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Sustainability
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Sustainable Consumer Behavior and Brand Management
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Sustainable Consumer Behavior and Brand Management

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: 15 February 2026 | Viewed by 2778

Special Issue Editor

Dr. Namhyun Um

E-Mail Website
Guest Editor
School of Advertising and Public Relations, Hongik University, 2639 Sejong-ro, Jochiwon-eup, Sejong 30016, Republic of Korea
Interests: sustainable consumer behavior; brand management; sustainable development goals; green marketing; NLP and machine learning; stakeholder engagement; ethical implications
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

This Special Issue will explore innovative business models and strategies in sustainable consumer behavior and brand management. As the importance of sustainability continues to grow, businesses must adapt to meet consumer expectations while promoting sustainable practices. This Special Issue will examine how advanced technologies including natural language processing (NLP) and machine learning can be integrated into brand management and consumer behavior analysis to foster sustainability.

Introduction: We will provide a comprehensive overview of the scientific background, outlining the evolution of sustainable consumer behavior and the growing significance of sustainable brand management.

Aim of the Special Issue: Our goal is to bridge the gap between innovative business practices, consumer behavior analysis, and sustainable development within the journal's scope. We will explore how corporations, through advanced methodologies and sustainable branding strategies, can contribute significantly to achieving sustainable development goals.

Suggested Themes: We invite submissions related to, but not limited to, the following themes:

  • Innovative strategies for sustainable consumer behavior;
  • Sustainable brand management practices;
  • Textual and narrative analysis in sustainability reporting;
  • Integrating NLP and machine learning in consumer behavior analysis;
  • Stakeholder engagement and sustainable business models;
  • Evaluation of brand impact on sustainable development goals;
  • Ethical and social implications of sustainable branding;
  • Green marketing and consumer perception.

In this Special Issue, we welcome original research articles and reviews offering diverse perspectives on and insights into the symbiotic relationship between sustainable consumer behavior and brand management. Contributors are encouraged to explore interdisciplinary approaches, enhancing our understanding of sustainable business practices in a rapidly changing world.

We look forward to receiving your contributions.

Dr. Namhyun Um
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 consumer behavior
  • brand management
  • sustainable development goals
  • green marketing
  • NLP and machine learning
  • stakeholder engagement
  • ethical implications

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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

21 pages, 903 KiB  
Article
The Effect of Green Marketing Mix on Outdoor Brand Attitude and Loyalty: A Bifactor Structural Model Approach with a Moderator of Outdoor Involvement
by Xiaoze Liu and Daehwan Kim
Sustainability 2025, 17(9), 4216; https://doi.org/10.3390/su17094216 - 7 May 2025
Viewed by 829
Abstract
This study aims to explore the impact of the green marketing mix (at the macro and micro level) implemented by outdoor brands on the attitudes and brand loyalty of Millennial and Generation Z (MZ generation) consumers toward these outdoor brands. Additionally, it seeks [...] Read more.
This study aims to explore the impact of the green marketing mix (at the macro and micro level) implemented by outdoor brands on the attitudes and brand loyalty of Millennial and Generation Z (MZ generation) consumers toward these outdoor brands. Additionally, it seeks to examine the moderating effect of MZ generation consumers’ involvement in outdoor activities on the relationship between the green marketing mix (macro level) and brand attitudes. Using a cross-sectional research design, a quota random sampling method was employed to extract a sample of 500 MZ generation consumers who had purchased an outdoor brand at least once in South Korea. To evaluate the reliability and validity of the measurement model, a confirmatory factor analysis was conducted, followed by a bifactor structural model analysis with a moderator of outdoor involvement to test the hypotheses. The results indicate that the green marketing mix implemented by outdoor brands had a significantly positive effect on consumers’ attitudes toward outdoor brands. Specifically, green products, green pricing, and green promotion positively influenced consumers’ attitudes toward outdoor brands. Furthermore, the level of involvement in outdoor activities significantly moderated the effect of the green marketing mix on brand attitudes. Notably, the higher the MZ generation’s involvement in outdoor activities, the stronger the impact of the green marketing mix on their attitudes toward outdoor brands. Finally, brand attitudes were found to have a significant positive effect on brand loyalty. Based on these findings, meaningful theoretical and practical implications are discussed. Full article
(This article belongs to the Special Issue Sustainable Consumer Behavior and Brand Management)
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28 pages, 4090 KiB  
Article
Economic Aspects of Sustainable Development: Eco-Branding in Manufacturing Enterprises from Kazakhstan
by Lyudmila Davidenko, Alexey Titkov, Nurzhanat Sherimova and Ansagan Beisembina
Sustainability 2025, 17(1), 36; https://doi.org/10.3390/su17010036 - 25 Dec 2024
Viewed by 1393
Abstract
Economic science provides a rich methodological toolkit for sustainable development combined with the principles of the circular economy and green marketing. The practical adaptation of a set of assessment tools helped the realisation of the goal of this study in the form of [...] Read more.
Economic science provides a rich methodological toolkit for sustainable development combined with the principles of the circular economy and green marketing. The practical adaptation of a set of assessment tools helped the realisation of the goal of this study in the form of the systematisation of interaction factors between economic growth and environmental branding of industrial companies in the Republic of Kazakhstan. Descriptive models were used to assess the economic and technological state of enterprises and to analyse the effectiveness of capital investments for the implementation of green technology projects and social environmental investments. In the course of research of the population’s requests to manufacturers of industrial products, it was found out that the requirements to the environmental characteristics of finished products have increased, and the price of ecological products is of concern. Producers and end consumers can be brought closer together through eco-branding, creation of special platforms for green integration participants. To unlock the reserves of economic growth, it is proposed that green investment flows with the participation of industrial capital should be intensified in order to increase investments in the eco-cultural transformation of eco-consumers of the new generation. Full article
(This article belongs to the Special Issue Sustainable Consumer Behavior and Brand Management)
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