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Consumption Innovation and Consumer Behavior in Sustainable Marketing

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

Deadline for manuscript submissions: 30 September 2025 | Viewed by 7336

Special Issue Editors


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Guest Editor
Department of Business, Consumer Sciences and Quality Management, Faculty of Business and Tourism, Bucharest University of Economic Studies, Bucharest, Romania
Interests: e-business; retailing; consumer behavior; logistics
Special Issues, Collections and Topics in MDPI journals

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Guest Editor
Department of Marketing, Faculty of Marketing, Bucharest University of Economic Studies, Bucharest, Romania
Interests: customer relationship management; relationship marketing; customer satisfaction; customer loyalty

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Guest Editor

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Guest Editor
1. Department of Marketing, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania
2. Academy of Romanian Scientists, Bucharest, Romania
Interests: consumer behavior; sustainable marketing; retail marketing; international marketing
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

In the context of growing concerns regarding climate change, depletion of natural resources, and increasing awareness of social issues, innovative solutions and marketing strategies that encourage responsible and environmentally respectful consumption become crucial. In a constantly changing world where consumer demands evolve rapidly, companies are faced with the challenge of constantly innovating and adapting to new market trends and preferences, as well as convincing consumers to adopt more sustainable consumption behaviors and choices, despite the associated costs or reduced convenience.

Thus, this Special Issue focuses on the intersection of consumption innovation, consumer behaviour, and sustainable marketing practices. This Special Issue is centered on the approaches to consumption and consumer behavior that can guide sustainability initiatives within marketing strategies. By exploring these topics, the Special Issue seeks to highlight how companies can effectively integrate sustainability into their marketing strategies, while simultaneously addressing the needs and preferences of consumers. The purpose of this Special Issue is to provide a platform for researchers, practitioners, and decision-makers to share their knowledge, findings, and practical experiences related to consumption innovation, consumer behavior, and sustainable marketing.

Topics of interest for publication in this Special Issue include, but are not limited to, the following:

  • Marketing strategies for promoting sustainable consumption;
  • The impact of sustainability-focused innovations on consumer purchasing decisions;
  • The role of digital technology in promoting sustainable consumption;
  • The role of social media marketing in enhancing sustainable consumption behavior;
  • Corporate social responsibility (CSR) initiatives and their influence on consumer behavior;
  • Adoption and diffusion of sustainability-focused innovations among consumers;
  • The impact of sustainable marketing practices on customer loyalty;
  • Best practices in green marketing;
  • Cross-national/cross-cultural and/or cross-industry patterns in sustainable marketing;
  • The ethical implications associated with marketing sustainability initiatives;
  • Ethical issues in consumer buying behavior.

Prof. Dr. Irina Albastroiu Nastase
Prof. Dr. Alina Filip
Prof. Dr. Cristinel Vasiliu
Prof. Dr. Dan-Cristian Dabija
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

  • consumer behavior
  • buying behavior
  • sustainable marketing
  • marketing strategies
  • innovation

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Published Papers (3 papers)

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Research

25 pages, 3012 KiB  
Article
Exploring Influencing Factors of Energy Efficiency and Curtailment: Approaches to Promoting Sustainable Behavior in Residential Context
by Stelian Stancu, Anca Maria Hristea, Camelia Kailani, Anca Cruceru, Denisa Bălă and Andreea Pernici
Sustainability 2025, 17(10), 4641; https://doi.org/10.3390/su17104641 - 19 May 2025
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Abstract
The global energy crisis, driven by economic and political disruptions, has intensified efforts to transition toward a more competitive and sustainable society. This study, framed within the context of SDG 7, examines the influence of knowledge, psychological factors, and sociodemographic characteristics on two [...] Read more.
The global energy crisis, driven by economic and political disruptions, has intensified efforts to transition toward a more competitive and sustainable society. This study, framed within the context of SDG 7, examines the influence of knowledge, psychological factors, and sociodemographic characteristics on two dimensions of sustainable residential energy consumption: energy efficiency and energy curtailment behavior. A quantitative survey was conducted with 1410 Romanian participants, using a structured questionnaire and convenience sampling. Descriptive and inferential statistical analyses reveal that knowledge of energy issues and the importance attributed to sustainable development goals positively influence intentions to conserve energy at home. Notably, perceived importance significantly influences the purchase of energy-efficient appliances (F = 23.01, p < 0.001) and moderately supports curtailment behaviors, as evidenced by higher adoption rates of actions such as disconnecting appliances and using natural lighting among participants with stronger pro-saving attitudes. Attitudes toward voluntary energy-saving measures also predict purchasing and curtailment behaviors, with intention playing a mediating role. Sociodemographic variables impact energy-saving behavior to varying degrees. While perceptions may differ across countries due to historical contexts, the findings provide a valuable benchmark for informing national policies and promoting voluntary energy-saving and production measures at the residential level, supporting the transition to sustainable energy. Full article
(This article belongs to the Special Issue Consumption Innovation and Consumer Behavior in Sustainable Marketing)
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17 pages, 745 KiB  
Article
Cultural Identity and Value Perception as Drivers of Purchase Intention: A Structural Equation Model Analysis of Cultural Products in Luoyang City
by Ping Dong and Xuefeng Li
Sustainability 2025, 17(3), 1317; https://doi.org/10.3390/su17031317 - 6 Feb 2025
Viewed by 2571
Abstract
This study employs structural equation modeling (SEM) to assess how cultural identity and values influence purchase intentions for cultural creative products in Luoyang. Analyzing data collected via questionnaires from 374 tourists between June and August 2024, we hypothesize that cultural identity directly impacts [...] Read more.
This study employs structural equation modeling (SEM) to assess how cultural identity and values influence purchase intentions for cultural creative products in Luoyang. Analyzing data collected via questionnaires from 374 tourists between June and August 2024, we hypothesize that cultural identity directly impacts purchase intentions, while cultural values mediate the relationships among perceived product quality, social value, and travel experience. The findings confirm the direct impact of cultural identity on consumer decisions and the mediating role of cultural values, offering strategic insights for enhancing consumer interest and purchasing behavior towards cultural products. This research enriches the theoretical discourse on consumer behavior within cultural contexts and informs sustainable tourism and product strategies in historical cities. Full article
(This article belongs to the Special Issue Consumption Innovation and Consumer Behavior in Sustainable Marketing)
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15 pages, 880 KiB  
Article
Drivers of Purchase Intentions of Generation Z on Eco-Products
by Alina Filip, Alin Stancu, Lucian-Florin Onișor, Oana Cristina Mogoș, Ștefan-Alexandru Catană and Dumitru Goldbach
Sustainability 2025, 17(2), 629; https://doi.org/10.3390/su17020629 - 15 Jan 2025
Viewed by 3348
Abstract
Concerns about environmental protection and sustainable consumption increased among Generation Z, as a consequence of more perceived risks emerging in the context of climate change and depletion of natural resources. The aim of the present research was to identify the main factors that [...] Read more.
Concerns about environmental protection and sustainable consumption increased among Generation Z, as a consequence of more perceived risks emerging in the context of climate change and depletion of natural resources. The aim of the present research was to identify the main factors that influence the intention to purchase eco-products among the young generation. Quantitative marketing research was carried out on a sample of 269 Gen Z. The research results proved that purchasing intention for eco-products is strongly influenced by the perceived quality of environmentally friendly products, consumer consciousness about eco-products, perceived value of green products, and consumer trust in ecological products. Lower influences were recorded in terms of perceived price and perceived availability of eco-products, with improved total effects when considering the mediating role of eco-trust. Consequently, the provision of eco-products could lead to image benefits for organizations. Full article
(This article belongs to the Special Issue Consumption Innovation and Consumer Behavior in Sustainable Marketing)
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