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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 the research is to investigate whether corporate social responsibility awareness (pCSR), environmental concerns (EC) and consumer environmental knowledge (CK) will have an impact on sustainable purchase intention (SPI). Furthermore, this paper also contributes to surveying the mediating impact of consumer attitudes (CAs) between intention and the three factors mentioned above.

SmartPLS (version 4.0) structural equation modeling (SEM) and quantitative methods were used to analyze 457 responses from consumers. The survey sample consisted of individuals between the ages of 18 and 34, with a male-to-female ratio of 70 to 30. The study aims to examine and put into practice new directions for manufacturing firms in the fields of fashion, food and consumer products. At the same time, provide more convincing evidence about the use of these fields in the research.

The study showed a favorable link between pCSR, EC, CK and SPI through the proposed hypotheses. The research additionally showed that CAs mediate between the aforementioned variables.

The important and distinctive results of this study encourage both consumers and enterprises to make changes in their perceptions of society. Consumers should gradually change their daily lifestyle by consuming more sustainable products. As a result, this outcome will provide the impetus for manufacturing businesses to alter their operational procedures in order to support the shift from the production of products to more friendly processes, with the help of all levels of management within the business.

This study aims to identify the consumption mechanism by which consumers’ materialism creates purchase intentions for luxury athleisure products through impression management purchase motivation and to verify the moderating effect of sustainability in this mechanism.

This study conducted a scenario-based online survey by dividing into two groups according to the sustainability of luxury brand products (non-sustainable vs sustainable). Structure equation modeling (SEM) was performed to verify the hypotheses.

The SEM results showed that materialism has a positive effect on the purchase intention of luxury athleisure products. It was also confirmed that impression management purchase motivation mediates the relationship between materialism and purchase intention. As a result of examining the moderating effect of sustainability, materialism directly affects purchase intention for unsustainable products, but only indirectly affects sustainable products through impression management purchase motivation.

This study expanded the research on luxury brands by providing the consumption mechanism of luxury athleisure considering sustainability.

Luxury brand marketers should strategically motivate consumers to purchase by activating materialistic tendencies such as ownership and display for general athleisure products and using impression management purchase motivation for sustainable products.

This study explored unresolved research areas on the consumption mechanism of luxury athleisure by identifying the mediating role of impression management purchase motivation in the relationship between materialism and luxury consumption and exploring the moderating role of sustainability.

The purpose of this study was to verify the effect of sustainable consumption on the intention and effective purchase of products by young undergraduates, using the framework with the dimensions: consciousness for sustainable consumption, moral orientation and environmental concern. The authors also examined the mediation effect of intention and searched for heterogeneities on the purchase of sustainable products when discriminating by product type.

Sustainable consumption assumes ethics and environmental concern prioritization in the role of individuals to preserve natural resources threatened by global warming. Considering this, the authors developed cross-sectional research based on a sample of 265 Brazilian higher education students, which was analyzed with the use of partial least squares path modeling.

The results showed a positive relationship between sustainable consumption and buying intention, with mediation effects on the effective purchase of sustainable products. It was evidenced that consciousness for sustainable consumption, moral orientation and environmental concern do not lead directly to the purchase of sustainable products; they are based on the mediation exerted by the intention that purchase materializes in Brazilian, young university students. By analyzing heterogeneities, the authors found that environmental concern may translate into actual purchase when product-oriented.

This study uses the VBN theory to understand the behavioral intentions for the effective purchase of sustainable products, extending the range of sustainable consumption associating factors not analyzed in the higher education context, including nontraditional categories of sustainable products, such as textiles, furniture and wood articles. Moreover, this paper examines the mediation role of intention for effective purchase of sustainable products, identifying product categories that may translate environmental concerns to actual purchases, highlighting the importance of Brazil as an emerging economy that is a leading producer and exporter of organic foods with a growing market for sustainable products.

This study aims to examine the impact of the three dimensions of materialism, namely, possessiveness, envy and non-generosity along with attitude on the purchase intention of sustainable luxury products.

The research study contains a descriptive approach to research with a quantitative analysis done with exploratory and confirmatory factor analysis with 229 respondents.

The findings of the results contribute to research by extending the model of the theory of planned behavior with the material dimensions as an add-on.

The same could have been extended to all major metro cities of Indian where luxury brands are present in malls.

This shows that the consumer with a high level of materialism trait would be a very prospective segment for sustainable luxury brands.

The study shows that the three dimensions of materialism do impact the purchase intention of sustainable luxury producers and these findings will be crucial for devising consumer behavior-based strategies for sustainable luxury brands.

Sustainable manufacturing practices are excessively being practised in the industry today. The impact on sustainability is ever more visible to the stakeholders because of faster and more efficient communication due to social media and the internet. This paper aims to study the impact of greenwashing by corporations and the stakeholders’ environmental concerns on consumers’ sustainable purchase behaviour.

The relationships between the impression of “greenwash”, sustainable purchasing behaviour, green word-of-mouth and green brand loyalty were investigated in this quantitative study. Participants who made up a representative sample filled out written surveys. The variables of interest were evaluated using scales that have undergone validation. Structural equation modelling was used in mediation analysis to investigate the mediating impacts of green word-of-mouth and green brand loyalty. The goal of the study was to offer empirical proof of how these factors affected consumers’ choices for sustainable products.

Analysis of the mediating relationship of perceived customer effectiveness in the relationship between environmental concern and sustainable purchase behaviour has been studied.

This study implicates that a company that primarily markets basic green and sustainable products or services must invest in informing people about environmental concerns and that by proper practices, a lot of the harm to the environment can be reduced.

Corporate greenwashing, also called false greening, has received much public attention recently. The unethical practices by the corporations, which previously majorly went unnoticed, have also recently gained a lot of visibility. This paper is one of the early attempts towards establishing the effect of corporate greenwashing on sustainable consumer behaviour.

Sustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in the fashion industry, the actual purchase by the consumers is limited. Thus, the present study examines sustainable consumption using the theory of planned behaviour (TPB). The purpose of this paper is to study the mediating impact of strategies of justification of unethical behaviour on the gap-based relationship between a purchase intention and a purchase decision for a consumer in a sustainable clothing context.

For the study, the primary data from 229 graduate-level fashion students enrolled in universities across India has been analyzed with the help of structural equation modelling.

The study results have proven that attitudes and subjective norms can positively affect purchase intentions when it comes to purchase of the environmentally sustainable products. Further, economic rationality (ER) and government dependency (GD) partially mediate the purchase intention–behaviour gap of the justification strategies for unethical behaviour.

The results would be helpful in implementing sustainable clothing consumption among Indian consumers. The study would be beneficial for industry professionals, export houses and scholars to discover possible reasons which can lead to the widening of the intention–behaviour gap when it comes to the purchase of the sustainable clothing consumption for Indian consumers. Critical implications for marketers from the present research assert that ER and GD are important factors that could increase the purchase intention of young consumers towards sustainable clothing.

The results of the study contribute to the existing literature in a novel way by adding justification strategies for unethical behaviour to the TPB model. This study is innovative as it adds new constructs to the TPB model by including the three justification strategies that people use for unethical consumption behaviour (ER, economic development and GD) to gain insight into why a purchase intention–behaviour gap exists for sustainable clothing.

The paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and policymakers. The current study is examining consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products through the use of theory of planned behavior. The paper is also examining the role of companies and policymakers in encouraging consumers to consider sustainability in their purchasing decisions.

Concurrent research study is applied, where qualitative and quantitative research methods are conducted at the same time for different purposes with equal weights. Qualitative interviews were applied with fast-moving consumer goods companies and policymakers, while quantitative surveys were applied with Egyptian consumers.

The results showed that companies are taking serious and effective steps in transforming their marketing strategies into sustainable marketing ones. The government role is still limited as there are no strict laws and regulations that force companies and factories in Egypt to develop sustainability marketing strategies. Consumers’ attitudes were highly affected by firms' sustainable practices as well as subjective norms that led to influencing their intentions toward purchasing sustainable products.

Although the topic of sustainability marketing is considered by a plenty of researchers in the academic discipline, there are no studies that have combined the main three stakeholders' roles in achieving sustainability marketing in one study. The study highlights the impact of government role and firms' role on consumers' attitudes and purchase intentions toward sustainable products, especially convenient products. This was done through the adoption of the theory of planned behavior.

The purpose of the present study is to examine the relationship between Social and Environmental Accountability (SEA), Attitude towards Environmental Advertising (AEA), Materialism, and Intention to purchase Environmentally Sustainable Products (IPESP).

The study sample consists of 205 business students from two B schools in India. Data was collected through the survey method, and the moderated-mediation model was statistically tested using SPSS Process Macro software.

The findings of the study suggest that the attitude towards social and environmental accountability (SEA) is positively associated with the intention to purchase environmentally sustainable products (IPESP). Moreover, this relationship is mediated and moderated by AEA and materialism, respectively.

The findings of the study reveal that a consumer with low materialism and a positive attitude for both environmental sustainability and environmental advertising has higher chances of purchasing environmentally sustainable products.

This study contributes to the existing literature on sustainability by providing a basis for understanding the moderated-mediation mechanism, which affects the relationship between SEA and IPESP; two key variables that have not been examined in combination.

The purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption behavior by proposing a conceptual framework combining consumer-specific factors and product-specific factors with a special emphasis on consumer value perceptions.

Theory of consumption value was integrated into the knowledge, attitude behavior model in the conceptual framework having consumer-specific and product-specific aspects. Perceived value (PERVAL) scale was used to measure value perceptions. The model was verified by a survey conducted among a random sample of 520 participants. The factors were extracted by using exploratory factor analysis and then confirmed by using confirmatory factor analysis. The hypotheses in the conceptual model were tested for different consumer groups, and the strength of the relationships was calculated by using multigroup analysis in structural equation modeling.

It was observed the environmental concern raised the need for getting knowledge about the environment. The impact of environmental knowledge on the value perception of sustainable fashion products varied for the consumers affected by Covid-19 at different levels. Quality perception and price perception were influenced most by environmental knowledge in that order for the consumers with “high fear and uncertainty” and “low fear and uncertainty”. Similarly, the perceived emotional and social values were influential on purchase intention for consumers with high fear and uncertainty, whereas price and social value perceptions were influential for the consumers with low fear and uncertainty.

This study is the initial study that investigated the impact of the Covid-19 pandemic on the consumption of sustainable fashion products. The integration of theory of consumption value into the knowledge, attitude behavior model allowed identifying the relationship between environmental issues and sustainable fashion consumption. Using the PERVAL scale for measuring perceived value, the study provided valuable insights for understanding the most important value dimensions for sustainable fashion products for consumer groups affected by Covid-19 at different levels. The results regarding the changes in the rankings related to the impact of environmental knowledge on dimensions of perceived value and the impact of perceived values on purchase intention enabled the integrated model to explain the attitude–behavior gap.