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The purpose of this paper is to examine the ways in which academic researchers frame and conduct sustainability research and to ask to what extent we are limited by these frames.

Our approach is based on an epistemological critique. We begin with a discussion of the ways in which sustainable consumption has been conceptualised within marketing; we question the influence of positivist social science research traditions and examine how research on sustainability is impacted by the structure of academia.

Our critical reflection leads us to suggest three ways in which sustainability research might be re-framed: a reconsideration of language, a shift in the locus of responsibility and the adoption of a holistic approach.

We propose that in order to make progress in sustainability research, alternative frames, terms, units of analysis, method(ologies) and research ambitions are needed.

By making visible our collective, unexamined assumptions, we can now move forward with new questions and agendas for sustainability research.

Purpose – Ecological cohousing communities, or ecovillages, are emerging as contemporary housing models that attempt to recreate a sense of community and encourage an environmentally sustainable lifestyle. This chapter analyzes a rural ecovillage (Ecovillage at Ithaca – EVI) to find out how the community conceptualizes and practices sustainability. The chapter also examines whether and how the community incorporates issues of equity and social justice into its activities.

Design/methodology/approach – The chapter uses a multi-method approach. It is a case study; however, participant observation was conducted at the site. In addition, interviews with residents were conducted and archival materials from the community's newsletters as well city government documents were also used.

Findings – As practiced at EVI, the green lifestyle emphasizes comfortable living that is both esthetically appealing and good for the environment. In making the decision to focus on building a community for the middle class, residents have limited their engagement with social justice issues and have struggled with incorporating minorities and the poor into their community.

Originality/value – This is one of the first papers to analyze the ecovillages from an environmental justice perspective. It shows where there are overlaps between the ecovillage and environmental justice movements. The chapter also fits into a growing body of scholarship that examines the concept of sustainability from a social justice perspective also.

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.

This chapter focuses on analyzing conscious consumption practices of sustainable products among the young generation, and their perceptions and behavior toward it. Because university students are the future consumers, they are more educated and aware than the typical person (Mcmillin & Dyball, 2009), will have earning capacity, and will be able to influence others in their workplaces (Nejati & Nejati, 2013), it is critical to measure sustainable consumption in the context of university students. Businesses and marketing strategies must also take into account sustainable consumption. In this vein, policy and business ramifications have been explored (Joshi & Rahman, 2015; Young, Hwang, McDonald, & Oates, 2010). Taking in view the above viewpoint, the focus of the study is to measure and analyze the responses of young generations to conscious consumption of sustainable products in Pune City. This is a descriptive study that was conducted among the 501 students at MIT-World Peace University (MITWPU) in Pune using a judgmental sampling method. Data collection was done through a standardized questionnaire using Google forms. Exploratory factor analysis and percentage analysis were used to examine the responses obtained using SPSS IBM 28.0. The results of the study reveal that conscious consumption enhances the environmental, social, and economic quality of life among young generations. It reflects conscious sense among youth as well as their perception and behavior on caring about themselves, the environment, and conserving for future generations.

Many companies produce environmentally friendly goods and offer their products with varied attractive marketing mix strategies. One of the company's potential target markets is millennials because the growing number of this community has become enormous. In terms of behavior, millennials have a high level of consumption compared to other generations. However, there are big questions about the willingness of millennials to consume green products. This study aims to acknowledge the green product buying behavior among millennials, especially premium green products. The variables expected to influence the millennial's willingness to pay premium include environmental concern, reference group, and pro-environmental attitude. Data collected through a survey of 250 respondents. The hypothesis framework was tested using PLS-SEM modeling to evaluate the measurement and structural models with the assistance of Warp PLS version 7.0. This study found that millennials who consider the importance of preserving the environment and have a reference group that solicitude to the environment will have a pro-environmental attitude and willing to buy the green product, even though it has a higher price. Green product's management can use the result to formulate an effective green marketing strategy to target the millennials. Regarding the need for millennials' environmental behavior clearer picture in a developing economy, the present study inflicts the literature by describing the antecedents of millennials' willingness to pay premium green products. The results also give practical implications by shedding light on millennials’ green behavior variables. It helps green entrepreneurs conceive their strategic marketing management, and thus can boost the green economy and economic growth.

The purpose of this paper is to present a conceptual framework that provides insights into major environmental and organizational forces underlying greater levels of organizational responsiveness to the environmental sustainability imperative by a growing number of firms, worldwide.

The paper is conceptual in its focus, and the proposed framework builds on extant literature from multiple literature streams.

Societal progress toward environmental sustainability is a shared responsibility of consumers, corporations, and the government at various levels. A potential avenue for societal progress toward environmental sustainability is fostering a macroenvironment that is conducive to the elimination of consumption certain products, reduction in consumption certain other products, and redirection of consumption of still other products from ecologically more harmful to ecologically less harmful substitute products (and relatedly, demand elimination, demand reduction, and demand redirection).

An implication for corporate sustainability responsibility is that firms while planning and formulating strategies for increasing their market footprint must also concurrently plan and formulate strategies for decreasing their environmental footprint. An implication for government sustainability responsibility is that even under conditions of high levels of commitment by a large and growing number of firms and consumers to engage in environmentally sustainable behaviors, in the absence of supporting infrastructure for engaging in such behavior, they may find it necessary to engage in environmentally unsustainable behaviors.

Issues relating to environmental sustainability have been the focus of a large body of recent research in a number of academic disciplines including marketing. A cursory examination of numerous articles published in scholarly journals on issues pertaining to environmental sustainability, and in the business press pertaining to the myriad environmental sustainability initiatives of firms worldwide is indicative of its growing importance.

Increasing dependence on energy in the world, the energy used in production processes being highly dependent on nonrenewable resources, environmental pollution as a result of these activities, and the depletion of natural resources make the continuity of economic development difficult. Environmental negativities as a result of economic production processes pose a serious threat to the future of humanity. It is a social responsibility to make an environmental management plan for the future by turning to renewable energy sources in line with the understanding of sustainability and to act with a strategic approach. The aim of this study is to determine the attitude of consumers, who are an important stakeholder of the institutional system, toward renewable energy sources. In addition, it is aimed to increase social awareness and awareness about renewable energy in the focus of sustainability understanding. In this context, the attitude of Turkish consumers toward renewable energy has been measured. 346 respondents participated the survey. Based on the findings, there is a statistical significance in terms of renewable energy sources' effects on living things factor according to age variable.

In recent years, a great deal of work has emerged on eco-cities in China. Specifically, writers have discussed the role of the entrepreneurial state in the construction of eco-cities and have noted the role of these cities in the production of high-end real estate and new forms of capital accumulation and land acquisition. Whilst this chapter supports these arguments, we argue that the emergence of eco-cities in China is tied up with broader socioeconomic and cultural discourses and discourses of governance. We explore these ideas through a qualitative investigation of an eco-city known as the North Lake (Beihu) Ecological New Town (NLENT) located in the city of Jining, Shandong province. Specifically, this project, which involved the collection of documents, photographs and 20 semi-structured interviews, aims to understand the role that discourses of class, taste and consumption play in the fashioning of Chinese eco-cities. In exploring discourses of ‘green conduct’, this chapter also seeks to understand the role of eco-cities in the governmental fashioning of Chinese subjects and bodies. In this regard, this chapter suggests that whilst new forms of green development have played a part in urban expansion, new green real estate zones such as the NLENT have a powerful role to play in the construction and shaping of Chinese identity and behaviour.