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This paper aims to examine the role of individual action in addressing challenges of sustainability, and to help marketing scholars and practitioners better understand what motivates sustainable living.

Semistructured interviews with 35 individuals self-identifying as sustainable shed light on motivations and identity expression in sustainable living. Four Drive Theory, and Personal and Social Identity Theory (operationalized through the Dynamic Model of Identity Development), provide this study’s guiding theoretical framework. Data analysis was informed by the Gioia methodology.

Individuals differently express their personal and social identities through sustainable living, and are differently motivated to live sustainably. Those expressing personal identity salience through sustainable living draw on a broader set of motivations than those expressing social identity salience. This results in varying levels of commitment to sustainable living, with differences also found in individuals’ personal satisfaction derived from their sustainable living efforts. Based on these findings, a novel typology of sustainable individuals is developed.

This study is limited by its focus on one geographic area and relatively small sample size. A key implication is the need to consider both personal and social identity when studying behavior in other marketing contexts.

The research provides important insights for marketing practitioners, policymakers and others seeking to better categorize sustainable individuals and target marketing messages to encourage sustainable behaviors.

This paper contributes to marketing scholarship by providing new insights on the role of identity and motivations in sustainable living. It introduces a novel typology of sustainable individuals, founded on differences in identity expression and motivational drives, which are also associated with the range of sustainable behaviors people engage with and how individuals make sense of these behaviors.

As a viable housing option for older people, retirement villages need to provide a sustainable living environment that satisfies their residents’ needs in terms of affordability, lifestyle and environmental friendliness. This is, however, a significant challenge for not-for-profit developers because of the high upfront costs involved in using sustainable practices. The purpose of this paper is to identify the sustainable features and practices adopted in not-for-profit retirement villages.

Because of the lack of quantitative historical data, a case study approach was adopted to identify the sustainable features and practices used in a not-for-profit retirement village in Sunshine Coast, Queensland, Australia. Data were collected based on interviews, direct observation and documentation, and collected data were analysed by using content analysis.

The research findings indicate that similar to private developers, not-for-profit developers also have the capability to make their village environment sustainable. In this case, the sustainable practices cover various aspects including the selection of village location, site planning, provision of facilities and services, social life and living costs. Although the associated costs of adopting sustainable features is a concern for both developers and residents, some of the identified sustainable practices in this case do not result in significant cost increase but can improve the residents’ quality of life substantially.

The research findings provide a number of practical implications on how to deliver sustainable retirement villages in a not-for-profit village setting.

This paper provides a first look at sustainable features and practices adopted in both the development and operation stages of a not-for-profit retirement village.

Reducing income gap and enhancing welfare of people can be achieved through improved performance regarding socio-economic indicators, which can support sustainable development. People living in villages tend to migrate to the cities with the hope of enhancing their income. People living in cities and income gap among the people in the cities are expected to increase further. Enhanced living conditions in villages can reduce the need for this migration and increase welfare of the people in the villages. This chapter aims to examine drivers for sustainable smart villages and ways for enhancing and supporting their effectiveness in socio-economic development, in enhancing welfare and living conditions of people living in villages, and in reducing income gap between urban and rural people. This chapter investigates potential and roles of sustainable and smart villages in enhancing welfare and living conditions of people living in villages. Furthermore, this chapter emphasises the villages’ roles in sustainable development as well as importance of transformation of villages into the sustainable and smart ones and establishment of sustainable and smart villages so that convergence, social inclusion and socio-economic indicators can be supported. This chapter explains drivers for transformation of the villages into the sustainable and smart ones as well as establishment of new sustainable and smart villages. This chapter provides recommendations for sustainable and smart villages effective in contributing to sustainable and socio-economic development. This chapter can be useful to urban planners, construction industry stakeholders, policy makers and researchers.

The paper aims to explore and analyse the potential of campus living learning laboratory (LLL) as an integrated mechanism to provide the innovative and creative teaching and learning experiences, robust research output and strengthening the campus sustainability initiatives by using the sustainability science approach.

The challenge to adopt sustainability science as an interdisciplinary approach juxtaposed against the structure, teaching and learning of single disciplinary approach in institution of higher education (IHE). The LLL approach can be one of the options on how the integrative teaching and learning, combination fundamental and applied research and campus operations should conduct to strengthen the implementation of campus sustainability.

The review of application of LLL from several campus sustainability and combining with the experiences in conducting the UTM Campus sustainability results the strategic operational mechanism of the integration process.

The LLL approach which applies the sustainability science approach did not cover the challenges and issue related to the inter-, inter- and trans-disciplinary during the campus LLL application. Further study needs to be conducted to strengthen the fundamental approach to developing campus LLL as one approach to operationalizing the Sustainable Development agenda in IHE.

The experiences and findings produces from this study help other campus sustainability to articulate the benefits of campus LLL initiatives, anticipate implementation challenges in teaching and learning, research output and the operation. The problem-solving nature of sustainability science provides a platform for implementing campus sustainability initiatives which allow inter-, inter- and trans-disciplinary approach for a more synergize effort of a real case study and project based approach.

Furthermore, the implementation of LLL challenges the researcher/academia to provide prompt response as part of societal learning process in strengthening applied-based research as well as to contribute to the fundamental research. Successful LLL approach require both top-down commitments from the top management of the university and bottom-up drive from interested faculty, core research themes, operations and students.

The integrative framework and operational mechanism to operate LLL in campus sustainability which resulted from the analysis taken from several universities that implement campus sustainability is the origin values of significant contribution from this study.

The purpose of this paper is to suggest a shift in the tourism marketing paradigm away from economic profit priorities toward sustainability. The sustainability approach adopts a holistic, integrated view of marketing, considering social equity, environmental protection, and economic livability. The paper seeks to examine the evolving model for the tourism marketing environment.

The paradigm shift naturally occurs by tracing the evolution of marketing approaches from production, sales, and a consumer orientation toward marketing alternatives such as societal, causal, green, responsible, and relationship marketing. Adapting a living system theory to tourism marketing, a sustainable tourism marketing model integrates tourism into a larger holistic context and focuses on marketing a quality of life for all stakeholders in the system.

While alternative approaches to tourism marketing include societal consideration such as tourism impacts and environmental segmentation strategies, this paper considers the triple bottom line as more sustainable objectives in tourism marketing and adopts an integrated view on tourism marketing.

The model suggests a paradigm shift that needs to be explored further.

The paper illustrates how tourism marketing can be integrated into more sustainable urban marketing strategies.

Instead of viewing tourism as a separate for profit industry, the model suggests an integration of tourism into a holistic, sustainable, quality of life marketing approach of living communities.

There has been a high rate of failure among the Living Labs in Kenya resulting in the expected outcomes not fully realized. This paper aims to assess the sustainability of Living Labs in Kenya.

Based on the four capital method of sustainable development evaluation framework, data were collected through interviews and questionnaires from innovators, users and employees among the 25 living labs in Kenya.

The research found that some innovators are not familiar with the living labs, the living labs are innovative and prepared to survive in future, some labs have strategic plans on how to pursue future environment and have developed ways of choosing right people to incubate, inability to get enough funding from the host organizations and limited knowledge on the supervision level of the operations. A model is proposed that can be generalized to other living labs in developing countries.

The study was done in Nairobi where most of the living labs are situated.

The study concludes by emphasizing on the user involvement during innovation process. There is need to expand the capacities of living labs to accommodate more people to ensure more innovations are supported at a time. The senior managers in charge of the living labs should increase the level of supervision to ensure that the labs are effective in their incubation efforts and institutionalize support of the host organization to the labs to ensure continued growth and expansion.

The findings of this study are of value to research community, the decision and policymakers as it seeks to document the current status of the living labs in the Kenya

The purpose of this paper is to examine the link between sustainability education and outdoor education and to encourage outdoor recreation educators to evaluate their programs with regard to sustainability and sustainable living.

This paper starts by presenting several factors that currently hinder the delivery of sustainability education in outdoor recreation training programs. It then turns to a presentation of Lefebvre's sustainability education framework, which offers a helpful structure for integrating sustainability education into outdoor recreation academic curricula.

Although there are programs that have successfully implemented sustainability training into their curricula, there are many factors that serve to hinder the education of outdoor recreation students in the philosophy and techniques of sustainability and sustainable living. No doubt these impediments pose critical challenges to those offering academic training programs. These challenges must be identified, met and overcome if the profession is to contribute, as it should, not only to local, national and global sustainable outdoor recreation, but also to sustainable living in general.

It is hoped that this paper will encourage educators of post‐secondary outdoor recreation to better equip their students to introduce and teach others with respect to sustainable living values and practices.

The majority of older Australians prefer living in their own home. Home modifications support older adults' ageing-in-place through mitigating environmental hazards of their home, and there is an increased interest in modifying older adults' residential environment in sustainable ways. However, an in-depth understanding of sustainability perceptions of home modification service providers (HMSPs) is lacking in Australia. Thus, the study aims to address this research gap.

Qualitative content analysis was adopted to identify sustainability perceptions through analyzing the retrieved home modification business information from the selected HMSPs' official websites. The results of qualitative content analysis were further analyzed by using independent-samples t-test and chi-square contingency table analysis to investigate the relationships between HMSP type and sustainability.

In total, 54 sustainability perceptions were identified, with the crucial ones being safe living environment, independent living and service diversity. Overall, there are no significant differences in sustainability perceptions between charitable and non-charitable HMSPs. Nevertheless, charitable HMSPs place more importance on social sustainability in comparison with non-charitable HMSPs.

The study results facilitate understanding about HMSPs' sustainability perceptions and sustainable home modifications in the ageing society, which facilities theory advancement and industry practice in the home modification area.

Universities can do more to deliver against the sustainable development goals (SDGs), working with faculty, staff and students, as well as their wider stakeholder community and alumni body. They play a critical role in helping shape new ways for the world, educating global citizens and delivering knowledge and innovation into society. Universities can be engines of societal transformation. Using a multiple case study approach, this study aims to explore different ways of strategizing sustainability toward delivering the SDGs are explored in a university setting with an example from the UK, Bulgaria (Europe) and USA.

The first case is a public UK university that adopted enterprise and sustainability as its academic mission to secure differentiation in a disrupted and increasingly marketized global higher education sector; this became a source of inspiration for change in regional businesses and the local community. The second case is a business sector-led sustainability-driven transformation working with a private university in Bulgaria to catalyze economic regeneration and social innovation. Finally, a case from the office for sustainability in a major US research university is given to show how its engagement program connected faculty and students in sustainability projects within the institution and with external partners.

Each case is in effect a “living lab,” positioning sustainability as an intentional and aspirational strategy with sustainable development and the SDG framework a means to that end. Leadership at all levels, and by students, was key to success in acting with a shared purpose. Partnerships within and with universities can help accelerate delivery of the SDGs, enabling higher education to make a fuller contribution to sustaining the economic, environmental, cultural and intellectual well-being of our global communities.

The role of universities as the engine of transformational sustainability toward delivering the SDGs has been explored by way of three case studies that highlight different means toward that end. The collegiate nature of the higher education sector, with its shared governance models and different constituencies and performance drivers, means that sustainability at a strategic level must be led with leaders at all levels acting with purpose. The “living lab” model can become a part of transformative institutional change that draws on both top-down and bottom-up strategies in pursuit of sustainable development.

Based on the 5th wave/tomorrow age theory, we are living in the world that is in necessity to change. Rapid urbanization causes global challenges such as economic problems and recessions, environmental challenges, climate change, social instability, health diseases, biological attached, and crisis caused by technological dominations. These challenges threaten the world, humanity, and human beings. Therefore, it is vital to tackle and struggle with them in order to maintain the world and improve quality of livability and quality of life to achieve sustainability. Generally, modern Blue-Green urban areas and smart cities with high quality of livability and life are proposed to deal with urbanization challenges to maintain the world and improve quality of human life. Based on Prof. Doost's 5th wave theory, related theories, concepts and models like Doost Risk Mitigation Method (DRMM), and also his experience on sustainability as best practice such as cooperating with Danish Sustainable Platforms Company, working as an academic leader at IoE/EQ EU Erasmus Plus project in Germany during 2017–2020, cooperating with former mayor of Copenhagen, consulting the German MV State Minister of Energy, Digitalization, and Infrastructure to cooperate with Iran in 2016, more than 15 years holding lecture and research internationally about risk and risk management on mobility in different universities like (TU Berlin) Technical University of Berlin (EUREF Campus, Sustainable Mobility Management and Sustainability Building) and also achieving a honorary doctorate in sustainable development management, a practical model concerned on risk management in mobility to provide comprehensive global Blue-Green clean sustainable urban mobility risk mitigation strategic plan is given. Therefore, in this chapter, impact of risk management on mobility to provide sustainable global urban mobility plan in order to create modern Blue-Green sustainable urban area and future smart cities through the 5th wave theory are explored. Fundamentally, the main goal of the research is to have an applied study about mobility risk mitigation and utilize it as a key to create comprehensive global urban mobility risk mitigation plan toward Blue-Green sustainable clean mobility technologies to create modern sustainable smart cities through the tomorrow age theory in order to create livable urban area with high quality of livability and life. In addition, the risks in mobility through the DRMM are measured to analyze the risk and to do risk mitigation and mobility project improvement to move to sustainable mobility and high sustainability in future smart cities.