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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.

Purpose: This chapter aims to evaluate the significant impact of Gandhian values on sustainable consumption behaviour (SCB) by applying the value-attitude-behaviour (VAB) framework. This chapter contributes by incorporating Gandhian values as one influencing factor for SCB.

Need for the Study: Values are considered as guiding principles in people’s lives. Studies suggest that values and other social and psychological factors can be vital in determining consumers’ behaviour towards sustainable consumption. There needs to be more empirical research on consumer behaviour facets of sustainable consumption for markets in India.

Methodology: The study uses partial least square structural equation modelling to empirically test proposed hypotheses and the research model of the relationship. The study results are based on data collected by administering a survey through a questionnaire confined to India.

Findings: The results indicated that Gandhian values, attitude, and sustainable consumption intention significantly influence SCB. Intention acts as a mediator between both outward and inward environmental attitudes and behaviour. The study provides directions for further research.

Practical Implications: This research study is helpful for researchers, marketers, and policymakers.

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.

This paper reviews recent developments in marketing-related sustainable business practices (SBP) that macromarketing scholars have researched and debated for four decades. Such SBPs should be regarded as positive steps toward a future where business does more good than harm in society.

Using the approach of a literature review, this paper highlights the actions of entrepreneurs and firms to implement SBPs resulting from analysis of the interplay between markets, marketing and society. Such analysis is in the tradition of macromarketing scholarship.

The study identifies important developments about an important shift toward adopting SBPs among many firms, as well as among consumers − especially, in developed countries of the world.

The study suggests that taking a macromarketing view offers scholars a broad lens on current complex marketplace phenomena that will prove effective in better understanding sustainability issues.

The results of the study underline the value of macromarketing scholarship through the last four decades. By being daring enough to consider other stakeholders other than marketers and owners of firms, macromarketers have provided scholars a more holistic understanding of business’ role in society.

Today, enlightened practitioners who utilize knowledge from macromarketing scholarship can gain a competitive advantage as they navigate markets increasingly influenced by a wider set of stakeholders. Such influential stakeholders include partner firms, employees, society and local communities, NGOs, media, government, as well as the environment and future generations. Scholars can gain perspective on the phenomena they investigate with such a macromarketing lens.

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.

The aim of this chapter is to explore sustainability research and findings in Slovenia, including Slovenia’s paths toward sustainable future on three different levels: situational or macro-level, transformational or mezzo-level and action formation or micro-level. Changes toward sustainability can only be made through the interaction of all levels. Besides the economic situation, both environmental and social dimensions are also important parts of sustainability. Slovenian consumers tend to be aware of sustainability issues and have formed positive attitudes about this concern, which is also reflected at the macro-level indices, indicating Slovenia’s sustainable position compared to other countries in Eastern and Southern Europe. Some sustainability guidelines, albeit not necessarily systematic activities, are adopted by companies and thus are moving the Slovenian economy forward in this area. This chapter can serve as a basis to develop some general pointers of how sustainability in Slovenia can be further addressed and developed.

How would you explain why you bought your car, enrolled in your university of choice or purchased that monthly coffee subscription? It is only through marketing that consumers become aware of a brand's existence, sourcing methods, production process, end-product materials and its effects on the environment. This study analyses the factors marketers consider while conducting their activities and the ethical duties they have with the aim to ascertain the claim that marketing aims to influence consumers in a certain direction. Proving the truth of this claim will help marketers adjust their practices and ethical conduct to help achieve sustainability as a Global Sustainable Development Goal, in addition to helping their target market make well-informed purchasing decisions.

This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many previous studies about the importance of sustainability considerations for national consumers’ brand commitments and purchase intentions, there is a lack of empirical studies focussing on this relationship from a global consumer perspective. A pre-study (consisting of focus group discussions) and a widely distributed international survey with responses from 74 countries show mixed results. Whereas the results from the focus groups imply that a sustainable orientation influences both global consumers’ purchase intentions and brand commitments towards online brands, the survey results imply that global consumers’ sustainable orientations do not affect purchase intentions directly, even though they influence brand commitments. An implication of these results is that an international online brand’s possibility to portray a sustainable orientation plays an important role in strengthening the relationship with global consumers, especially regarding brand commitment.

Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.

Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.

Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.

Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.

Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.