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.

In the context of growing relevance of social and ecological responsibility role in businesses, the sustainability trends inevitably change the course of d

Consumer lifestyle is considered one of the important predictors of sustainable consumption behavior at the individual, community and societal levels. In this paper, the healthy lifestyle of consumers is analyzed and defined as the lifestyle that explains how people live in terms of health. This study focuses on consumers’ healthy lifestyle clusters and offers an updated healthy lifestyle measurement tool that can be used to segment consumers into specific segments according to six healthy lifestyle domains: physical, mental, emotional, social, spiritual and intellectual health. An online survey with 645 respondents of different socio-demographic profiles was conducted in Lithuania. Based on data collected through questionnaires, specific segments were identified using self-organizing maps and cluster analysis methods. The findings suggest that four different segments could represent consumers concerning their healthy lifestyles. The results will be of use to companies initiating marketing campaigns to target different consumer groups with their brands and offering healthy lifestyle-related products and services to consumers in Lithuania. The findings are also valuable for public policymakers and opinion leaders who foster healthy lifestyles and seek to form a public opinion regarding sustainable consumption.

This paper aims to reveal the discourse on corporate social responsibility in the context of marketing scientific research. Six research streams are distinguished after a thorough analysis of scientific literature, i.e. development and maintenance of sustainable relationships with consumers; consumer responses to corporate socially responsible activity; decisions of corporate or brand image creation and maintaining, strengthening corporate reputation; identification whether CSR may affect the process of consumer decision making, the preferences of consumers; CSR integration into marketing activity; communication about CSR to different stakeholders. Results of analysis show that scientists choose different approaches to investigate the effect of CSR on corporate results. However, from the marketing perspective, intangible results, such as long-term relationships between company and consumer could be described as a major benefit for company which integrates CSR in corporate activity.

This study aims to investigate the role of consumer emotional intelligence in view of perceived value and behavioural intentions for online second-hand clothing renting or purchasing. Norstat and Amazon MTurk were used to collect data and administer an online survey among European respondents (N = 473) from the UK and LT. We found that emotional intelligence positively influences the perceived emotional, economic, green, social, and functional value of second-hand clothing transactions online. As hypothesised, we found that emotional, economic, and green perceived values of second-hand clothing transactions online mediate the relationship between emotional intelligence and behavioural intentions. Although emotional intelligence boosts perceived social and functional value, it does not translate into behavioural intentions. Our research utilises the construal level theory to propose novel explanations by looking into the nuanced relationship between emotional intelligence and the value consumers perceive from purchasing or renting second-hand clothing online and their respective behavioural intentions.