Sustainable Brand Management and Consumer Perceptions

Dear Colleagues,

Changes in consumer behavior are vital to understanding, analyzing, and shaping the transition towards sustainability (Hojnik et al., 2019), as consumption directly or indirectly drives much of the environmental impact produced by the goods and services demanded, produced, and delivered (Witt, 2011). The complexity of internal and external factors that motivate consumers to be interested in strong and functional interactions with brands has been widely reported. However, as highlighted by Majerova et al. (2020), research on the impact of sustainable brand value management of goods and the individual brand value sources is still limited and inconclusive.

This Special Issue on “Sustainable Brand Management and Consumer Behaviour” will analyze the role of sustainability as a driver of marketing decisions. Thus, we will cover a wide set of topics within the field of marketing, with a particular focus on branding (see enclosed table of potential topics). Sustainability is addressed in many marketing journals, but the evidence of branding decisions to improve sustainability and their impact on consumer behavior is still scarce. Therefore, this Special Issue aims to address the existing gap in the literature by concentrating on the most relevant aspects of sustainable branding and consumer behavior.

We invite submissions on a broad range of issues in this regard, and we welcome both conceptual and empirical contributions. Some suggestions for broad themes include the following:

• Pro-environmental behavior conceptualization in different industries;
• Green consumer segmentation based on brand loyalty;
• Drivers of environmentally responsible consumption;
• Adoption of eco-innovations;
• Cross-cultural comparison of attitudes towards green brands;
• Green products, branding, and eco-labels;
• Eco-innovation and brand equity;
• Eco-literacy, environmental concerns, and behavioral intentions;
• Willingness to pay for green brands.

We further encourage studies that examine innovative and even risky ideas while maintaining methodological rigor and providing credible empirical evidence.

Prof. Dr. Irene Gil-Saura
Dr. María Eugenia Ruíz-Molina
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.

• sustainability
• brand management
• consumer perceptions
• services marketing
• consumer behavior