Green Consumption


Special issue Young Consumers; Abstract deadline 30 Aug 2018

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 attempts to broaden the understanding of latest trend in green behavior of young consumers. It will also highlight the issue pertaining to the problems and prospects of green habit of young generation. It will serve as a landmark in showing how young consumers contribute to the environmental sustainability.

Indeed the environmental pollution became a major challenge due to human activities such as over consumption of natural resources, expansion of industries, water and air pollution and the like (Markle, 2013; Stern, 2000). Daily human consumption that is drawing on natural resources 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 the green chemistry (Clark, 1999), green consumer behaviour (Chua, Quoquab, Mohammad, & Basiruddin, 2016) and green supply-chain (Beamon, 1999). However, discussion on green behaviour of young consumers is comparatively new which certainly call 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.

Undeniably, consumers in recent years have started to think differently by considering the environmental welfare. In this instance the concepts like green consumerism, pro-environmental behaviour, environmentally significant behavior, and ecologically conscious purchasing emerged. Being the catalyst of change, young consumer’s preference towards ‘green’ calls for further research attention. Overall, the papers published in this issue can guide the understanding of interventions that support and maintain environmentally sound practices of young consumers.

To emphasize, the goal of this special issue is to encourage new theoretical and empirical development on green consumerism related studies pertaining to young consumers whose age is below 25. 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 green habit of young consumers, and will serve as a valuable guide to consumer psychology and consumer behavior. This issue welcomes top-quality papers with an original perspective and advanced thinking linked to Young Consumer’s Green Behavior. Topics of interest include, but are not limited to:

  • Sustainable consumption practices of young generation
  • Young generation’s perception about green marketing strategies
  • Environmentally significant consumer behaviour of young generation
  • Reduce, re-use and recycling habit 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 pertaining to green habit
  • Personality traits of young consumers in choosing green products/services
  • Young generation’s psychological aspects in considering green products while shopping
  • Effect of social media in enhancing young generation’s green preference

General Information for Prospective Authors:

We welcome submissions that can represent different methods. These include but are not limited to conceptual as well as empirical papers (qualitative as well as quantitative). Conceptual papers will generate greater idea 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 ( and/or 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 (7) papers will be published in this special issue. However, if there are several quality papers submitted to this special call, two consequent issues will be produced after double-blind peer review process is completed. For more information, please contact Dr. Farzana Quoquab at and Dr. Jihad Mohammad at

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 Logistic, 28(2): 323-349.

Clark, J. C. 1999. Green Chemistry: challenges and opportunities. Green Chemistry, 1(1): 1 – 8.

Larson, L. R., Stedman, R. C., 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.