This study explores the links between environmental attitudes and values, personal norms, perceived responsibility, pro-environmental and prosocial engagement in sustainable consumption, and sustainable consumption behavior. Data was collected by surveying 904 Lithuanians through non-random quota sampling. Empirical research reveals that internal factors, such as environmental attitudes, values, personal norms, and perceived responsibility, have a positive direct effect on engagement with sustainable consumption. In addition, the findings indicate that pro-environmental and prosocial engagement to act as a mediator in enhancing the impact on sustainable consumer behavior. The results of this study expand the understanding of the engagement phenomena and how it can assist in shifting to sustainable consumer behavior in the Lithuanian context. Opportunities to encourage sustainable consumption behavior are presented for marketers and policy makers.

The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.

Sustainable consumption, provision of a clean and healthy environment, as well as improvements to the quality of life of current and future generations, are all integral parts of the sustainable development strategy, which is understood as a compromise between the environmental, economic and social objectives of society. The pro-environmental and pro-social consumer engagement in sustainable consumption may lead to behavioral change, thus contributing to the resolution of current global challenges. Although recently the pro-environmental and pro-social engagement concept has received considerable attention, there is still no consensus on what determines it. Moreover, the recent research is limited to identifying individual factors of this phenomenon. Therefore, the purpose of this study is to explore the factors that determine pro-environmental and pro-social consumer engagement in sustainable consumption. The authors employed a qualitative method approach, conducting semi-structured interviews with consumers engaged in sustainable consumption in Lithuania. The research results reveal that these consumers were affected by cognitive, attitudinal and psychosocial factors. In terms of external factors, consumers named contextual factors for sustainable consumption, social norms and the promotion of sustainable consumption. Research results also show an additional internal factor of perceived responsibility, which means perceived duty as an individual to do good for society and the environment.

The seriousness of the e-waste crisis stems from the fact that consumers do not participate much in ensuring the proper disposal of electronic materials. In this context, millennials are the largest segment of consumers of electronic products who are not yet motivated to get sustainably rid of them. However, to inspire consumers to recycle e-waste, it is necessary to investigate consumers’ behavioral intentions towards e-waste thoroughly. This study integrates the theory of planned behavior, social influence theory, and personality traits to examine how consumers gauge their choice to recycle e-waste. Data were collected from randomly surveying 300 Lithuanians through a structured questionnaire. Using the PLS-SEM approach, results show that attitude, subjective norms, and perceived behavioral control significantly influence consumers’ e-waste recycling intention. Regarding personality traits, only openness to experience significantly affects consumers’ e-waste recycling intention. In contrast, other traits such as agreeableness, conscientiousness, extraversion, and neuroticism have a non-significant influence on consumers’ e-waste recycling intention. In addition, normative and informational social influence affects consumers’ e-waste recycling intention. The current study advances our understanding of e-waste recycling behavior by examining how TPB, personality factors, and social influence theory influence intentions. It provides valuable insights for policymakers and marketers on understanding and encouraging the e-waste behavior of Lithuanian Y-generation consumers.

The findings of the research are consistent and demonstrating the negative relationship between materialism and well-being. The literature also suggests that materialism is one of the main predictors of the impulse buying. It should also be noted that though the relationship of materialism and subjective well-being has been extensively explored, the ambiguity with respect to the directionality of the relationship still prevails in the literature. Subjective well-being recently becomes the subject of interest of scientists from different fields. However, the relationship of well-being with consumer buying behavior received scarce attention. In particular the effect of happiness (well-being) on consumers’ tendency toward impulsive buying behavior, except of some attempts, has been nearly left unaddressed. This study attempts to explain the underlying mechanism of the relationship of subjective well-being and inclination toward impulsive buying behavior. We hypothesize that subjective well-being affects propensity toward impulse buying indirectly through the presence of the materialism. Lower levels of well-being increase materialism that in turn leads to higher levels of impulsive buying tendency. The results of the survey by applying the path analysis (regression based mediation) support the assumption of the indirect well-being-impulsive buying tendency link, mediated by the level of materialism.DOI: http://dx.doi.org/10.5755/j01.ee.27.5.13830

Consumers’ inclinations towards materialism and compulsive buying are influenced by a variety of factors. Materialistic consumers face maladies that cause stress and lower subjective well-being and are unable to control their buying behaviour that in turn leads to social and financial issues. This paper aims to investigate the effect of emotional intelligence training on consumers’ materialism and compulsive buying. The experimental design involves 36 respondents across both groups. Findings confirm the hypothesis that ability-based training programmes can help consumers improve their emotional intelligence whilst also lowering their levels of materialism and compulsive buying. In sum, the results extend the existing literature on consumer materialism by providing an explanation on how specific emotional ability-based training can diminish materialistic and excessive buying inclinations. The development of emotional intelligence skills-based training programmes contributes to more sustainable consumer behaviour, mitigating the vulnerability to materialism and related addictive behavioural consequences.