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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 re-evaluate the sustainable attitude-behavior gap by reconsidering the cognitive-rational aspects of consumer purchase behavior. We aim to show how companies can benefit from focusing on hedonic aspects of consumption in their marketing of sustainable products. We claim that consumer culture research needs to examine the link between hedonic, aesthetic, and cognitive-rational aspects of sustainable consumption.

We use the electric vehicle marketing strategy in the United States as an example of an approach to bridge the attitude-behavior gap. More specifically, we focus on the car manufacturer Tesla as an example of marketing a sustainable product.

We find that Tesla’s marketing strategy focuses on aesthetics and hedonics-ludic performance. Similarly to other luxury cars, Tesla markets itself with a full compliment of consumer benefits. Compared to economical electric vehicles, sustainability is not the primary focus of Tesla’s marketing communication strategy.

Sustainable consumption theory benefits from examining the interlinking of hedonic, aesthetic and cognitive-rational aspects product purchasing and use. Future research in the development of sustainable consumption theory in additional complex product categories is needed.

Greater regard for consumer experience in sustainable consumption offers the potential for additional strategies to bridge the attitude-behavior gap and marketing of sustainable goods.

We move beyond the attitude-behavior gap by not only focusing on expressed attitudes of sustainability, but also focusing on the hedonic aspects at play in sustainable consumption.

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.

Purpose: Due to technological developments, industrialisation, irregular urbanisation, rapid population growth, and unconscious consumption, environmental problems have been on the agenda of activists, not for profit organisations, businesses, and governments for the last 20 years. Global warming, climate change, and ozone layer depletion are among the environmental problems which are the most threatening to life on earth. What is underlying these three problems is greenhouse gases emitted into atmosphere. Carbon footprint is a measure of carbon emission. The amount of carbon footprint is closely related to consumption styles as well as production. Unconscious life styles and consumption habits of consumers increase the amount of carbon footprint produced. Together with the rise of environmental problems, the concept of sustainable consumption has become very important. In the most simple of terms, sustainable consumption means consumption without consuming natural resources and this will play an important role in reducing carbon footprint.

Aim: In this chapter, keeping in mind the context of sustainable consumption, the concept of carbon footprint is explained as well as the methods for reducing carbon footprint arising from consumption, in a bid to bring strong awareness of these issues to consumers.

Methodology: To do this a literature review was carried out and methods of reducing carbon footprint were examined and discussed.

Findings: Consumers play an important role in reducing the amount of carbon footprint arising from individual consumption.

Originality of the Study: Most studies are carried out on the carbon footprint resulting from businesses and on carbon footprint calculation and determination of carbon footprint of products. Therefore, this study is specific in that it focusses on the carbon footprint of consumers.

Implications: Studies show that one of the important factors increasing carbon footprint is the unconscious acts of consumers relating to the environment. As long as this unconscious consumption model continues, the amount of carbon footprint will also increase. Hence, consumers need to know which activities reduce the amount of carbon footprint.

The overall goal of this chapter is to critique the purported business case for corporate social responsibility (CSR) and sustainability, which persists as a major contentious force in convincing companies to become more sustainable. Extant literature on sustainability, CSR and Socially Responsible Investments (SRIs) generally tends to focus on company perspectives decision-making and approaches. This chapter considers an alternative and under-developed perspective and examines CSR from a consumer/public perspective situated in a German context.

This chapter builds a comprehensive literature review and employs a research philosophical point of view underpinned by a social constructionist stance. It examines indicators and attitudes towards sustainability and sustainable consumption together with socially responsible investments and considers whether the buying patterns of German consumers may serve as a rationalisation for a potential business case for CSR and sustainability.

While the awareness of consumers of CSR in Germany towards sustainability tends to be generally relatively prima facie high, it is nevertheless noticeable that German consumers are predominately reluctant to pay a price premium for product possessing a superior sustainability performance. From the alternative lens of SRIs, rather than being a replete and widespread phenomenon, they are still largely a niche market. For these reasons, the potential for the existence of a business case for sustainability, CSR and SRIs tends in reality to be low, in spite of some populist or survey reports and perceptions.

The chapter links a consumer perspective with the business case for CSR. Moreover, it focuses on the German context which tends to be underrepresented in international research.

This chapter captures the interrelatedness of sustainable production and consumption, which can be brought together in the concept of sustainable market exchange. The purpose of this chapter is to develop and present a framework of sustainable market exchange, including the key players, factors that influence sustainable behavior and issues that need to be addressed to achieve sustainable market exchange. The framework includes the ecological, economic, and social dimensions, while factors in the framework are classified into three groups: individual, relational, and societal. The sustainability spheres and stakeholders contribute to raising the importance of the phenomenon in the long run. The authors subsequently conduct an exploratory quantitative study to examine the features of the framework which is empirically examined from the perspective of one group of stakeholders that needs to be understood better, that is, consumers. Searching for answers to research questions on how consumers perceive their sustainable behavior, company sustainable behavior, how perceptions of production and consumption are related and what are the differences according to individual factors, the authors demonstrate different emphasis that consumers place on different sustainability dimensions and suggest recommendations for encouraging sustainable market exchange for management and public policy stakeholders.

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.

This investigation studied a sample of 900 prospective international tourists to Norway with respect to their attitudes towards environmental sustainability on holiday. Sustainability was measured using a single item according to which the sample was first divided into highly sustainable tourists and low-sustainable tourists. Later, using a CHAID analysis, predictors of sustainability were identified. These included gender, nationality, being a nature-based tourist or not, and being interested in authenticity or not. The results showed that people who considered authenticity as important on holiday had a higher probability of being highly sustainable tourists. Further, different segments were identified. For instance, the segment that had the greatest likelihood of being highly sustainable tourists was represented by German tourists who were highly interested in authenticity on holiday.