The purpose of this research is to critically review the existing literature on responsible
consumption behaviour (RCB) and identify the factors that influence it. Our findings are …

Nowadays, green consumerism is a global trend in the era of the 21st century, prompting
businesses to become more environmentally conscious and to build a robust green product …

Ethical consumption is a domain of consumer research that focuses on individuals' ethical
concerns when making consumption decisions. Owing to its enormous potential as a …

Many green products are costlier than their nongreen counterparts, for a variety of reasons.
This “green premium” is a key challenge marketers face when targeting consumers with …

This study compares differences in market mavenism between two generations: the young
adult portion of Gen Z, born from approximately 1997 through 2012, to their Gen X parents …

Millennials are the most ethical generation, yet their evaluations of ethical practice remain
unexplored in academic literature. Recently, the field of corporate social responsibility is …

In the context of the fast fashion industry, this study examined the efficacy of sustainable
collections in achieving corporate legitimacy. We examine the ethical branding and …

Despite evidence showing that the expansion of circular markets, particularly second-hand
clothing markets, may be constrained by so-called green stigma, our understanding of the …

Cause-related marketing (CRM) has become increasingly popular and widely adopted by
large companies. However, not much attention has been paid to the effect of CRM on small …

Employing privacy calculus theory, we examine why Gen Z consumers increasingly adopt
ad blockers, use private browsers, or take other measures to limit data tracking. Specifically …