Search Results (81)

This study investigates the impact of minimalism on ethical consumption within the framework of the Value–Identity–Personal Norms (VIP) model. Data were collected from 340 Turkish consumers using a convenience sampling method and an online survey. Analyses were conducted with SmartPLS, employing the structural equation modeling (SEM) approach to examine the relationships among the constructs. The results reveal that minimalism, conceptualized as a value, significantly shapes environmentally responsible behavior by strengthening environmental identity and personal norms, which in turn drive ethical consumption choices. By extending the VIP model, the research positions minimalism not only as a lifestyle but also as a value-based orientation that aligns with biospheric values in encouraging pro-environmental actions. Furthermore, the study underscores the importance of sustainability communication as a crucial mechanism for reinforcing the connection between minimalistic values and ethical consumer behavior. It also highlights the mediating role of environmental identity between values (both biospheric and minimalistic) and personal norms, supporting the view that values influence behavior indirectly through psychological constructs. Overall, the findings demonstrate that minimalism positively affects environmental identity and personal norms, thereby fostering ethical consumption in line with the theoretical perspectives of the Value–Belief–Norm (VBN) and pro-environmental behavior models. This research provides valuable insights into how minimalism can be integrated into sustainability communication strategies to promote sustainable consumption, particularly in emerging economies. Full article

This study examines sustainable consumption intentions among university students in Portugal, a generation increasingly recognized for their ecological awareness but often constrained by structural and social barriers. Within this context, this study explores psychological and behavioral determinants of sustainable consumption and peer recommendation using an integrative framework based on the Theory of Planned Behavior (TPB), the Value–Belief–Norm theory (VBN), and the SHIFT model. Drawing on a survey of 324 students from diverse academic backgrounds, we analyzed how environmental beliefs, consumer habits, and activism influence sustainable consumption intention and recommendation. The analysis, conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveals that environmental beliefs significantly predict both consumer intention and habitual behavior, which in turn affect activism and sustainable consumption. Notably, intention emerges as a key mediator between individual motivations and peer recommendation, while activism and habits do not exert direct influence on recommendation behavior. These findings underscore the importance of moral values, routine behavior, and motivational pathways in shaping sustainable practices, while highlighting the persistent gap between awareness and consistent advocacy. This study offers theoretical and practical insights into how structural and psychological factors can reinforce youth engagement with sustainability. Full article

Green food serves as a bridge connecting healthy lifestyles with environmental values, particularly in the context of sustainable consumption transitions. However, existing research lacks a systematic understanding of how consumers negotiate cognitive evaluations and emotional responses when forming green food purchase intentions. This study addresses that gap by exploring the cognitive–affective negotiation process underlying consumers’ green food choices. Based on 26 semi-structured interviews with Chinese consumers across diverse socio-economic backgrounds, the grounded theory methodology was employed to inductively construct a conceptual model. The coding process achieved theoretical saturation, while sentiment analysis was integrated to trace the emotional valence of key behavioral drivers. Findings reveal that external factors—including price sensitivity, label ambiguity, access limitations, social influence, and health beliefs—shape behavioral intentions indirectly through three core affective mediators: green trust, perceived value, and lifestyle congruence. These internal constructs translate contextual stimuli into evaluative and motivational responses, highlighting the dynamic interplay between rational judgments and symbolic–emotional interpretations. Sentiment analysis confirmed that emotional trust and psychological reassurance are pivotal in facilitating consumption intention, while price concerns and skepticism act as affective inhibitors. The proposed model extends the Theory of Planned Behavior by embedding affective mediation pathways and structural constraint dynamics, offering a more context-sensitive framework for understanding sustainable consumption behaviors. Given China’s certification-centered trust environment, these findings underscore the cultural specificity of institutional trust mechanisms, with implications for adapting the model in different market contexts. Practically, this study offers actionable insights for policymakers and marketers to enhance eco-label transparency, reduce structural barriers, and design emotionally resonant brand narratives that align with consumers’ identity aspirations. Full article

This research utilised Value–Belief–Norm theory (VBN) to develop a conceptual framework to test the impact of environmental consciousness on green purchasing behaviour through financial attitude. In addition, this study tested the moderating role of price sensitivity and greenwashing on the indirect impact of environmental consciousness on green purchasing behaviour through financial attitude among consumers in Egypt and Jordan. The study employs a cross-sectional questionnaire using a Likert scale to collect 828 and 776 valid responses from Egypt and Jordan, respectively. The data were analysed using Structural Equation Modelling (SEM). The results revealed that financial attitude positively mediates the link between environmental consciousness and green behaviour, while price sensitivity and greenwashing significantly moderate the indirect relationship between environmental consciousness and green purchasing behaviour through financial attitude in both Egypt and Jordan. The study extends VBN through contextualising its abstract ideas into the research variables and testing it in two developing economies. In addition, it enhances understanding of the barriers to and enablers of green purchasing behaviour and offers actionable recommendations for businesses to improve the transparency and affordability of green products, while guiding policymakers on designing targeted incentives and regulations to foster sustainable consumption. Full article

Addressing climate change requires deeper insight into the psychological drivers of pro-environmental behavior. This study investigates how personality traits, climate-related emotions, and demographic factors can predict sustainable consumption and climate action participation using a Bayesian regression approach. Drawing from the HEXACO personality model and key emotional predictors—Climate Change Worry (CCW) and environmental empathy (EE)—we analyzed data from 604 adults in Greece to assess both private and public climate-related behaviors. This research is novel in its integrative approach, combining dispositional traits and affective states within a Bayesian analytical framework to simultaneously predict both sustainable consumption and climate action. Bayesian model testing highlighted education as the most powerful and reliable predictor of sustainable consumption, with increasing levels—namely Doctoral education—linked to more environmentally responsible action. CCW produced small but reliable effects, supporting hypotheses that moderate emotional concern will lead to sustainable behavior when linked to efficacy belief. The majority of HEXACO traits, e.g., Honesty–Humility and Conscientiousness, produced limited predictive power. This indicates in this case that structural and emotional considerations were stronger than dispositional personality traits. For climate action involvement, Bayesian logistic models found no considerable evidence of any predictor, corroborating the perspective that public participation in high effort action is most likely to rely on contextual enablers instead of internal sentiments or attributes. A significant interaction effect between education and gender also indicated that the sustainability effect of education is moderated by sociocultural identity. Methodologically, this research demonstrates the strengths of Bayesian analysis in sustainability science to make sensitive inference and model comparison possible. The results highlight the importance of affect-related structural variables in behavioral models and have applied implications for theory-informed and targeted climate education and communication interventions to enable different populations to act sustainably. Full article

Dairy farming contributes significantly to global greenhouse gas emissions, highlighting the need for a dietary shift toward more sustainable products. Plant-based milks have gained popularity as a lower-calorie, more environmentally sustainable alternative to dairy milk. The aim of this study was to apply an adapted theory of planned behaviour (attitude, subjective norms and behavioural beliefs), expanded to include environmental, health and taste motives, to predict individuals’ intention to consume and consumption of plant-based milks. The participants (N = 286) completed a two-part online questionnaire assessing theory constructs at time one and behaviour at time two. Multiple regression analyses revealed that taste-focused attitude and health-focused behavioural beliefs significantly predicted intention to consume plant-based milks (R² = 0.53, p < 0.001). Intention was the only significant predictor of plant-based milk consumption (R² = 0.60, p < 0.001). These findings offer valuable insights into the motivators of plant-based milk consumption. Intentions should be targeted in interventions to encourage plant-based milk consumption by emphasising the taste value and by instilling individuals’ confidence to attain health benefits. Full article

Vietnam’s tourism sector has experienced rapid expansion, yielding significant economic gains, but also escalating environmental and socio-cultural challenges. This necessitates a shift toward sustainable tourism practices. This study develops and tests an integrative model combining the Theory of Planned Behavior (TPB) and Value–Belief–Norm (VBN) theory to investigate the Sustainable Consumption Behavior (SCB) of domestic travelers in Vietnam. Grounded in the country’s collectivist culture—characterized by a strong emphasis on communal values and social harmony—the research examines how rational decision-making and normative pressures jointly drive eco-friendly travel behaviors. Data were collected from 549 Vietnamese tourists through stratified sampling across three major regions, and were analyzed through a robust multi-step methodology, including Exploratory Factor Analysis, Confirmatory Factor Analysis, and structural equation modeling (SEM), supplemented by regression analysis. The SEM results indicate that the proposed model accounts for 60.8% of the variance in SCB, underscoring its explanatory power. Within the TPB framework, Attitude, Subjective Norms, and Perceived Behavioral Control significantly predict Behavioral Intention, which, in turn, mediates their influence on SCB. In the VBN component, Environmental Awareness shapes Altruistic and Biospheric Values, fostering the New Environmental Paradigm and activating Personal Norms, which exert a direct effect on SCB. This direct influence of Personal Norms, bypassing Behavioral Intention, highlights the role of implicit moral obligations in Vietnam’s collectivist cultural context and challenges Western-centric behavioral models. Beyond these frameworks, Destination Attributes and Consumer Innovativeness emerge as critical direct predictors of SCB, with Destination Attributes showing the strongest effect. Mediation analyses confirm Behavioral Intention’s central role, while moderation tests reveal that gender and travel experience modulate TPB-based relationships, suggesting the value of targeted interventions. Theoretically, this study advances TPB–VBN integration by applying it to a collectivist setting, revealing how cultural norms amplify normative influences on sustainable behavior. Practically, it advocates for strategies such as community-driven initiatives leveraging Personal Norms, educational campaigns to enhance Perceived Behavioral Control, and sustainable destination management initiatives in locations like Da Nang and Ha Long Bay. While the cross-sectional design limits causal claims, the findings provide a foundation for future longitudinal studies and cross-cultural comparisons, particularly in other collectivist societies, potentially incorporating digital engagement and policy incentives as novel factors. Full article

Sustainable development purposes require strong emphasis on green food promotion as an essential component. The decision-making process of Generation X members toward green food consumption creates important effects on both personal health and environmental sustainability and social programs and economic stability. This research examines environmental self-identity and environmental values as predictors of green food consumption intentions with analysis of attitude and relevant intermediate factors that include personal standards as well as perceived control over behavior. The researcher gathered data through convenience sampling from 480 Chinese Generation X participants. Statistical analysis followed the pretest to perform assessments for reliability and validity testing. Structural equation modeling (SEM) processed the data while validating confirmatory factor analysis and path analysis testing. Data analysis demonstrates that environmental values directly drive green food consumption intentions. These values operate through two key pathways: (1) shaping positive attitudes toward green food, and (2) reinforcing subjective norms and perceived behavioral control. These mechanisms collectively promote pro-environmental choices with measurable ecological and social benefits. The research shows self-identity as an environmental entity positively affects green food consumption because it strengthens users’ self-belief as eco-conscious consumers leading to intensified attitudes and subjective norms and perception of behavior control. The research enriches the TPB (theory of planned behavior) by proving that environmental attitudes respond to environmental factors including social environments along with economic capacity and living conditions to shape generation X consumers’ intentions to buy green food. The findings advance sustainable consumption theories by revealing generation-specific behavioral mechanisms, while providing actionable insights for designing targeted green marketing strategies and policy interventions. Full article

Climate action represents the most comprehensive of the 2015 United Nations 17 Sustainable Development Goals (SDGs) in that climate change impacts all other goals. Urban overpopulation is a primary cause, as energy consumption is a significant source of carbon dioxide emissions directing climate change. The population increase origin is attributable to the agricultural/urban developments that became geographically widespread approximately 6000 years ago. Simultaneously, religious belief stressed multiple children, with women obligated to produce them. This female duty created gender inequality and reduced the health and well-being of women, as pregnancy is a noted risk factor for decreased lifetime health. Regardless of the detrimental risk to their health and well-being, the gender inequality, and the adverse effects of birthing multiple children regarding climate action, women today continue to feel obliged to reproduce appropriately. This burden requires change to meet the three sustainable development goals of good health and well-being (SDG 3), gender equality (SDG 5), and climate action (SDG 13). An author-developed mindfulness-based psychoanalytic narrative research method presents a means for promoting such change based on a qualitative narrative analysis of the responses of several participants regarding its success in clarifying the values of these women in overcoming career-related burnout. Full article

This study explores the impact mechanism of government environmental regulation on consumers’ green purchase intention through green consumer orientation (GCO) using Zespri as a case study. By integrating the Theory of Planned Behavior (TPB) and the Value–Belief–Norm (VBN) theory, a comprehensive framework was developed. A total of 857 valid questionnaires were collected, and Structural Equation Modeling (SEM) was applied for empirical analysis. The results indicate that government environmental regulation significantly enhances the three dimensions of GCO (identification, equilibrium, and interaction) and positively influences green purchase intention. Policy recommendations are proposed, including improving green certification systems and encouraging enterprises to adopt green marketing strategies. The findings provide theoretical and practical implications for policymakers and companies aiming to promote sustainable consumption and green supply chains. Full article

The rapid evolution of mega-constellation networks and 6G satellite communication systems has ushered in an era of ubiquitous connectivity, yet their sustainability is threatened by the energy-computation dilemma inherent in high-throughput data transmission. Polar codes, as a coding scheme capable of achieving Shannon’s limit, have emerged as one of the key candidate coding technologies for 6G networks. Despite the high parallelism and excellent performance of their Belief Propagation (BP) decoding algorithm, its drawbacks of numerous iterations and slow convergence can lead to higher energy consumption, impacting system energy efficiency and sustainability. Therefore, research on efficient early termination algorithms has become an important direction in polar code research. In this paper, based on information geometry theory, we propose a novel geometric framework for BP decoding of polar codes and design two early termination algorithms under this framework: an early termination algorithm based on Riemannian distance and an early termination algorithm based on divergence. These algorithms improve convergence speed by geometrically analyzing the changes in soft information during the BP decoding process. Simulation results indicate that, when $E_b/N_0$ is between 1.5 dB and 2.5 dB, compared to three classical early termination algorithms, the two early termination algorithms proposed in this paper reduce the number of iterations by 4.7–11% and 8.8–15.9%, respectively. Crucially, while this work is motivated by the unique demands of satellite networks, the geometric characterization of polar code BP decoding transcends specific applications. The proposed framework is inherently adaptable to any communication system requiring energy-efficient channel coding, including 6G terrestrial networks, Internet of Things (IoT) edge devices, and unmanned aerial vehicle (UAV) swarms, thereby bridging theoretical coding advances with real-world scalability challenges. Full article

This study examined the impact of a teacher training programme combining Education for Sustainable Development (ESD) and Mathematical Modelling (MM) on pre-service primary mathematics teachers’ (PSTs) understanding of sustainability and its integration into mathematics education. Using a mixed-methods approach, data were gathered through pre- and post-test questionnaires and qualitative reflections. The results showed a significant improvement in PSTs’ knowledge of sustainability after the training. Key themes included the development of mathematical modelling competence and an increased understanding of sustainability topics and the importance of critical thinking. Participants also emphasized the importance of lifelong learning, openness to change, and acquiring the necessary didactic skills for creating ESD–modelling tasks. Additionally, the study found that PSTs’ personal behaviours shifted toward sustainability, with a focus on responsible consumption, water conservation, and climate action, aligning with various Sustainable Development Goals (SDGs). The seminar addressed all 17 SDGs, however, in the post-test questionnaire, participants most frequently provided examples related to SDG 6 (Clean Water and Sanitation), SDG 12 (Responsible Consumption and Production), and SDG 13 (Climate Action). It recommended a stronger emphasis on interdisciplinary approaches, targeting underrepresented SDGs, and challenging existing beliefs that restrict sustainability integration in subjects like mathematics. Mathematical modelling activities were highlighted as a key tool for integrating sustainability concepts into mathematics lessons. Full article

With consumers becoming increasingly aware of the effects of human activity on the environment, tourism products and destinations are increasingly marketed as sustainable and socially responsible. As most sustainable practices lead to additional costs, and tourists’ decisions tend to be price sensitive, achieving sustainability goals necessarily involves understanding how much more tourists are willing to pay for sustainable practices as well as the antecedents of such willingness to pay (WTP). The present study aims to advance knowledge on the antecedents of WTP for sustainable destinations (WTP-4-SD), for which it builds on previous studies employing the Theory of Planned Behavior (TPB) and the New Environmental Paradigm (NEP). In this context, a theoretical model involving ecotourism attitudes, environmental beliefs, climate change-related risk perceptions (CC-RRP), environmental concern during trip (ECDT), and sustainable consumption behavior (SCB) as antecedents of WTP-4-SD is proposed. The model was tested based on data collected through an online survey from a sample of 847 Spanish and Portuguese Gen Z travelers and analyzed through Structural Equations Modeling (SEM). The findings suggest that a cohesive set of attitudes and beliefs regarding the man–nature relationship, the risks of climate change, and the role of tourism—which have been labeled “No Planet-B Attitudes”—is the main driver of WTP-4-SD. The effects of SCB and ECDT on WTP-4-SD have also been confirmed—although the latter is quite small—as well as those of No Planet-B Attitudes on both. The findings bring about insights into young travelers’ attitudes towards nature and the role of tourism in sustainable development, as well as useful implications for sustainable tourism planning and marketing. Full article

Advertising has become an important strategy for many enterprises to nudge consumers to buy green products and achieve sustainable development. In the context of cultural diversity, the discussion on the influence of consumers’ cultural belief variables on the effectiveness of advertising persuasion appears conducive to promoting green consumption. Through two situational experiments based on information processing theory, this study verified the impact and mechanism of the interaction between self-construal and advertising appeals on green product purchase intention, revealing the mediating role of information processing fluency (Experiment 2). The results indicate that emotional (rational)-appeal advertisements can strengthen independent (interdependent) self-constructed consumers’ stronger purchase intentions for green products (Experiment 1). Moreover, the occurrence of this effect is mediated by information processing fluency (Experiment 2). Not only do the conclusions of this research enrich the literature in the field of self-construal and advertising appeal preference but they also have managerial implications for improving green marketing performance by using advertising appeal and targeting consumers’ cultural psychological characteristics. Full article

Adopting sustainable food choices is crucial to mitigating the environmental impacts of food production. Insect-based foods offer a promising alternative with low resource requirements and reduced greenhouse gas emissions. This study examines the psychological factors influencing consumers’ intentions to purchase insect-based foods using an extended protection motivation theory (PMT) model that includes disgust as a critical factor. Data from 233 Italian participants were analyzed through partial least squares structural equation modeling (PLS-SEM). Results indicate that perceived response efficacy—the belief in the environmental benefits of insect consumption—and self-efficacy—confidence in one’s ability to incorporate insect-based foods—positively influence purchase intentions. However, strong aversions rooted in disgust and low intrinsic motivation present major barriers, highlighting cultural resistance to entomophagy in Western contexts. Extrinsic motivators such as social recognition, perceived costs, and perceived severity or vulnerability to environmental issues had no significant effect. The findings suggest that effective strategies should focus on reducing disgust and strengthening consumer confidence, emphasizing the environmental benefits to shift attitudes toward sustainable dietary choices. Full article