Purpose This work aims to use equity theory to explore how consumers assess prosocial
actions as part of a mental portfolio of purchases and behaviors in a broader marketplace …

This study investigates the antecedents and mechanisms of consumers' adoption of a public
bicycle-sharing scheme (PBSS) as a form of shared sustainable consumption. Drawing on …

The academic literature on consumer engagement and sustainable consumption has
developed gradually over the last two decades. The body of knowledge related to the role of …

Although public interest in sustainability increases and consumer attitudes are mainly
positive, behavioral patterns are not univocally consistent with attitudes. This study …

Firms in the past have based their marketing and promotion strategies on the assumption of
infinite resources and zero environmental impact. With the growing importance of …

Consumption processes in modern societies are constantly gaining in importance. Noticing
the growing significance of consumption, the idea of some consumer responsibility for the …

Nowadays, sustainability is assumed to have high potential for promoting ethical consumer
behavior. The aim of this study was to analyze the influence of sustainable behavior on …

This study aims to address how (through which mechanisms) and when (under which
conditions) retailers' sustainability efforts translate into positive consumer responses …

The sharing economy (SE) has gained attention in recent years in both academia and
practice. This derives from the economic and social benefits that are often attributed to it, but …

Purpose This study aims to examine the impact of five consumption values (ie ecological,
functional, symbolic, experiential and epistemic) on consumers' intentions to adopt green …