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Green Consumption by Young Consumers

Special issue call for papers from Young Consumers

Guest Editors:

Dr. Farzana Quoquab, Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia
Dr. Jihad Mohammad, Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia


Dr Brian Young, University of Exeter Business School, UK


This issue will broaden and enhance our understanding of the latest trends in green behavior of young consumers. It will highlight issues concerning problems with adopting and prospects of achieving green consumer habits in a young generation. It will also serve as a landmark by showing how young consumers contribute to environmental sustainability.

Environmental pollution became a major challenge as a consequence of human activities such as overconsumption of natural resources, expansion of industries, water and air pollution (Markle, 2013; Stern, 2000). Daily human consumption draws on natural resources and poses a serious threat to the sustainability of the natural environment. Therefore, individuals are required to adopt changes in behaviour to prevent further deterioration of the environment (Boiral & Paille, 2012; Larson, Stedman, Cooper, & Decker, 2015; Smith & O'Sullivan, 2012). In this regard, much effort has been paid to green chemistry (Clark, 1999), green consumer behaviour (Chua, Quoquab, Mohammad, & Basiruddin, 2016) and green supply-chains (Beamon, 1999). However, discussion of green behaviour in young consumers is a comparatively new development. So we are calling for more studies focusing on cross-cultural aspects of green consumption and the different social, cultural and psychological parameters that are operative to encourage or discourage this consumption.

In recent years consumers have begun to think differently by considering environmental welfare and concepts like green consumerism, pro-environmental behaviour, environmentally significant behavior, and ecologically conscious purchasing have emerged. As young consumers are often catalysts for change, their preferences for 'green' needs more research attention. Overall, the papers published in this issue will help us understand those interventions that can support and maintain environmentally sound practices for young consumers. 

In summary, the goal of this special issue is to encourage new theoretical and empirical developments in green consumerism related studies for those young consumers under 25 years. We offer the following themes to indicate potential research opportunities and areas of interest for this special issue, but we also welcome high quality research papers focused on other aspects of green consumerism.


This special issue can be used as a general reference for researchers, in courses on sustainable business, corporate social responsibility, ethical management practices and green organizational behavior. The issue will provide an excellent overview for anyone interested in the green habits of young consumers, and will serve as a valuable guide to green issues in consumer psychology and consumer behavior. This issue welcomes top-quality papers with an original perspective and advanced thinking linked to the green behaviour of young consumers. Topics of interest include, but are not limited to:

•Sustainable consumption practices of the young generation
•Young generation's perception of green marketing strategies
•Environmentally significant consumer behaviour of young generation
•Reduce, re-use and recycling habits of young consumers
•Young generation's green attitude
•Young generation's green values
•Young generation's green trust
•Segmenting young generation's green preference
•Young generation's frugal purchase tendency
•Young generation's preference towards green branding
•Young generation's problems and prospects relating to green habits
•Personality traits of young consumers in choosing green products/services
•Psychological aspects of the young generation when considering purchase of green products
•Effect of social media in enhancing young generation's green preferences

General information for prospective authors:

We welcome submissions that utilise different methods. These include but are not limited to conceptual as well as empirical papers (qualitative as well as quantitative). Conceptual papers will generate ideas about the issue and will assist the reader to think further, whereas empirical papers will provide specific research outcomes of certain hypotheses. We also are interested in research that is based on compelling case studies (single or multiple cases). Submitted papers should not have been previously published nor be currently under consideration for publication elsewhere. For more details and manuscript guidelines, please visit the official website at:

Submission procedure:

Prospective authors are strongly encouraged to contact the guest editors regarding potential topics of interest or any questions/suggestions regarding the special issue. Abstracts (up to 750 words, following the YC structured abstract) can be submitted directly to the guest editors via email ([email protected] and/or [email protected]) by 30 August 2018. Abstracts must be concise and to the point with appropriate references. The guest editors will provide feedback on each submitted abstract.

Full papers must be submitted by 30 December 2018 through ScholarOne Manuscripts, the online submission and peer review system at: Please select the correct issue to submit to: Green Consumption by Young Consumers. Author guidelines for YC can be found at:

Review Process:

All papers will be subject to the journal’s standard double-blind review procedure after a preliminary screening by the guest editors. Seven papers will be published in this special issue. For more information, please contact Dr. Farzana Quoquab at [email protected] and Dr. Jihad Mohammad at [email protected]

Each paper submitted to this special issue is subject to the following review procedures:
1.    It will be reviewed by the guest editors for general suitability for this special issue.
2.    If found suitable, two to three reviewers will be selected for a double-blind peer review process.
3.    Based on the reviewers’ recommendation, the guest editors and the Editor-in-Chief will decide whether the particular submission should be accepted as it is, revised and re-submitted, or rejected.


Abstracts Submissions: 30 August 2018
Abstract Decisions: 30 September 2018
FULL Paper Submissions: 30 December 2018
Revisions and Decisions: 15 May 2019
Expected Date of Publication: September 2019


Beamon, B. M. (1999). Designing the green supply chain. Logistics Information Management, 12(4), 332-342.
Boiral, O. & Paille, P. (2012). Organizational citizenship behaviour for the environment: measurement and validation. Journal of Business Ethics, 109, 431 - 445.
Chua, K. B., Quoquab, F., Mohammad, J., & Basiruddin, R. (2016). The mediating role of new ecological paradigm between value orientations and pro-environmental personal norm in the agricultural context. Asia Pacific Journal of Marketing and Logistics, 28(2), 323-349.
Clark, J. C. (1999). Green chemistry: challenges and opportunities. Green Chemistry, 1(1), 1 - 8.
Larson, L. R., Stedman, R., Cooper, C. B., & Decker, D. J. (2015). Understanding the multi-dimensional structure of pro-environmental behavior. Journal of Environmental Psychology, 43, 112 - 124.
Markle, G. L. (2013). Pro-environmental behavior: Does it matter how it's measured? Development and validation of the pro-environmental behavior scale (PEBS). Human Ecology, 41, 905-914.
Smith, A. M. & O'Sullivan, T. (2012). Environmentally responsible behaviour in the workplace: An internal social marketing approach. Journal of Marketing Management, 28, 469 - 493.
Stern, P. C. (2000). Toward a coherent theory of environmentally significant behaviour. Journal of Social Issues, 56(3), 407 - 424.