Sustainable Consumer Behavior, Circular Economy, and Digital Marketing Strategies

Dear Colleagues,

This Special Issue, entitled "Sustainable Consumer Behavior, Circular Economy, and Digital Marketing Strategies", invites interdisciplinary and critical contributions exploring how sustainability transitions are shaped by evolving consumption patterns, regenerative economic models, and digitally mediated marketing ecosystems. The global urgency of environmental degradation, climate volatility, and resource scarcity demands systemic responses that align individual, corporate, and policy behaviors with the Sustainable Development Goals (SDGs) of the United Nations 2030 Agenda.

Sustainable consumer behavior reflects the deliberate choices of individuals and communities to reduce negative ecological and social externalities while advancing equity and economic viability. The circular economy, as a core sustainability paradigm, offers a viable alternative to linear production systems by fostering closed-loop cycles of use, reuse, and regeneration (Kirchherr, Reike, & Hekkert, 2018; Santos-Corrada et al., 2023). However, the success of such models depends not only on technological innovation and supply chain redesign but also on consumer acceptance, engagement, and trust.

In this context, digital marketing represents a transformative and underexplored mechanism for promoting sustainable transitions. Emerging technologies, such as artificial intelligence, algorithmic targeting, immersive storytelling, and social media platforms, play a decisive role in shaping sustainable perceptions, preferences, and practices (White et al., 2019; Muduva & Kiwa, 2025). Current evidence shows that consumers increasingly reward sustainability, with willingness to pay green premiums growing across sectors (PwC, 2024).

This Special Issue welcomes theoretical, empirical, conceptual studies, and policy-based approaches, provided they clearly align with the SI objectives and critically examine the convergence of the target domains. Topics of interest include, but are not limited to, the following:

• Behavioral insights into sustainable and circular consumption;
• Digital marketing strategies to foster ecological awareness;
• Algorithmic sustainability: AI, predictive analytics, and behavioral nudging;
• Trust, transparency, and greenwashing in digital environments;
• Eco-branding, digital labelling, and consumer literacy;
• Environmental storytelling and immersive digital narratives (AR/VR);
• Influencer culture and the promotion of low-impact lifestyles;
• Cross-cultural perspectives on digital sustainability engagement;
• Data ethics, digital surveillance, and the commodification of "green" identities;
• Personalization versus privacy in sustainable marketing systems;
• Gamification and engagement strategies in sustainability communication;
• Social media activism, online communities, and collective ecological action;
• Circular business models and digital platform economies;
• Role of blockchain and traceability in sustainable consumption;
• Influencer credibility, green authenticity, and consumer trust in sustainability narratives;
• Social media platforms as enablers of sustainable lifestyles;
• Initiatives on education and digital literacy for informed sustainable consumption.

By integrating sustainability science, marketing, consumer psychology, digital innovation, and public policy, this Special Issue aims to offer a timely and rigorous contribution to contemporary debates on how to catalyze sustainable behavior through the strategic use of digital tools and circular logic.

We look forward to receiving your contributions.

References:

Kirchherr, J.; Reike, D.; Hekkert, M. Conceptualizing the circular economy: An analysis of 114 definitions. Resour. Conserv. Recycl. 2018, 127, 221–232.

White, K.; Habib, R.; Hardisty, D.J. How to SHIFT Consumer Behaviors to Be More Sustainable: A Literature Review and Guiding Framework. J. Mark. 2019, 83, 22–49.

Santos-Corrada, M.; Mendez-Tejeda, R.; Flecha, J.A.; López, E. An analysis of sustainable consumption practices through the role of consumer behavior in the circular economy. J. Consum. Behav. 2023, 22, 345–359.

Muduva, M.; Kiwa, F.J. Artificial Intelligence-Driven Green Marketing Strategies for a Circular Economy. In Sustainable Green Marketing Strategies for a Circular Economy; Muposhi, A.; Nyagadza, B., Eds.; Palgrave Macmillan: Cham, Switzerland, 2025; pp. 209–237.

PwC. Consumers Willing to Pay 9.7% Sustainability Premium, Even as Cost-of-Living and Inflationary Concerns Weigh: PwC 2024 Voice of the Consumer Survey; PwC: London, UK, 2024. Available online: https://www.pwc.com/gx/en/news-room/press-releases/2024/pwc-2024-voice-of-consumer-survey.html

Dr. Paulo Duarte
Dr. Rúben Pinhal
Guest Editors

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• sustainable consumer behavior
• circular economy
• digital marketing
• green marketing strategies
• sustainable consumption
• environmental communication
• social media and sustainability