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Sustainable Marketing and Consumer Management
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Sustainable Marketing and Consumer Management

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

Deadline for manuscript submissions: 20 April 2026 | Viewed by 7981

Special Issue Editors

Dr. Xiao Tong

E-Mail Website
Guest Editor
Department of Clothing, Textiles, and Interior Design, The University of Alabama, Tuscaloosa, AL 35487, USA
Interests: sustainable consumption and business practices; sustainability and CSR; sustainability of textiles and apparel
Dr. Yuli Liang

E-Mail Website
Guest Editor
School of Family and Consumer Sciences, Texas State University, San Marcos, TX 78666, USA
Interests: sustainable sourcing; sustainable consumer behaviors; sustainability in retailing

Special Issue Information

Dear Colleagues,

Sustainable marketing is a business strategy that promotes products, services, and practices that are environmentally and socially responsible. It is a holistic approach that considers a business's impact on society and the environment and aims to balance profitability with ethical practices. Companies are increasingly integrating environmental and social responsibility into their business practices through a variety of marketing initiatives to foster trust, loyalty, and respect among consumers and achieve long-term business success in the era of sustainability.

The relationship between sustainable marketing and consumer management is deeply interconnected, as both focus on creating value, fostering loyalty, and building long-term relationships with consumers while addressing environmental, social, and economic concerns. This Special Issue aims to connect academic research with industry practices, investigating what sustainable marketing strategies and practices are effective for meeting customers' needs and how they interact with each other, and building strong relationships with consumers. By exploring these topics, this Special Issue seeks to enhance understanding of how companies can effectively integrate sustainability into their marketing strategies while simultaneously addressing the needs and preferences of consumers.

Research areas may include (but are not limited to) the following topics:

  • Sustainable marketing strategies and practices;
  • Consumer behavior in sustainable marketing;
  • Sustainable marketing communication strategy;
  • Challenges and opportunities in sustainable marketing;
  • The impact of sustainable marketing on the brand–consumer relationship;
  • Effectiveness of sustainable marketing strategies in driving sustainable consumer behavior;
  • Technology and innovation in sustainable marketing and consumer management;
  • Cultural and regional variations in sustainable marketing;
  • Circular economy business models and consumer engagement;
  • Integrating consumer education into sustainable marketing.

Dr. Xiao Tong
Dr. Yuli Liang
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 marketing
  • green marketing
  • consumer brand relationships
  • consumer management
  • sustainability

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Further information on MDPI's Special Issue policies can be found here.

Published Papers (4 papers)

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Research

19 pages, 632 KB  
Article
Greenwashing as a Barrier to Sustainable Marketing: Expectation Disconfirmation, Confusion, and Brand–Consumer Relationships
by Lindos Daou, Elie Sayegh, Eddy Atallah, Nada Jabbour Al Maalouf and Nada Sarkis
Sustainability 2025, 17(22), 9979; https://doi.org/10.3390/su17229979 - 8 Nov 2025
Cited by 1 | Viewed by 2105
Abstract
Greenwashing refers to the fabrication of environmental claims or the exploitation of unreliable data to support an unjustified green image. This study examines how greenwashing undermines sustainable marketing communication and consumer management by eroding trust-based brand–consumer relationships. Grounded in an integrated framework that [...] Read more.
Greenwashing refers to the fabrication of environmental claims or the exploitation of unreliable data to support an unjustified green image. This study examines how greenwashing undermines sustainable marketing communication and consumer management by eroding trust-based brand–consumer relationships. Grounded in an integrated framework that combines the Theory of Planned Behavior, Expectation Confirmation Theory, and Consumer–Brand Relationship Theory, the research develops a cohesive model linking brand expectations, belief disconfirmation, consumer confusion, brand trust, and loyalty. Survey data from 375 Lebanese consumers were analyzed using structural equation modeling, confirming that subjective norms, perceived behavioral control, and behavioral beliefs significantly shape expectations toward green brands. When greenwashing is perceived, these expectations result in belief disconfirmation, which in turn heightens confusion, reduces trust, and weakens brand loyalty. The findings highlight that while greenwashing may offer short-term reputational benefits, it functions as a critical barrier to sustainable consumption by discouraging authentic engagement with environmentally responsible products. Theoretically, the study advances sustainable marketing literature by identifying expectation disconfirmation and confusion as psychological mechanisms that obstruct progress toward SDG 12 (Responsible Consumption and Production). The study’s innovation lies in integrating three behavioral and relational theories into a unified framework that captures both cognitive (disconfirmation, confusion) and relational (trust, loyalty) mechanisms. This theoretical integration offers a transferable analytical model that can be replicated across markets, generating broader insights into how deceptive sustainability communication affects consumer–brand dynamics. It also contextualizes these mechanisms within a developing-market setting, where weak regulation and fragile institutional trust amplify the risks of greenwashing. Practically, the study emphasizes the need for transparent sustainability communication as both an ethical responsibility and a consumer management strategy essential for fostering loyalty. For policymakers, the results underscore the importance of stronger regulatory oversight, eco-labeling standards, and consumer protection frameworks to mitigate deceptive sustainability claims. Full article
(This article belongs to the Special Issue Sustainable Marketing and Consumer Management)
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18 pages, 418 KB  
Article
Mindful Consumption and Sustainability Values: Shaping Purchase Intentions and Well-Being Among Generation Z
by Sarinya L. Suttharattanagul, Sawitree Santipiriyapon and Thittapong Daengrasmisopon
Sustainability 2025, 17(21), 9725; https://doi.org/10.3390/su17219725 - 31 Oct 2025
Viewed by 1430
Abstract
This study examines how mindful consumption contributes to sustainable marketing and consumer engagement by influencing green purchase intention and life satisfaction among Generation Z, while also assessing the moderating role of social influence. Grounded in Self-Determination Theory, a survey of 1541 Thai consumers [...] Read more.
This study examines how mindful consumption contributes to sustainable marketing and consumer engagement by influencing green purchase intention and life satisfaction among Generation Z, while also assessing the moderating role of social influence. Grounded in Self-Determination Theory, a survey of 1541 Thai consumers aged 18–24 was analyzed using a structural equation model and path analysis to test the mediation framework. The results show that mindful consumption significantly enhances sustainability values and purchase intentions, with sustainability values mediating the relationship between mindful consumption and both behavioral and psychological outcomes. Moreover, social influence strengthens the impact of sustainable consumption on purchase intentions, highlighting the role of peers, networks, and societal norms in promoting ethical and environmentally responsible consumer behavior. The findings extend sustainable marketing theory by highlighting mindful consumption as a driver of both behavioral (green purchase intention) and psychological (life satisfaction) outcomes. Beyond its theoretical contribution, the study offers practical insights for businesses, educators, and policymakers on fostering value-driven relationships with young consumers through mindful and socially reinforced sustainability initiatives. Promoting mindful consumption and leveraging social influence provides a pathway to engage Generation Z in sustainability-oriented lifestyles, supporting long-term consumer loyalty and achieving the United Nations’ Sustainable Development Goals. Full article
(This article belongs to the Special Issue Sustainable Marketing and Consumer Management)
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23 pages, 1214 KB  
Article
Sustainable Marketing: Can Retailers’ Profit-Motivated Consumer Education Enhance Green R&D and Production?
by Zixi He, Junqiang Zhang and Wei Yan
Sustainability 2025, 17(20), 9008; https://doi.org/10.3390/su17209008 - 11 Oct 2025
Viewed by 413
Abstract
Drawing from practices at Walmart, we model a supply chain where the manufacturer conducts product R&D while the retailer distributes products to two distinct consumer segments: green-conscious consumers who translate environmental principles into purchasing decisions, and non-green-conscious consumers who are deterred by perceived [...] Read more.
Drawing from practices at Walmart, we model a supply chain where the manufacturer conducts product R&D while the retailer distributes products to two distinct consumer segments: green-conscious consumers who translate environmental principles into purchasing decisions, and non-green-conscious consumers who are deterred by perceived high costs and information deficits. The retailer engages in green education targeted at non-green-conscious consumers, providing clear product explanations to improve their willingness to pay for sustainable products, though this education is motivated by profit maximization rather than altruistic environmental responsibility. Our analysis reveals that while retailer green education can boost product R&D and adoption under certain conditions, this creates a ‘consumer education paradox’—a situation where green education could further enhance product R&D and adoption, but the retailer forgoes it because doing so does not contribute to profit. This occurs because profit-driven retailers limit education to self-beneficial ranges, creating tension between individual profit maximization and overall environmental performance. We then propose two government subsidy solutions—green product quantity subsidies and product R&D subsidies—to resolve this paradox. Both effectively alleviate the tension, but green innovation subsidies, despite requiring greater government investment, consistently outperform in fostering innovation and adoption, offering superior environmental outcomes. Full article
(This article belongs to the Special Issue Sustainable Marketing and Consumer Management)
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40 pages, 733 KB  
Article
A Scale Development Study on Green Marketing Mix Practice Culture in Small and Medium Enterprises
by Candan Özgün-Ayar and Murat Selim Selvi
Sustainability 2025, 17(15), 6936; https://doi.org/10.3390/su17156936 - 30 Jul 2025
Cited by 1 | Viewed by 2756
Abstract
Research concerning green marketing has predominantly focused on consumer behavior. However, aspects such as the extent to which Small and Medium Enterprises (SMEs) embrace green marketing values, their ability to implement the green marketing mix, and the integration of green marketing into their [...] Read more.
Research concerning green marketing has predominantly focused on consumer behavior. However, aspects such as the extent to which Small and Medium Enterprises (SMEs) embrace green marketing values, their ability to implement the green marketing mix, and the integration of green marketing into their business culture are critically important. This research aims to provide the 4P (product, price, place, and promotion)-focused green marketing literature with a measurement tool to assess how SMEs implement green marketing practices. The study employed a descriptive design and possesses an exploratory nature. Scale development involved two stages: First, analyses were conducted on a pre-test sample of 159 individuals, revealing the initial scale structure. Second, these analyses were repeated on a larger group of 387 participants. The scale was finalized by confirming the consistency of results across both analyses. Statistical Package for the Social Sciences (SPSS) version 24 and Analysis of Moment Structures (AMOS) version 24 were utilized for descriptive statistics and the scale development process. The final validated 12-item scale demonstrates a robust three-factor structure (“Environmental Promotion”, ”Green Packaging”, and ”Green Distribution”), explaining 62.6% of the total variance. The scale exhibits excellent psychometric properties, including high internal consistency (Cronbach’s α = 0.912), strong model fit from Confirmatory Factor Analysis (CFA), and both convergent and discriminant validity, as indicated by an Average Variance Extracted (AVE) value of 0.605. The scale is deemed applicable to larger populations. Full article
(This article belongs to the Special Issue Sustainable Marketing and Consumer Management)
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