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Sustainable Food Marketing, Consumer Behavior and Lifestyles—2nd Edition

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

Deadline for manuscript submissions: 20 June 2026 | Viewed by 5466

Special Issue Editors


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Guest Editor
1. Department of Economics, University of Western Macedonia, 52100 Kozani, Greece
2. Institute of Economic Analysis and Entrepreneurship, 52100 Kastoria, Greece
Interests: marketing; agro-food SMEs; social media; competitiveness
Special Issues, Collections and Topics in MDPI journals

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Guest Editor
Department of Balkan Slavic and Oriental Studies, University of Macedonia, 54636 Thessaloniki, Greece
Interests: marketing communication; public relations; branding
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Sustainability is a subject of increasing significance, in particular across all stages along the food supply chain. Consumption of food is a necessary and inescapable aspect of daily living, and it is an area in which individual consumption is strongly linked to environmental sustainability.

Food businesses strive to successfully integrate social responsibility into their daily operations. To attain a more sustainable way of life and to minimize negative effects on the environment and society, consumers also change their spending habits.

In times of growing challenges such as growing global warming, overpopulation and food demand, waste disposal, human health risks, and urbanization, promoting environmental and economic sustainability through sustainable marketing strategies, changing consumer behavior and sustainable lifestyles are of extremely significant importance.

This Special Issue aims to explore food marketing current trends, challenges, and strategies towards sustainability, changes in consumer behavior and sustainable food consumption patterns and how new technologies and collaborative food consumption models can be leveraged to embrace sustainable lifestyles.

We aim to bring together contributions from a range of disciplines, including marketing, consumer behavior, sociology, psychology, and information technology, to explore these important topics and advance our understanding of the role of food marketing strategies in providing effective food information and communication to promote sustainable food consumption and sustainable lifestyles.

In this Special Issue, original research articles and reviews are welcome. Research areas may include (but are not limited to) the following:

  • Sustainable marketing for food products.
  • Sustainable food supply chain.
  • Consumer decision-making for sustainable food and beverages.
  • Sustainable consumption behavior.
  • Responsible behavior and lifestyle.
  • Sustainable food consumption patterns.
  • Profiles for sustainable food consumption.
  • Communication of sustainability within the food supply chain.
  • Food communication strategies for the promotion of sustainable food consumption behavior.
  • Food waste prevention.
  • Consumer food choice behavior.
  • Consumer information and nudging.
  • Consumer perception and acceptance.
  • Consumer’s willingness to pay for sustainable food products.
  • Environmental sustainability labels and food choices.
  • Nudging consumers toward sustainable food choices.
  • Sustainable entrepreneurship in food sector.
  • Digital food platforms and sustainable food shopping.

We look forward to receiving your contributions.

Prof. Dr. Aspasia Vlachvei
Prof. Dr. Anastasios Panopoulos
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 250 words) can be sent to the Editorial Office for assessment.

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 food marketing
  • consumer behavior
  • sustainable food consumption
  • responsible lifestyle
  • sustainable food supply chain
  • communication of sustainability within the food supply chain

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Related Special Issue

Published Papers (2 papers)

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Research

15 pages, 391 KB  
Article
Green Branding in the Digital Era: The Role of Influencer Credibility and Greenwashing in Shaping Brand Authenticity, Trust and Purchase Intentions
by Athanasios Poulis, Prokopis Theodoridis and Theofanis Zacharatos
Sustainability 2026, 18(1), 451; https://doi.org/10.3390/su18010451 - 2 Jan 2026
Cited by 3 | Viewed by 3072
Abstract
This study examines digital sustainability signals and the psychological mechanisms (authenticity and trust) that relate to consumers’ sustainable food purchase intentions. While the attitude–behavior gap remains a persistent challenge in sustainability research, our study focuses on upstream factors that may help explain why [...] Read more.
This study examines digital sustainability signals and the psychological mechanisms (authenticity and trust) that relate to consumers’ sustainable food purchase intentions. While the attitude–behavior gap remains a persistent challenge in sustainability research, our study focuses on upstream factors that may help explain why intentions vary in strength. Drawing on signaling theory, this research develops and tests a framework that combines positive signals (e.g., influencer credibility) and negative signals (e.g., perceived greenwashing) to investigate the impact on green brand authenticity, brand trust, and purchase intention. Data were gathered from a survey of 324 adult social media users who follow influencers with a focus on sustainability and have recent experience buying eco-labeled food products. Using PLS-SEM, results indicate that influencer credibility has a significant and positive effect on perceptions of green brand authenticity, whereas the influence of greenwashing has a significant and negative effect. Authenticity shows a strong prediction of brand trust, and this in turn predicts green purchase intentions with trust mediating the authenticity–intention relationship to some degree. The results indicate authenticity as a key mechanism by which digital signals affect sustainable consumption. The research provides practical insights for food brands seeking to strengthen the psychological conditions that support sustainable consumption intentions. Full article
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23 pages, 15763 KB  
Article
From Awareness to Action: Using Immersive Augmented Reality to Promote Sustainable Food Practices
by Peng-Wei Hsaio, Ling-Qi Kong and Ying Ti
Sustainability 2025, 17(24), 11050; https://doi.org/10.3390/su172411050 - 10 Dec 2025
Viewed by 891
Abstract
Food waste is a global issue, and Macau is no exception. Throughout this study, it was found that most local bakeries in Macau employed promotional strategies to reduce surplus bread waste; however, a significant amount of unsold bread was still discarded. Meanwhile, as [...] Read more.
Food waste is a global issue, and Macau is no exception. Throughout this study, it was found that most local bakeries in Macau employed promotional strategies to reduce surplus bread waste; however, a significant amount of unsold bread was still discarded. Meanwhile, as consumer behavior shifts toward environmental consciousness, technologies such as augmented reality (AR) are reshaping market dynamics. Many apps now incorporate the Sustainable Development Goals (SDGs) to raise consumer awareness. Within this context, this study recorded unsold bread types in real-time for four bakeries in Macau and integrated this information into an app system featuring interactive AR scanning technology to engage users and facilitate operations. Applying the Technology Acceptance Model (TAM), this study surveyed 163 local participants in Macau. Users expressed interest in immersive AR experiences that incorporated entertainment elements, allowing them to quickly search for and purchase surplus bread products, thereby reducing bread waste. However, excessive entertainment features were found to distract users from their purchasing goals, causing operational difficulties. Therefore, integrating AR into a well-structured shopping information system with streamlined operations would be more effective than adding excessive entertainment features. Future enhancements could include the addition of a comment section to facilitate discussion of the role of various virtual interactive systems in explaining surplus food concepts through experience. Emphasis should be placed on integrating sustainable practices into emerging technologies to increase users’ environmental awareness and achieve the Sustainable Development Goals. Full article
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