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Beginning from the 1990s, the concept of sustainable development has been purposefully implemented by the most advanced economic actors including separate regions, countries, companies, and individuals. Consumer behaviour is also changing: the most advanced consumers who care about their own health and are aware of the environmental issues, change their behaviour to the conscious consumption patterns. However, most do so under the influence of companies promoting sustainable value propositions, or under the influence of government policy that encourages sustainable behaviour. Within the chapter ‘Dimensions of conscious consumption’, the authors consider consumption patterns evolution from traditional (patriarchal) consumption pattern through hedonic consumption to sustainable and conscious consumption patterns. The authors analyse transformation mechanisms of consumption patterns and how they affect changing consumer behaviour from traditional to conscious behaviour. As a result, a typology of sustainable value propositions for conscious consumers was formed, with the comparative analysis of four sustainable value proposition models: Driven by humanistic philosophy, Unique market position, Driven by government policy, and Leadership in sustainable innovations. Cases of Bouchee (Russian coffee shop and bakery chain) and Enjoy the Run (sport club for recreational running lovers) were analysed as the examples of companies implementing the considered models.

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.

The study emphasizes the role of an individual's mindfulness and temperance in making employees fit their organizations by comparing the direct effect of mindfulness and its indirect effect through temperance on the employees' person–organization fit (P-O fit). Data were collected from 185 Indian employees working at managerial positions in manufacturing and service industries through an online questionnaire in a cross-sectional research design. Structure equation modelling (SEM) was used to test the associations, and it was observed that mindfulness among employees is positively related to their P-O fit. Similarly, employees' temperance is also positively associated with their P-O fit. Furthermore, it is observed that temperance acts as a partial mediator between mindfulness and P-O fit. Mindful employees would be more aware of their surroundings, making them aware of the values that the workplace demands. The same awareness would compel the employees to have temperance (self-control) to keep their values in line with organizational values. The study contributes to the virtue theory and the value congruence theory in the organizational context. This study recommends that the management promotes mindfulness and temperance among the employees through various interventions and new technological aids to promote the P-O fit of the employees. To the best of our knowledge, this original work has novelty to investigate the relationship of mindfulness with P-O fit, taking into account the role of temperance of the employee.