Sustainable Value Co-Creation: The Intersection of Green Consumer Behaviour and Marketing
A special issue of Sustainability (ISSN 2071-1050).
Deadline for manuscript submissions: 30 June 2026 | Viewed by 92
Special Issue Editors
Interests: sustainability; value creation; social entrepreneurship
Special Issues, Collections and Topics in MDPI journals
Special Issue Information
Dear Colleagues,
The transition from an economic model based on unlimited growth to a more sustainable approach has led to significant changes in public policies, business models, consumer behavior, and sustainability-driven innovations. Sustainability has become a fundamental pillar of development, representing the ideal balance between economic, environmental, and sociocultural dimensions. In this context, the interaction between businesses and consumers plays a key role in the co-creation of sustainable value, where responsible consumption and production decisions generate positive impacts at both the business and societal levels, as well as on the environment.
Green consumer behavior and sustainable marketing are two interdependent forces in this transition. While consumers drive the demand for more responsible products and services, businesses develop marketing strategies that not only respond to this demand but also actively influence the adoption of sustainable consumption habits. This bidirectional relationship allows marketing to act as a catalyst for change, promoting more ethical, innovative, and sustainability-driven business practices.
The challenge for businesses is to balance profitability, environmental impact, and social commitment, transforming traditional marketing into a more sustainable model. Thus, sustainable marketing enables the development and promotion of products and services with lower environmental impact (green marketing), influences consumer behavior to encourage more responsible consumption habits (social marketing), and analyzes and innovates marketing systems to make them more sustainable (critical marketing).
This Special Issue aims to foster academic debate and the generation of knowledge on the integration of green consumer behavior and sustainable marketing as key drivers of sustainability. We invite the submission of original research articles and review papers that explore this relationship from various theoretical and applied perspectives. We welcome studies using quantitative, qualitative, and mixed-method approaches, addressing, among others, the following topics:
- Green consumer behavior and determining factors.
- Sustainable marketing and business strategies in the ecological transition.
- Innovation in sustainable business models and their impact on consumers.
- Communication and persuasion in promoting responsible consumption.
- Sustainable marketing as drivers of green consumption.
- Artificial intelligence and data analytics in the segmentation of green consumers.
We look forward to receiving your contributions.
Prof. Dr. Elisa Baraibar-Diez
Dr. María Fernanda Bernal Salazar
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
- green consumer behavior
- sustainable marketing
- responsible consumption
- marketing strategies
- sustainability communication
- consumer decision-making
- corporate social responsibility (csr)
- circular economy
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