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The paper's aim is to investigate environmentally conscious behaviour among young individuals in Australia with special attention given to their climate change risk perceptions.

In total, 20 in‐depth interviews were employed in this qualitative investigation. The informants of the investigation are young individuals (aged between 19‐25 years) in a major city in Australia. Twenty semi‐structured, in‐depth interviews ranging from 1.5‐3 hours were conducted. Purposive and snowball sampling techniques were used to ensure informant diversity and access to “information rich” cases of youth engaged in environmental groups, activism and environmental behaviour.

Four thematic categories were derived. They are: unperceived adverse effects of climate change, disassociation between adverse effects of climate change and environmentally conscious behaviour, challenges to the dominant economic model and, redefined environmental paradigm

Based on the implications of the findings, several recommendations for communicating climate change remedial actions and encouraging environmentally conscious behaviour among young individuals are made.

The study contributes toward enhancing the understanding of climate change risk perceptions and environmentally conscious behaviour among young environmentalists in Australia where studies on young consumers are scarce. Findings of the study are useful in gaining young individuals' support for the successful implementations of climate change remedial actions.

This paper aims to address the green purchasing gap by: exploring environmentally conscious consumers’ mental representation of the barriers responsible for the green purchasing gap; assessing which barriers are perceived as the most relevant in hampering the purchase of green products for environmentally conscious consumers; and investigating the relationships among these barriers. Although consumers are increasingly concerned about environmental deterioration, the current market share of green products remains fairly low.

An introspective qualitative study is conducted; 51 environmentally conscious consumers showing a green purchasing gap are interviewed, and the data are analysed with a cognitive mapping technique (Decision Explorer software) and Freeman’ structural indices (UCINET software).

Higher price and scarce availability of green products are the main barriers to green purchasing. However, consumers’ perceptions of price and availability may vary by changing other barriers (e.g. green products displacement inside the store and in-store communication).

This work reconstructs the decisional premises of environmentally conscious consumers’ choices to not purchase green products, identifies the most relevant barriers to green purchasing behaviour and the relationships between these barriers. With this knowledge, marketers of green products can focus on the most important barriers so that interventions in these barriers may change environmentally conscious consumers’ perceptions of other related barriers.

The paper attempts to investigate the term “environmental consciousness” and identify the underlying components of environmental consciousness and its antecedents. Also, to propose the framework explaining the linkage between environmental consciousness, its antecedents, components, and behavioral outcome, and also the variables, if any, that may intervene between environmental consciousness and environmentally conscious consumer behavior.

The paper reviews extant literature to bring conceptual clarity to the term environmental consciousness and its linkages with the related variables.

Environmental consciousness – a mental state variable – is found distinct from its antecedents and associated behaviors. It is a multi‐dimensional construct varying from low general level to high product‐specific level.

This paper provides understanding for the term environmental consciousness and its relation with other variables and thus leaves the wide scope for research in the future.

The extent to which green marketing efforts can gainfully be taken to the market and given a required scale depends upon environmental consciousness of the consumers. According to levels of environmental consciousness, green consumer segments are obtained and “greener” consumer segments can be targeted to induce pro‐environmental purchase behavior.

The proposed model in the study would allow the green marketers to support the whole idea of environment protection through appropriate marketing strategies.

Based on extant review of literature, the paper proposes the term environmental consciousness as a mental state variable, which is distinct from its antecedents and behavioural outcomes.

One of the crucial elements of addressing global climate challenges through urban tourism is the continuing existence of urban forests. The reasoning is that the ecological attraction of urban forests can impact visitors’ intention to conduct pro-environmental behavior, including low-carbon actions. Thus, more visitors to urban forests will positively affect enhancing the quality of the urban environment. However, the extent to which ecological attraction can influence pro-environmental behavior warrants further investigation due to the complexity of psychosocial factors that impact behavioral intention. The main objective of this research is to examine the effects of the ecological attractiveness of urban forests on the pro-environmental behavior of visitors by exploring motivation, ecological experience, perceived value and knowledge as mediators. Moreover, whether the nature of the urban forest and facilities attract visitors simultaneously is also studied.

Data were collected from 615 respondents who visited three urban forests in Bandung, the second-most populous city in Indonesia, by five-point Likert questionnaires. As an analytical tool, SEM PLS was applied to establish the effect of the ecological performance of the urban forest on the increase in environmentally conscious behavior among urban forest visitors.

The findings demonstrate that the attractiveness of an urban forest affects the growth of environmentally responsible behaviors. Nonetheless, the attractiveness of urban forests is dictated more by their infrastructure than their ecological function. On the contrary, the visitors’ knowledge level can improve their motivation, environmental experience and perceived environmental value. These findings show the significance of developing educational programs with an emphasis on the experience of the visitors so that their ecological performance can contribute to improved low-carbon behavior. In conclusion, this work contributes to the management of sustainable urban tourism.

This work also has some limitations. First, the medium R-square on intention behavior to low-carbon action suggests investigating other influential factors to produce a more robust conscious behavior. Mkono and Hughes (2020) mention that many complex factors that cause positive intention do not necessarily lead to environmental action. Thus, many psychosocial variables need to be explored in different models. Second, the convenient sampling used here does not represent the whole population, making generalization difficult. Thus, further work needs to apply more rigorous sampling techniques to validate the findings. Further investigations may also need to be conducted in other urban forests in another Asian country with a similar and different social context for benchmarking, as this study found that the type of attractive urban forest design is a more dense forest, which differs from other studies based in Europe. Exploring more influencing behavioral factors of pro-environmental action in the model is also suggested. Thus, we could contribute more to support recreational activities in urban forests.

As an implication for planning an urban forest to increase its recreational function, the authors illustrate the importance of producing educational programs. Although the improved knowledge of visitors has been shown to strengthen their commitment to perform pro-environmental actions, the mediating role of motivation, experience and perceived value reveals that some activities are required to achieve visitor motivation to actual behavior. Consequently, designing an urban forest requires not only the enhancement of eco-attractions and artificial elements for the convenience of visitors but also the development of an environmental education program that can improve visitors’ environmental experience and perception of ecological value. The designed educational program may use an experiential education approach incorporating objective knowledge of Earth’s current state. The urban forest education program must encourage visitors’ connection and participation with nature. Moreover, knowledge and information about Earth’s environmental quality can increase visitors’ perceived value, ensuring that their activities in the urban forest contribute to improved health, environmental quality and social environment. Thus, with well-managed and provided education, they are encouraged to adopt low-carbon action because it complements their contribution to a better quality environment.

The theoretical contribution of this research is generated through the role of urban forest attractiveness in the intention to conduct low-carbon action, which influences solutions to existing urban environmental problems. This work exhibits that both ecological attractiveness and attractiveness of artificial elements in urban forests can attract visitors and subsequently boost their outdoor recreation motivation, ecological experience and perceived value and then turn them to boost their intention to conduct low-carbon action. The physical characteristics of a site are behavioral stimuli that can increase a person’s motivation, experience and perception of the value of the environment, thereby increasing their intention to engage in low-carbon actions. This environment behavioral construction is fundamental in understanding that urban forests offer ecological benefits and influence the social quality of urban communities. Nevertheless, without visitor activity, urban forests are merely physical entities that become increasingly demanding to maintain. Due to this, an urban forest that is socially active and has an influence on promoting environmentally conscious behavior is needed, and its presence is becoming ever more crucial. This work shows the significance of integrating psychosocial approaches into managing tourism in urban forests.

The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.

The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.

The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.

This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.

This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental friendliness and healthfulness, tested across hedonic and utilitarian food products (milk and ice-cream). The weighting of attributes involved in food choices is a complex phenomenon, as consumers must consider contradictory requirements when making their choices. Consumers’ decision-making processes might also be influenced by food category. Some food products are mostly consumed for pleasure, whereas others are consumed because of their nutritional value.

The study employs a choice-based conjoint technique, which addresses how consumers make trade-offs across a set of product attributes.

The results indicate that price and taste attributes are rated as the most important for both hedonic and utilitarian food products. However, when the authors group consumers according to their product preferences, the relative importance of product attributes changes. Specifically, the importance of environmental friendliness and healthfulness is much higher among the health-conscious and environmentally conscious segments than for other segments.

To the knowledge, this is the first study comparing the importance of this combination of product attributes (price, taste, calorie content and eco-label) across hedonic and utilitarian foods in a choice-based conjoint setting. Moreover, a new way of grouping consumers according to their ethical-value profiles enables the authors to create a psychographic description of these segments, and to relate it to their food attribute preferences.

Concerns related to the environment are evident in the increasingly ecologically conscious marketplace. Using various statistical analyses, investigats the demographic, psychological and behavioral profiles of consumers who are willing to pay more for environmentally friendly products. Finds that this segment of consumers were more likely to be females, married and with at least one child living at home. They reported that today’s ecological problems are severe, that corporations do not act responsibly toward the environment and that behaving in an ecologically favorable fashion is important and not inconvenient. They place a high importance on security and warm relationships with others, and they often consider ecological issues when making a purchase. Managerial implications for green marketers and suggestions for future research are discussed.

Environmentally Responsible Behavior (ERB) refers to actions and practices aimed at minimizing negative environmental impact through conservation, waste reduction and sustainable practices driven by concern for environmental well-being. This study aims to explain the effect of environmental attitudes of hotel guests visiting green and non-green hotels on their ERB. In the research, hotels with different concepts were handled separately and a comparative analysis was made between both customer types.

The study was assessed using two separate models: one for green hotel guests and another for non-green hotel guests. Data were collected from 205 participants from green hotel guests in Turkiye and 206 participants from hotel guests visiting non-green hotels in Turkiye, using a survey form with a convenience sampling method. The hypotheses were analyzed with the structural equation model and multi-group analysis (MGA) in the Smart PLS statistical program.

The ecocentric attitude positively affects political and community activism but does not impact recycling, educational behavior, green consumerism or overall ERB. The technocentric attitude negatively influences recycling, educational behavior, green consumerism, community activism and ERB but does not negatively affect political activism. The dualcentric attitude positively impacts all ERB sub-dimensions. The multi-group analysis (MGA) revealed that dualcentric attitudes have a stronger influence on green consumerism, political activism and recycling behavior among green hotel guests compared to non-green hotel guests.

These findings directly impact hotel managers, underscoring the strategic significance of adopting and advocating green practices. Implementing environmentally friendly initiatives not only appeals to environmentally conscious consumers but also holds the potential to cultivate ERB among all guests. By integrating sustainability into marketing strategies, hotels can communicate their commitment to environmental stewardship, positively influencing guests’ environmental attitudes and behaviors.

The paper’s key contribution is its comparative analysis of ERB between guests at green and non-green hotels. It reveals how tourists’ environmental attitudes influence their hotel choices and behaviors, offering insights into sustainable tourism. Additionally, it explores the differences between ecocentric, technocentric and dualcentric attitudes, enhancing our understanding of how varying environmental concerns shape tourists’ behaviors and choices and contributing to the broader discussion on environmental psychology in tourism.

This paper aims to identify the key antecedents and moderators that influence consumers' willingness to purchase environmentally friendly products.

A convenience sampling method was employed. A total of 600 self‐administered questionnaires were distributed during lectures in a large Australian university. In total, 256 useable Australian consumer responses were collected and used for analysis.

The results show that the three antecedents of ecoliteracy, interpersonal influence and value orientation have strong correlations with attitudes towards environmentally friendly products. Consumers with favourable attitudes towards environmentally friendly products are more likely to purchase environmentally friendly products. Perceived product necessity moderates the relationship between attitudes toward environmentally friendly products and the willingness to purchase environmentally friendly products.

Longitudinal studies can be conducted in the future. Other possible moderating factors such as product involvement or pricing can also be explored. A wider range of behavioural indicators can be used to capture a more accurate measurement of environmentally oriented behaviours.

Consumer education about the environment is crucial for consumers to form a more favourable mindset towards environmentally friendly products. Communication initiatives that highlight various environmental support campaigns and environmentally conscious product strategies are some of the ways to encourage purchasing behaviour.

The study empirically examines the antecedents and consequences of attitudes towards purchasing green products in an Australian context. Furthermore, the study uses day‐to‐day necessity products as the product category.

Purpose: This study explores the growing significance of environmentalism and sustainability in the contemporary business landscape. Focussing on aligning industries with evolving consumer expectations, the research seeks to understand the awareness surrounding environmental conservation, sustainable development, and the adoption of an environmentally conscious lifestyle.

Need for the study: With environmental consciousness on the rise, understanding the initiatives taken by organisations and the utilisation of digital platforms for environmental advocacy becomes crucial. The study addresses the need to unwind the cultural shift towards sustainability and assess the effectiveness of green marketing practices in the digital age.

Methodology: A triangulation approach is employed, integrating secondary data from literature research with information from company reports and databases. The literature survey provides extensive insights into green marketing practices, forming the basis for an in-depth analysis. The comparative analysis and integration of findings from both sources aim to draw a comprehensive picture, identifying areas of agreement and disagreement.

Findings: The study provides robust evidence supporting the effectiveness of green marketing practices in the digital age. Convergence between academic literature and real-world corporate practices underscores the consistency in approaches adopted by companies in leveraging digital technology to advance environmental sustainability.

Practical implications: The findings suggest that theory and practice converge on various aspects of green marketing, indicating its profound impact on culture, behaviours, and strategies. This research informs businesses and policymakers about the tangible benefits and shared responsibility of incorporating green practices in corporate strategies, fostering a sustainable future.