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Sustainability
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Sustainable Development in Consumer Behaviour and Marketing
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Sustainable Development in Consumer Behaviour and Marketing

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (15 February 2023) | Viewed by 19927

Special Issue Editors

Prof. Dr. Hanna Górska-Warsewicz

E-Mail Website
Guest Editor
Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS-SGGW), 02-787 Warsaw, Poland
Interests: brand management; brand marketing; consumer behavior; sustainable development; food science; market research
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Krystyna Rejman

E-Mail Website
Guest Editor
Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences WULS-SGGW, 02-776 Warsaw, Poland
Interests: healthy and sustainable diet; sustainable labels; food losses and waste; consumer behaviour; food and nutrition policy; food consumption trends and determinants; food market development
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

It gives us great pleasure to invite you to Sustainability's Special Issue entitled “Sustainable Development in Consumer Behaviour and Marketing”.

Sustainable development is the process of integrating all activities at the political, economic and social levels while preserving the balance of nature, in order to guarantee the ability to meet different basic needs in the context of communities and citizens for present and future generations. To achieve this goal, sustainability considerations must be integrated into the decisions of producers of goods and services and, at the same time, into the behaviour of purchasers who buy and use these goods.

Consumer behaviour is the result of the interaction of a complex set of factors characterising the purchaser, the product/service and the purchasing environment. In this context, expectations of change also apply to marketing activity, including promotion and advertising relating to social media and new forms of marketing communications.

Recently, communities and the economy have been affected by the COVID-19 pandemic, which has changed the approach of manufacturers in terms of production assortment and service provision; it has also affected consumer decisions by re-evaluating priorities and changing the hierarchy of factors determining purchases.

In this Special Issue, we invite you to publish original research and literature reviews on the following topics:

  • Features of sustainable development in consumer behaviour;
  • Implementation of sustainable development issues in the marketing activities of manufacturing, service and commercial enterprises;
  • Determinants of and changes in consumer behaviour during the COVID-19 pandemic;
  • Consumer attitudes, preferences, purchase decisions and choices for the implementation of sustainable development principles;
  • Corporate marketing strategies for sustainability.

Other topics within the topic of “Sustainable Development in Consumer Behaviour and Marketing” are also welcome.

I/We look forward to receiving your contributions.

Prof. Dr. Hanna Górska-Warsewicz
Prof. Dr. Krystyna Rejman
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

  • sustainable development
  • consumer behaviour
  • sustainable marketing
  • purchasing decisions
  • use of goods and services

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

Published Papers (5 papers)

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Research

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11 pages, 397 KiB  
Article
Impact of CSR Authenticity on Brand Advocacy: The Mediating Role of Brand Equity
by Imran Khan and Mobin Fatma
Sustainability 2023, 15(11), 8613; https://doi.org/10.3390/su15118613 - 25 May 2023
Cited by 1 | Viewed by 2697
Abstract
Since authenticity reduces the inherent tension between pro-sociality and profit-seeking as well as contradictory demands from multiple stakeholders, it appears to be relevant for corporate social responsibility (CSR) judgment. The aim of this study is to examine the consumer perception of CSR authenticity [...] Read more.
Since authenticity reduces the inherent tension between pro-sociality and profit-seeking as well as contradictory demands from multiple stakeholders, it appears to be relevant for corporate social responsibility (CSR) judgment. The aim of this study is to examine the consumer perception of CSR authenticity and its influence on brand equity and brand advocacy in the banking sector. Additionally, this study looks into the role of brand equity as a mediator between CSR authenticity and brand advocacy. A survey method was used to collect the data. In this study, CFA and structural equation modeling with AMOS were utilized to evaluate the measurement properties and to uncover relevant correlations. The results also show that brand advocacy is better predicted to take into account the mediating role of brand equity between CSR authenticity and brand advocacy. As a result, this study adds to the body of knowledge and has significant use for managers, practitioners, and specialists. The proposed model can be used by practitioners to evaluate their CSR initiatives objectively and determine how well each one aligns with their overall goals and business objectives in order to create more successful strategies. The current study adds to the limited theoretical and empirical understanding of the connection between CSR authenticity and customer responses. Full article
(This article belongs to the Special Issue Sustainable Development in Consumer Behaviour and Marketing)
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17 pages, 1324 KiB  
Article
The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study
by Volkan Yakın, Hüseyin Güven, Sofia David, Esra Güven, Nicoleta Bărbuță-Mișu, Emine Türkan Ayvaz Güven and Florina Oana Virlanuta
Sustainability 2023, 15(6), 4718; https://doi.org/10.3390/su15064718 - 7 Mar 2023
Cited by 2 | Viewed by 7835
Abstract
Consumers tend to exhibit e-WOM behavior or retention behavior or communicate with official channels rather than the brand, which can damage the brand in cases where the channels through which customers are expected to reach the brand for their complaints are dysfunctional. This [...] Read more.
Consumers tend to exhibit e-WOM behavior or retention behavior or communicate with official channels rather than the brand, which can damage the brand in cases where the channels through which customers are expected to reach the brand for their complaints are dysfunctional. This study aims to examine the relationship between cognitive dissonance and brand loyalty factors as well as their impact on consumer complaint behavior in terms of differences between Turkish and Romanian consumers. For this purpose, a simultaneous quantitative research study was conducted in these two countries, with a total of 790 participants surveyed. The findings showed that the consumers’ level of brand loyalty had a significant positive effect on the level of cognitive dissonance, which significantly impacted complaint behavior. On the other hand, it was concluded that brand loyalty did not significantly affect complaint behavior. The comparative analysis revealed that Romanian customers’ brand loyalty was higher than Turkish customers’, and the dimensions concerning cognitive dissonance and complaint behavior were higher among Turkish customers. Full article
(This article belongs to the Special Issue Sustainable Development in Consumer Behaviour and Marketing)
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17 pages, 585 KiB  
Article
The Antecedents of Customer Satisfaction in the Portuguese Telecommunications Sector
by José Torrão and Sandrina Teixeira
Sustainability 2023, 15(3), 2778; https://doi.org/10.3390/su15032778 - 3 Feb 2023
Cited by 1 | Viewed by 3176
Abstract
This study’s primary goal is to examine the elements that affect customer loyalty and satisfaction with Portuguese telecommunications. Indeed, customer loyalty and satisfaction are crucial factors in guaranteeing the success and expansion of the services sector. Furthermore, it aims to include customers’ privacy [...] Read more.
This study’s primary goal is to examine the elements that affect customer loyalty and satisfaction with Portuguese telecommunications. Indeed, customer loyalty and satisfaction are crucial factors in guaranteeing the success and expansion of the services sector. Furthermore, it aims to include customers’ privacy perceptions in a thorough model. A structured questionnaire was adapted from previous studies in the field, collecting a total of 357 valid responses. The suggested hypotheses were tested using multiple statistical techniques to assess the reliability and validity of the gathered data, culminating with path analysis through Structural Equation Modelling. The research results demonstrate that consumer loyalty is highly impacted by satisfaction. On the other hand, service quality significantly influences customer satisfaction, whereas trust and perceived value have a positive yet insignificant impact on this construct. Additionally, perceptions of privacy risk were found to affect customer trust positively and significantly. Considering that the data used for this analysis were collected exclusively in the Portuguese market, inferring the same findings in different countries should be made prudently. As this study only comprised of one of the perceived value dimensions, the results associated with this construct should also have that in mind. Full article
(This article belongs to the Special Issue Sustainable Development in Consumer Behaviour and Marketing)
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25 pages, 1674 KiB  
Article
Host Identity and Consumption Behavior: Evidence from Rural–Urban Migrants in China
by Nianzhai Ma, Weizeng Sun and Zhen Wang
Sustainability 2022, 14(19), 12462; https://doi.org/10.3390/su141912462 - 30 Sep 2022
Viewed by 2312
Abstract
Rural–urban migrants significantly contribute to developing economy, whereas they face high housing prices, rare work opportunities and insufficient consumption. By stimulating the consumption of migrants, their happiness and life satisfaction can increase, regional consumption structural transformation can be stimulated, and economic growth can [...] Read more.
Rural–urban migrants significantly contribute to developing economy, whereas they face high housing prices, rare work opportunities and insufficient consumption. By stimulating the consumption of migrants, their happiness and life satisfaction can increase, regional consumption structural transformation can be stimulated, and economic growth can be boosted. By exploiting the data from the “China Migrants’ Dynamic Survey” (CMDS) conducted by the National Health and Family Planning Commission of China, this study explores the effect of rural–urban migrants’ host identity on their consumption. We measure host city identity by migrants’ sense of belonging in the city. Propensity score matching (PSM), instrumental variable methods (IV), and structural equation modeling (SEM) are adopted to tackle down the potential selection bias and endogeneity concerns. As indicated by the empirical results, host identity significantly impacts rural–urban migrants’ consumption, while regional cultural differences hinder migrants from forming host identity. Compared with those without a host identity, migrants with a host identity, the monthly household consumption increased by 4%, and savings decreased significantly by 1.7%. As revealed by the heterogeneity analysis, the host identity effects are significantly larger for migrants aged over 30 years or for those staying in big cities. The results of SEM show that a one-unit increase in the latent variable of identity will increase the consumption by 5.2%, and education, social insurance, and household registration have a significant effect not only on consumption but also on host identity. The findings of this paper contribute to a comprehensive understanding of the psychological and economic integration of migrants in cities and provide valuable suggestions for city managers and policymakers. Full article
(This article belongs to the Special Issue Sustainable Development in Consumer Behaviour and Marketing)
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Other

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17 pages, 695 KiB  
Systematic Review
A Systematic Review of the Scope and Patterns of Green Consumption in Sub-Saharan Africa
by Leïla Traoré, Bienvenue Belinga and Guillaume Lescuyer
Sustainability 2023, 15(8), 6343; https://doi.org/10.3390/su15086343 - 7 Apr 2023
Cited by 5 | Viewed by 2879
Abstract
Despite the importance of “green consumption”, it has received little attention in sub-Saharan Africa. To address this gap, a systematic review of the scientific literature was conducted on the patterns of green consumption in this region using three parameters: green consumption, behaviour, and [...] Read more.
Despite the importance of “green consumption”, it has received little attention in sub-Saharan Africa. To address this gap, a systematic review of the scientific literature was conducted on the patterns of green consumption in this region using three parameters: green consumption, behaviour, and location. Forty-eight articles and publications were identified between 2010 and 2021 on Scopus, Web of Science, Google Scholar and grey literature. Scientific literature on green consumption in sub-Saharan Africa has expanded over the last five years, but it focuses primarily on emerging countries (Republic of South Africa and Nigeria) and the upper social classes. Most articles used the theory of planned behaviour as a theoretical framework. Green consumption of food and agricultural products are the most studied, with 14 articles. Energy, cosmetics, tourism, and textiles are each the subject of three specific publications. The emergence of middle-class consumers in sub-Saharan Africa is likely to contribute to the expansion of green consumption for a broad spectrum of goods and services. Full article
(This article belongs to the Special Issue Sustainable Development in Consumer Behaviour and Marketing)
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