying products with recycled content. The purpose of this research is to understand the differences between individuals involved in volunteering activities and individuals who have never been involved in volunteering activities. In order to do this, dimensions are analyzed by categories of public: the general public, individuals involved in volunteering activities (volunteers), and individuals who have never been involved in volunteering activities (non-volunteers). Qualitative methods, based on in-depth interviews; and quantitative methods, based on Anova, Independent Samples T tests, factor analyses, and regression analyses have been combined. The sample included 469 respondents. The general dimensions of buying decisions are: product features, social values, promotions, low risk, uniqueness, and affordable price. The volunteers’ dimensions of buying decisions are product features, social values, uniqueness, benefits, and promotions. The non-volunteers’ dimensions of buying decisions are product features, uniqueness, credibility support, promotions, and low risk. In the conclusions section, implications are presented using specific communication for each of the three public categories, based on important resulting dimensions for each public. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
Open AccessArticle Willingness to Pay for Environmentally Friendly Products among Low-Income Households along Coastal Peninsular Malaysia
Sustainability 2018, 10(5), 1316; https://doi.org/10.3390/su10051316
Received: 5 April 2018 / Revised: 22 April 2018 / Accepted: 23 April 2018 / Published: 24 April 2018
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Abstract
In an attempt to promote the mass consumption of environmentally friendly products in Malaysia, this study presents an investigation of the effects of several selected factors upon willingness to pay and purchase behavior of environmental-friendly products. This study employed a cross-sectional design, in
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In an attempt to promote the mass consumption of environmentally friendly products in Malaysia, this study presents an investigation of the effects of several selected factors upon willingness to pay and purchase behavior of environmental-friendly products. This study employed a cross-sectional design, in which quantitative data were gathered from a total of 380 low-income household heads from 38 coastal districts in Peninsular Malaysia. The outcomes of this study revealed the positively significant effects of eco-literacy and environmental concern upon attitudes towards environmental-friendly products; normative beliefs and perceived behavioral control on willingness to pay for environmental-friendly products; as well as willingness to pay for environmental-friendly products and perceived behavioral control on payment behavior for environmental-friendly products, among low-income households in coastal Peninsular Malaysia. Programs and policies should therefore focus on promoting environmental awareness and knowledge concerning the relative advantages that are expected to improve willingness among consumers to pay for environmentally friendly products. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle Antecedents and Consequences of Ecotourism Behavior: Independent and Interdependent Self-Construals, Ecological Belief, Willingness to Pay for Ecotourism Services and Satisfaction with Life
Sustainability 2018, 10(3), 789; https://doi.org/10.3390/su10030789
Received: 8 February 2018 / Revised: 5 March 2018 / Accepted: 7 March 2018 / Published: 13 March 2018
Cited by 2 | PDF Full-text (480 KB) | HTML Full-text | XML Full-text
Abstract
The purpose of this study is to investigate the antecedents related to why tourists engage in ecotourism and the consequences of ecotourism behavior. This study examined the concept of self-construal as a social aspect of self that influences different levels of ecological beliefs,
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The purpose of this study is to investigate the antecedents related to why tourists engage in ecotourism and the consequences of ecotourism behavior. This study examined the concept of self-construal as a social aspect of self that influences different levels of ecological beliefs, which, in turn, affect ecotourism behavior. To address the unsatisfactory predictive power of the belief/attitude-behavior model, this study included the willingness to pay (WTP) for ecotourism between the ecological belief and ecotourism behavior relationships. Finally, this study examined the impact of ecotourism on tourists’ satisfaction with life as a result of ecotourism behavior. A structural equation model was constructed to test the proposed model. We found significant impacts of self-construals in explaining ecological beliefs. Significant relationships were found between ecological belief and WTP for ecotourism services which influenced ecotourism behavior, and between ecological belief and ecotourism behavior which affected satisfaction with life. The moderating effect of gender was only found on the path between WTP and ecotourism behavior. The findings of this study offer some implications for industry and policymakers to develop effective ecotourism programs. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle The Effect of Regulatory Focus on Individuals’ Donation Behavior
Sustainability 2018, 10(3), 760; https://doi.org/10.3390/su10030760
Received: 25 January 2018 / Revised: 7 March 2018 / Accepted: 8 March 2018 / Published: 9 March 2018
Cited by 1 | PDF Full-text (522 KB) | HTML Full-text | XML Full-text
Abstract
We examine how individuals’ regulatory focus affects their donation behavior and how personal events experienced before the donation moderate this relationship. In this research, regulatory focus refers to the basic motivational orientation that affects how individuals pursue their goals. We propose that donors
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We examine how individuals’ regulatory focus affects their donation behavior and how personal events experienced before the donation moderate this relationship. In this research, regulatory focus refers to the basic motivational orientation that affects how individuals pursue their goals. We propose that donors will judge potential rewards and risks associated with making a donation when deciding whether to donate and that regulatory focus and personal events will have a significant influence on this judgment. The results from both the survey and the experiment confirmed that participants with promotion focus were more likely to donate than those with prevention focus. In addition, the experimental results revealed that compared to those experiencing no personal event, the donation likelihood of prevention-focused participants increased significantly after experiencing a positive personal event but did not change after experiencing a negative personal event. In a similar vein, experiencing a negative event decreased the donation likelihood of promotion-focused participants whereas experiencing a positive event did not. Our research contributes new findings and insights to both regulatory focus and donation literature and provides useful guidelines for nonprofit organizations to design and implement donation programs. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle The Bidirectional Causality between Country-Level Governance, Economic Growth and Sustainable Development: A Cross-Country Data Analysis
Sustainability 2018, 10(2), 502; https://doi.org/10.3390/su10020502
Received: 15 January 2018 / Revised: 6 February 2018 / Accepted: 10 February 2018 / Published: 13 February 2018
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Abstract
In the context of contemporary society, characterized by the information users’ growing and differentiated needs, the way country-level governance and social responsibility contribute to the ensuring of sustainable economic development is a concern for all the actors of the economic sphere. The aim
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In the context of contemporary society, characterized by the information users’ growing and differentiated needs, the way country-level governance and social responsibility contribute to the ensuring of sustainable economic development is a concern for all the actors of the economic sphere. The aim of this paper is to test the causal linkages between the quality of country-level governance, economic growth and a well-known indicator of economic sustainable development, for a large panel of world-wide countries for a period of 10 years (2006–2015). While there are some prior studies that have argued the bidirectional causality between good public governance and economic development, this study intends to provide a new focus on the relationship between country-level governance and economic growth, on one hand, and between country-level governance and adjusted net savings, as a selected indicator of economic sustainable development, on the other hand. Four hypotheses on the causal relationship between good governance, economic growth and sustainable development were tested by using Granger non-causality tests. Our findings resulting from Granger non-causality tests provide reasonable evidence of Granger causality from country-level governance to economic growth, but from economic growth to country-level governance, the causality is not confirmed. In what regards the relationship between country-level governance and adjusted net savings, the bidirectional Granger causality is not confirmed. The main implication of our study is that improving economic growth and sustainable development is a very challenging issue, and the impact of macro-level factors such as country-level governance should not be neglected. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
Open AccessArticle Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant
Sustainability 2018, 10(1), 224; https://doi.org/10.3390/su10010224
Received: 23 November 2017 / Revised: 24 December 2017 / Accepted: 11 January 2018 / Published: 17 January 2018
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Abstract
The use of native ornamental plants in urban landscapes and ornamental consumers’ designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its
[...] Read more.
The use of native ornamental plants in urban landscapes and ornamental consumers’ designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its domestic market is not yet developed and is virtually unknown. The objectives of this study were to: (1) compare consumers’ and retailers’ knowledge of ALY, and (2) to identify potential clusters of consumers and retailers based on their knowledge and preferences, such that marketing of the ALY could be best tailored to different market segments, leading to its sustainable commercialization. There were 464 interviews conducted in four nurseries in Mexico. Results showed only one consumer knew about the ALY; additionally, we found different behaviors in consumers and in retailers: those not interested in the ALY, but when they know it is Mexican they will acquire it; those interested no matter the ALY origin, and those who dislike the ALY because it is Mexican. Those answers suggest that improving consumers/retailers knowledge about this native flower could lead to a sustainable commercialization in Mexico, helping to ensure its conservation as well. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Open AccessArticle A Comparative Study of Green Purchase Intention between Korean and Chinese Consumers: The Moderating Role of Collectivism
Sustainability 2017, 9(10), 1930; https://doi.org/10.3390/su9101930
Received: 1 October 2017 / Revised: 19 October 2017 / Accepted: 20 October 2017 / Published: 24 October 2017
Cited by 3 | PDF Full-text (447 KB) | HTML Full-text | XML Full-text
Abstract
This study aims to examine the impacts of the new ecological paradigm, environmental collective efficacy, environmental knowledge, and collectivism on the green purchase intention of Korean and Chinese consumers. Although some studies have researched the relationship between cultural influences and green purchase behaviour,
[...] Read more.
This study aims to examine the impacts of the new ecological paradigm, environmental collective efficacy, environmental knowledge, and collectivism on the green purchase intention of Korean and Chinese consumers. Although some studies have researched the relationship between cultural influences and green purchase behaviour, a study on the moderating effect of collectivism on the formation of green purchase intention is rarely found. Therefore, based on 357 consumers in Korea and 398 consumers in China, this study proposes a new model of green purchase intention and empirically tests a model using moderated regression analysis (MRA). The results show that the new ecological paradigm, environmental collective efficacy, environmental knowledge, and collectivism are direct antecedents of green purchase intention in China. In particular, collectivism positively moderates the relationship between environmental collective efficacy and green purchase intention in China. However, the results from Korean consumers show that collectivism has neither a direct impact nor moderating impact on green purchase intention. However, it was found that environmental collective efficacy and environmental knowledge have direct impacts on green purchase intention in Korea. Finally, this study discusses the theoretical and managerial implications of these findings. Full article
(This article belongs to the Special Issue Marketing and Sustainability)
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Planned Papers

The below list represents only planned manuscripts. Some of these manuscripts have not been received by the Editorial Office yet. Papers submitted to MDPI journals are subject to peer-review.

Title: Unveiling the Cultural Dimension of Green Fashion Consumption. Materialism, Altruism and Environmental Concern Among Chinese Consumers
Author:
Giada Mainolfi
Affiliations:
Università degli Studi Internazionali di Roma
Abstract:
The study investigates and uncovers key antecedents of the intention to engage in green fashion consumerism. The proposed conceptual model incorporates environmental concern, attitudes toward green fashion and behavioural patterns in combination with materialism and altruistic tendencies. The proposed framework has been tested on a sample of Chinese consumers. Findings reveal that environmental concern and green product beliefs positively impact on both intention to buy and word-of-mouth. The results also disclose a mediating effect of altruistic tendencies between materialism and environmental beliefs. Research findings offer meaningful insights into consumer perceptions of foreign fashion brands engaged in sustainable projects and provide managerial implications for marketers to manage effective green fashion businesses in China.

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