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The growing presence of foods that are labelled “locally/ecologically produced” leads to the question of how many consumers consider the impact of their food purchases. Do they value local/ecologically-produced food sufficiently to drive their purchasing behaviour, even if such foods are more costly? Can consumer segments be identified and, if so, what are their characteristics? This paper aims to focus on these questions.

In an exploratory study, the authors surveyed over 400 students from a public university in California asking them to select between apples based on a combination of price, origin and presence/absence of an ecological indicator. The authors collected information on their shopping attitudes, their affinity for international trade and demographic identifiers.

Evidence is found for three consumer segments: the deep green, the price conscious and switchers. The latter are the most prevalent category across demographic and attitudinal indicators, but with increased age, employment/shopping responsibilities, the preponderance of switchers diminishes and more deep green consumers appear. Deep green consumers tend to be both more information and variety seeking than the price conscious ones.

By identifying demographic and other characteristics that are likely to qualify consumers as belonging to a specific segment, marketers of local and ecologically produced foods can better target and influence appropriate consumers.

This study extends the Theory of Planned Behavior (TPB) and analyzes the influence of skepticism (SKP) on the purchase intention (PI) of organic products, through the mediation of subjective norms (SN) and planned behavior control.

This was a quantitative, correlational and cross-sectional study. The study population comprised 446 university Millennials from Ecuador. Results were processed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM).

The study showed that SKP does not directly influence the PI. However, if it does so through the mediating effect of SN and perceived behavior control (PBC). Also, the study found that attitudes (ATTs), SN and PBC influence the PI of organic products in university Millennials.

The study used TPB constructs and identified the influence of SKP on the intention to buy organic products in Ecuadorian university Millennials.

The aim of this paper is to map and analyse the state of the art of eco‐energy labelling and its potential as a fundamental component in the transition process towards eco‐sustainability.

A detailed scenario of trends in eco‐energy labelling systems, both on an international and European Union scale are outlined, followed by identification and analysis of the key representative experiences. Subsequently, the main constraints that limit their full potential as a benchmark and tool of improved customer communication for environmental sustainability have been highlighted and critically analysed.

The full implementation of eco‐energy labelling, as a authentic driving force in sustainability building processes, requires the elimination of the critical factors identified. Therefore, standardisation of benchmarking methodologies, based on improved customer information mechanisms regarding qualitative and quantitative indicators, need to implemented. A strong commitment on the part of all participants involved, to define a multi‐level framework, capable of promoting a recognised international rating scheme in needed.

The most significant implications regard the attempt to classify and coordinate all the information concerning instruments, initiatives, policies and strategies related to eco‐sustainability.

The paper is a contribution towards pinpointing the current fragmented scenario of eco‐energy labelling tools with the aim of re‐conducting them into a coherent and more functional whole.

The purpose of this study was to examine the impact of unsubstantiated claims that a product is “ecological.”

A between-subjects experimental design was used in which the absence versus the presence of an (unsubstantiated) ecological claim regarding a product was a manipulated factor. The design comprised four products, representing non-ingestible/ingestible products and familiar/unfamiliar brands. These two aspects were seen as potentially moderating factors with respect to the impact of ecological claims.

The results show that ecological product claims boosted beliefs that a product is indeed ecological. This influence was not moderated by non-ingestible/ingestible and familiar/unfamiliar product characteristics. Moreover, ecological product claims enhanced conceptually related product beliefs, namely, beliefs that the product is natural, environmentally friendly and healthy. Ecological claims also had a positive impact on the attitude toward the product.

The results imply that influencers who want a receiver to believe that a product is ecological can expect to be successful by merely claiming that a product is ecological.

From a societal point of view, however, and in an era in which “alternative facts” and “post-truths” are becoming the subject of increasing concern, the results are problematic, because they underline that customers can be made to believe in claims even though no supporting evidence is provided.

The results imply that influencers who want a receiver to believe that a product is ecological can expect to be successful by merely claiming that a product is ecological. From a societal point of view, however, and in an era in which “alternative facts” and “post-truths” are becoming the subject of increasing concern, the results are problematic, because they underline that customers can be made to believe in claims even though no supporting evidence is provided.

Whilst country-of-origin (COO) effects have been studied extensively since the 1960s, little research has explored these effects with respect to ecological considerations. The purpose of this paper is to explore the COO ecological image (CEI) construct by defining its facets across consumers and professionals from two different countries, namely, France and Australia.

Because of the exploratory nature of the research, the authors used two qualitative techniques, namely, semi-structured interviews and focus groups.

Findings indicate the CEI construct is composed of eight dimensions, namely, policy, technological, economic, people characteristics, natural, climatic, historical and eco-product features.

The research provides insights into the CEI construct and justifies future studies to develop a scale measure for it. However, the generalisability of the results must be considered limited due to the qualitative exploratory nature of the study.

The research offers implications for companies and policymakers by allowing them to understand how consumers form a CEI. It suggests new applications respective to how to leverage positive aspects of a CEI and how to mitigate negative ones.

The study extends the literature on COO by identifying the possible dimensions of the CEI construct, thus providing better insights into the little-explored link between COO and sustainable products.

The purpose of this paper is to analyze corporate environmental awareness in an international cross‐section and to explore whether attitudes towards environmental issues mirror the development of an economy. Thus, do more advanced societies represent more progressive attitudes? How significant are differences in perception between countries?

The empirical research was conducted in three countries. In total, 200 managers in public and private corporations nationwide were selected in Australia and Ukraine. In Poland the population of managers was 250. The study instrument was a two‐part survey. The first part concerned ecological awareness understood as a conglomerate of knowledge, values and attitudes. The second part of the survey concerned convictions and opinions pertaining to ecological issues. Responses were given in an interval response scale, on a 1‐5 rating scale for a particular question.

The research shows that in companies in some countries there are “gaps within awareness components”, and hence between convictions, ecological values and a readiness to take action. Moreover, an awareness gap has been diagnosed between more and less developed countries. So, the studies conducted showed that the perception of a kind of environmental threats changes together with socio‐economic development.

Several analyses of attitudes towards various dimensions of the environment can be found in the literature. This paper focuses not on a general level of ecological awareness of the public but on managers' attitude towards environment. Issues concerning the ecological awareness of a selected group (population) are sporadically presented in the literature. Limited research to date has been undertaken with respect to managerial attitudes towards environmental issues. To the best of the author's knowledge there is no evidence which would enable a comparison of the level of awareness of Polish and Ukrainian managers and managers from other countries. The contribution of the paper to the literature is twofold: first, it complements the knowledge on managers' attitude towards environment in the studied countries. Second, it shows the relations between the level of socio‐economic growth and the attitude.

The objective of this paper is to suggest a methodological approach of eco‐conception by presenting the eco‐conception stakes of a firm, its organisation modes with regard to this new approach and how one could insert the environmental data in the classical conception process.

In this paper, an eco‐conception methodology is developed. It is about an approach integrating the concepts: quality, safety and environment (QSE). The taking into account simultaneously of these concepts, in the frame of our approach, allows us to conceive clean and durable products. The failure modes effects and criticality analysis (FMECA) was used in a case study to validate our approach.

This paper is a development of an approach with results obligation. Owing to our eco‐conception approach of products, the respect of environment is taken into consideration at the stage of product design. From regulation point of view, we put into reflection the approach with results obligation, i.e. approach by objectives of QSE.

A better definition of products implying functional specifications (products performance) strengthened by others of environmental type. As expected from this full definition of products, we cite the minimisation of products effects by unifying man at work (safety of person and goods), man as manager (quality, availability and reliability), as resident (safety in the vicinity of industrial sites) and as citizen (safeguarding environment).

Taking into account the triptych QSE at the product design stage. Our suggestion necessitates the implication of all the actors. Therefore, efforts must be concentrated on the dynamic and progressive integration of these actors. Our work is a source of information and knowledge. It is a source of information, as it allows to supply necessary data for better definition and conception of products. It is, in the same time, a source of knowledge in the sense where it presents specific methods (FMECA), that allow to put into existence the interest or rather the necessity of merger of the three concepts QSE.

This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design.

Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention.

Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.

This study aimed to explore the adaptations and perspectives of hotel managers regarding green and smart hotel technologies within the context of sustainability.

A comprehensive literature review guided the formulation of this study, followed by face-to-face, semi-structured interviews with hotel managers. A total of 17 prepared questions were finalized after examination by two expert academicians. The responses were analyzed using qualitative research methodology and the results were weighted using the step-wise weight assessment ratio analysis (SWARA) method.

Interviews with sustainability and operational managers yielded insights into environmentally friendly practices and strategies such as reducing energy and water consumption, waste and chemical reduction, supporting local entrepreneurs and adopting smart technologies. These factors are crucial in eco-friendly hotels. According to the SWARA analysis, 'reducing energy consumption' is the most effective criterion.

This study offers insights into green and smart hotel management by focusing on the perspectives of hotel managers with a small sample. In future studies, research with larger samples on customer perspectives and the effect of hotel selection is recommended.

This study offers insights to hotel managers on energy conservation and customer satisfaction enhancement through green and technological applications. These technological applications can improve hotel service quality and provide personalized experiences, fostering customer loyalty.

This pioneering study focuses on the intersection of green and smart practices in hospitality. By intertwining the often separately discussed concepts of “green” and “smart,” this study presents a novel approach to the sustainability practices in the hospitality industry, holding a key position, especially in Turkey. Implementing these concepts can yield environmental and economic benefits, offering invaluable insights to hotel managers and policymakers into integrating smart technologies with sustainability.