Sustainability

Research

20 pages, 781 KiB

Open AccessArticle

Going Green for Sustainability in Outdoor Sport Brands: Consumer Preferences for Eco-Friendly Practices

by Won-Yong Jang and Eui-Yul Choi

Sustainability 2025, 17(10), 4320; https://doi.org/10.3390/su17104320 - 9 May 2025

Viewed by 264

The present study investigates consumer preferences for eco-friendly practices implemented by outdoor sport brands, identifying which practices are perceived as most significant among the overall consumer group and within consumer segments differentiated by ecological consciousness. This study targeted consumers who had purchased outdoor [...] Read more.

The present study investigates consumer preferences for eco-friendly practices implemented by outdoor sport brands, identifying which practices are perceived as most significant among the overall consumer group and within consumer segments differentiated by ecological consciousness. This study targeted consumers who had purchased outdoor sport brand products within the past one to two years. The results indicated that overall consumers regarded ‘Materials usage’, particularly ‘100% organic materials’, as the most critical eco-friendly attribute. The second most significant attribute identified was the ‘Type of campaign’, specifically ‘Consumer behavioral engagement campaigns’. ‘Carbon footprint reduction’, notably ‘Reducing 50% by 2030’, ranked third, while ‘Implementation of donations’ was considered the least important. Segment-specific analysis revealed that high-ecological-conscious consumers prioritized carbon footprint reduction more than other groups. Furthermore, the optimal combination of eco-friendly practices identified for overall and low-ecological-consciousness consumers consisted of using 100% organic materials, implementing consumer behavioral engagement campaigns, reducing carbon footprint by 50%, and actively participating in environmental conservation donations. Highly ecological-conscious consumers preferred a slightly adjusted combination, emphasizing 100% organic materials, followed by reducing carbon footprint by 50%, implementing consumer behavioral engagement campaigns, and actively participating in environmental conservation donations. These findings suggest that outdoor sport brands can strengthen their competitive advantage and sustainability by aligning eco-friendly practices with consumer preferences segmented by ecological consciousness. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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31 pages, 4524 KiB

Open AccessArticle

Structural Equation Modeling for Analyzing Pro-Environmental Behavior in Switzerland

by Emilio Cedrún-Vázquez, Juan E. Núñez-Ríos, Jacqueline Y. Sánchez-García, Guillermo Sosa-Gómez and Omar Rojas

Sustainability 2025, 17(8), 3624; https://doi.org/10.3390/su17083624 - 17 Apr 2025

Viewed by 522

Abstract

Using data from Round 11 of the European Social Survey, covering Switzerland, this article employs Structural Equation Modeling to investigate the associations between psychosocial factors and pro-environmental behavior. Based on the Theory of Planned Behavior, which integrates subjective norms, perceived behavioral control, and [...] Read more.

Using data from Round 11 of the European Social Survey, covering Switzerland, this article employs Structural Equation Modeling to investigate the associations between psychosocial factors and pro-environmental behavior. Based on the Theory of Planned Behavior, which integrates subjective norms, perceived behavioral control, and attitudes to predict behavioral intentions and actual pro-environmental behaviors. The findings reveal that perceived social norms are strong predictors of pro-environmental behavioral intentions, illustrating the power of expectations from other people on the propensity to act sustainably. However, the effects of attitudes toward the environment and perceived behavioral control on behavioral intention were minimal or unobserved. It indicates that respondents may support environmental and sustainability issues, but this is often not matched by strong intentions to act. Additionally, the perceived control over pro-environmental behavior does not directly affect actual behavior. This suggests that external barriers may prevent individuals from performing sustainable behavior, even if they are motivated. The measurement invariance across gender groups was also examined in the study, which is essential to confirm the equivalence of measurements, and observed differences in latent variables could not be an artifact due to potential measurement bias. The findings suggest that subjective norms and pro-environmental behaviors are more likely to be higher among women, while men scored higher on perceived control. This indicates that women internalize social expectations stronger than men do to act, but for men, they feel able to act, but this confidence does not imply action. This research focuses on the significance of social influences in ecologically friendly action and on the discrepancies between intention and behavior. This study adds to our understanding of the determinants of pro-environmental behavior, providing relevant insights for policymakers to inform more effective interventions that close the gap between awareness and action. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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22 pages, 1150 KiB

Open AccessArticle

How Risk Perception of Air Pollution Influences Consumers’ Pro-Environmental Behaviors: An Empirical Study Based on the Extended Theory of Planned Behavior

by Mengting Peng, Zhenyu Cai, Kelong Chen, Chenxi Yin, Changlin Ao and Hongfeng Ren

Sustainability 2025, 17(6), 2414; https://doi.org/10.3390/su17062414 - 10 Mar 2025

Viewed by 640

Abstract

Air pollution is a critical global issue affecting sustainable development, and effectively addressing air pollution requires consumers to improve air quality through daily pro-environmental behaviors. This study aims to explore the influence mechanisms of multidimensional risk perception variables on consumers’ pro-environmental behaviors. It [...] Read more.

Air pollution is a critical global issue affecting sustainable development, and effectively addressing air pollution requires consumers to improve air quality through daily pro-environmental behaviors. This study aims to explore the influence mechanisms of multidimensional risk perception variables on consumers’ pro-environmental behaviors. It introduces risk effect, risk controllability, risk trust, and risk acceptability and incorporates multidimensional risk perception variables into the theory of planned behavior (TPB) model. The results of the structural equation model indicate that risk effect, risk trust, and risk acceptability of air pollution significantly influence pro-environmental behaviors through behavioral intentions. Moreover, the risk effect, risk trust, and risk acceptability of air pollution significantly influence consumers’ pro-environmental behaviors through the chain-mediating effect of attitudes and behavioral intentions. The risk controllability does not affect consumers’ behavioral intentions or pro-environmental behaviors. Through the integration of multidimensional risk perception and the validation of the behavioral intention–behavior gap, this study provides new perspectives for research related to consumer pro-environmental behavior. It also provides references for the government to communicate with consumers about risks, solve air pollution problems, and achieve sustainable development. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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23 pages, 657 KiB

Open AccessArticle

The Role of Social and Environmental CSR in Shaping Purchase Intentions: Experimental Evidence from the Cosmetics Market

by Piotr Zaborek and Anna Kurzak Mabrouk

Sustainability 2025, 17(5), 1792; https://doi.org/10.3390/su17051792 - 20 Feb 2025

Viewed by 1635

Abstract

This study investigated the impact of corporate social responsibility (CSR) on consumer purchasing decisions in the cosmetics market through an experimental design. Using eight scenarios that manipulate levels of social CSR, environmental CSR, and price, this study examined their direct effects and interactions, [...] Read more.

This study investigated the impact of corporate social responsibility (CSR) on consumer purchasing decisions in the cosmetics market through an experimental design. Using eight scenarios that manipulate levels of social CSR, environmental CSR, and price, this study examined their direct effects and interactions, and the moderating influences of intrinsic and extrinsic motives. The findings confirmed that social and environmental CSR positively influence purchase intentions, with their combined effect being stronger than individual contributions. Price negatively moderates the impact of environmental CSR, particularly at higher levels, while intrinsic motives interact positively with environmental CSR to offset the negative association from its main effect. This research provides actionable insights into CSR’s role in shaping consumer behavior, emphasizing the interplay between CSR dimensions, price sensitivity, and motivational factors in the dynamic cosmetics market. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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18 pages, 733 KiB

Open AccessArticle

Sustainability and Quality of Cultured Meat: Consumer Perceptions

by Maria Giovina Pasca and Gabriella Arcese

Sustainability 2025, 17(4), 1633; https://doi.org/10.3390/su17041633 - 16 Feb 2025

Viewed by 1230

Abstract

Resource consumption, global greenhouse gas emissions, and their effects on human health have pushed the food sector to produce novel foods such as cultured meat. Cultured meat could respond to the demands for sustainable transformations in the food sector; however, are consumers ready [...] Read more.

Resource consumption, global greenhouse gas emissions, and their effects on human health have pushed the food sector to produce novel foods such as cultured meat. Cultured meat could respond to the demands for sustainable transformations in the food sector; however, are consumers ready to change their eating habits? This research analyses consumer perceptions of cultured meat by linking it to quality, health, sustainability, and socio-economic aspects. The study adopts a qualitative approach, and through in-depth interviews, explores Italian consumers’ perceptions of cultured meat. The findings show how cultured meat is perceived as a sustainable alternative that safeguards the environment, natural resources, and animal welfare. However, the research highlights the need for more information on the production phase of this novel food. Research into the hazards and risks of cultured meat is essential to confirm its safety. Indeed, further research and investments are needed to obtain information on the safety and reliability of this new food. The respondents feared introducing this new food as it could damage the actors involved in the agri-food chain by reducing jobs, and they were not inclined to abandon their culinary traditions. The results suggest to companies and governments which aspects to optimize and which factors to invest in to communicate with consumers. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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18 pages, 502 KiB

Open AccessArticle

The Role of ESG Participation in Sports Sponsorship: Enhancing Consumer Purchase Intention Through Electronic Word of Mouth (eWOM)

by Ya-Lun Chou, Chen-Yueh Chen, Ting-Hsiang Lin, Yi-Wen Zhou and Yuan-Fu Lee

Sustainability 2024, 16(23), 10744; https://doi.org/10.3390/su162310744 - 7 Dec 2024

Cited by 1 | Viewed by 2072

Abstract

This study explored how fans’ perceptions of sponsor participation in environmental, social, and governance (ESG) activities influence attitudes toward the sponsor, sponsor image, electronic word of mouth (eWOM), and purchase intentions. Limited research has focused on the interactions between sports sponsorship and ESG [...] Read more.

This study explored how fans’ perceptions of sponsor participation in environmental, social, and governance (ESG) activities influence attitudes toward the sponsor, sponsor image, electronic word of mouth (eWOM), and purchase intentions. Limited research has focused on the interactions between sports sponsorship and ESG activities. This study filled this research gap by considering the case of the Rakuten Monkeys, a professional baseball team in Taiwan, and its sponsors. Grounded in the theory of planned behavior, this study investigated how fans’ perceptions of sponsor participation in ESG initiatives affect their purchase intentions through sponsor attitudes, sponsor image, and eWOM. A total of 800 Rakuten Monkeys fans were recruited for this study, and the study hypotheses were tested using structural equation modeling. The results indicate that all investigated paths were significant. That is, fans’ perceptions of sponsor participation in ESG activities significantly enhance their attitudes toward the sponsor and sponsor image, which in turn positively influence their eWOM and purchase intentions. This study has theoretical and practical implications for enhancing brand image and consumer purchase intentions through ESG activities. The study contributes valuable insights that can be used by sports sponsors for developing marketing strategies. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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15 pages, 249 KiB

Open AccessArticle

Integrating Sustainability and Cultural Sensitivity: Clustering Muslim Tourist Lifestyles in the Andaman Coastal Cluster, Thailand

by Siwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Thanapa Chouykaew, Hussen Niyomdecha, Suchart Chansamran and Yu He

Sustainability 2024, 16(21), 9542; https://doi.org/10.3390/su16219542 - 1 Nov 2024

Cited by 2 | Viewed by 1872

Abstract

This study explores the integration of sustainability and cultural sensitivity in clustering Muslim tourist lifestyles in the Andaman coastal region. The Muslim tourist demographic, representing a significant portion of the global population, prioritizes halal standards and Islamic attributes in their travel experiences. This [...] Read more.

This study explores the integration of sustainability and cultural sensitivity in clustering Muslim tourist lifestyles in the Andaman coastal region. The Muslim tourist demographic, representing a significant portion of the global population, prioritizes halal standards and Islamic attributes in their travel experiences. This research investigates the lifestyle patterns of Muslim tourists and their alignment with sustainable tourism principles, particularly in Thailand’s Andaman coastal area, known for its marine and beach tourism. A multi-method approach was employed, utilizing the AIO (Activities, Interests, and Opinions) framework for quantitative data collection through the surveys of 836 Muslim tourists, and qualitative insights from in-depth interviews and focus group discussions with local stakeholders. The study identified key lifestyle clusters: Mainstream Travelers, Experience Seekers, and Chillouts, each with specific preferences for halal services, prayer facilities, and eco-friendly accommodations. The findings underscore the importance of a tailored approach in promoting sustainable tourism that respects cultural values. Recommendations include enhancing halal-certified services, improving infrastructure for religious practices, and promoting eco-friendly tourism options. By aligning sustainability with cultural sensitivity, the Andaman coastal region can attract more Muslim tourists while preserving its environmental and cultural heritage. This research contributes to the broader discourse on sustainable tourism by emphasizing cultural sensitivity and provides practical guidelines for tourism stakeholders in the Andaman region to develop inclusive and sustainable tourism strategies. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

30 pages, 3409 KiB

Open AccessArticle

The Impact of Education on Consumers’ Eco-Friendly Shopping Habits towards Sustainable Purchases: Evidence from Indonesia and Taiwan

by Cheng-Wen Lee and Hsiu-Hua Hung

Sustainability 2024, 16(20), 8832; https://doi.org/10.3390/su16208832 - 12 Oct 2024

Cited by 3 | Viewed by 5726

Abstract

The use of disposable products has increased significantly in response to the COVID-19 pandemic. However, this surge has also exacerbated the problem of waste pollution and climate change. Although there has been some progress recently, there is still a great deal of work [...] Read more.

The use of disposable products has increased significantly in response to the COVID-19 pandemic. However, this surge has also exacerbated the problem of waste pollution and climate change. Although there has been some progress recently, there is still a great deal of work to be carried out to promote eco-friendly shopping habits to combat environmental pollution. Education plays a crucial role in encouraging consumers to adopt long-term environmentally friendly behaviors as part of their shopping habits. This study aims to investigate the impact of education on non-disposable product knowledge and eco-awareness, which in turn influences consumer attitudes and shapes eco-friendly concepts into their habits. In our study, we also explore the role of self-identity as a moderator in the correlation between pro-environmental attitudes and eco-friendly shopping habits. Furthermore, our research involves gathering data from participants in Taiwan and Indonesia, considering their diverse cultural backgrounds and economic statuses in the Asian region. With a sample size of 332 individuals (152 from Indonesia and 180 from Taiwan), we utilized quantitative methodology and electronic questionnaires to collect data from October to November 2023. By employing CB-structural equation modeling with SmartPLS 4, we have been able to discern the similarities and differences between Taiwanese and Indonesian consumers within the context of our research framework. Consequently, sustainable purchases promote awareness and encourage consumers to adopt more environmentally friendly habits, contributing to a broader cultural shift towards sustainability. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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11 pages, 518 KiB

Open AccessArticle

Motivations behind Active Sport Tourists Participating in Natural and Cultural Landscapes

by Basagaitz Guereño-Omil, Patxi León-Guereño, Eunate Garro, Mateusz Rozmiarek, Ewa Malchrowicz-Mośko, Maciej Młodzik, Arkadiusz Włodarczyk and Bartłomiej Łuć

Sustainability 2024, 16(19), 8673; https://doi.org/10.3390/su16198673 - 8 Oct 2024

Viewed by 2073

Abstract

Recreational running, both on roads and in mountains, is one of the most practiced physical activities worldwide, and so, the motivations behind participating have been quite extensively described in the literature. However, the cultural and environmental motivations behind these athletes traveling to other [...] Read more.

Recreational running, both on roads and in mountains, is one of the most practiced physical activities worldwide, and so, the motivations behind participating have been quite extensively described in the literature. However, the cultural and environmental motivations behind these athletes traveling to other countries or destinations to compete have not been properly addressed yet. The aim of this research is to analyze the motivations of sport tourists and to compare the motivations that cause mountain runners and city runners to compete. A cross-sectional study with a total of 244 athletes, divided into a group of city marathon runners (N = 118) and a group of mountain ultra-marathon runners (N = 126), was conducted. Athletes completed the Sports Tourism Motivation Scale (STMS), composed of 37 items and nine dimensions, through an online survey. Participants were asked questions related to their age, running experience, distance to events, numbers of nights in hotels and volunteering. The results showed that there were statistically significant differences in four out of the nine dimensions of the STMS between city and mountain runners’ motivations and, likewise, statistical differences were found in some dimensions of the scale related to participants’ sex, age, running experience, numbers of nights in a hotel, travel distance and volunteering. In conclusion, the reasons why runners participate in mountain and city running events are different; likewise, some sociodemographic variables should be taken into account when organizing such sporting events in a sustainable way, in order to provide organizers with the most suitable information and attract the most participants. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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14 pages, 385 KiB

Open AccessArticle

Consumer Knowledge and Preferences for Organic and Sustainably Certified Wines: Lessons from the DACH Region—Germany, Austria, and Switzerland

by Albert Franz Stockl, Daniel Moscovici, Stephanie Tischler, Markus Walter Eitle and Claudia Dolezal

Sustainability 2024, 16(11), 4464; https://doi.org/10.3390/su16114464 - 24 May 2024

Cited by 4 | Viewed by 2408

Abstract

The DACH geographic region comprises three countries in central Europe: Germany, Austria, and Switzerland. This study seeks to both understand the motivations for purchasing organic and sustainably certified wines in this region and identifies which type of consumer should be targeted for the [...] Read more.

The DACH geographic region comprises three countries in central Europe: Germany, Austria, and Switzerland. This study seeks to both understand the motivations for purchasing organic and sustainably certified wines in this region and identifies which type of consumer should be targeted for the continued growth of this wine sector. Our methodology includes an online questionnaire resulting in a sample size of 4553 respondents, evenly broken down by country. Our analysis includes simple statistics and more advanced statistical analysis of the dataset. Our results indicate that there is a correlation between wine knowledge, environmental awareness, and the likelihood of buying eco-certified wines. We find that those who are self-proclaimed wine experts have a higher willingness to pay for organic or sustainable certified wines. These customers are generally middle aged, most often male, live in multi-person households, have pursued some level of higher education, and many are self-employed. We believe this study captures the growing trend of organic and sustainable wine certifications. It also identifies who is already convinced and who will need more marketing/education before they are ready to buy organic or sustainable wine. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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22 pages, 826 KiB

Open AccessArticle

Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle

by Jianfang Liang, Jingjun Li, Xuerong Cao and Zejun Zhang

Sustainability 2024, 16(10), 3976; https://doi.org/10.3390/su16103976 - 9 May 2024

Cited by 5 | Viewed by 4671

Abstract

To deal with the challenges posed by generational differences in China’s sustainable consumption transition, this study’s pioneers using a mixed-methods approach with data mining and literature research to classify Chinese residents into four generations based on the sustainable consumption perspective. We developed a [...] Read more.

To deal with the challenges posed by generational differences in China’s sustainable consumption transition, this study’s pioneers using a mixed-methods approach with data mining and literature research to classify Chinese residents into four generations based on the sustainable consumption perspective. We developed a conceptual model of generational differences and conducted an empirical study using structured interviews with a multi-stage random sampling approach. The results highlight significant differences and distinct influencing mechanisms among the four generations regarding perceptions of sustainable consumption, lifestyle, and sustainable consumption behavior. Based on this, multi-generational differentiated green marketing strategies, green product development and green marketing practices, as well as consumer education systems and strategies for stakeholders including the government, enterprises, and society are proposed. The findings contribute to advancing theoretical perspectives in sustainable consumption research, serving as a valuable reference for sustainable consumption research worldwide. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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23 pages, 953 KiB

Open AccessArticle

Holistic Antecedent Analysis of Behavioral Intention among Green Consumers in the Philippines: A Sustainability Theory of the Planned Behavior Approach

by Shiela Mae C. Ilagan, Ardvin Kester S. Ong, Josephine D. German, Ma. Janice J. Gumasing and Kyla Marie P. Pabalan

Sustainability 2024, 16(10), 3894; https://doi.org/10.3390/su16103894 - 7 May 2024

Cited by 2 | Viewed by 3659

Abstract

Concerns over sustainability have recently drawn more attention in a post-COVID-19 environment, particularly from developing countries. This heightened global awareness of sustainability highlights the importance of comprehending consumer behavior in purchasing green products. This study utilized an extended theory of planned behavior (TPB) [...] Read more.

Concerns over sustainability have recently drawn more attention in a post-COVID-19 environment, particularly from developing countries. This heightened global awareness of sustainability highlights the importance of comprehending consumer behavior in purchasing green products. This study utilized an extended theory of planned behavior (TPB) called the sustainability theory of planned behavior (STPB) to holistically assess the behavioral intention among green consumers in a particular developing country: the Philippines. Convenience sampling was used with 500 participants, and 54 modified questions were distributed online. Different factors, such as perceived environmental concern, perceived economic concern, perceived authority support, subjective norm, attitude, perceived behavioral control, customer perceived value, and purchasing intention, were assessed concurrently through the structural equation modeling (SEM) approach. Through this, it was discovered that all the STPB predictors were significant drivers affecting the consumers’ purchasing intention, with customer perceived value having the highest direct effect. Moreover, it was found that the relationship between perceived economic concern on subjective norms and perceived behavioral control was insignificant. Further implications and comparisons were made based on the results of the study. The study’s findings can be utilized to help policymakers and marketers devise strategies that will effectively encourage sustainability through targeted interventions and increased product awareness. The study has validated the integration of new constructs into the TPB, enhancing the predictive power of the proposed model for assessing the behavioral intention to purchase green products. Thus, the model construct can be applied and utilized to investigate other topics regarding sustainability. Full article

(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)

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