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Research on Consumer Behaviour and Sustainable Marketing Strategy

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: 30 June 2024 | Viewed by 274

Special Issue Editors

Dr. Mónika Garai-Fodor
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Guest Editor
Keleti Karoly Faculty of Business and Management, Obuda University, 1084 Budapest, Hungary
Interests: digitalisation; consumer behaviour
Special Issues, Collections and Topics in MDPI journals
Dr. Peter Karacsony
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Guest Editor
Professor, Keleti Karoly Faculty of Business and Management, Obuda University, 1084 Budapest, Hungary
Interests: management; consumer behaviour; human resource
Dr. Renáta Machová
E-Mail Website
Guest Editor
Associate Professor, Faculty of Economics and Informatics, J. Selye University, 94501 Komárno, Slovakia
Interests: human resources management; small and medium enterprises; labour market policy

Special Issue Information

Dear Colleagues,

Consumer behaviour, as part of human behaviour, is a complex and complicated process, and it is the reason its study has been a major focus of marketing for decades. The customer, the consumer, has always been at the heart of marketing. Knowing what your prospective potential customers expect and what their preferences are is essential to a successful marketing strategy. Knowledge of consumer behaviour and the process of purchase decisions is essential in marketing practice since the starting point for marketing concepts is a customer-oriented mindset. In order to create an attractive and appealing offer for the customer, the consumer, it is important to understand how they make their decision and the processes and mechanisms behind their decisions. However, consumer habits are changing dynamically: a multitude of consumer trends affect consumers, influencing their choices, behaviour, and values. Today, when personalisation is one of the most important pillars of marketing, there is no question that it is necessary to understand the needs and expectations of our consumers, our target groups, and to constantly monitor changes in individual preferences.

This Special Issue emphasizes the multidisciplinary nature of consumer behaviour, focusing on case studies and research results that contribute to the understanding of consumer behaviour and the process of purchasing decisions. In line with the philosophy of the Sustainability Journal, this Special Issue also strives to present primary data and current and relevant research results related to the topic in a multidisciplinary and practical way. This Special Issue is designed to analyse the impact of these consumer trends, providing a practical overview of the changes and challenges in consumer and customer behaviour, to help professionals in education and practice.

In this Special Issue, original research articles and reviews are welcome. Research areas may include (but are not limited to) the following:

  • Consumer behaviour research;
  • Analysis of consumer decision making;
  • Analysis of consumer preferences;
  • Analysis of target-group-specific marketing strategies;
  • Practical aspects of the marketing planning process;
  • Generational marketing;
  • Consumer trends;
  • Analysis of environmentally conscious and ethical consumer behaviour.

We look forward to receiving your contributions.

Dr. Mónika Garai-Fodor
Dr. Peter Karacsony
Dr. Renáta Machová
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 trends
  • generation marketing
  • sustainable marketing strategy

Published Papers

This special issue is now open for submission.
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