Building on a Long Needed Seminal Contribution

Though flattered by the invitation to comment on Laczniak and Shultz's seminal piece, the author did not feel qualified to evaluate either the specifics of the arguments advanced or the conclusions reached. What they said was essentially accepted as a given though the case was made for an accompanying, more reader friendly version of their material. That being so, and after some minor editorial observations are made, much of the remainder of this Commentary focuses on two related issues that seemed especially relevant:(1) Socially Responsible Marketing's role, along with that of Socially Responsible Consumption and Socially Responsible Public policy, both in and of themselves and within a micromarketing Utopia and (2) the fact that after years of relative neglect the concept of macromarketing management seems finally on its way to being resurrected. Four examples of how the complexities of Socially Responsible Marketing could be highlighted using a controversies approach are then presented.

The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products

Purpose This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products. Design/methodology/approach Three online studies were conducted to examine the moderating role of perceived product scarcity on the attitude–willingness to pay (WTP) relationship in the case of sustainable luxury products. A preliminary study (n = 208) examined the existence of an attitude–WTP gap toward a sustainable luxury product (i.e. a bag). Study 1 (n = 171) investigated the moderating effect of perceived scarcity induced by a limited quantity message on the relationship between consumer attitude and the WTP for a sustainable luxury product (i.e. a pair of shoes). Study 2 (n = 558) replicated these findings using a different product category (i.e. a wallet) while controlling for demographic variables and examined the moderating role of consumer characteristics on the scarcity effect. Findings Consumers’ perceived scarcity for sustainable luxury products positively moderated the relationship between product attitudes and their WTP for the products. The moderating effect of perceived scarcity was significant for consumers regardless of their tendency toward socially responsible consumption and their preference for product innovativeness. Meanwhile, the scarcity effect was influenced by the consumers’ attitude toward the brand of sustainable products. Practical implications This research provides empirical evidence for marketers with clear managerial implications concerning how to immediately promote consumers’ acceptance of sustainable luxury products. Originality/value This study is the first to examine the role of scarcity strategy on strengthening the attitude–behavior relation for sustainable luxury products.

Sustainable Development

Climate change, pollutants, sustainable development, and public health have become increasingly more relevant issues that continuously get addressed and discussed by governments and entities all over the globe. Through the adoption of policies and recyclable methods, they hope to encourage and aid the responsible consumption of natural resources so as to reduce the creation of waste. Furthermore, the generation of sustainable communities is encouraged so as to safeguard and protect the population's health against the risks associated with different types of pollutants. To support SMEs in the adoption of sustainable practices, this chapter aims to introduce, guide, and provide some useful tools that can then be utilized by readers and professionals operating within SMEs to maximize the effectiveness of their sustainability approaches and tools while also providing knowledge on how the implementation of sustainable practices could be integrated within their businesses.

The Consumer Role for Sustainable Development

The term sustainable consumption is not only a behavior type in marketing and a just consumption behavior, it is more than this. Sustainable or responsible consumption behavior can change the world. Sustainable consumption concept has been investigated widely in the literature and factors that effecting sustainable consumption or being a green consumer has been investigated recently, too. But the relationship between sustainable development and consumer behavior isn't investigated sufficiently. After 2030 Sustainable Development Goals set up, responsibilities and roles have been an important issue to achieve sustainable development in the long term. In this point, this study aims to investigate the consumer role for sustainable development goals through sustainable consumption patterns and trends.

Raising Awareness of Responsible Consumption Through Fashion Rentals and Frugal intentions

Sustainable consumption practices help to reduce environmental impacts and fosters responsible consumers. Researchers have explored the positive drivers and negative barriers of fashion-conscious consumer (FCC) purchasing intention on fashion clothing. The study also examined the motives and outcomes of the phenomenon, such as rental landscape and frugality. Using the qualitative phenomenological method, researchers conducted 21 in-depth semi-structured interviews in India to tap into FCC's buying intention and experience. From the results of qualitative analysis, researchers identified “emotion” as a new parameter reflecting consumer passion and interpersonal relationships. Different themes emerged, such as selection of the style, attention-seeking, status value, cost factor (uncontrollable), and psychological value, which are the commonly identified motivators. Conceptual framework is developed to understand the perception towards green environment and sustainability. The implications are to improve the sustainable practices in the fashion sector through rental options and frugality.

How Responsible Are Consumers?

One of the most important concern the economies are facing is food security amidst the growing population. The population growth has exerted tremendous pressure on food security and has raised concerns over food sustainability. The sustainability of food waste is an environmental, economic, and social issue, which has useful policy implications. The issue has been studied through the analysis of responsible consumption and food waste. The literature has emphasised improving the efficiency in supply chain to reduce food waste, but researches on food waste at the consumer level are still in the natal stage. It is important to understand to develop the framework for responsible consumption and to assess the factors that may contribute to reduction in food waste at the household level. The study aims to examine the scope of responsible consumption to attain environmental sustainability.

Creative Tourism as Sustainable Initiative of a Coastal Destination

The study examines tourist attractions and creative experiences of Fethiye, a coastal destination in Mugla, Turkey, based on theoretical overlaps in creative tourism. Creative tourism is suggested as an initiative for sustainability of local lifestyle, unique culture, and authenticity of Fethiye in this study. Therefore, the study was maintained with an exploratory and conceptual viewpoint. The results are presented as Fethiye's tourist attractions (13 categories) and creative experiences (six themes). The prominent creative experiences are specified as house wine, squeeze of olive, cheesemaking, mushroom (morel) picking, agriculture cultivation (local fruits and vegetables), Dastar weaving (geotagging product), carpet weaving (carpet of Kaya), wool spinning, local festivals, traditional bazaars, and soap making. Finally, a creative tour case was offered, and two creative tour routes were proposed in the appendix. The study revealed that creative tourism has importance for sustainability of authentic culture, responsible consumption, and economic development of the local community.

Responsible Consumption, Consumer Well-being and Environment

In the recent studies of half century, purchasing power and spending has been at the center of attention for academicians. Since consumption is directly related to purchasing power so, any issue that is not related to market did not become the part of consumer studies. In this era of consumption driven society, very few studies has addressed the issue of moderate consumption or responsible consumption where living with less is way the life and minimalism is a new status symbol. The current study aims to identify the antecedents of responsible consumption. It further examine the role of responsible consumption in consumer well-being.