Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review

Green Consumer Profiling and Online Shopping of Imperfect Foods: Extending UTAUT with Web-Based Label Quality for Misshapen Organic Produce

Misshapen organic vegetables in the food supply chain can easily be discarded in the market if they do not meet aesthetic standards. E-commerce technology enables the distribution of imperfect organic produce from farmers to potential customers, mitigating agri-food waste issues. Green consumers are prospective customers of imperfect produce because their purchasing decisions are made based on sustainability and environmental considerations. However, each individual's degree of green consumption differs, impacting their preferences and behaviors toward green buying activity. Considering the gap between the varying levels of green consumers and their intention to purchase imperfect organic produce through e-commerce, this study aimed to profile three distinct green consumers and explore factors affecting their Online Green Purchase Intention (OGPI) for imperfect organic vegetables. The Unified Theory of Acceptance and Use of Technology (UTAUT) was applied in this study, and Web-Based Label Quality (WLQ) was introduced as an extended construct to describe green consumers' perceptions of the credibility and reliability of labels or product-related information displayed on e-commerce platforms. This study involved 668 internet users from environmental platforms and online communities of organic food enthusiasts. First, the consumers were classified into dark-green, semi/light green, and non-green using a cluster analysis approach. Then, Structural Equation Modeling (SEM) and Multi-Group Analysis (MGA) were employed to determine the factors affecting OGPI among green consumer groups. This research found that Performance Expectancy (PE), Social Influence (SI), and WLQ positively influenced dark-green consumers' online green purchase intention. Only Performance Expectancy (PE) positively affected semi/light-green consumers' OGPI. Meanwhile, the Facilitating Condition (FC) positively affected non-green consumers' online green purchase intentions. This research revealed dark-green consumers as the target segment, broadening customers' perspectives on accepting imperfect organic products, including e-commerce technology. Moreover, the research results can be utilized for marketing and business purposes and contribute to food policy.

Modelling the mass consumption potential of Plant Based Meat: Evidence from an emerging economy

The rising demand for plant-based meat (PBM) has the potential to minimize environmental degradation and save the lives of numerous animals. Furthermore, the intention to consume eco-friendly products triggers people to consume PBM. However, it is essential to understand the factors that influence consumer intentions and actual PBM consumption to enhance its adoption. By incorporating the Theory of Consumption Value, this study examines the impact of health consciousness, health motivation, personal innovativeness, perceived critical mass, perceived cost, and perceived product value on the intention to consume PBM. The impact of intention to consume PBM on actual consumption is also analyzed. Furthermore, the mediating role of the intention to consume PBM in the relationship between these factors and actual consumption behavior is investigated. Using a cross-sectional research design, 978 responses were obtained from Indonesia. The data were analyzed using partial least squares structural equation modelling (PLS-SEM). The results showed that health motivation, perceived critical mass perceived cost, and perceived product value were significant predictors of the intention to consume PBM. However, health motivation and personal innovation had insignificant effects on the intention to consume PBM. Moreover, the intention to consume PBM translated into actual consumption behavior. Furthermore, the intention to consume PBM significantly mediated the relationship between actual consumption behavior and factors other than health motivation, personal innovation, and perceived product value. The findings offer valuable insights for industry, policymakers, and producers interested in PBMA markets in developing focused marketing strategies, improving consumer perceptions, and addressing barriers, such as perceived costs to promote PBM consumption, particularly in emerging markets. Integrating the theory of consumption value and PLS-SEM provides a comprehensive understanding of the underlying dynamics and sheds light on the unique factors driving PBM consumption behavior.

Purchasing sustainable palm oil products: narrowing the intention-behavior gap

Experts on palm oil production and utilization emphasize the role of consumer purchasing power in dealing with the environmental and social impacts of the palm oil crisis -that by increasing the demand for sustainable palm oil (SPO), greater supply will follow. However, research has identified a persistent intention-behavior gap. Even knowledgeable consumers do not always follow through on their intentions to purchase SPO. Utilizing the Capability-Opportunity Motivation model of Behavior (COM-B), this article reviews important variables contributing to this intention-behavior gap. While knowledge about palm oil and SPO (capability), perceived product availability (opportunity), and pro-green consumption attitudes (motivation) are important predictors of SPO purchasing intentions, increasing these factors has been insufficient in narrowing the intention-behavior gap. Campaigns can increase knowledge about palm oil and SPO, as well as build motivation around making the 'sustainable' choice, but are inadequate in addressing barriers around opportunity (e.g., ease of access to SPO products). In expressing their intent to purchase SPO products, consumers may underestimate the difficulties in being able to identify these consumables (e.g., palm oil often is not clearly labeled, sustainability status may not be obvious), and locate them. In this review, we argue that while consumer behavior is important, it is insufficient to power industry-wide change toward the utilization of SPO. Greater corporate responsibility is needed to increase use of SPO in products, and make consumables containing SPO more available, identifiable, and affordable for consumers. We also suggest that national procurement policies for SPO are likely to produce longer-lasting change.

The impact of CSR and green consumption on consumer satisfaction and loyalty: moderating role of ethical beliefs

The present study introduces an innovative conceptual framework for analyzing the influence of corporate social responsibility and green consumption on customer satisfaction and loyalty. The study employed a quantitative methodology, wherein data was gathered through face-to-face surveys from a sample of 329 participants in Pakistan during the period from November 2022 to February 2023. The collected data was subsequently subjected to analysis using partial least squares structural equation modeling (PLS-SEM). The results demonstrate that corporate social responsibility (CSR) has a significant and positive impact on consumer satisfaction, which subsequently serves as a significant predictor of loyalty. The research findings indicate a significant correlation between consumers' ethical beliefs, specifically idealism and relativism, and their engagement in green consumption. Furthermore, it is observed that green consumption positively influences consumer satisfaction. Additionally, the research revealed that the variables of idealism and relativism do not exert a moderating influence on the association between corporate social responsibility (CSR) and consumer satisfaction. The results underscore the significance of managers directing their attention towards cultivating more robust customer relationships through the prioritization of satisfaction within their corporate social responsibility (CSR) initiatives. This study aimed to assess a theoretical framework that delineates the fundamental connections between corporate social responsibility (CSR), green consumption, consumer satisfaction, and loyalty. While prior research has predominantly concentrated on corporate viewpoints and employee attitudes towards CSR, this research sought to fill the gap by examining the aforementioned relationships from a consumer perspective.

Identifying factors affecting the low uptake of reprocessed construction materials: A systematic literature review

The success of demolition waste reverse logistics supply chains (DWRLSCs) depend on the market uptake of reprocessed construction materials (RCMs) since resource recovery will not be viable without a well-developed consumption process. However, usage of RCMs is sparse while there is also limited focus in existing research on their market uptake. Therefore, this systematic literature review (SLR) attempts to discern trends in research on the use of RCMs and identify factors that limit their uptake. 52 articles from three databases published between 2000 and 2021 were selected for descriptive and content analyses. Descriptive analysis showed growing research interest in the area over the last 5 years. Content analysis was underpinned by Attitude-Behaviour-Context (ABC) Theory which focuses on pro-environmental consumer decisions. As predicted by the theory, a mix of personal and contextual factors affect the low uptake of RCMs. Negative attitudes, reluctance to change the status quo and limited decision-making capabilities were identified as personal factors that limit the use of RCMs. Similarly, contextual factors such as price, quality, information availability, market availability, sourcing lead times and lack of regulations, standards, and specifications inhibit the use of such materials. The review also proposes several future research directions to expand knowledge around this domain.

How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction

The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online questionnaire distributed through social media was used to collect the data. The sample consists of 297 people. The 297 responses were coded and analysed with the Software Smart-PLS. The data described include the sample sociodemographic profile, the descriptive analysis of all items, the reliability and validity of the measures of the reflective model and the evaluation of the results of the structural model. Four hypotheses included in the PLS-SEM proposed were validated for a p-value of 0.001. The results confirmed the influence of green perceived value on green trust and green satisfaction. Moreover, the results highlight that green satisfaction and green trust influence green word of mouth.

Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review

In the last few decades, humans have consumed more resources than in all of previous history. Hence, we are living in times in which the topic of environmental protection is a global concern. The paper aims to conduct a systematic literature review on consumer behavior, as well as identifying the main factors that interfere with consumer behavior toward green products. A total of 37 studies were found and systematized using inclusion and exclusion criteria. The papers were selected only if they featured research on consumer perceptions of green products. Using this search strategy, a literature analysis was performed based on papers extracted from Web of Science, Emerald Insights, Springer Link, and Science Direct. As a result, various factors that influence consumer behavior toward green products were identified, such as social norms, natural environmental orientation, the company's perceived green image, green product characteristics, perceived risks and inconvenience of buying green products, perceived benefits of buying green products, institutional trust, sociodemographic characteristics, and consumer confidence. Even though completing a systematic literature review is not something new in academic research, the novelty of this paper is found in its theme: consumer behavior toward green products. Although the analyzed articles highlight quite varied reasons, the articles emphasize that the green products should take into account the needs, expectations, and perceptions of customers.

Analysis of the impacts of social class and lifestyle on consumption of organic foods in South Korea

The purpose of this study is to analyze the impact of social class and lifestyle on the consumption of organic foods in South Korea. Consumer behavior regarding organic foods is influenced by lifestyle, as well as income-level and education. This study provides a new perspective on the socio-economic structure of organic food consumption patterns in urban areas by extracting information from big data. The organic food consumption patterns are then analyzed through visualization of the geographical distribution of organic food stores. In addition, this study estimates the effects of social class and lifestyle variables on the consumption of organic foods based on survey data. This study finds that social class characteristics are factors that influence the consumption of organic foods. However, individual lifestyle plays a more important role in actual buying behavior.

Examining young Chinese consumers' engagement in restaurant food waste mitigation from the perspective of cultural values and information publicity

Food waste is a serious problem with regard to social equity and environmental challenges across the world. In recent decades, a dramatic growth of restaurant food waste has been seen in China. This study integrated the norm activation model (NAM), Chinese cultural values (i.e. face saving and group conformity) and information publicity to examine young Chinese consumers' food waste behaviors in a dining-out context. By drawing data from 311 respondents from Shenyang, Northeast China, this research finds that Chinese cultural values significantly influence personal norms and food waste practices. Meanwhile, publicized information could effectively shape cultural values and food waste behaviors. This study advances our understanding of young Chinese consumers' food waste behaviors from the perspective of cultural values and information publicity, which sheds light on how to mitigate the food waste challenge for policy makers, relevant NGOs, food service providers and even individuals.

Analysing the Influence of Companies’ Green Communication in College Students’ Green Purchase Behaviour: An Application of the Extended Theory of Planned Behaviour Model

In recent years, there has been a growing concern about the environmental impacts of consumers’ behaviour. As this environmental awareness increases, consumers tend to focus more on green products and how purchasing these products represents an effective way to protect the environment. Through the application of the theory of planned behaviour (TPB), in this research, we studied the influence of some key variables on college students’ green purchasing behaviour, namely perceived behavioural control, subjective norms, green attitudes, and green purchase intentions. The TPB model was extended to the analysis of the influence of the companies’ green communication on students’ green purchase behaviour. To achieve the proposed goal, from March to April of 2021, a survey was conducted among the students of a higher education institution (HEI) in Portugal, allowing us to gather 432 valid responses. The findings suggested that all the variables, except the subjective norms, had a positive influence on the students’ green purchase intentions. Moreover, it was observed that students’ intentions had a positive influence on their green purchase behaviour. This research provides important results not only for policymakers to promote more sustainable behaviours among consumers but also for companies to be more aware of the importance of green communication.

The Impact of Environmental Commitment on Green Purchase Behavior in China

There is no consensus on whether environmental commitment can promote green purchase behavior. Especially in the Chinese context, the validity and internal mechanism of the impact of environmental commitment on green purchase behavior have not been deeply studied. Based on Norm Activation Theory and Theory of Planned Behavior, this study explores the influence mechanism of environmental commitment on consumers' green purchase behavior. Research data were derived from China, and analyzed using randomized control trials. Results reveal that environmental commitment significantly promotes green purchase behavior. Anticipated pride and anticipated guilt mediate the relationship between environmental commitment and green purchase behavior. Social norms moderate the positive effect of environmental commitment on anticipated pride and anticipated guilt. Compared with low social norms, environmental commitment has a greater effect on anticipated pride and anticipated guilt in the case of high social norms. This study provides new insight into environmental commitment and how to promote green purchase behavior, and the findings could help governments and marketers to formulate future policies and strategies to promote consumers' green purchase behavior.

Renewable Energy Decision Criteria on Green Consumer Values Comparing Poland and India Aligned with Environment Policy for Sustainable Development

Renewable energy consumption is the call by United Nation Sustainable Development Goals, and sustainable consumption is the only solution for the future. This study found that the solution to the framed problem has a requirement to categorize the green consumer value parameters in hierarchy of importance for five specific RESs and their alignment with environment policy based on a comparison of Poland and India. The study revealed the importance of each criterion for renewable energy sources providing, a comparative table of Poland and India. The methodological approach used secondary data for selecting countries, and primary data are used for statistical analysis of Automatic Linear Modelling. The research concludes that the CRITERIA4 is one of the most important that emerged with all five RESs for Poland and three RESs for India. Both countries are aligned with the UN sustainable development goals and are switching over to all means of sustainability. Poland scores a higher value of importance compared to India, which justifies the awareness of consumers.

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

This systematic review research has two objectives: (a) to identify Green Marketing (GM) practices related to the key variables of consumer purchasing behavior, and (b) to present a model for the generation of sustainable value by companies based on the results found. The PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) statement process was followed and Scopus and Web of Science (WoS) sources were used for the document search. A total of 248 documents were found (Scopus = 110; WoS = 138), and the final selection was 34 papers. The GM practices found were placed in five categories: (a) Green products and services; (b) Green business image; (c) Green advertising; (d) Green purchasing experience; (e) Green marketing mix. The key variables of purchasing behavior that were found are: Environmental awareness, Green satisfaction, Green attitude, Green purchasing intention, Green purchasing preference, Word of mouth, Perceived value, Green experiential value, Responsible consumption, Green engagement, Green trust, Green loyalty, and Green purchasing decision. Finally, a sustainable value generation model called “Green consumption cycle for sustainable value” was presented.

Substantiating Nexus Between Consumption Values and Sustainable Consumption Behavior: A Way Toward Sustainable Business

The unprecedented economic growth in recent decades has cultivated the exploitation of natural resources and over-consumption, leading to ecological deterioration and sustainability. The ever-increasing consumption in developing countries is creating a significant environmental strain. Thus, the industry and consumers' environmental issues and their harmful effects on human health have led to concerns among researchers, scientists, academic communities, and policymakers. The present work examines the impact of different consumption value factors on sustainable consumption behavior concerning consumer choice in Pakistan and China. A cross-sectional study is conducted, and data are collected through a primary source questionnaire. A sample of 431 respondents is chosen from different cities in Pakistan, and a sample of 342 respondents is selected from China. Estimation techniques like descriptive statistics, frequency distribution, multicollinearity, R square, independent sample t-test, the coefficient of correlation, and regression analysis are used for the data analysis. The comparative results show that knowledge values (KVs) and emotional values (EMVs) significantly influence the choice behavior of respondents toward environmentally friendly products both in Pakistan and China. In contrast, social values (SVs) and conditional values (CVs) show insignificant influence. Furthermore, functional values (FVs) are significant in Pakistan while insignificant in the context of China, and environmental values (EVs) are significant in China although insignificant in Pakistan with regard to sustainable consumption behavior.

Green Purchasing: Past, Present and Future

In recent years, discussions on green purchasing have increased; most studies were concentrated in developed countries, with limited studies conducted in developing countries. This study aims to systematically analyze studies that have discussed green purchasing. Using the Scopus database, 142 studies from 61 journals published during the period 1998 to 2021 were analyzed. Our analysis focused on three fundamental aspects: the determinants, the effect of green purchasing, and exploring the theoretical foundations and the most common theories that the studies relied on. The analysis results focused on researchers’ demographic and physiological determinants based on the theory of planned behavior. There has been a development in discussing the determinants related to products and marketing and social and environmental determinants in recent years. The analysis results of the studies that addressed green purchasing show that green purchasing contributes to sustainable development. This study contributes to decision-makers by identifying the mechanisms of persuasion that motivate consumers to buy green products and provides a clear picture of the contribution of green purchasing to improving company performance and thus achieving sustainability, which encourages stakeholders to devise policies, promotional, and marketing strategies through which they can attract consumers.

Impact of Environmental Concern on Ecological Purchasing Behavior: The Moderating Effect of Prosociality

Promoting ecological consumption is gradually becoming a social consensus. A crucial point of ecological consumption is consumers’ willingness to purchase eco-friendly products, which has become an important consideration for government policymakers. In order to achieve social responsibility, enterprises are also finding ways to encourage consumers to buy eco-friendly products. In this study, we explored the relationship between environmental concern and ecological purchasing behavior, and we tested the moderating effect of prosociality in order to explain why people act in a manner that benefits society. A self-administered questionnaire was developed to gather data, and statistical hypotheses were validated through a structural equation model. The results indicated that enhancing consumers’ environmental concerns can effectively influence their eco-purchasing behavior. Therefore, ecological attitude and ecological responsibility have a direct influence on ecological purchasing behavior. Environmental concern positively influences ecological attitude and ecological responsibility through ecological values and ecological affects. Furthermore, the prosociality moderating effect is also significant. Prosociality positively moderates the relationships among ecological responsibility, ecological attitude, and ecological purchasing behavior. The relationships among these factors are important to consider when developing ecological marketing campaigns and communication strategies to influence consumers’ ecological behavior. Therefore, fostering prosociality among citizens is also an effective way to enhance the level of eco-consumption.

The Effect of CSR Environmental Initiatives on Purchase Decisions—A Cross-Regional Study in Poland and Ukraine

To engage in an effective corporate social responsibility (CSR) action, it is necessary to first recognise its impact on targeted buyers. This study surveyed respondents from Poland and Ukraine to analyse their perception of initiatives related to environmental protection and the effect of such initiatives on purchasing behaviour. The study demonstrated how consumers’ age, education level, or professional position influence their purchasing decisions and feedback on different kinds of CSR actions related to environmental protection. Of the five areas identified in the questionnaire (environmental protection, cooperation with the local community, corruption and bribery, labour and employment, and human rights), environmental protection was found to be the most important to consumers. These results may help in decision making regarding specific environmental CSR initiatives targeted at selected social groups living in this region of Europe.

Understanding the Influence of Consumers' Perceived Value on Energy-Saving Products Purchase Intention

Since rapid economic growth has led to the overuse of natural resources and environmental degradation, increasing attention has been paid to environmental problems. This study aims to explore the relationship between consumers' perceived value and satisfaction, and energy-saving products purchase intention was investigated using appraisal-emotional response-coping theory. Moreover, this study further investigates these relationships in different consumer groups. In total, 399 questionnaires were collected online and offline, and results though structural equation modeling analysis show that functional, emotional, conditional, and green value have a positive effect on consumer satisfaction and thereby promote the intention to purchase energy-saving products. However, social value is not significant for consumer satisfaction. Perceived value influences consumer satisfaction and varies among different consumers according to the results of multigroup structural equation modeling analysis. These results have practical significance for the design and marketing of energy-saving products.

Major Shifts in Sustainable Consumer Behavior in Romania and Retailers’ Priorities in Agilely Adapting to It

The sustainable consumption and integration of digital solutions with respect to sustainable consumption have been encouraged by the new European circular economy action plan. Digital adoption has been accelerated by the COVID-19 pandemic; companies have been challenged to rapidly adapt to the constant evolution of consumer needs and expectations, leading to valuable insights into the advancement of green business practices and a consequent rethinking of their business model. The purpose of this paper is to investigate the major shifts in sustainable consumer behavior on the Romanian retail market within the context of the Green European Deal, and retailers’ priorities in agilely adapting to these significant evolutions. Based on a comprehensive literature review on these major shifts and significant evolutions at the national and international levels, a quantitative study was carried out to evaluate the Romanian retail market and identify the major challenges faced by retailers in dealing with the new set of priorities. The data collection was conducted via a survey used in the retail environment, applied within a Romanian supermarket chain. The Romanian retail sector has a particular configuration, which may have an impact upon the study’s generalizability. Located in Central and Eastern Europe at the crossroads of the EU, the Commonwealth of Independent States (CIS), and the Middle East, Romania is a leading destination for foreign direct investment, and it is recognized for the similarities of its distribution and sales channels, the range of its retail outlets, and the local retail market dominance on the Big Box segment by reputed major retailers. A spectacular evolution is recorded in Romania’s e-commerce market, including from the point of view of the long-standing and memorable traditional relationship between Romania and China which was confirmed more recently by Romanian consumers who prefer to buy online from stores in China. Our consumer research provides retailers with deep consumer insights with regard to their priorities in their agile adaptation. According to our research, Romanian consumers are environmentally concerned consumers, displaying an increased awareness about the important role they play with respect to impacting sustainable production and consumption by adopting green purchase behavior. Our study also points to the fact that retailers, although faced with challenges in targeting consumers with customized messages to reinforce their brand perception on sustainability issues, do pay considerable attention to sustainability as a personal value embraced by consumers and are willing to focus on digitizing their business processes to enable new, sustainable business models.

An Empirical Analysis of Renewable Energy Contributions Considering GREEN Consumer Values—A Case Study of Poland

This article examines the acceptance of renewable energy in the adoption of the climate package, taking into account the GREEN consumer values among consumers in Poland. The research problem addressed in this paper relates to the measurement of consumer values in terms of the GREEN concept; specifically, consumer acceptance of the available offerings provided by real businesses. In addition, consumer needs are important in terms of ensuring the acceptance of renewable energy, which will create opportunities for its production in the context of the Fit 55 climate package. The study formulates some research questions and hypotheses to justify the concept with empirical data by applying statistical tests. The study is presented in several sections with a detailed presentation of secondary and primary data. The main outcome of the research is based on the primary data using a structured survey questionnaire administered in Poland and 557 collected samples. Nowadays, the responsibility also lies with consumers, as green consumption will entail green production. The research concludes that Poland’s consumers have a good level of acceptance of RES, based on the current green energy situation of Poland, which may lead to sustainability and will benefit policy makers in government, corporations and end consumers.

Motivations behind individuals’ energy efficiency investments and daily energy-saving behavior: The case of China

The impact of environmental motivations on the individual’s decisions regarding investments in energy efficiency and the adoption of energy-saving habits are analyzed for a representative sample of Chinese inhabitants from the larger Beijing area, replicating a comparative study on Western Europe. For the considered type of energy efficiency investments and daily energy-saving activities similarities and discrepancies between the two regions are discussed in regard to their sociocultural background as well as governmental regulations. The study provides empirical evidence that for Chinese environmental issues if all only play a tertiary role after monetary and regulatory incentives. The findings could suggest that in China policy programs aimed at raising environmental awareness and forming pro-environmental motivations might not lead to an increase in energy efficiency investments and daily energy-saving activities and the Chinese government’s interests in this regard might be better served by implementing corresponding incentives via regulations. In the long-term. However, social peer pressure might affect a change in the Chinese mentality.

“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom

Globally, the organic food market is the most successful green market. Young consumers, the decision-makers of the future, are perceived as being more environmentally concerned than older cohorts. The aim of this study was to consider young consumers’ attitudes and behaviours concerning organic food, where the organic food market in the UK is more mature than in Poland. Empirical research was conducted using a web-based survey questionnaire (CAWI) with consumers (n = 973) in both countries. The associations between four constructs (general pro-social attitudes, green consumption values, receptivity to green communication, and buying behaviour) were considered using CB-SEM. We extended the model with two new constructs to explain young consumers’ purchases of organic food. UK respondents are significantly more conscious green consumers with higher environmental attitude intensity than Polish residents. Intensity of pro-environmental attitude components influences directly and indirectly the choice of organic food. People with a higher intensity of pro-environmental attitudes are significantly more likely to choose organic food. Perception of organic food influences purchases only in Poland. The components of pro-environmental attitudes and perception of organic food alone do not explain the variability in behaviour, despite a good fit of the model. This suggests that other independent variables may be of influence.

Management of Green Consumer Values in Renewable Energy Sources and Eco Innovation in India

Renewable energy sources are ecological and sustainable solutions accepted with a common consensus under the sustainable development goals. Energy source exploration has enforced the human race to think about sustainable energy production as fossil fuels are non-renewable and are having a negative impact on ecosystem. Consumer needs and wants are the key for acceptance of renewable energy and making production a possibility. The real challenge is with the consumer market for the acceptance of green energy. The current research is based on the concept of GREEN consumer values synergizing with renewable energy sources, and eco innovation for sustainability in India. The crucial point of study is assessing GREEN consumer values which are the determining factor for consumption. All five renewable energy sources (solar, wind, hydro, geothermal and biomass) have received a higher level of acceptance by respondents which shows that India is on its way to enhancing its capacity for renewable energy. Indian consumer values are very much aligned with eco sustainability, and the market is ready to consume renewable energy.

Understanding the Purchasing Behavior of Consumers in Response to Sustainable Marketing Practices: An Empirical Analysis in the Food Domain

Sustainability has become an important driver in defining business strategies, affecting most critical corporate functions and changing the way in which value is created, communicated, and distributed. This is increasingly impacting marketing practices, in particular, through promoting the development of sustainable marketing in the food sector. In line with this, our study aimed to investigate if and how sustainable marketing practices affect consumer loyalty to a specific brand. To answer our research questions, we relied on the results of a survey submitted to a sample of 907 Italian consumers of biscuits. Results showed that the consumers’ attention to sustainable issues (in the absence of adequate information that can guide them in choosing a brand) did not result in brand loyalty. The same outcome was found when consumers were overloaded by marketing campaigns, which had the effect of confusing users and making them unfaithful. Ultimately, when consumers showed both engagement with sustainable concerns and sensitivity to marketing initiatives (i.e., they are sensitive to sustainable marketing practices), a positive effect on brand loyalty was observed. Our results contribute to the emerging stream of literature discussing the relevance and potential impact of sustainable marketing.