Materialism comprises a set of values and goals focused on wealth, possessions, image,
and status. These aims are a fundamental aspect of the human value/goal system, standing …

Abstract The extended Theory of Planned Behavior (TPB) incorporates environmental
concern, a critical variable in green marketing literature, intending to achieve triple bottom …

Although marketing strategies are often accused of stimulating overconsumption,
businesses increasingly show potential as enablers of sufficiency. The concept of sufficiency …

The current study attempted to understand factors influencing pro-environmental behaviors
with Theory of Planned Behavior (TPB) and Value Identity Personal norm model (VIP) by …

Furthering the understanding of materialism has been of paramount concern to both
consumer researchers and policymakers over the past several years. This paper examines …

The effect of environmental concern on conscious green consumption of post-millennials: the
moderating role of greenwashing perceptions | Emerald Insight Books and journals Case …

Anti-consumption studies are gaining in popularity, but doubt remains as to whether they
can add anything unique to consumer research and marketing that other similar topics …

Purpose The rise of fast fashion has changed the face of global fashion. Despite sector
growth, critics have questioned the level of obsolescence, encouragement of over …

Is sustainability a megatrend? If so, what does it mean to be a megatrend, and how can
macromarketing advance our understanding of sustainability as a megatrend? This article …

One of the major obstacles to the adoption of the circular economy is the lack of consumer
interest and awareness. Despite this, the unique role of consumers in the circular economy …