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The paper attempts to investigate the term “environmental consciousness” and identify the underlying components of environmental consciousness and its antecedents. Also, to propose the framework explaining the linkage between environmental consciousness, its antecedents, components, and behavioral outcome, and also the variables, if any, that may intervene between environmental consciousness and environmentally conscious consumer behavior.

The paper reviews extant literature to bring conceptual clarity to the term environmental consciousness and its linkages with the related variables.

Environmental consciousness – a mental state variable – is found distinct from its antecedents and associated behaviors. It is a multi‐dimensional construct varying from low general level to high product‐specific level.

This paper provides understanding for the term environmental consciousness and its relation with other variables and thus leaves the wide scope for research in the future.

The extent to which green marketing efforts can gainfully be taken to the market and given a required scale depends upon environmental consciousness of the consumers. According to levels of environmental consciousness, green consumer segments are obtained and “greener” consumer segments can be targeted to induce pro‐environmental purchase behavior.

The proposed model in the study would allow the green marketers to support the whole idea of environment protection through appropriate marketing strategies.

Based on extant review of literature, the paper proposes the term environmental consciousness as a mental state variable, which is distinct from its antecedents and behavioural outcomes.

The purpose of this paper is to study the green marketing consumer in the Kingdom of Bahrain through using the ecologically conscious consumer behavior (ECCB) model and profiling green consumers in the kingdom.

Using questionnaire survey, the influence of demographic characteristics (gender, age, education, and household monthly income) and ECCB on green marketing consumers has been tested through factor analysis, regression analysis, ANOVA, and K‐means clustering. The sample consisted of 241 consumers.

The findings of this study provide some understanding to the service providers and the government on the effect of demographic profile on online shopping. Of consequence, such understanding would help them in finding and implementing suitable strategies to enhance online shopping. Four types of green consumers were identified.

The study described in the paper is the first analysis of the Kingdom of Bahrain green consumers' characteristics through providing a comprehensive understanding by combining the demographic characteristics and the ECCB model and their effect on green shopping. Furthermore, the study offers a profile of green market consumers.

The paper provides a new definition of healthy and functional food considering the case of sorghum, which is dealing with environmental challenges, calling for exploration of eco-conscious consumers' behavior in the free-from food innovative market.

Through a systematic literature review and bibliometric analysis, this article offers a deep and broad outlook on a sustainable open innovations approach for agri-food systems. The bibliometric analysis includes a total of 198 scientific papers, deeply analyzed through Bibliometrix package.

Results show increasing academic interest in sustainable innovations for the agri-food system, where the relevance of the food-grade sorghum is noticed. An open innovation approach is called for to deal with environmental challenges.

Theoretically, the research offers a new definition of healthy and functional food in line with current environmental challenges. It also provides a deep literature review on eco-conscious consumers and food-grade sorghum as functional food in the context of the free-from food market.

The objective of this paper is to investigate the lifestyles of contemporary Chinese affluent consumers and their influences on a number of consumption variables such as brand preference (local versus foreign), attitudes toward innovative products, luxury consumption, impulse purchases, etc.

Survey data were collected from 1,317 consumers across 17 cities in China. Five lifestyle factors were identified and further verified through a confirmatory factor analysis. Multiple regression analyses were performed to explore the relationships between lifestyles and consumption patterns.

The results showed that affluent Chinese consumers, though apparently similar in terms of wealth possession, exhibited very different patterns in their purchase and consumption behaviors. For instance, consumers with a salient “need‐for‐uniqueness” trait were found to be quite contingent on consuming goods for being distinctive. The price conscious consumers were somehow over‐confident in their purchase decisions, resulting sometimes in impulse buying. A third group of people were found to often disguise their consumption behaviors with an explicit orientation for public interests, e.g. environmental protection. Compared with those who seek respect from others, consumers with strong needs for achievement were found to be more pragmatic and tended to be self‐oriented.

Findings from this study provides a useful framework for marketers to link their products to various lifestyle groups of affluent Chinese consumers, thus enhancing their marketing productivity and profitability in the Chinese market.

Despite the large body of lifestyle studies, very little research has focused on the Asia Pacific region. The current study provides an extensive empirical investigation, on which marketers may better approach affluent Chinese consumers with various lifestyles.

The purpose of this study is to examine the determinants impacting consumer behaviour in organic food consumption in Bangladesh. This study aims to identify the key factors facilitating organic food consumption and establish a framework by analysing their contextual relationships.

The study used interpretive structural modelling (ISM), relying on expert perspectives from experienced academicians and marketing professionals. A Matrice d'Impacts Croisés Multiplication Appliqués à un Classement (MICMAC) analysis was performed to assess the driving forces and interdependencies among these determinants.

The MICMAC analysis grouped determinants influencing organic food purchases into four categories. The dependent factors, like attitude and food safety, showed moderate driving forces and high dependence. Linkage determinants, such as environmental concern and price, exerted considerable influence with moderate dependence. Independent variables, especially knowledge about organic food, had a strong impact with relatively low dependence.

This study’s insights offer valuable guidance for managers in the organic food industry, providing strategies to address consumer behaviour. Prioritising education on environmental benefits, transparent pricing, collaborating on policies, ensuring food safety and understanding determinants impacting purchase intent can aid in designing effective marketing strategies and product offerings aligned with consumer needs, ultimately promoting sustainability.

To the best of the authors’ knowledge, this study is the first to investigate the interconnections and relative significance of determinants influencing organic food purchases, using the ISM approach and MICMAC analysis. It delves into the previously unexplored territory of understanding the relationships and hierarchical significance of these determinants in shaping consumer behaviour towards organic food purchases.

The purpose of this study is to segment the respondents using their location, gender and age as well as their statements about environmental involvement, knowledge and attitudes as the basis for selective marketing classification.

A URL link was sent to the 2,000 members of the Society of Wine Educators. Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables.

The results offer insights when considering selective marketing. First, a distinct, measurable, substantial market segment for ecological products was identified, namely: the Millennial male with strong environmental attitudes. Second, residence has an influence on the strength of respondents' environmental attitudes.

Although the sample represents most of the states, members of the Society of Wine Educators are individuals that are highly involved with wine as a product and thus may not represent the entire population of the USA.

Consumers bring to the purchasing decision varying types of attitudes and beliefs. Understanding how environmental knowledge and attitude, when consumers are segmented by location, gender and age, can be used in selective marketing in the service industry to aid in designing promotional plans; whether the product of choice is a vacation resort, hotel or tourism destination such as a winery.

The contribution of the research is to broaden the understanding of environmental concerns and the role location, gender, and age play for marketers when considering the selective marketing concepts discussed by Inskeep and Dolnicar and Leisch.

The rationale of viewpoint is to comprehend green consumption (GC) and sustainable consumption (SC). The purpose of this study is to understand how the phenomenon of sustainable and green consumers perceives in an everyday perceives in an everyday/routine life in modern today’s dynamic world society, where consumers clients are highly encouraged towards use and practicing sustainability, also to understand people’s personal lived experiences in this affair of green and SC processes. The adoption of sustainable business strategies has been a well-thought-out plan which act as a foremost driver for the socioeconomic development.

Present study is based on phenomenological interviews, using interpretative phenomenological approach (IPA) which has offered a platform to investigate, explore and discover to talk about latent prime aspects (causes to procure or adopt green products, its category, expression of feeling about perceived product self-assurance, readiness to pacification and consolation, familiarity of environmental-friendly products, reflection of alternatives, make use of and abandonment). Semi-structured exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on their viewpoint.

The findings classify bewilderment of how sustainability applies in routine style for sustainable and GC followed by the consumers with respect to his/her behaviour and challenges of SC over GC, predominantly for ecological and environmental issues, and there was cynicism concerning higher pricing order of green and sustainable products available in market. Interestingly in findings framework, the analysis designates that green consumers represent a non-natural segment and offer auxiliary experiential description of sustainable development or sustainability as a measure of sustainable market and its orientation concept.

The idiographic nature of IPA, particularly phenomenological approach, may be considered as a research limitation. Well-presented research work is exploratory in nature; and a research team is followed by well-known guidelines in order to make certain impartialities. Though, the research conclusions are limited to Indian GC and a replication or limitation into different nations would aid in the direction to get rid of several probable nation partiality.

In a nutshell, here findings exemplify that green or sustainable consumers are shifting sustainable ideology from one situation to another, and that by speaking about sustainability, these consumers possibly will obtain a competitive lead.

The results or findings reveal green or sustainable consumers’ augmented association with sustainability and the role expected from them to create better society and world.

The research work exclusively places green or sustainable consumers’ dependence on heuristics to show sustainable preferences or choices, due to the lack of information and awareness, and it entails that sustainable concepts and sustainability are becoming popular nowadays; ever more included into their everyday behaviours and practicing. Very limited research studies have been done to investigate the GC and SC; measuring consumers’ actions using qualitative research approaches through IPA approach. This paper explores their consumption pattern and processes in detail.

One goal of the United Nation's key sustainable development is to ensure sustainable consumption and production habits. In particular, the United Nation's target 12.5 aims at substantially reducing “waste generation through prevention, reduction, recycling, and reuse by 2030” (United Nations, 2022). This strategy goes hand in hand with the so-called “Zero Waste” concept where waste is reduced as much as possible. Zero Waste has gained increasing attention in production technology and waste management literature. Interestingly, the concept has also become more and more popular with consumers in recent years. Indeed, environmentally conscious consumers increasingly make efforts to reduce their waste production by changing their lifestyles accordingly (Săplăcan & Márton, 2019), such as bringing their own bags for grocery shopping or using their own coffee-to-go mugs when filling coffee in cafés. These Zero Waste practices become particularly popular with consumers in the food industry. By investigating the Zero Waste practices within the food industry, this research will demonstrate how companies develop business ideas to address this consumption trend. Specifically, it shows both challenges and opportunities companies face when targeting Zero Waste consumers. Moreover, the chapter analyzes the impact of the COVID-19 pandemic on Zero Waste consumption patterns in the food industry and proposes strategies how food companies can respond effectively to these changes. Finally, the research provides practical recommendations to companies on how to implement Zero Waste practices to appeal to environmental conscious Zero Waste consumers.

The purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental consciousness and social media usage) as the external factors on their behavioral intention toward using clothing subscription rental services.

Quantitative research was conducted, and empirical data were collected from 255 Chinese college students. Structural equation modeling was conducted to test the proposed hypotheses.

The study offered convincing evidence that fashion leadership, price consciousness and social media usage are the three main drivers of Chinese young consumers’ favorable attitudes toward clothing subscription rental services, which together with social norms further lead to their intention to use clothing subscription rental services. Contrary to expectations, the study showed that consumers’ quality consciousness and environmental consciousness have no significant impact on consumer attitudes toward clothing subscription rental services. Moreover, the findings of the study demonstrated the impact of attitude and subjective norms on Chinese young consumers’ intention to use clothing subscription rental services.

This study contributes to the literature by integrating additional factors (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, social media usage) into the traditional theory of reasoned action model to investigate how Chinese young consumers’ characteristics impact their attitudes and how their attitudes and subjective norms impact their intention toward using clothing subscription rental services.