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The study addresses gaps in sustainable luxury consumption research by analyzing the role of social norms in different cultural settings. It investigates how social norms, self-control, conspicuousness and future orientation shape sustainable luxury consumption in individualistic (UK) versus collectivist (China) national cultures.

The study was based on survey data from British and Chinese luxury product consumers collected through online panels. The final sample included 452 valid responses from the UK and 414 from China. Hypotheses were tested using structural equation modeling.

The study found that descriptive norms positively influence sustainable luxury consumption in individualistic (UK) and collectivist (China) cultures. Injunctive norms affect sustainable consumption only in the UK. Future consequences universally impact sustainable consumption. Conspicuous consumption negatively affects preferences for sustainable luxury brands. Self-control enhances the impact of descriptive norms in the UK but reduces the impact of injunctive norms in China.

This study uniquely explores how social norms and cultural influences impact sustainable luxury consumption in individualistic and collectivistic societies. It highlights the moderating role of national culture, providing actionable insights for luxury brands to enhance sustainable consumption with culturally tailored strategies. The research challenges the universality of the theory of normative social behavior, advocating for its refined application across different cultures.

Understanding behavior toward sustainable consumption remains among the most challenging contemporary topics and requires continual investigation. The aim of this paper is to explore young Bahraini women’s level of awareness of sustainable consumption while also considering their attitudes, motivations and behavior as key elements in the study.

A qualitative approach was used to collect the data. More specifically, 46 semi-structured interviews with young Bahraini women took place and the results were produced using thematic analysis.

Results reveal that consumers’ awareness levels toward sustainable consumption have been growing but awareness remains variable among consumers. In turn, motivation toward supporting sustainability is more associated with environmental reasons than cultural or economic ones. The attitude toward sustainable consumption is generally positive among young consumers. Moreover, sustainable consumption has been found to be present through various means in the purchase decisions of young Bahraini women.

This study exclusively explores the awareness levels of young Bahraini women regarding sustainable consumption with a focus on the elements of the behavioral process, namely, “awareness, attitude, motivation, and behavior”, as central research pillars.

This study explores the direct and indirect effects of two components of food-related consideration of future consequences (CFCs), including CFC-Immediate and CFC-Future, on sustainable food attitudes (SFA) via food-related health and environmental concerns.

Partial least squares structural equation modeling technique was used on a data set of 664 Vietnamese consumers collected in Central Vietnam to evaluate measurement and structural models.

CFC-Immediate and CFC-Future as well as health and environmental concerns have positive effects on SFA. Indirect effects of CFC-Immediate on SFA via health concerns and CFC-Future on SFA via health/environmental concerns are also discovered.

Future studies should examine the impact of environmental values on CFCs, forming a more comprehensive understanding regarding the relationship between the two variables, especially by including a wider range of sustainable food types to gain diverse knowledge about sustainable food consumption.

Communicative messages should focus on both health and environmental concerns while emphasizing both immediate and more distant outcomes of sustainable food (fish) consumption for individuals with different dominant temporal orientations.

This study sheds light on the direct and hierarchical relationships among food-related CFCs, health and environmental concerns and SFA to better understand the intricate psychological process of sustainable food consumption.

This research considers new and unexplored explanations of why consumers continue to engage in environmentally damaging, fast fashion consumption. It explains why rational arguments alone do not prevent fast fashion consumption or encourage consumers to move toward greater adoption of sustainable fashion consumption behaviours.

This research compared the effects of a “neutral” control and an “intrasexual rivalry” experimental condition on: (1) likelihood to buy, and (2) willingness to pay, of frequent female fast fashion shoppers (N = 184).

Women use fast fashion as a conspicuous signal to other women, although this is not necessarily why they waste fast fashion purchases. Mating motives appear to produce a significant increase in fast fashion buying behaviour with women feeling intrasexual pressure to engage in consumption, and utilising consumption themselves as a self-promotion strategy.

Retailers tackling wasteful fast fashion consumption can demonstrate that sustainable consumption provides a superior conspicuous signal to fast fashion consumption, instead of solely using rational messaging.

Grounded in evolutionary psychology, this study uses three theories of intrasexual rivalry, conspicuous consumption and conspicuous waste to understand how both the volume and variety of fast fashion consumed are used as conspicuous signals in a mate attraction context.

The authors examined the influence of perceived value on consumer attitude and purchase intention (PI) and the relationship between attitude and PI towards sustainable luxury products (SLP) in China.

An online survey was conducted with 935 consumers of luxury fashion in mainland China. Structural equation modelling was applied to measure and analyse the relationship between values (i.e. hedonic values, social values, and value for money) and consumer attitude and PI.

Consumers' multidimensional values positively affected their attitude. Social values and value for money had a significant positive effect on PI towards SLP. However, hedonic values had no effect on PI.

The sample was drawn from first-tier cities in China, and the results cannot be generalised. The authors examined three dimensions of consumption values. Future research should consider additional markets, values, and influencing factors.

Luxury companies should understand Chinese consumers' diverse values and develop sustainable products that meet consumers' principles. These principles increase the perceived value of the products and thereby guide luxury brands to make marketing strategies to increase sales.

This is the first empirical study to use the theory of perceived value scale (PERVAL) to understand consumer behaviour regarding SLP in China.

The main objective of this study is to identify the variables influencing consumers' perceptions of sustainable purchasing intentions and the effects such perceptions have on actual sustainable purchasing behavior. This paper aims to develop an understanding of the postmillennial generation's consumption of sustainable products.

A structured questionnaire was used to collect data for quantitative analysis. It involved sampling a total of 251 respondents, which were postmillennials belonging to the twin cities of Pakistan. A series of tests were applied through Smart PLS4 for all the variables, including descriptive statistics and structural equation modeling.

The results revealed that there is a significant relationship of social value and electronic word of mouth with digital media usage (DMU). Whereas, link of functional and emotional value with DMU was insignificant. The results also portrayed that there exists a positive link between DMU and sustainable consumption behavior (SCB). Moreover, green purchase intention moderated the relationship between DMU and SCB.

There exists a research gap on the role of postmillennial behavioral regulation and digital media use, as potential influences on their purchase behavior. Despite the fact that digital media has been shown to influence millennials' purchasing decisions in the past, there is still a reluctance among postmillennials to engage in environmentally friendly practices. Consequently, research is necessary to comprehend sustainable consumer behaviors; especially from an unaddressed Pakistani perspective.

This study aims to explore the role of sustainable fashion knowledge in shaping individual sustainable responsibility within the dynamic landscape of the fashion industry from a novel perspective, by exploring the intricate interplay between sustainable fashion knowledge, emotional and spiritual sustainable capacities.

A quantitative study was used, and a causal model with partial least squares structural equation modeling was developed. A total of 211 valid responses were obtained, and data were analysed to confirm the proposed hypotheses.

The findings confirm the positive impact of sustainable fashion knowledge on individual sustainable responsibility, mediated by both spiritual and emotional sustainable capacities. This study underscores the significance of individuals in influencing societal norms, prompting fashion companies to adopt sustainable practices.

The proposed conceptual framework integrates insights from the emotional and spiritual knowledge dynamics. This study uncovers the pathways through which individuals contribute to a more sustainable society.

The study not only advances the understanding of sustainable fashion practices but also provides actionable insights for policymakers, businesses and individuals seeking to foster a culture of sustainability in the fashion ecosystem.

The purpose of this study is to develop an integrated conceptual framework to better understand the psychological pathways connecting consumer perceptions to purchasing intentions for premium sustainable products.

The study develops a conceptual model that theorizes relationships between consumer perceptions of a firm’s innovation, competitive advantage, sustainable practices and stakeholder orientation. It proposes that stakeholder orientation mediates the effects of these perceptions on consumers’ willingness to purchase premium sustainable products. Additionally, lifestyle is hypothesized as a moderator. The model advances knowledge through eight testable propositions.

The conceptual framework specifies indirect, mediated and moderated relationships that have not been fully captured by past literature. It theorizes that perceptions of a firm’s innovation, competitive advantage from sustainable practices and stakeholder orientation indirectly influence purchase willingness through the mediating role of stakeholder orientation. Lifestyle is proposed to moderate these relationships.

This conceptual model offers insights for cultivating consumer perceptions that strengthen a firm’s stakeholder image and endorsement of premium sustainable products. Its validated theoretical lens and propositions can provide strategic guidance for addressing the challenges of higher price points for sustainable products through capturing psychological drivers of values-based decision-making. Future empirical assessment is recommended to validate the specified relationships in the model.

Given the growing emphasis on environmental consciousness and sustainability as core principles within most companies, product-service systems are recognized as strategic approaches to achieving sustainability objectives. Consequently, understanding consumer acceptance of these systems is of paramount importance. This study seeks to explore users' perspectives on the barriers that impede the adoption of product-service systems, intending to prioritize these obstacles.

This study utilizes a social media-based approach, specifically analyzing tweets related to Zipcar, an American car rental company that exemplifies a usage-oriented product-service system. The analysis identifies the factors influencing the acceptance of this system. The study utilizes topic modeling and sentiment analysis techniques to analyze the tweets. The opportunity value of each topic is determined, aiding in the identification of topics that require improvement. Furthermore, the interrelation between topics is explored, followed by correlation analysis to assess their significance.

Eight topics strongly related to the keywords are identified. Among them, “responsiveness”, “responsibility”, and “trust” hold the highest opportunity values. The findings emphasize the importance of service providers proactively addressing the obstacles that impede consumers' willingness to adopt product-service systems. Prioritization should be given to topics with higher opportunity values.

This research uncovers the primary obstacles to adopting the product-service system by directly considering consumer opinions and providing a prioritized list of these obstacles.

The purpose of this study is to examine factors influencing consumers’ intention to purchase Halal cosmetics through the lens of theory of consumption values (TCV).

This study employed a quantitative research methodology, collecting data from 185 respondents through an online questionnaire. The participants, selected via purposive sampling, were all current purchasers of cosmetics. The data were analyzed using partial least square structural equation modeling (PLS-SEM) with the assistance of IBM SPSS and SmartPLS software.

This research reveals that emotional value is the most substantial value predictor, followed by epistemic value, conditional value and functional value. Further, the moderation analysis shows that the effect of conditional value is strengthened when the consumer are from a higher social class.

This study reveals that consumption values with context-specific attributes directly impact consumer purchase intentions towards Halal cosmetics, while social class acts as a significant catalyst. This offers a fresh perspective that mitigates the traditional misconceptions about Halal cosmetics among Malaysians, highlighting the complexity and resilience of consumer adoption in this innovative sector.