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Fostering Sustainability: Business Innovation and Consumer Choices

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 2026 | Viewed by 2823

Special Issue Editors


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Guest Editor
Aston Business School, Aston University, Birmingham B4 7UP, UK
Interests: sustainability; SDGs; ESG; marketing; consumer behaviour; digital marketing; corporate governance
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues, 

This Special Issue explores the interplay between sustainable business strategies and consumer behavior, focusing on how management and marketing practices can collaboratively drive sustainability. The aim is to address how businesses can align operational strategies with consumer engagement to promote sustainable consumption patterns and business practices. By examining the impact of sustainability initiatives on consumer behavior, brand perception, and stakeholder trust, this Special Issue seeks to advance interdisciplinary knowledge that bridges management and marketing perspectives.

The scope includes research on innovative management strategies, effective marketing approaches, and actionable insights that can inform policy and business practices. It also addresses the role of digital transformation and green technologies in enabling sustainable solutions. This Special Issue seeks to emphasize the practical integration of strategic management and marketing to address sustainability challenges, contributing to the United Nations Sustainable Development Goals (SDGs).

Contributions are encouraged from empirical, theoretical, and case-study perspectives, offering robust evidence and insights for researchers, practitioners, and policymakers. By connecting these disciplines, this Special Issue aspires to expand the body of knowledge on sustainable business practices while providing actionable recommendations for fostering trust, loyalty, and environmental responsibility in a rapidly evolving global market.

Sustainability is increasingly becoming a focal point in business practices, with growing emphasis on aligning corporate strategies with sustainable consumption and production patterns. In recent years, businesses have faced the challenge of integrating sustainability goals into their operations while simultaneously influencing consumer behavior to adopt eco-friendly choices. The interaction between corporate strategies and consumer engagement is critical for fostering long-term sustainability and achieving the United Nations Sustainable Development Goals (SDGs). 

This Special Issue, "Fostering Sustainability: Business Innovation and Consumer Choices", aims to explore innovative approaches to bridging sustainable business strategies and consumer behavior. By focusing on management practices and marketing frameworks, this Special Issue seeks to offer actionable insights for businesses aiming to promote pro-environmental behavior, foster brand loyalty, and build stakeholder trust. 

Topics of interest include, but are not limited to: 

  • Sustainable consumption and the role of consumer awareness;·     
  • Green marketing strategies and their impact on consumer choices;·
  • Management practices that align business operations with sustainability goals;
  • The influence of digital technologies, such as AI and big data, in terms of promoting sustainable business practices;
  • Behavioral insights into pro-environmental decision-making by consumers;
  • Case studies showcasing the successful integration of sustainability into management and marketing strategies.

We look forward to receiving your contributions.

Dr. Mahmoud Elmarzouky
Dr. Doaa Shohaieb
Guest Editors

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 business strategies
  • consumer behavior
  • green marketing
  • pro-environmental decision-making
  • technology-enabled sustainability
  • digital transformation
  • sustainability initiatives
  • stakeholder trust
  • brand loyalty
  • corporate sustainability practices
  • behavioral insights
  • sustainable consumption
  • environmental responsibility
  • green innovation
  • sustainable development goals (SDGs)

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Further information on MDPI's Special Issue policies can be found here.

Published Papers (2 papers)

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Research

19 pages, 2403 KiB  
Article
The Business Innovation of Consumer Choices and Challenges for Economic Sustainability Practices and Law
by Linhua Xia, Zhuiwen Lai and Muhammad Bilawal Khaskheli
Sustainability 2025, 17(13), 5968; https://doi.org/10.3390/su17135968 - 28 Jun 2025
Viewed by 509
Abstract
The intersection of digitalization and innovation has emerged as the most vital strategy to spur economic development and shape consumer choice. The study examines sustainable development, digital economic governance, and sustainable consumption, emphasizing the role of consumer awareness, tariff policy, and managerial practice [...] Read more.
The intersection of digitalization and innovation has emerged as the most vital strategy to spur economic development and shape consumer choice. The study examines sustainable development, digital economic governance, and sustainable consumption, emphasizing the role of consumer awareness, tariff policy, and managerial practice in aligning business strategy with sustainable goals. Amidst global environmental challenges, a suitable tariff policy is of utmost significance to propel the digital economy and encourage sustainable development. This paper investigates how emerging tariff policies can advance trade competitiveness and environmental impacts and draws on a literature review and data collection for the period between 2000 and 2025. The article examines the disruptive function of digital technologies, AI, and big data in driving sustainable business practices and digitalization. It also discusses how such technologies can simplify tariff implementation, compliance, and stakeholder trust through behavioral insights drawn from secondary data analysis on a cross-country basis and official reports. The study identifies best practices in the coordination of tariff policy with international governance institutions. Empirical observation shows that innovative tariff approaches in digital economic governance can support long-term growth, increase international coordination, and guide global governance efforts in environmental sustainability and SDGs. The implications of the findings are relevant to policymakers, business leaders, and legal experts working on fast-paced global changes. Full article
(This article belongs to the Special Issue Fostering Sustainability: Business Innovation and Consumer Choices)
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22 pages, 812 KiB  
Article
Strategic Pathways to Corporate Sustainability: The Roles of Transformational Leadership, Knowledge Sharing, and Innovation
by Ahmad Alqatan, Walid Simmou, Maha Shehadeh, Faisal AlReshaid, Mahmoud Elmarzouky and Doaa Shohaieb
Sustainability 2025, 17(12), 5547; https://doi.org/10.3390/su17125547 - 16 Jun 2025
Cited by 1 | Viewed by 1736
Abstract
Corporate sustainability has emerged as a critical imperative for firms navigating volatile markets and ecological constraints, yet the mechanisms linking organizational practices to sustainability outcomes remain underexplored, particularly in developing economies. Drawing on the resource-based view and dynamic capabilities theory, this paper examines [...] Read more.
Corporate sustainability has emerged as a critical imperative for firms navigating volatile markets and ecological constraints, yet the mechanisms linking organizational practices to sustainability outcomes remain underexplored, particularly in developing economies. Drawing on the resource-based view and dynamic capabilities theory, this paper examines how transformational leadership and knowledge sharing synergistically enhance innovation capability, which in turn fosters environmental dynamism and corporate sustainability performance. Using a structured questionnaire within a cross-sectional design to gather data from 140 Moroccan SMEs, data were collected via an online questionnaire from 140 Moroccan SME owners and managers, with hypotheses tested using partial least squares structural equation modeling (PLS-SEM). The results show that knowledge sharing, and transformational leadership significantly strengthen innovation capability. Innovation capability further drives environmental dynamism, which positively impacts sustainability performance. These findings advance theory by integrating knowledge-based, leadership, and dynamic capability perspectives into a novel pathway for achieving sustainability goals. The study underscores the necessity for SMEs in developing nations to cultivate leadership that inspires knowledge exchange and adaptive innovation, enabling resilience amid ecological and market shifts. By highlighting these internal drivers, the research offers actionable insights for SMEs and policymakers seeking to align business innovation strategies with sustainability objectives and pro-environmental transformation in line with the UN Sustainable Development Goals (SDGs). Full article
(This article belongs to the Special Issue Fostering Sustainability: Business Innovation and Consumer Choices)
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