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Consumption Innovation and Consumer Behavior in Sustainable Marketing

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Sustainable Management".

Deadline for manuscript submissions: 18 December 2024 | Viewed by 108

Special Issue Editors

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Guest Editor
Department of Business, Consumer Sciences and Quality Management, Faculty of Business and Tourism, Bucharest University of Economic Studies, Bucharest, Romania
Interests: e-business; retailing; consumer behavior; logistics
Special Issues, Collections and Topics in MDPI journals

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Guest Editor
Department of Marketing, Faculty of Marketing, Bucharest University of Economic Studies, Bucharest, Romania
Interests: customer relationship management; relationship marketing; customer satisfaction; customer loyalty

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Guest Editor

Special Issue Information

Dear Colleagues,

In the context of growing concerns regarding climate change, depletion of natural resources, and increasing awareness of social issues, innovative solutions and marketing strategies that encourage responsible and environmentally respectful consumption become crucial. In a constantly changing world where consumer demands evolve rapidly, companies are faced with the challenge of constantly innovating and adapting to new market trends and preferences, as well as convincing consumers to adopt more sustainable consumption behaviors and choices, despite the associated costs or reduced convenience.

Thus, this Special Issue focuses on the intersection of consumption innovation, consumer behaviour, and sustainable marketing practices. This Special Issue is centered on the approaches to consumption and consumer behavior that can guide sustainability initiatives within marketing strategies. By exploring these topics, the Special Issue seeks to highlight how companies can effectively integrate sustainability into their marketing strategies, while simultaneously addressing the needs and preferences of consumers. The purpose of this Special Issue is to provide a platform for researchers, practitioners, and decision-makers to share their knowledge, findings, and practical experiences related to consumption innovation, consumer behavior, and sustainable marketing.

Topics of interest for publication in this Special Issue include, but are not limited to, the following:

  • Marketing strategies for promoting sustainable consumption;
  • The impact of sustainability-focused innovations on consumer purchasing decisions;
  • The role of digital technology in promoting sustainable consumption;
  • The role of social media marketing in enhancing sustainable consumption behavior;
  • Corporate social responsibility (CSR) initiatives and their influence on consumer behavior;
  • Adoption and diffusion of sustainability-focused innovations among consumers;
  • The impact of sustainable marketing practices on customer loyalty;
  • Best practices in green marketing;
  • Cross-national/cross-cultural and/or cross-industry patterns in sustainable marketing;
  • The ethical implications associated with marketing sustainability initiatives;
  • Ethical issues in consumer buying behavior.

Prof. Dr. Irina Albastroiu Nastase
Prof. Dr. Alina Filip
Prof. Dr. Cristinel Vasiliu
Prof. Dr. Dan-Cristian Dabija
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.


  • consumer behavior
  • buying behavior
  • sustainable marketing
  • marketing strategies
  • innovation

Published Papers

This special issue is now open for submission.
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