Journal of Global Marketing

Marketing for a Sustainable Future: Consumer and Planetary Well-being through Responsible Consumption

The proposed special issue, "Marketing for a Sustainable Future: Consumer and Planetary Well-being by Responsible Consumption" (United Nations Sustainable Development Goal-SDG—12), is critical in marketing, mainly because consumer behavior and marketing strategy play central roles in driving or mitigating unsustainable practices. While traditional consumer behavior research stimulates consumption, the focus should be on encouraging more sustainable and responsible consumption patterns (Sen et al., 2024)*.

This special issue of the Journal of Global Marketing addresses urgent global challenges linked to consumption patterns, recognizing the growing call among marketing scholars for sustainable approaches that align with the UN SDGs (Voola et al., 2022a). The issue is particularly timely as the UN SDGs increasingly serve as a guiding framework for sustainable business and marketing practices. As the world confronts environmental degradation and social inequalities, responsible marketing practices—shaped by rigorous academic inquiry— will position marketing as a positive force for global sustainability by incorporating cross-cultural perspectives and emphasizing its influence on global economic and social systems.

Literature highlights the vital role of marketing in shaping consumer wants and demand, positioning the field as a critical force in promoting responsible or irresponsible consumption. Sen et al. (2024) explore novel, creative, actionable, and theoretically sound avenues for getting people to Consuming Less and Consuming Better (CLCB). Haider, Shannon, & Moschis (2022) point out that marketing, historically framed as a driver of consumerism, is being reimagined to promote sustainability, focusing on long-term value creation over short-term profit. Giesler & Veresiu (2014) argue that responsible consumption must be actively created by strategically positioning consumers as moral agents within the marketplace, challenging traditional notions of consumption​. Furthermore, sustainable consumption is now seen not merely as a matter of individual consumer choice. It is profoundly embedded within institutional and societal structures, calling for systemic changes across businesses, governments, and non-profits. ​(Žabkar et al., 2018).

To explore these pressing challenges and opportunities in-depth, this special issue invites contributions across the following themes, each of which illuminates key aspects of our evolving field. In addition to these themes, the editors welcome diverse perspectives that push the boundaries of current research and practice on responsible production and consumption.

 * For list of references, please contact Guest Editor Shiri Gandhi,gandhishiri@gmail.com

Proposed Themes for the Special Issue

1. Bridging Global Gaps in Responsible Consumption: Advancing Responsible Consumption through Shared Responsibilities

This theme explores how developed and developing countries can collaboratively address the challenges of sustainable consumption and production (SCP). It emphasizes the critical role of marketing in driving SCP initiatives that balance economic development and environmental stewardship​ (Gasper, Shah & Tankha, 2019). Marketing strategies can influence developed nations to reduce their ecological footprints and encourage emerging economies to adopt sustainable practices​ (Voola et al., 2022b).

Potential topics within this theme include cross-national strategies for bridging SCP gaps, marketing's role in educating consumers on sustainable choices, and public-private partnerships advancing SCP goals. Other areas of interest are marketing interventions fostering behavioral shifts and the influence of digital platforms and AI in promoting sustainable consumption worldwide..

2. Bridging the Measurement Gap: Developing Metrics for Responsible Consumption in Marketing

This theme calls for marketing researchers to address the challenge of developing measurable indicators for responsible consumption. While indicators such as food waste have seen some progress in measurement, many other areas of responsible consumption remain challenging to quantify, as highlighted by Gasper, Shah, and Tankha (2019)​. The complexity of measuring consumer behavior across diverse cultural, economic, and social contexts presents both a challenge and an opportunity for marketing scholars to contribute significantly to this gap.

This theme invites submissions exploring innovative approaches to defining and measuring responsible consumption, mainly through consumer behavior, marketing strategies, and technological integration. Topics could include but need not be limited to, exploring the role of big data and analytics in tracking sustainable consumption patterns, understanding behaviors and behavior change for responsible consumption, developing behavioral indicators for responsible consumption through marketing campaigns, investigating how marketing can contribute to more precise and scalable metrics for tracking consumer engagement in sustainable practices, and the role of interdisciplinary research, such as environmental science, economics, and marketing, to build robust measurement frameworks.

3. Enhancing Consumer and Planetary Well-Being by Consuming Less, Consuming Better

Although traditional marketing research has focused on creating wants, consumption, and selling more, there is an urgent need for market researchers to understand the relevant stakeholders and the psychological levers that can encourage less and better consumption. Sen et al. (2024) tackle several critical questions about enhancing consumer and planetary well-being by consuming responsibly, most notably: “How do we get people to consume less and consume better?” Specifically, Sen et al. (2024) suggest:

• Exploring the generalizability of the experience of multisensory pleasure in the present makes it a key lever in encouraging responsible ‘reduced’ consumption.
• Another stream for future marketing research would be to explore the role of identity in consumers' use of alternative consumption models that promote avoidance of monetary transactions.
• Exploring and researching ways to help consumers realize and maintain the deceleration mindset and lifestyle would be crucial for fostering a long-term commitment to responsible consumption.

4. Empowering Mindful Consumption: Marketing Strategies for Pro-Social and Pro-Ecological Choices

This theme addresses how marketing can guide consumer mindsets toward sustainable consumption by promoting pro-social and pro-ecological behavior. Submissions should explore marketing strategies that enable consumers to adopt mindful consumption practices, enhance their quality of life, and make choices that benefit society and the environment (Haider, Shannon, & Moschis, 2022; Ramkissoon, Nekmamud, &Uysal., in press; Voola et al., 2022b). This theme highlights marketing’s role in fostering long-term sustainability and social good ​(Voola et al., 2022a).

Submissions under this theme might examine marketing strategies promoting mindful consumption and pro-social behaviors, such as campaigns encouraging eco-friendly product choices and reducing wasteful habits. Other areas of interest are consumer education efforts that enhance awareness of sustainable living’s benefits, the role of branding in shaping eco-conscious identities, and the impact of digital tools on fostering pro-ecological mindsets. Additionally, submissions might explore how marketing can support lifestyle shifts toward long-term sustainability and social well-being.

5. Redefining Marketing for Well-Being: A Pro-Social Approach to Responsible Consumption

This theme focuses on the need for marketing to evolve as a pro-social discipline, with consumer well-being and environmental sustainability as primary goals​. We invite research that explores how marketing can shift from promoting consumption for profit to facilitating responsible consumption practices that enhance the quality of life and promote ethical behaviors ​(Haider, Shannon, & Moschis, 2022). Articles should focus on innovative marketing approaches prioritizing long-term consumer and societal well-being over short-term profits (Giesler & Veresiu, 2014; Ramkissoon, 2023; Žabkar et al., 2018).

Suggested topics for this theme include exploring marketing strategies that encourage responsible consumption, enhance consumer well-being, and foster ethical decision-making. Submissions could examine frameworks for aligning marketing goals with social and environmental sustainability, innovative approaches prioritizing quality of life, and methods for measuring the long-term impact of pro-social marketing efforts on consumers and society.

6. Enabling Responsible Consumption: The Interaction Between Consumers and Firms

This theme explores the enablers of responsible consumption at the consumer and firm levels and the interaction between firms and consumers ​(Fisk, 1973; Kumar & Dholakia, 2022). Topics include how firms can influence consumer behavior through ethical marketing, product innovation, and corporate social responsibility. Submissions should also consider how firm strategies shape consumer behaviors, creating a dynamic interaction that supports sustainable consumption (​Kumar & Dholakia, 2022).

Potential topics for this theme include examining how firms can drive responsible consumption through ethical marketing, sustainable product innovation, and corporate social responsibility. Submissions might investigate how firm strategies shape consumer choices, fostering a dynamic interaction that promotes sustainable behaviors. Other areas could include studying the role of consumer feedback in refining corporate sustainability practices and the impact of collaborative efforts between firms and consumers on responsible consumption.

7. Responsible Consumption in the Age of Sharing Economies: Aligning Sustainability with Collaborative Consumption

This theme connects responsible consumption with the rise of sharing economies. It invites research that examines how marketing can promote collaborative consumption models, such as peer-to-peer sharing and reuse, to reduce waste and resource consumption​ (Haider, Shannon, & Moschis, 2022); Voola et al., 2022b). Studies exploring how businesses can innovate their marketing strategies to support these emerging models and create new value propositions based on sustainability and community engagement​ will be a good fit.

Suggested topics for this theme include investigating marketing strategies that promote collaborative consumption, such as peer-to-peer sharing, reuse, and resource-sharing platforms. Submissions could explore how businesses can innovate to support sharing economies through sustainability-driven value propositions and community-focused marketing approaches. Additional areas of interest include examining consumer motivations for engaging in sharing models and the role of digital platforms in facilitating sustainable consumption through shared resources.

8. Harnessing Consumer-to-Consumer Engagement for Responsible Consumption and Production

This theme investigates the role of consumer-to-consumer (C2C) engagement in promoting responsible consumption. Drawing on Vivek, Beatty, and Morgan's (2012) work, the theme explores how C2C interactions, such as peer recommendations and social influence, can encourage sustainable consumption behaviors ​(Haider, Shannon, & Moschis, 2022). It also considers how marketers can leverage digital platforms and social networks to amplify the impact of C2C engagement in the interest of SDG 12 ​(Voola et al., 2022a; Voola et al., 2022b).

Suggested topics for this theme include examining how C2C interactions, such as peer recommendations and social influence, can drive sustainable consumption behaviors and contribute to responsible consumption. Submissions might explore how marketers can utilize digital platforms and social networks to amplify the reach and impact of C2C engagement, fostering communities that support SDG 12. Other areas of interest include studying the role of online reviews, user-generated content, and influencer partnerships in promoting responsible consumer choices.

9. Leveraging Technology to Elevate Responsible Consumption and Production

This theme focuses on how emerging technologies, such as artificial intelligence, blockchain, and the Internet of Things (IoT), can drive responsible consumption and production practices ​(Gasper, Shah & Tankha, 2019; Voola et al., 2022b)​. The theme invites research on how these technologies can enhance transparency in supply chains, enable circular economies, and empower consumers to make informed, sustainable choices. Marketing’s role in integrating technology with sustainability efforts is a key focus ​(Haider, Shannon, & Moschis, 2022).

Suggested topics for this theme include exploring how emerging technologies like AI, blockchain, and IoT can foster transparency in supply chains, support circular economy models, and help consumers make informed, sustainable choices. Submissions might examine marketing’s role in promoting these technologies to enhance responsible consumption and production. Additional areas of interest include case studies on successful tech-driven sustainability initiatives and analyses of how digital innovations can strengthen consumer trust in sustainable brands.