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This study aimed to understand how the consumer–green brand relationship affects the behavior of consumers of e-commerce platforms for smallholder farmers; it did so by formulating and testing a framework based on social identity perspective.

Structural equation modeling was applied to data from 532 questionnaire responses.

All hypotheses were supported. Customers’ environmental consciousness, green brand consciousness and green brand self-expression strongly affect green consumption consciousness. The effect of environmental consciousness on green brand identification is stronger than that of environmental consciousness on green brand consciousness and that of green brand self-expression on green brand identification.

Suggestions for managing green brands on e-commerce platforms for smallholder farmers and references for strategizing are also provided.

This study accounts for a wide range of antecedents of green consumption consciousness based on a social identity perspective. This study is the first to elucidate how green consumption affects the e-commerce branding of green smallholder farmers.

This study investigates the determinants of eco-buying behavior by incorporating individual attributes such as personality traits and personal values and the theory of planned behavior (TPB). It also explores status consumption’s potential role in motivating eco-fashion purchases.

Conducted through an online survey with 436 respondents in the UK, the study utilizes structural equation modeling (SEM) to analyze the data.

The study contributes to the eco-friendly consumer behavior literature in fashion, revealing that social influence, need for uniqueness, public self-consciousness, green consumption values and prosocial attitudes significantly influence both eco-behavior and status consumption. Interestingly, while no substantial impact of status consumption on eco-behavior was observed overall, a multi-group analysis unveils distinctive perceptions and intentions. A clustering analysis identifies two significant segments (status buyers and eco-savvy fashionistas) exhibiting markedly different relationships between variables necessitating tailored marketing approaches concerning eco-fashion buying.

Theoretically, the study highlights the limitations of the TPB in capturing evolving consumer dynamics, calling for refined models that incorporate personal values and specific motivations to better understand sustainable consumption.

For “Status Buyers,” marketers should focus on their desire for uniqueness and present eco-fashion as a status symbol using social proof and influencer marketing. For “Eco-Savvy Fashionistas,” strategies should highlight environmental benefits, provide educational resources and offer tools to track environmental impact.

This study deepens our understanding of eco-friendly fashion purchases by accounting for the diverse perceptions and values that drive consumer behavior. Recognizing the heterogeneity within the sample reveals previously overlooked nuances in this complex decision-making process.

Rapid development in modern technologies has led to the transformation of global marketing strategies. Concerned stakeholders are also trying to alter the course of sustainable activities to exploit the marketing opportunities available in the digital world. Green gamification platforms have been developed and are being espoused by brands to enhance their image and support the sustainable development entrenched in users’ engagement with international brands. These platforms can transform consumers’ cognitive learning and decisions; however, their probable role is not explored in this context. A framework based on behavioural reasoning theory and value consumption theory is proposed to investigate associations of gamification value, cognitive reasoning factors, engagement and contextual boundary elements.

Partial least square structural equation modelling was applied to the data of 413 players, which were collected using a cross-sectional approach from qualified respondents.

Results indicate that gamification value inspires consumer engagement, with international brands and augments environmental consciousness; however, it also originates environmental complacency, but complacency does not significantly impact consumer engagement contrary to environmental consciousness. Besides, the interaction of a status-seeking lifestyle supplements environmental complacency and lessens the impression of environmental consciousness. The perceived sustainable image significantly enhances the influence of environmental consciousness towards consumer brand engagement, which is divergent from complacency.

This study offers implications for brands to utilize the digital uprising of gamification effectively in international markets. It proposes to transform the marketing strategies to bolster consumers’ engagement with international brands through gamification marketing strategies. This can help to achieve sustainable development goals worldwide more effectively.

The purpose of this study is to investigate the influence of religious values (RGV) on green purchase intention (GPI) among middle-class Muslims in Malaysia. The demand for environmentally green products is growing to facilitate the changing consumption pattern due to the substantial interest in ethical consumerism. Despite the potential impact of RGV on ethical consumption, it is difficult to find studies that embark on linking RGV towards this type of consumption, especially in a developing Muslim country such as Malaysia.

Data were collected through a self-administered questionnaire survey that was distributed using the purposive sampling method. The final useful sample consists of 140 middle-class Muslim participants. The partial least squares (PLS) structural equation was used to develop the model showing the relationship between RGV and intention to purchase green products for middle-class Muslims in Malaysia.

The results suggest that there is an indirect association between RGV towards attitude and GPI. RGV directly influence natural environmental orientation and environmental concern. In turn, consumer attitude towards green purchase directly affects the respondents’ GPI via the mediator role of nature orientation, green concern and knowledge. The results, besides indicating the suitability of the PLS in statistical analysis, also contribute to a better understanding of how RGV influence GPI among the Muslim middle class.

The model developed is specific to the Muslim population in Malaysia. Therefore, the model might only be able to be generalized to nations that have a similar culture to the Muslims in Malaysia or Muslim middle class in other developing countries.

RGV are important in influencing green consumption behaviour. The environmental problem cannot just be solved with knowledge and technology but must be backed with moral and ethical imperatives. The ethical awareness and consciousness, backed up by legislation and prohibition, can encourage green behaviour not only from the individuals but also at the social group level. The enforcement of the law and the government play an important role in the implementation of green policies for the protection and conservation of mother Earth.

This paper confirmed that behaviour is influenced by individual-level attributes, as well as by the conditions under which people live.

The purpose of this paper is to outline the green consumer’s profile in Greece, during a period in which the country faces economic difficulties because of crisis. A further investigation of the respondents’ attitude toward environment is attempted. Finally, the role of several socio-demographic characteristics is analyzed, along with the environmental principles in green consuming behavior.

Primary data were collected through door-to-door interviews of 250 residents in the metropolitan area of Athens by using a structured questionnaire. Statistical analysis was performed using SPSS 20.0 and qualitative analysis through NVivo 11.

The present study confirms that although consumers became more price sensitive after crisis, they maintain their environmental values. High environmental principles lead to green purchases and several socio-demographic characteristics are closely related to green consumption.

The sample strictly originated in the metropolitan area of Athens. Several variables as a measure of behavioral intention might be questionable. The empirical findings could have significant implications in green government policies and in relevant campaigns

The study provides important evidence toward consumers’ participation in certain green habits and also confirms that the environmental values, along with several socio- characteristics, are a consistent predictor of the green consuming attitude. The above findings could contribute to the redefinition of green campaigns and policies, to improve the penetration of green products in the markets.

This paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING), descriptive norms about green (DNG), green perceived control (GPC) and green self-efficacy (GSE) on green purchase intention (GPI). Moreover, this paper also investigates the causal factors of green purchase behavior (GPB) considering green knowledge (GK), the salience of green behavior (SGB), environmental constraints (ECPG) and green habit (GH).

The research model was adopted to measure the green behavior of Bangladeshi consumers using an integrated behavior model (IBM). The data were randomly collected from 372 respondents and partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypotheses.

PLS results imply that all independent variables (EAG; IAG; ING; DNG; GPC and GSE) impact GPI; and SGB, GH and GPI influence GPB. On the other hand, GK and ECPG have no significant effect on GPB.

There may present a gap in the outcomes of the study to signify the generalizability because the survey was conducted in some cities of Bangladesh which may not represent the country as a whole.

This study anticipates the cause-effect relationship between GPI, GPB and their determinants. The results of the study can help marketers understand green consumer behavior and design appropriate strategies and tactics for new marketing challenges.

This research investigates green purchase behavior in a developing country. It empirically confirms the validity of IBM in assessing green behavior, especially for Bangladesh, a booming economy and suitable for investment. Although ample research explored green purchase behavior, green habit and saliency have not been considered in measuring green purchase behavior.

By applying social practice theory to green consumption, this paper extends our understanding of consumer insight on green consumption processes beyond linear decision-making. The purpose of this paper is to provide knowledge about how best to mitigate perceived barriers to green consumption processes including the purchase and disposal of household products and to contribute to current discourse about widening social marketing research beyond a predominant focus on individuals’ behaviours.

Thematic content analysis exploring the lived experiences of participants’ green consumption was undertaken by conducting 20 in-depth interviews of Australian consumers. These interviews were analysed through a social practice lens.

The research identified six emergent social practice themes of green consumption. By using social practice theory, a different paradigm of social research than the linear models of behaviour is used. This unconventional investigation into the green consumption process, including the purchase and disposal of household products, extends literature past the attitude–behaviour gap and highlights the importance of aligning green consumption processes with social practice.

By integrating social practice theory into the marketing discipline, this paper explores consumption as part of sustainable marketing and provides suggestions about how best to mitigate perceived barriers to green consumption processes. These insights have relevance to micro-, meso- and macro-levels of social marketing, and can help alter consumption practices making them more sustainable.

This paper aims to present a summary of the green consumer behaviour (GCB) research conducted during the 2001–2021 period using the bibliometric analysis and to carry out a thematic and content analysis on the three clusters which comprise 57 articles resulting from the co-citation analysis and identify the significant green purchasing factors.

The three-pronged methodology applied to this research analysis includes performance analysis of the literature using biblioshiny and R Studio; network mapping analysis using VOSviewer and Gephi; thematic analysis using word clouds generated with R Software and content analysis of each paper with the aid of within and between-study analyses.

Cluster one acted as a base for the theoretical foundations of GCB which aids in understanding the basic concepts of green marketing, its evolution and the methodologies, whereas cluster two determined the predictors of everyday green behaviour, which helps in gaining knowledge about the everyday sustainable activities the consumers indulge and the factors motivating to do so. Cluster three mainly focused on the psycho-socio demographic determinants of GCB, which assists in segmentation and predicting the purchase behaviour of the various consumer segments.

The significant variables and major gaps in each of the clusters were identified and authors have drawn the implications for future researchers and marketing managers.

In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism.

The deductive approach of questionnaire survey method has been adapted to collect the responses from convenience sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data were analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis.

The results revealed that the three distinctive set of consumer groups are evolved as “keen greens”, “moderate greens” and “reluctant greens” based on the eight cognitive variables used in this study, namely environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context.

The research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies need more heterogeneous sample across the country. The research findings could provide the key insights into policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies.

There is dearth of literature concerning to green consumer segmentation based on the “attitude–intention–behaviour” approach in the Indian context. Therefore, the present study endeavours to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers' segments profile by incorporating environmental cognitive factors from both the perspectives; “consumers” inner stimuli' and “external green marketing cues”, especially in the indigenous Indian setting.

The whole economy is in a transition process from the linear to the circular paradigm. The tourism industry is no stranger to this paradigm shift, so the purpose of this paper is to stimulate a reflection on the major challenges and opportunities derived from this transformation.

To inspire discussion, desk research was carried out based on scientific databases (Web of Science and Scopus mainly). This scholarly approach was complemented with another, using internet search engines to find additional documents of a professional nature that could provide extra pieces of evidence about the application of circular economy (CE) in tourism.

The state-of-the-art in this field is presented, characterized by the scarcity of the scientific literature available and the lack of a common understanding of this concept, with a limited scope in its use. Further, there are very few well-documented initiatives on the CE in the tourism industry. Therefore, this is still an under-researched area that inevitably will deserve much more attention in the years to come. Nonetheless, as a certain degree of terminological confusion was identified, this work is an attempt to help in the conceptual clarification of the CE, with its particularities when is applied to the tourism industry.

The CE concept is a relatively new, but inescapable, paradigm whose application will contribute to a more sustainable tourism industry. The tourism industry has a significant role to play in economic transformation which is ongoing, because of its multiplier effect on the whole economy and its capacity to encourage circular flows among its suppliers and customers. Additionally, it is important to boost this transformation awareness among businesses and consumers, together with some stimuli, particularly for SMEs, with more limited resources for innovation. Effective coordination within the complex and fragmented policy environment is also needed among the various interacting levels (European, national, regional […]) that influence the tourism sector.

To the best of the author’s knowledge, this is the first work carried out to systematize what the literature says about the intersection of the CE and tourism.