Consumer Behavior and Sustainable Marketing Strategy in the Digital Era

Topic Information

Dear Colleagues,

The development of digital technologies and the widespread use of social media have encouraged communication between consumers and have made it easier to stay updated on the latest trends. It is generally accepted that digital technologies through IoT, blockchain, big data, and artificial intelligence can contribute to the transition to a sustainable future. Sustainability in business practices includes responsible manufacturing processes that reduce the environmental impact, the usage of raw materials from sustainable resources, transparency in financial operations within and outside companies, fair treatment of employees, long-term engagement with consumers, investments in local communities, and responsible corporate behavior in general. As a result, it is essential to examine how consumers’ perceptions and purchasing behavior are affected by the corporate social responsibility practices and sustainable performance of firms. On the other hand, it is important to investigate current practices of firms to incorporate sustainability within their processes, as well as how they communicate their actions toward this dimension through digital marketing to consumers. In this Topic, researchers, practitioners, and decision-makers are invited to explore the challenges and future trends that have emerged within the digital era in sustainable marketing influence on consumer behavior. We invite submissions from diverse disciplines, including original research, reviews, case studies, theoretical explorations, and practical insights into overcoming challenges, and leveraging opportunities in this emerging domain. Areas of interest include (but are not limited to) the following key themes for exploration: 1. The role of digital marketing for communicating corporate social responsibility, along with social media and corporate websites. 2. Exploring the differences in consumer attitudes according to the ethical image of businesses. 3. Machine learning practices to improve the recommendation processes and increase consumer engagement in sustainable practices. 4. Big Data analysis to enhance sustainability through mass customization. 5. The use of neuromarketing to detect consumer attitudes on sustainable practices. 6. Sentiment analysis of consumers’ attitudes toward sustainable strategies. 7. Determining the factors that affect consumer behavior in the digital era, along with sustainable resources or low-cost practices. 8. Balancing profitability and responsibility, along with long-term results of sustainable practices vs. increased short-term profits. 9. Future trends in sustainable marketing. 10. Sustainable practices in the tourism industry. 11. Corporate social responsibility in emerging markets.

Yours Sincerely,

Dr. Antiopi Panteli
Prof. Dr. Basilis Boutsinas
Topic Editors

Keywords

Participating Journals

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Behavioral Sciences behavsci	2.5	3.1	2011	32 Days	CHF 2200	Submit
Digital digital	-	4.8	2021	27.7 Days	CHF 1200	Submit
Sustainability sustainability	3.3	7.7	2009	17.9 Days	CHF 2400	Submit

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Published Papers (6 papers)

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All Behavioral Sciences Digital Sustainability

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27 pages, 638 KB  

Open AccessArticle

The Impacts of Self-Quantification on Consumers’ Green Behavioral Autonomy and Sustained Willingness from a Social Network Perspective

by Yudong Zhang, Gaojun Hu, Zhenghua Zhang and Shijian Luo

Sustainability 2026, 18(11), 5242; https://doi.org/10.3390/su18115242 - 22 May 2026

Viewed by 272

Abstract

With the deep integration of network information technology and social platforms, the quantified data sharing of consumers’ green behaviors is reshaping the participation logic of individual and group green consumption. Using a pilot experiment and two scenario-based experiments, this study investigates how self-quantification [...] Read more.

With the deep integration of network information technology and social platforms, the quantified data sharing of consumers’ green behaviors is reshaping the participation logic of individual and group green consumption. Using a pilot experiment and two scenario-based experiments, this study investigates how self-quantification influences consumers’ green behavioral autonomy and sustained willingness under different contextual conditions from a community network perspective. The results indicate that, in promoting goal-oriented green consumption, self-quantification significantly reduces consumers’ green behavioral autonomy by enhancing group identity but does not influence their sustained participation willingness. However, consumers under egoistic goal appeals demonstrate higher behavioral autonomy and sustained participation willingness compared to those under altruistic goal appeals. In defensive goal-oriented green consumption, self-quantification effectively enhances consumers’ green behavioral autonomy by weakening group identity and positively promotes their sustained participation willingness. Nevertheless, consumers under egoistic goal appeals outperform those under altruistic goal appeals in both behavioral autonomy and sustained willingness. This study makes three key contributions: it extends the application boundaries of self-quantification theory, reveals the differential effect mechanisms of self-quantification in community environments, and provides new theoretical perspectives and practical guidance for the sustainable development of green consumption. Full article

(This article belongs to the Topic Consumer Behavior and Sustainable Marketing Strategy in the Digital Era)

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21 pages, 1025 KB  

Open AccessArticle

ESG Performance and Customer Purchase Behavior in China: The Role of Information Exposure on Market Share

by Yisheng Liu and Caleb Huanyong Chen

Sustainability 2026, 18(8), 3675; https://doi.org/10.3390/su18083675 - 8 Apr 2026

Viewed by 426

Abstract

The effect of corporate ESG performance on firm competitiveness has attracted growing attention from both regulators and market participants. Most studies explore and interpret this effect from the perspective of supply-side factors such as technological innovation; however, the role of customer-side factors remains [...] Read more.

The effect of corporate ESG performance on firm competitiveness has attracted growing attention from both regulators and market participants. Most studies explore and interpret this effect from the perspective of supply-side factors such as technological innovation; however, the role of customer-side factors remains underexplored. This exploratory study aims to theoretically and empirically analyze the mediation role of the customer-side factors in the impact of corporate ESG on market share. Based on a review of the literature, we develop a theoretical model linking corporate ESG performance to customer purchase behavior. The derived hypotheses are empirically checked using panel data of Chinese listed companies from 2009 to 2023 using two-way fixed-effect regression, three-step mediation analysis, and Sobel test. The results show that the effect of ESG performance on market share is significantly positive, and this relationship is mediated by three variables: corporate reputation, firm visibility, and market coverage. Therefore, we suggest that (i) the Chinese government should strengthen mandatory ESG disclosure requirements and enhance supervision of ESG rating agencies; (ii) corporations should substantially improve their ESG performance and enhance ESG communication capabilities; (iii) customers should pay more attention to public interest, allowing individual benefits to align with social welfare, thereby achieving a win-win outcome for both customers and corporations. Full article

(This article belongs to the Topic Consumer Behavior and Sustainable Marketing Strategy in the Digital Era)

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26 pages, 1439 KB  

Open AccessArticle

Anthropomorphic AI and Consumer Skepticism: A Behavioral Study of Trust and Adoption in Fragile Economies

by Agnes Caroline Dontina Mackay, Li Zuo and Ibrahim Alusine Kebe

Behav. Sci. 2026, 16(4), 496; https://doi.org/10.3390/bs16040496 - 27 Mar 2026

Viewed by 910

Abstract

This study examines the psychological mechanisms through which anthropomorphic artificial intelligence (AI) relates to consumer adoption intentions in fragile, low-trust economies. Integrating the Stimulus–Organism–Response framework with the Computers Are Social Actors paradigm, Institutional Trust Theory, and Privacy Calculus Theory, we investigate how human-like [...] Read more.

This study examines the psychological mechanisms through which anthropomorphic artificial intelligence (AI) relates to consumer adoption intentions in fragile, low-trust economies. Integrating the Stimulus–Organism–Response framework with the Computers Are Social Actors paradigm, Institutional Trust Theory, and Privacy Calculus Theory, we investigate how human-like AI design shapes cognitive and affective responses within Sierra Leone’s banking sector. Using survey data from 277 banking customers and partial least squares structural equation modeling, we find that AI anthropomorphism exhibits no direct association with adoption intention (β = −0.013, p = 0.760). Instead, its influence is entirely indirect—transmitted in parallel through perceived social presence (β = 0.144, 95% CI [0.062, 0.226]) and trust in the AI system (β = 0.139, 95% CI [0.068, 0.210]). Critically, customer skepticism—shaped by institutional fragility—functions as a boundary condition that substantially attenuates both pathways: among highly skeptical users (+1 SD), anthropomorphism’s conditional effect on social presence becomes non-significant (β = 0.098, p = 0.124) compared to low-skepticism users (β = 0.412, p < 0.001), while its effect on trust is reduced by more than half (β = 0.118 vs. 0.284). These findings identify a critical boundary condition on human-like AI design: in low-trust environments, anthropomorphism operates not as a standalone adoption driver but as a relational amplifier whose efficacy depends on foundational trust and is substantially weakened when skepticism is high. The study challenges universalist assumptions in human–AI interaction research and underscores the need for institutionally sensitive design approaches in fragile economies. Full article

(This article belongs to the Topic Consumer Behavior and Sustainable Marketing Strategy in the Digital Era)

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22 pages, 699 KB  

Open AccessArticle

Understanding Consumer Purchase Intention in Virtual Live Streaming: The Moderating Role of Anthropomorphism

by Man Ji

Behav. Sci. 2026, 16(3), 342; https://doi.org/10.3390/bs16030342 - 28 Feb 2026

Viewed by 868

Abstract

Virtual live streaming enables consumers to engage with virtual anchors, facilitating product information acquisition and online transactions. Despite its promising prospects, the field currently grapples with insufficient purchase intention. Anthropomorphizing virtual anchors in such contexts is common, yet the uncanny valley effect can [...] Read more.

Virtual live streaming enables consumers to engage with virtual anchors, facilitating product information acquisition and online transactions. Despite its promising prospects, the field currently grapples with insufficient purchase intention. Anthropomorphizing virtual anchors in such contexts is common, yet the uncanny valley effect can undermine consumer acceptance. Drawing on mind perception and anthropomorphism theories, we explore factors influencing purchase intention in virtual live streaming. Analyzing data from 197 Taobao virtual live streaming consumers, we find that utility and responsiveness positively affect perceived agency, while friendliness and empathy enhance perceived experience. Moreover, perceived agency and experience positively affect purchase intention. Anthropomorphism strengthens the link between utility/responsiveness and perceived agency but weakens the association between friendliness and perceived experience. Our findings offer insights for both research and practice, though limitations are acknowledged and discussed. Full article

(This article belongs to the Topic Consumer Behavior and Sustainable Marketing Strategy in the Digital Era)

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20 pages, 412 KB  

Open AccessArticle

Ethical Consumer Attitudes and Trust in Artificial Intelligence in the Digital Marketplace: An Empirical Analysis of Behavioral and Value-Driven Determinants

by Markou Vasiliki, Panagiotis Serdaris, Ioannis Antoniadis and Konstantinos Spinthiropoulos

Digital 2026, 6(1), 1; https://doi.org/10.3390/digital6010001 - 19 Dec 2025

Cited by 3 | Viewed by 3543

Abstract

The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consumers interact with digital content and evaluate ethical aspects of firms. The present study examines how familiarity with and trust in AI shape consumers’ acceptance of AI-based advertising and, in turn, [...] Read more.

The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consumers interact with digital content and evaluate ethical aspects of firms. The present study examines how familiarity with and trust in AI shape consumers’ acceptance of AI-based advertising and, in turn, their ethical purchasing behavior. Data were collected from 505 Greek consumers through an online survey and analyzed using hierarchical and logistic regression models. Reliability and validity tests confirmed the robustness of the measurement instruments. The results show that familiarity with AI technologies significantly enhances trust and ethical confidence toward AI systems. In turn, trust in AI strongly predicts the consumers’ acceptance of AI-driven advertising, while acceptance positively affects ethical consumption intentions. The findings also confirm a mediating relationship, indicating that acceptance of AI-based advertising transmits the effect of AI rust to ethical consumption. By integrating ethical and technological dimensions within a single behavioral model, the study provides a more comprehensive view of how consumers form attitudes toward AI-enabled marketing. Overall, the findings highlight that transparent and responsible AI practices can strengthen brand credibility, foster ethical engagement, and support more sustainable consumer choices. Full article

(This article belongs to the Topic Consumer Behavior and Sustainable Marketing Strategy in the Digital Era)

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13 pages, 387 KB  

Open AccessEssay

Social Norms and Sustainable Behavior: A Conceptual Model Integrating Culture, Self-Construal, and Awareness

by Bodo B. Schlegelmilch and Surat Teerakapibal

Sustainability 2025, 17(22), 10239; https://doi.org/10.3390/su172210239 - 16 Nov 2025

Cited by 2 | Viewed by 3150

Abstract

The persistent gap between consumers’ pro-environmental attitudes and their sustainable behavior continues to challenge both scholars and practitioners. While social norms are often viewed as a lever for encouraging sustainable behavior, empirical results remain inconsistent. This paper develops a conceptual model of sustainable [...] Read more.

The persistent gap between consumers’ pro-environmental attitudes and their sustainable behavior continues to challenge both scholars and practitioners. While social norms are often viewed as a lever for encouraging sustainable behavior, empirical results remain inconsistent. This paper develops a conceptual model of sustainable behavior that integrates insights from prior research on social norms, culture, and self-construal. Specifically, the paper links social norms, self-construal, macro-culture, and environmental awareness to explain their combined influence on sustainable behavior. Drawing from social norms theory, self-construal theory, cross-cultural psychology, and environmental psychology, the model proposes that appeals combining specific types of norms (injunctive vs. descriptive) with targeted self-construal activation (independent vs. interdependent) can strengthen purchase intentions, moderated by cultural context and environmental awareness. Eight testable propositions that distinguish established effects from novel extensions are advanced, thereby clarifying boundary conditions and guiding future empirical testing. By synthesizing insights from fragmented literature, the framework positions social norms as the central explanatory construct and provides practical guidance for designing culturally attuned, norm-based sustainability communications. Full article

(This article belongs to the Topic Consumer Behavior and Sustainable Marketing Strategy in the Digital Era)

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