Sustainable Consumer Behaviors: The Effects of Identity, Environment Value and Marketing Promotion

Round 1

Reviewer 1 Report

I appreciate this paper may make a meaningful application by examining the critical factors affecting sustainable consumer behaviors. But I am afraid the weakness of research design and methods may outweigh the effect of the proposed study.

(Derivation of Research Model) In existing SCB studies, as researchers pointed out, there were agreements on the relationship between value and identity. If so, what is the differential meaning of this research model with them? It is not clear whether there is a difference in the subject of study or the subject of data collection for the proposed study.

As suggested in line 102 through 104, SCB motivation research is based on several theories, it would be desirable to explain more clearly and specifically how these theories relate to the research model. Currently, each research variable is explained only in a listing style, and it seems that many previous studies have already investigated the relationship.

(Research method) Only age, nationality, gender, and specific social networks are presented without information on the participants' educational background or occupation, and reviewer wonders how much these participants understood and responded to the "sustainable" suggested by the researcher. Conversely, in order to measure each variable, it is very desirable to conduct it based on previous studies that have been recognized for validity.

(Grammatical error)
1. Can the same hypothesis as H3 in Table 1 be derived from H3 in Figure 1? H3 shows the direct relationship between the Altruistic Value and the SCB. Is it because the relationship between H1 and H2 was analyzed by linear regression, and separately, the mediating effect of identities was analyzed by the bootstrap method? If the analysis of such relationships was integrated by other statistical methods, it is expected that the ambiguity of H3 would not have occurred. Also, it would be better to divide H3 by H3a and H3b to separate the two identities and hypothesize.
2. Isn't it H2b instead of H3b in Figure 1?
3. When looking at the flow of the relationship between variables in the research model, it is desirable to number the hypothesis from the left in the research model.

(Use of "We")
In writing academic research papers, it is desirable to reduce the use of the personal pronoun "We", and the non-personal pronoun "This study" or "This paper" is more appropriate.

Author Response

Please see the attachment, thank you. 

Author Response File: Author Response.pdf

Reviewer 2 Report

the paper titled : Sustainable Consumer Behaviours: The Effects of Identity, En-2 vironment Value and Marketing Promotion

The main aim of this study is  to find a new way to encourage sustainable consumer behaviours through three important factors (identity theory, environment value research, and marketing practice). 

The topic is original and innovant

Through thus paper, authors  developed policy makers tools to to encourage Sustainabel Cunsumer Behaviour.

the fiest section of the results (statistical analysis) should be moved to materials and methodds section.

Author Response

Point 1: the first section of the results (statistical analysis) should be moved to materials and methods section.

Response 1:  Much appreciate for pointing them out. I changed it in the revised version.

Reviewer 3 Report

The paper is timely and valuable research in sustainable consumer behaviours: the effects of identity, environment value and marketing promotion. The paper is well-structured and readable, research design is appropriate, methods are adequately described, results are clearly presented, in response to the research goals set by the authors. The authors should revise the reference format throughout the paper to match the requirements of the journal.

Author Response

Point 1: The authors should revise the reference format throughout the paper to match the requirements of the journal.

Response 1: Thank you for pointing out. I downloaded the MDPI Endnote format on the website and change accordingly.