Rapid population growth together with improving living standards is causing bigger and more rapid consumption of resources in industrial, household and personal consumption areas. Unsustainable consumption patterns are negatively affecting our surroundings. In order to promote sustainable consumption it is important to engage consumers in active and mutual dialogue. This study introduces the construct of consumer engagement into the context of sustainable consumption and aims at revealing the factors influencing consumer engagement in sustainable consumption. Two groups of factors, internal and external, each comprising three determinants (environmental attitude, perceived responsibility and perceived behavioral efficiency; and conditions for sustainable consumption, social environment and promotion of sustainable consumption) were identified as having direct positive impact on consumer engagement in sustainable consumption, which in turn had a positive impact on green product buying. The results revealed an important mediating role of the consumer engagement construct, suggesting that application of the engagement construct in the context of sustainable consumption would allow a deepening understanding of actual consumer behavior related with different contexts of sustainable consumption.

Companies which offer innovative solutions to aid the achievement of sustainable consumption behavior of individuals in home environment gain a competitive advantage. The study aims to uncover the relationship between the engagement in sustainable consumption and sustainable consumption behavior of individuals at home and in the workplace environments enabling companies to provide innovative solutions to advance sustainability management. This research holds that sustainable consumption behavior is a process and the focus of this study is use behavior. An online survey was employed to collect data from 407 respondents in the United Kingdom. Consumers working in both private and public sectors were surveyed. Data analysis suggests that one dimension of engagement in sustainable consumption, namely, Enthusiasm and Attention, mostly influences sustainable consumption behavior at home and in the workplace. Further, females feature higher sustainable consumption behavior at home and in the workplace most of the time in comparison to males. Also, there are age differences apropos sustainable consumption behavior at home and in the workplace. Social Learning Theory and Collaborative Consumption Theory are used to raise hypotheses and explain findings. The findings lead to practical implications for companies regarding engagement and sustainable consumption behavior in both environments in terms of incentives, green product and service innovation that may be offered to individuals to enhance sustainability.

The purpose of this study is to identify sustainable consumption patterns of Lithuanian consumers based on their sustainable consumption behaviour in two settings: at home and at work. The study also attempts to describe the segments and highlight their differences in terms of consumer engagement into sustainable consumption, which in the present study reflects the psychological state of consumers, determining their actual behaviour. The study sample consisted of 498 Lithuanian consumers. A two-step cluster analysis was performed on sustainable consumption behaviour scores at three consumption phases: acquisition, use, and disposal at home and at work. The differences among the clusters were examined according to five dimensions of consumer engagement, namely, enthusiasm, attention, interaction, absorption, and identification. Cluster analysis identified two clusters based on consumer behaviour at home “convenience-based sustainability” and “true followers” as well as two clusters based on consumer behaviour at work “environment-independent sustainability” and “followers of basic principles”. Clusters in each life domain differed significantly in terms of consumer engagement into sustainable consumption. Segments with high level of sustainable consumption behaviour at home and at work were more highly engaged into sustainable consumption as well.

The aim of this paper is to explore the role of green self-identity and self-congruity with green food products in predicting consumers’ sustainable food consumption behaviour. Previous research suggests that there is a relationship between individuals’ self-identity and the consumption of products. However, when it comes to the realm of sustainable food consumption, those relations are not unambiguous. This study employs a survey with a sample of 837 respondents in Lithuania. The findings confirm that green self-identity and self-congruity with green food products positively influence subsequent sustainable food consumption behaviour both directly and indirectly. The implications of this study can be used to better understand green consumer behaviour and provide useful information to marketers and policymakers by suggesting that the promotion of sustainable food consumption behaviour should highlight not only functional but symbolic benefits as well.

The level of consumer engagement in video game-playing is influenced by different factors, which can be analyzed from different perspectives. The main purpose of the paper is to investigate the effect of consumer motivation to play games on video game-playing engagement. Consumer motivation to play games is analyzed as a two dimensional construct consisting of intrinsic and extrinsic motivation in the paper. It is reasoned that consumer motivation can be considered as an antecedent of consumer engagement in video game-playing. Consumer engagement is defined as a social, interactive behavior which is formed by continuous involving processes. Consumer game-playing engagement is recognized as a construct which reflects task-oriented consumer behavior in the game environment. It is characterized by three dimensions – cognitive, emotional and behavioral. Results of the research reveal relations between consumer intrinsic, extrinsic and experiential motivation and different dimensions of game-playing engagement in the case of a particular game type. Results of the study could be valuable for different stakeholders from game designers to those who are interested in gamification decisions for purposes of learning or consumer and company value co-creation, etc

This study investigates the sustainable clothing consumer attitude–behaviour link and identifies the role of social norms in this relationship. A total of 218 responses were collected in an online survey in one small European country. Findings reveal that sustainable clothing purchase behaviour is influenced by consumer attitudes towards sustainable clothing and sustainable clothing purchase intention, which acts as a mediator between consumer attitudes towards sustainable clothing and purchase behaviour. The findings uncover three types of social norms that could be represented among individuals in Lithuania, but no moderating effects were found. Unexpected results reveal that one type of social norms, that is, social order/commandment norms, influences both consumer attitudes towards sustainable clothing and their intention to purchase sustainable clothing. These findings attempt to contribute to the sustainable clothing consumer behaviour field development. Managerial implications of how to induce a change in consumer attitude and sustainable clothing purchase intentions for business leaders and public policy makers have been offered.