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Motivating Pro-Environmental Behavior in Youth Populations
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Motivating Pro-Environmental Behavior in Youth Populations

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Psychology of Sustainability and Sustainable Development".

Deadline for manuscript submissions: 1 October 2025 | Viewed by 4377

Special Issue Editor

Dr. Joseph Kantenbacher

E-Mail Website
Guest Editor
Department of Sustainability & Environment, University of South Dakota, Vermillion, SD, USA
Interests: behavior change; futures thinking; energy transitions; youth and young adults

Special Issue Information

Dear Colleagues,

The youth of today—people under the age of 26—are growing up in a world marred by climate change, resource exhaustion, and other forms of environmental degradation and will live with the consequences of today’s actions and inactions for decades. Evidence suggests youth populations exceed previous generations in terms of concern about the environment and may be a critical driver for movement towards a more sustainable society.

This Special Issue will explore effective strategies for motivating pro-environmental behavior among youth populations. The primary objective is to identify and assess the best practices for engaging and inspiring young people to adopt sustainable behaviors. This Issue will highlight successful examples of youth-led initiatives and external programs that have effectively encouraged sustainable actions.

The research featured in this Special Issue will build on the existing literature on pro-environmental behavior change, particularly focusing on the unique motivations of and barriers faced by young people. Our aim is to improve understanding of how to foster a culture of action for the sake of sustainability among youth. This Issue will contribute to the broader discourse on sustainable behavior change by offering insights into the specific needs and potential of younger generations.

Dr. Joseph Kantenbacher
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

  • youth
  • behavior
  • education
  • intervention
  • activism

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Published Papers (4 papers)

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Research

14 pages, 445 KiB  
Article
Artificial Intelligence, Consumer Trust and the Promotion of Pro-Environmental Behavior Among Youth
by Raluca-Giorgiana (Chivu) Popa and Alina Stefania Chenic
Sustainability 2025, 17(13), 5885; https://doi.org/10.3390/su17135885 - 26 Jun 2025
Viewed by 594
Abstract
The development of artificial intelligence has enabled the automation of an increasing number of processes and actions in the online environment, from creating unique and engaging content to simulating user behaviors (likes, comments, reviews). This automation has brought several positives to the online [...] Read more.
The development of artificial intelligence has enabled the automation of an increasing number of processes and actions in the online environment, from creating unique and engaging content to simulating user behaviors (likes, comments, reviews). This automation has brought several positives to the online environment, including reduced working time and better results, among others. However, at the other end of the spectrum, consumer trust is starting to decline. Before the advent of artificial intelligence, reviews were often the opinions of other customers who had tried the product or service in question. With the evolution of these reviews, providers can now automatically post them to create a favorable image. Given the increasing concern among young people about environmental issues, this study investigates how AI-generated content affects their trust in sustainability-related online reviews and how this trust influences their pro-environmental purchasing decisions. Quantitative research was conducted in the article, based on which a conceptual model of the degree of trust users have in online reviews and reactions in the context of artificial intelligence was developed. The research methodology involved conducting quantitative research and constructing variables based on the data collected. The results revealed significant links between the evolution of artificial intelligence and the degree of trust users place in general feedback found in online environments. Full article
(This article belongs to the Special Issue Motivating Pro-Environmental Behavior in Youth Populations)
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16 pages, 547 KiB  
Article
Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing
by David-Florin Ciocodeică, Raluca-Giorgiana Chivu (Popa), Ionuţ-Claudiu Popa, Horia Mihălcescu and Iustinian Barghier
Sustainability 2025, 17(11), 5198; https://doi.org/10.3390/su17115198 - 5 Jun 2025
Viewed by 1628
Abstract
Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be [...] Read more.
Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior. Full article
(This article belongs to the Special Issue Motivating Pro-Environmental Behavior in Youth Populations)
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21 pages, 402 KiB  
Article
‘Making a Positive Environmental Impact’: Exploring the Role of Volunteering at a Campus Community Garden
by Dina Izenstark and Barbara Ann Boone
Sustainability 2025, 17(11), 4951; https://doi.org/10.3390/su17114951 - 28 May 2025
Viewed by 906
Abstract
Promoting sustainability in higher education is a social and environmental imperative. This paper explores how and why volunteering at a campus community garden (CCG) can serve as a unique context for promoting sustainability. Twenty-five undergraduate students between the ages of 18 and 27, [...] Read more.
Promoting sustainability in higher education is a social and environmental imperative. This paper explores how and why volunteering at a campus community garden (CCG) can serve as a unique context for promoting sustainability. Twenty-five undergraduate students between the ages of 18 and 27, who had volunteered at a campus garden, participated in individual semi-structured interviews. A majority of participants identified as female (80%) and Asian American (52%). Using reflexive thematic analysis, we first found students were motivated to volunteer for personal and academic reasons as well as to learn more about gardening. Childhood gardening experiences influenced participants’ re-engagement as adults. Second, building social connections and spending time in nature, especially when living in an urban area, sustained students’ engagement in the garden, whereas time constraints and physical tasks made it challenging to volunteer. Finally, the findings suggest that volunteering promoted pro-environmental behaviors. Students felt that their volunteer work allowed them to make a positive environmental impact. Participants also gained new environmental knowledge and skills, which encouraged them to adopt environmentally friendly lifestyle changes, advocate for environmental and social justice issues, and reflect on how they might integrate pro-environmental behaviors into their future careers. Full article
(This article belongs to the Special Issue Motivating Pro-Environmental Behavior in Youth Populations)
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24 pages, 558 KiB  
Article
Social Media Influence: Bridging Pro-Vaccination and Pro-Environmental Behaviors Among Youth
by Anca-Olguța Orzan
Sustainability 2025, 17(11), 4814; https://doi.org/10.3390/su17114814 - 23 May 2025
Viewed by 669
Abstract
Currently, young populations (individuals under 26 years old) face unprecedented challenges, including climate change, environmental degradation, and the management of public health crises such as vaccine hesitancy. In this complex environment, social media plays a crucial role in shaping youth attitudes and behaviors, [...] Read more.
Currently, young populations (individuals under 26 years old) face unprecedented challenges, including climate change, environmental degradation, and the management of public health crises such as vaccine hesitancy. In this complex environment, social media plays a crucial role in shaping youth attitudes and behaviors, presenting both significant opportunities and risks. Social media platforms have become essential in shaping public opinion on general topics and health-related issues, particularly vaccination. Understanding how digital platforms influence youth behavior regarding vaccination can offer valuable insights into psychosocial mechanisms capable of stimulating sustainable behaviors among the same demographic. This study explores a novel intersection between public health and environmental communication, proposing that the same psychosocial and communicative mechanisms influencing pro-vaccination behaviors—such as trust, social influence, and emotional resonance—also underpin pro-environmental engagement among youth. Understanding this overlap allows for cross-domain strategies in digital communication campaigns. This paper examines how digital communication strategies effective in promoting vaccination can be adapted to foster pro-environmental behavior among youth. By identifying shared psychosocial mechanisms—such as fear, trust, and social influence—the study proposes a conceptual framework for leveraging social media to support sustainable behaviors. This study explores how social media influences youth attitudes towards vaccination and pro-environmental behavior. Using a structured questionnaire distributed among 450 young participants (aged 18–26) and analyzed through Structural Equation Modeling (SEM) via WarpPLS, the research identifies key psychosocial mechanisms such as fear, trust, and social influence. Results show that social media exposure and peer environment are strong predictors of both vaccination and environmental behaviors (R2 = 0.70 for vaccination attitude; R2 = 0.50 for environmental attitude). The proposed conceptual model highlights the importance of emotionally resonant, science-based communication strategies in promoting sustainable behaviors among youth. Practical implications for strategic digital campaigns are discussed. Full article
(This article belongs to the Special Issue Motivating Pro-Environmental Behavior in Youth Populations)
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