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This study aims to examine the direct effect of compensatory health beliefs (CHBs), environmental self-identity and perceived environmental responsibility (PER) towards consumers' pro-environmental behaviour (PEB). Moreover, this study also investigates the mediating role of PER.

Data were collected from nutricosmetics consumers in Malaysia. A questionnaire survey was carried out in three major shopping complexes in Klang Valley areas, which generated 448 completed usable responses. The partial least square technique (SmartPLS, version 3) was used to analyse the data and to test the study hypotheses.

The results revealed that CHBs, environmental self-identity and environmental perceived responsibility positively affect consumers’ PEB in nutricosmetics consumption. Additionally, data supported the mediating role of PER in the relationship between CHB, environmental self-identity and PEB.

It is expected that the study findings will provide significant insights to help marketers and policymakers about consumers’ nutricosmetic products consumption. It will help the marketers to plan for effective marketing strategies to produce environmentally friendly products and to serve the green consumer segment effectively. Moreover, companies attempting to launch new nutricosmetics brands may find the results helpful in understanding PEB.

This study is among the pioneers to examine consumers’ PEB of nutricosmetics products. Moreover, there is a dearth of studies that have investigated the PEB of consumers in regard to the CHBs, environmental self-identity and PER towards nutricosmetics consumption. Additionally, this study examines the mediating role of PER between “CHBs and PEB” and “environmental self-identity and PEB”, which are yet to examine in the past literature in the field.

Whilst many studies consider labelling as means of aggregated communication of environmental product features, the presentation of detailed product information seems a promising alternative. However, the mechanisms through which detailed product information takes effect on consumers requires better understanding. The purpose of this paper is to empirically develop a framework that focuses on consumers’ perceived usefulness of, and trust in, detailed product information, whilst also considering the role of environmental self-identity. This understanding will help businesses to further stimulate eco-friendly consumption.

Structural equation modelling and conditional process analysis are utilised to test hypotheses based on a sample of 279 respondents to a German online survey.

Results show that the perceived usefulness of product information (PUPI) has a positive effect on purchase intention, and this effect is intensified by an individual’s environmental self-identity. Furthermore, for consumers with high environmental self-identity, the effect of PUPI on purchase intention is mediated in turn by trust in detailed product information and resistance to negative information.

This study contributes to the debate on the role of product information in ethical consumption by showing how detailed product information gives rise to favourable behavioural outcomes. When detailed information is perceived as being useful, it can affect purchase intention through greater trust and an increased resistance to negative information. Further, detailed product information appears beneficial for both, the mass market and specific segments with high environmental self-identity. Hence, this study empirically establishes the effects of detailed product information on consumer decision making, thus informing sustainability-related marketing theory and practice.

The Chinese firms are keenly focused on reducing their environmental footprints as part of the competitive strategy. Within the context of sustainable organizations in China, we test a multilevel framework that examined the impact of environmental-specific servant leadership on the green individual (pro-environmental behavior) and team (project green performance) outcomes within projects. Using social identity theory, we theorize and test the mediating role of green self-identity (individual level) and team green identification (team level) in the relationships between environmental-specific servant leadership, pro-environmental behavior and project green performance.

We used survey questionnaires to collect multi-level and multi-wave data from 42 ongoing project-based sustainable organisations in China. The multilevel team to individual-level hypothesis were analyzed using multilevel-modeling via Mplus, while team level hypotheses were tested using ordinary least squares regression.

The multilevel regression analysis showed that environmental-specific servant leadership has a trickle-down effect of green self-identity, which subsequently predicts pro-environmental behavior. The ordinary least squares regression results demonstrated that environmental-specific servant leadership predicts project green performance via team green identification. Also, environmental-specific servant leadership has a positive and direct impact on pro-environmental behavior and project green performance.

We offer community and service dimension of leadership as a determinant of environmental performance at multiple levels. We provide managerial and policy implications to Chinese organizations striving to reposition themselves as eco-friendly organizations both nationally and globally.

The study is among the first to understand the role of environmental-specific servant leadership in predicting individual-level and team-level environment-related mediator and outcomes simultaneously.

The adverse environmental impacts of menstrual products are a significant concern because of their widespread use and non-biodegradability. With various global and regional initiatives on sustainability, there is now greater public awareness about environmental protection. This heightened awareness has resulted in the exploration of alternative methods to reduce waste, such as the development and use of sustainable menstrual products. This study aims to examine the factors that influence Indian women’s purchasing intention in relation to sustainable menstrual products. The study uses the Stimulus–Organism–Behavior–Consequence (SOBC) theory as the appropriate grounded theory to explain these determinants.

Cross-sectional data were collected from 720 women who have been using sustainable menstrual products. For analysing the model, the study performed structural equation modelling using AMOS.

The study’s results indicated that health consciousness, sustainability knowledge and environmental responsibility are positively associated with self-identity and mindfulness. Additionally, the study found that organism states have a positive impact on the purchase intention of sustainable menstrual products. Furthermore, there was a significant relationship observed between purchase intention and mindful consumption. The study also discovered significant positive relationships between satisfaction and key associations.

This study may be considered pioneering, as it establishes a connection between the usage of sustainable menstrual products and concepts such as mindfulness and mindful consumption.

The purpose of this paper is to contribute to a better understanding of the organic apparel consumer. Is the recent upsurge in organic cotton products another fashion trend or is there a segment of consumers genuinely interested in purchasing organic cotton apparel based on the benefits of organic agriculture to the environment?

Data were collected with a mail survey of US health and natural foods consumers. Conjoint analysis revealed salient product attributes and cluster analysis identified segments of consumers with different attribute preferences. Factor analysis uncovered latent variables from among the large number of items and the clusters were examined for differences in their psychographic profiles.

It was found that the 38 percent of consumers who found used organic cotton content salient had positive attitudes toward organic and sustainable agriculture, preferred to “buy locally” and had a strong self‐identity as environmental, organic, and socially responsible consumers.

The sample of US health and natural foods consumers means that the results cannot be generalized too widely. Research is currently under way to relate the self‐reported purchase behavior of organic apparel consumers discussed here to actual purchase behavior.

Survey respondents interested in purchasing organic cotton apparel agreed that organic farming is good for the environment, suggesting that consumers would be receptive to marketing messages that place an emphasis on the environmental benefits of purchasing organic cotton apparel.

The paper provides insight into the attitudes and motivations of environmentally concerned US consumers of organic apparel and provides information on focusing marketing to these consumers.

The main aim of this study is to integrate the theory of planned behavior (TPB) to examine consumers' intention to advocate for sustainable brands, whilst incorporating the moderating role of pro-environmental self-identity. Consumer sustainability orientation is also added as an antecedent for attitudes to determine the degree to which consumers' personal convictions and attitudes toward sustainability impact their attitude toward sustainable brands. The importance of using the TPB to study online brand advocacy lies in the accumulated evidence that shows that this theory is useful in explaining most kinds of social behaviors.

Quantitative research with the use of web-surveys is employed to test the research hypotheses with a total sample size of 536 respondents. Millennials have been chosen for the current paper to be studied.

Results of the study showed that attitudes, subjective norms, and perceived behavioral control (PBC) were positively related to consumers' advocacy intentions. The findings of this study demonstrated that the TPB is applicable to measuring consumers' advocacy intentions. In addition, the results indicated that two dimensions of sustainability orientation, economic and social orientation, are significant predictors of attitudes. The study also found that pro-environmental self-identity does not moderate the relationship between the TPB core components and online brand advocacy.

This study is considered the first to employ the TPB as a theoretical foundation to test the antecedents of online brand advocacy (OBA) in relation to sustainable brands with the inclusion of consumer sustainability orientation as a predictor of attitudes with respect to the three dimensions of sustainability and the moderating effect of pro-environmental self-identity.

This paper aims to examine how gender differs in environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, peer influence, self identity in environmental protection and green purchasing behavior in Hong Kong adolescent consumers.

A total of 6,010 (2,975 males and 3,035 females) adolescents in Hong Kong were recruited through multi‐staged random sampling. Surveys were distributed through 48 high schools in Hong Kong.

Female adolescents scored significantly higher in environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, peer influence and green purchasing behavior than male adolescents in Hong Kong. In contrast, male adolescents' average score on self‐identity in environmental protection was significantly higher than that of the female adolescents.

A major limitation lies in the self‐reported nature of survey used in the study. Future study should include some objective assessments (such as observations or other‐reported survey) of the subjects' green purchasing and environmental behaviors.

This study should provide a useful source of information for international green marketers in Hong Kong. Hong Kong female adolescents constitute a potentially good market for green products. Marketing messages targeting this group should use emotional appeals, emphasize individual responsibility to protect the environment, and facilitate peer networking to spread good word‐of‐mouth.

This paper offers practical guidelines to international green marketers who are planning to target the Asian markets.

This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.

Hierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).

Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.

The results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.

This study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.

Most research on sustainable tourism has been devoted to understanding the determinants of tourists' sustainable behavior on a unidimensional construct, overlooking the importance of behavioral costs in sustainable travel behavior. To shed light on this issue, this study aims to quantitatively differentiate sustainable travel behaviors based on behavioral costs and to examine the impact of psychological factors on both low-cost and high-cost sustainable travel behaviors.

A survey of 470 tourists used Rasch analysis to measure the behavioral costs associated with sustainable travel behavior and partial least squares structural equation modeling (PLS-SEM) to test hypotheses.

The results indicate that the value-identity-personal norm model explains more variance in low-cost sustainable travel behaviors than in high-cost sustainable travel behaviors. This supports the central tenet of the low-cost hypothesis and also suggests that values and self-identity factors have a stronger influence on low-cost sustainable travel behavior. However, personal norms have a stronger influence on high-cost behaviors.

This research highlights the importance for tourism and destination managers to distinguish between different categories of sustainable travel behavior and to analyze their determinants separately. This allows for the development of tailored messages for specific groups of tourists based on the psychological drivers of sustainable travel behavior.

This study provides insights into the determinants of sustainable travel behaviors with different behavioral costs and highlights the importance of analyzing different categories of behaviors separately.

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the perceived benefits of green apparel.

Data was collected through a mall intercept technique in 10 cities across India.

Past environmental behaviour, green peer influence and green apparel knowledge had an impact on green apparel perceived benefits. Perceived benefits comprise of product attributes such as awareness of fair trade practices, the perceived value in buying fair trade clothes, and enhancement of self-image.

The research did not examine the impact of demographics and lifestyle on green apparel buying or the influence of product attributes such as quality, price and functional features in predicting consumers’ behaviour towards green apparel.

Green apparel manufacturers should focus on altruistic, physical and aesthetic product attributes. Green apparel can be marketed as a distinct product that communicates environment-friendly commitment. The social influence could be used to spread awareness about green apparel benefits.

There is little research on consumers’ perception of the benefits and value of green apparel in India. The study looks into altruistic and physical product features of green clothing and their role in enhancing an individual’s self-identity.