Pub Date : 2025-12-24DOI: 10.1016/j.clrc.2025.100382
Nicolás Depetris-Chauvin , Antoine Pinède , Heber Rodrigues
Product packaging is a critical tool influencing consumer perceptions. This study examines how the perceived personality of disruptive products like canned wine links to social stereotypes of their drinkers. Surveying 1307 consumers in Italy, Switzerland, and the UK, we found a significant association between product perception and judgments of the user. Specifically, product Sincerity and Excitement correlated with highly positive views of the drinker, while Ruggedness was associated with negative traits. Theoretically, we propose a ‘product-to-person’ trait transfer mechanism, extending brand personality theory by showing how product traits act as a heuristic for forming social stereotypes. Practically, our findings identify Sincerity and Competence as key traits for fostering a positive social image. Communication strategies focusing on these perceptions can mitigate negative stereotypes, enhancing the acceptance of sustainable packaging and benefiting consumer social identity.
{"title":"From product to Person: A cross-national study on packaging personality and consumer stereotypes","authors":"Nicolás Depetris-Chauvin , Antoine Pinède , Heber Rodrigues","doi":"10.1016/j.clrc.2025.100382","DOIUrl":"10.1016/j.clrc.2025.100382","url":null,"abstract":"<div><div>Product packaging is a critical tool influencing consumer perceptions. This study examines how the perceived personality of disruptive products like canned wine links to social stereotypes of their drinkers. Surveying 1307 consumers in Italy, Switzerland, and the UK, we found a significant association between product perception and judgments of the user. Specifically, product Sincerity and Excitement correlated with highly positive views of the drinker, while Ruggedness was associated with negative traits. Theoretically, we propose a ‘product-to-person’ trait transfer mechanism, extending brand personality theory by showing how product traits act as a heuristic for forming social stereotypes. Practically, our findings identify Sincerity and Competence as key traits for fostering a positive social image. Communication strategies focusing on these perceptions can mitigate negative stereotypes, enhancing the acceptance of sustainable packaging and benefiting consumer social identity.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"21 ","pages":"Article 100382"},"PeriodicalIF":5.3,"publicationDate":"2025-12-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145941212","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-12-24DOI: 10.1016/j.clrc.2025.100374
Jingyi Zhang, Dehao Cao, Huaqiong Liu
This paper employs a bottom-up methodology to estimate tourism-related transportation carbon emissions in China's coastal regions from 2006 to 2023, analyzing their spatiotemporal evolution characteristics across multiple scales. It further extends the LMDI model from both intra- and inter-sectoral perspectives and constructs an M-R spatial decomposition model to comparatively analyze factor-driven contributions and the drivers of spatial disparities. Key findings show: (1) the centroid of emissions in coastal areas has shifted southeastward, with greater changes in the south; (2) Per capita wealth effect ( Cl) is the main driver of emission growth, while transportation intensity is the key restraining factor; (3) eight provinces, including Guangdong and Shandong, exceed the average emission level, with Jiangsu showing the largest deviation.
{"title":"Spatiotemporal variations & driving mechanisms of tourism transport carbon emissions in coastal China","authors":"Jingyi Zhang, Dehao Cao, Huaqiong Liu","doi":"10.1016/j.clrc.2025.100374","DOIUrl":"10.1016/j.clrc.2025.100374","url":null,"abstract":"<div><div>This paper employs a bottom-up methodology to estimate tourism-related transportation carbon emissions in China's coastal regions from 2006 to 2023, analyzing their spatiotemporal evolution characteristics across multiple scales. It further extends the LMDI model from both intra- and inter-sectoral perspectives and constructs an M-R spatial decomposition model to comparatively analyze factor-driven contributions and the drivers of spatial disparities. Key findings show: (1) the centroid of emissions in coastal areas has shifted southeastward, with greater changes in the south; (2) Per capita wealth effect (<span><math><mrow><mo>Δ</mo></mrow></math></span> Cl) is the main driver of emission growth, while transportation intensity is the key restraining factor; (3) eight provinces, including Guangdong and Shandong, exceed the average emission level, with Jiangsu showing the largest deviation.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"21 ","pages":"Article 100374"},"PeriodicalIF":5.3,"publicationDate":"2025-12-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145979286","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-12-24DOI: 10.1016/j.clrc.2025.100381
Roiswahid Dimas Pangestu , Dewi Larasati , Aswin Indraprastha
Indonesia's housing sector faces a persistent housing backlog alongside heavy reliance on carbon-intensive construction materials. Although timber is widely recognized as a low-carbon material within circular bioeconomy frameworks, its adoption in housing remains limited, and the alignment between housing demand, timber supply, and consumer acceptance is poorly understood. This study aims to quantify national timber demand associated with housing development in Indonesia, assess whether current timber supply can meet this demand, and evaluate the viability of regional supply–demand balance models when consumer preferences are incorporated. The novelty of this study lies in providing the first national-scale estimation of housing-related timber demand evaluated against regional production capacity, demonstrating how the incorporation of consumer preferences reshapes regional feasibility outcomes, and distilling a transferable analytical framework for assessing timber substitution in housing across emerging economy contexts. A mixed-method approach integrates an empirical database of 389 housing layouts, an online consumer preference survey (n = 214), and secondary data on housing needs and timber production to develop and evaluate multiple Model of Supply-Demand (MSD). The results indicate that MSD under timber supply consistently provides reliable strategies, highlighting the need for national regulations to focus on maximizing the absorption of currently available materials. Further regional analysis was conducted and shows the need to adapt regulations to local conditions to optimize strategies. Sensitivity analysis confirms that these strategic insights remain robust under varying market conditions. The study provides a policy-relevant and transferable framework to support low-carbon, timber-based housing transitions in Indonesia and comparable emerging economies.
{"title":"Decarbonization Indonesia's housing sector: Integrative supply-demand analysis and consumer preferences for timber substitution","authors":"Roiswahid Dimas Pangestu , Dewi Larasati , Aswin Indraprastha","doi":"10.1016/j.clrc.2025.100381","DOIUrl":"10.1016/j.clrc.2025.100381","url":null,"abstract":"<div><div>Indonesia's housing sector faces a persistent housing backlog alongside heavy reliance on carbon-intensive construction materials. Although timber is widely recognized as a low-carbon material within circular bioeconomy frameworks, its adoption in housing remains limited, and the alignment between housing demand, timber supply, and consumer acceptance is poorly understood. This study aims to quantify national timber demand associated with housing development in Indonesia, assess whether current timber supply can meet this demand, and evaluate the viability of regional supply–demand balance models when consumer preferences are incorporated. The novelty of this study lies in providing the first national-scale estimation of housing-related timber demand evaluated against regional production capacity, demonstrating how the incorporation of consumer preferences reshapes regional feasibility outcomes, and distilling a transferable analytical framework for assessing timber substitution in housing across emerging economy contexts. A mixed-method approach integrates an empirical database of 389 housing layouts, an online consumer preference survey (n = 214), and secondary data on housing needs and timber production to develop and evaluate multiple Model of Supply-Demand (MSD). The results indicate that MSD under timber supply consistently provides reliable strategies, highlighting the need for national regulations to focus on maximizing the absorption of currently available materials. Further regional analysis was conducted and shows the need to adapt regulations to local conditions to optimize strategies. Sensitivity analysis confirms that these strategic insights remain robust under varying market conditions. The study provides a policy-relevant and transferable framework to support low-carbon, timber-based housing transitions in Indonesia and comparable emerging economies.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"21 ","pages":"Article 100381"},"PeriodicalIF":5.3,"publicationDate":"2025-12-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145979287","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-12-17DOI: 10.1016/j.clrc.2025.100376
Max Rudolf , Roland Olschewski
The chocolate supply chain exemplifies the social and environmental challenges within global food systems. Growing awareness of environmental impact and ethical production practices is increasingly shaping consumer choices and influencing food policy. This highlights the need for an integrated approach to determine consumption preferences and policy support. A discrete choice experiment with Swiss citizens (N 1102), analyzed through a latent class model, reveals two consumer segments: an ’ethical-conscious’ segment (72%) and a ’price-sensitive’ segment (28%). Both favor policy instruments to (1) prioritize small- and medium-sized enterprises within the chocolate supply chain, (2) reduce deforestation, and (3) support chocolate production in Switzerland. However, the ’ethical-conscious’ segment, predominantly younger and more aware of social and environmental impacts, tends to support regulatory, persuasive and cooperative policy instruments, while the ’price-sensitive’ segment shows no strong opposition. These findings provide critical insights for policymakers seeking to promote a more ethical chocolate supply chain. This study moves beyond preference elicitation, by matching consumption preferences with a set of policy measures.
{"title":"Towards an ethical chocolate supply chain: Matching Swiss consumer preferences with policy instruments","authors":"Max Rudolf , Roland Olschewski","doi":"10.1016/j.clrc.2025.100376","DOIUrl":"10.1016/j.clrc.2025.100376","url":null,"abstract":"<div><div>The chocolate supply chain exemplifies the social and environmental challenges within global food systems. Growing awareness of environmental impact and ethical production practices is increasingly shaping consumer choices and influencing food policy. This highlights the need for an integrated approach to determine consumption preferences and policy support. A discrete choice experiment with Swiss citizens (N <span><math><mo>=</mo></math></span> 1102), analyzed through a latent class model, reveals two consumer segments: an ’ethical-conscious’ segment (72%) and a ’price-sensitive’ segment (28%). Both favor policy instruments to (1) prioritize small- and medium-sized enterprises within the chocolate supply chain, (2) reduce deforestation, and (3) support chocolate production in Switzerland. However, the ’ethical-conscious’ segment, predominantly younger and more aware of social and environmental impacts, tends to support regulatory, persuasive and cooperative policy instruments, while the ’price-sensitive’ segment shows no strong opposition. These findings provide critical insights for policymakers seeking to promote a more ethical chocolate supply chain. This study moves beyond preference elicitation, by matching consumption preferences with a set of policy measures.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"20 ","pages":"Article 100376"},"PeriodicalIF":5.3,"publicationDate":"2025-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145791202","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-12-16DOI: 10.1016/j.clrc.2025.100370
Su Runa , Angathevar Baskaran , Nur Annizah Binti Ishak
Grassland ecosystems, China's largest terrestrial biomes, are vital for ecological stability and sustaining pastoral livelihoods. Confronting severe degradation, the Chinese government introduced the Grassland Ecological Compensation Policy (GECP), yet persistent trade-offs between herder welfare and responsible herding goals underscore the need for policy refinement. This study evaluates the ecological, economic, and social outcomes of GECP in Alxa Left Banner, Inner Mongolia, integrating field observations, herder interviews, and a dynamic game model to analyze incentive misalignment. Key insights reveal: (i) Ecological trade-offs: Short-term grazing bans boost vegetation recovery, but long-term prohibitions yield diminishing returns, with precipitation emerging as the dominant driver of restoration. (ii) Livelihood pressures: While policy subsidies increase herder income, inadequate compensation levels and grazing restrictions reduce net pastoral earnings and raise production costs. (iii) Structural shifts: GECP inadvertently reshaped local industries, exacerbating labor surplus and altering traditional livestock practices. (iv) Policy gaps: Persistent overgrazing and violations reflect unresolved incentive conflicts between economic needs of herders and conservation targets. The findings highlight the necessity of adaptive compensation mechanisms that balance ecological protection with viable livelihoods, offering policy insights for promoting sustainable grassland management and responsible resource consumption in semi-arid pastoral regions.
{"title":"Towards Cleaner and Responsible Herding: Can ecological compensation ensure sustainable grassland management in Alxa League, Inner Mongolia?","authors":"Su Runa , Angathevar Baskaran , Nur Annizah Binti Ishak","doi":"10.1016/j.clrc.2025.100370","DOIUrl":"10.1016/j.clrc.2025.100370","url":null,"abstract":"<div><div>Grassland ecosystems, China's largest terrestrial biomes, are vital for ecological stability and sustaining pastoral livelihoods. Confronting severe degradation, the Chinese government introduced the Grassland Ecological Compensation Policy (GECP), yet persistent trade-offs between herder welfare and responsible herding goals underscore the need for policy refinement. This study evaluates the ecological, economic, and social outcomes of GECP in Alxa Left Banner, Inner Mongolia, integrating field observations, herder interviews, and a dynamic game model to analyze incentive misalignment. Key insights reveal: (i) Ecological trade-offs: Short-term grazing bans boost vegetation recovery, but long-term prohibitions yield diminishing returns, with precipitation emerging as the dominant driver of restoration. (ii) Livelihood pressures: While policy subsidies increase herder income, inadequate compensation levels and grazing restrictions reduce net pastoral earnings and raise production costs. (iii) Structural shifts: GECP inadvertently reshaped local industries, exacerbating labor surplus and altering traditional livestock practices. (iv) Policy gaps: Persistent overgrazing and violations reflect unresolved incentive conflicts between economic needs of herders and conservation targets. The findings highlight the necessity of adaptive compensation mechanisms that balance ecological protection with viable livelihoods, offering policy insights for promoting sustainable grassland management and responsible resource consumption in semi-arid pastoral regions.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"20 ","pages":"Article 100370"},"PeriodicalIF":5.3,"publicationDate":"2025-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145791285","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-12-13DOI: 10.1016/j.clrc.2025.100372
Madeleine Pries, Walther Zeug, Daniela Thrän
Global food supply and intensive agriculture significantly impact social, economic, and ecological sustainability. Community Supported Agriculture (CSA) strives to transform regional food networks by connecting producers and consumers. Although intrinsically more sustainable due to agroecological farming, short supply chains, and regional cooperation, no assessment has yet quantified the sustainability benefits of CSA. No Life Cycle Assessment (LCA) has been conducted in Germany, and only a few studies have been carried out in Europe to identify the impacts and improvement potentials of CSA. A Holistic and Integrated Life Cycle Sustainability Assessment (HILCSA) was applied to a CSA in Leipzig, Germany, offering a novel integrative approach to analyze CSA benefits and impacts compared to a conventional reference in all three sustainability dimensions. Seven different fruits and vegetables produced by the CSA and distributed to schools in Leipzig were assessed. Based on 82 indicators, the results showed that CSA has 63 % fewer sustainability risks compared to the conventional German food market. All substitution factors of impacts aggregated to the Sustainable Development Goals (SDGs) were below 1.0, indicating a positive contribution by the CSA. Additionally, replacing conventional supply with supply from the CSA to 200 pupils can avoid 1 ton of CO2 equivalents over one school year. Resource efficiency emerged as a key area for improvement, as the CSA had significantly lower yields than conventional production. However, it had similar water, land, and energy uses per hectare. At the same time, the highest upstream impacts were caused by Spent Mushroom Substrate (SMS) applied as organic fertilizer. The findings highlight the potential of CSA to drive regional socio-ecological transformation while suggesting improvements in resource efficiency.
{"title":"Holistic and integrated life cycle sustainability assessment of community supported agriculture: A case study of school catering in Leipzig, Germany","authors":"Madeleine Pries, Walther Zeug, Daniela Thrän","doi":"10.1016/j.clrc.2025.100372","DOIUrl":"10.1016/j.clrc.2025.100372","url":null,"abstract":"<div><div>Global food supply and intensive agriculture significantly impact social, economic, and ecological sustainability. Community Supported Agriculture (CSA) strives to transform regional food networks by connecting producers and consumers. Although intrinsically more sustainable due to agroecological farming, short supply chains, and regional cooperation, no assessment has yet quantified the sustainability benefits of CSA. No Life Cycle Assessment (LCA) has been conducted in Germany, and only a few studies have been carried out in Europe to identify the impacts and improvement potentials of CSA. A Holistic and Integrated Life Cycle Sustainability Assessment (HILCSA) was applied to a CSA in Leipzig, Germany, offering a novel integrative approach to analyze CSA benefits and impacts compared to a conventional reference in all three sustainability dimensions. Seven different fruits and vegetables produced by the CSA and distributed to schools in Leipzig were assessed. Based on 82 indicators, the results showed that CSA has 63 % fewer sustainability risks compared to the conventional German food market. All substitution factors of impacts aggregated to the Sustainable Development Goals (SDGs) were below 1.0, indicating a positive contribution by the CSA. Additionally, replacing conventional supply with supply from the CSA to 200 pupils can avoid 1 ton of CO<sub>2</sub> equivalents over one school year. Resource efficiency emerged as a key area for improvement, as the CSA had significantly lower yields than conventional production. However, it had similar water, land, and energy uses per hectare. At the same time, the highest upstream impacts were caused by Spent Mushroom Substrate (SMS) applied as organic fertilizer. The findings highlight the potential of CSA to drive regional socio-ecological transformation while suggesting improvements in resource efficiency.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"20 ","pages":"Article 100372"},"PeriodicalIF":5.3,"publicationDate":"2025-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145791201","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-12-01DOI: 10.1016/j.clrc.2025.100369
Kristia Kristia , Sándor Kovács , Nádasi Levente Sándor
This study aims to evaluate the strength of various indicators related to seven types of food consumption motives, sustainable food choices, and food waste management variables in distinguishing the motivation and latent behaviour of Generation Z Indonesia through Item Response Theory analysis. A total of 1160 survey valid responses collected with quota sampling adjusted to regional distribution and balanced gender proportion were analysed using Item Response Theory to evaluate indicators, K-means clustering for segmentation, and Structural Equation Modelling-Partial Least Square to test the significance of the relationship between consumption motives and sustainable consumption behaviour. Seasonal fruit intake ranks highest discrimination ability among sustainable food choices, and suboptimal food consumption leads among food waste management indicators. Through Item Response Theory, this study classified food motives and sustainable consumption indicators into five typologies, revealing varying psychological entry points from baseline expectations to high-barrier signals. Four main segments were identified with variations in food consumption motives: Frugal Indifferent Foodie, Health-Focused Independent Locavores, Holistic Demander and Eco-Friendly Enthusiast, and Epicureans Pragmatist Waste Conserver. This study contributes by combining IRT and segmentation to uncover hidden motivational divides and offers a fresh perspective for designing more targeted and realistic interventions for sustainable food behaviour among youth in emerging markets.
{"title":"From baseline expectations to high-barrier signals: Mapping Indonesian generation Z's sustainable food consumption through item response theory and motive-based segmentation","authors":"Kristia Kristia , Sándor Kovács , Nádasi Levente Sándor","doi":"10.1016/j.clrc.2025.100369","DOIUrl":"10.1016/j.clrc.2025.100369","url":null,"abstract":"<div><div>This study aims to evaluate the strength of various indicators related to seven types of food consumption motives, sustainable food choices, and food waste management variables in distinguishing the motivation and latent behaviour of Generation Z Indonesia through Item Response Theory analysis. A total of 1160 survey valid responses collected with quota sampling adjusted to regional distribution and balanced gender proportion were analysed using Item Response Theory to evaluate indicators, K-means clustering for segmentation, and Structural Equation Modelling-Partial Least Square to test the significance of the relationship between consumption motives and sustainable consumption behaviour. Seasonal fruit intake ranks highest discrimination ability among sustainable food choices, and suboptimal food consumption leads among food waste management indicators. Through Item Response Theory, this study classified food motives and sustainable consumption indicators into five typologies, revealing varying psychological entry points from baseline expectations to high-barrier signals. Four main segments were identified with variations in food consumption motives: Frugal Indifferent Foodie, Health-Focused Independent Locavores, Holistic Demander and Eco-Friendly Enthusiast, and Epicureans Pragmatist Waste Conserver. This study contributes by combining IRT and segmentation to uncover hidden motivational divides and offers a fresh perspective for designing more targeted and realistic interventions for sustainable food behaviour among youth in emerging markets.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"20 ","pages":"Article 100369"},"PeriodicalIF":5.3,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145683510","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-12-01DOI: 10.1016/j.clrc.2025.100363
Agnes Caroline Dontina Mackay , Li Zuo , Ibrahim Alusine Kebe
This study investigates relationships among green content marketing (GCM), green brand equity (GBE), technological capabilities (TC), and sustainable bank performance (SBP) in Sierra Leone's banking sector—a context of institutional fragility and low digital infrastructure. Despite growing green marketing adoption in developing economies, critical gaps persist regarding how sustainability communication translates into performance and how technological investments moderate this process. Integrating Brand Equity Theory with the Resource-Based View and Dynamic Capabilities Theory, we propose and test a conceptual model where GBE mediates the GCM–SBP relationship, while TC exhibits dual, paradoxical moderating effects. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) 4.0 on survey data from 350 banking professionals, we find that GCM positively influences SBP both directly and indirectly through GBE, confirming partial mediation. However, TC negatively moderates the direct GCM–SBP link—a “technology-authenticity paradox” where advanced marketing technologies signal inauthenticity in low-trust environments—while positively moderating the GBE–SBP relationship, functioning as a validation mechanism that substantiates brand trust into tangible performance. This study contributes theoretically by introducing the concept of “resource duality” to the Resource-Based View, demonstrating that TC's value is context-dependent and pathway-specific. Practically, it advises banks to prioritize authentic, community-embedded communication for building GBE, then deploy technology for back-end verification rather than customer-facing promotion. The findings offer critical insights for advancing sustainable banking and SDG achievement in developing economies and institutionally fragile contexts.
{"title":"The technology-authenticity paradox: How technological capabilities dually enable and inhibit green marketing in a developing economy","authors":"Agnes Caroline Dontina Mackay , Li Zuo , Ibrahim Alusine Kebe","doi":"10.1016/j.clrc.2025.100363","DOIUrl":"10.1016/j.clrc.2025.100363","url":null,"abstract":"<div><div>This study investigates relationships among green content marketing (GCM), green brand equity (GBE), technological capabilities (TC), and sustainable bank performance (SBP) in Sierra Leone's banking sector—a context of institutional fragility and low digital infrastructure. Despite growing green marketing adoption in developing economies, critical gaps persist regarding how sustainability communication translates into performance and how technological investments moderate this process. Integrating Brand Equity Theory with the Resource-Based View and Dynamic Capabilities Theory, we propose and test a conceptual model where GBE mediates the GCM–SBP relationship, while TC exhibits dual, paradoxical moderating effects. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) 4.0 on survey data from 350 banking professionals, we find that GCM positively influences SBP both directly and indirectly through GBE, confirming partial mediation. However, TC negatively moderates the direct GCM–SBP link—a “technology-authenticity paradox” where advanced marketing technologies signal inauthenticity in low-trust environments—while positively moderating the GBE–SBP relationship, functioning as a validation mechanism that substantiates brand trust into tangible performance. This study contributes theoretically by introducing the concept of “resource duality” to the Resource-Based View, demonstrating that TC's value is context-dependent and pathway-specific. Practically, it advises banks to prioritize authentic, community-embedded communication for building GBE, then deploy technology for back-end verification rather than customer-facing promotion. The findings offer critical insights for advancing sustainable banking and SDG achievement in developing economies and institutionally fragile contexts.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"19 ","pages":"Article 100363"},"PeriodicalIF":5.3,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145681253","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-12-01DOI: 10.1016/j.clrc.2025.100367
Athanasios Polyportis, Yijing Wang, Freya De Keyzer, Anne-Marie van Prooijen, Leonie Carolin Peiffer
Research on sustainable food consumption typically treats culture as a country-level context, overlooking how person-level cultural orientations translate into evaluations toward sustainable food consumption via concrete sociopsychological mechanisms. We address this gap by embedding two Personal Cultural Orientations, Tradition and Prudence, in a norm internalization pathway to explain their effects on attitudes toward sustainable food consumption. Building on an integrative conceptual model that draws on relevant insights from Schwartz Theory of Basic Human Values, the Value-Belief-Norm theory coupled with the Norm Activation Model, and aligning with the attitudinal component of the Theory of Planned Behavior, we analyzed data from an online representative consumer survey of 2,296 adults in five European countries (Portugal, Italy, Greece, Bulgaria, Hungary). Both Tradition and Prudence exerted significant positive indirect effects on attitudes toward sustainable food consumption through a sequential pathway from social to personal norms. Direct effects were non-significant or weak in most countries; Tradition exhibited indirect only mediation in all countries, whereas the Prudence effect was indirect in three countries and complementary in two. These findings clarify where culture does its work, by shaping perceived social approval that crystallizes into personal moral obligation. Theoretically, we integrate person-level culture with norm-based accounts of attitude formation and mitigate ecological fallacy. Practically, findings highlight leveraging cultural conditions for SFC, including aligning sustainable practices with tradition, designing campaigns that leverage community role models, and appeals to prudential orientations that move sustainable consumption toward wider societal uptake.
{"title":"When tradition meets tomorrow: Personal cultural orientations, normative influence and attitudes toward sustainable food consumption","authors":"Athanasios Polyportis, Yijing Wang, Freya De Keyzer, Anne-Marie van Prooijen, Leonie Carolin Peiffer","doi":"10.1016/j.clrc.2025.100367","DOIUrl":"10.1016/j.clrc.2025.100367","url":null,"abstract":"<div><div>Research on sustainable food consumption typically treats culture as a country-level context, overlooking how person-level cultural orientations translate into evaluations toward sustainable food consumption via concrete sociopsychological mechanisms. We address this gap by embedding two Personal Cultural Orientations, Tradition and Prudence, in a norm internalization pathway to explain their effects on attitudes toward sustainable food consumption. Building on an integrative conceptual model that draws on relevant insights from Schwartz Theory of Basic Human Values, the Value-Belief-Norm theory coupled with the Norm Activation Model, and aligning with the attitudinal component of the Theory of Planned Behavior, we analyzed data from an online representative consumer survey of 2,296 adults in five European countries (Portugal, Italy, Greece, Bulgaria, Hungary). Both Tradition and Prudence exerted significant positive indirect effects on attitudes toward sustainable food consumption through a sequential pathway from social to personal norms. Direct effects were non-significant or weak in most countries; Tradition exhibited indirect only mediation in all countries, whereas the Prudence effect was indirect in three countries and complementary in two. These findings clarify where culture does its work, by shaping perceived social approval that crystallizes into personal moral obligation. Theoretically, we integrate person-level culture with norm-based accounts of attitude formation and mitigate ecological fallacy. Practically, findings highlight leveraging cultural conditions for SFC, including aligning sustainable practices with tradition, designing campaigns that leverage community role models, and appeals to prudential orientations that move sustainable consumption toward wider societal uptake.</div></div>","PeriodicalId":34617,"journal":{"name":"Cleaner and Responsible Consumption","volume":"19 ","pages":"Article 100367"},"PeriodicalIF":5.3,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145681254","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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