Thwarting Green Growth - by Muhammed Sajid & Myriam Ertz & Shouheng Sun & Mohammed Zedan Salem (Hardcover)

About the Book

Thwarting Green Growth examines often-overlooked obstacles that hinder sustainable consumer actions. While much research has focused on what motivates individuals to engage in environmentally friendly practices, this volume shifts the focus to the psychological, social, economic, and cultural barriers that prevent such behaviors.

Book Synopsis

Thwarting Green Growth: Perspectives on Barriers to Pro-environmental Behaviors critically examines the often-overlooked obstacles that hinder sustainable consumer actions. While much research has focused on what motivates individuals to engage in environmentally friendly practices, this volume shifts the focus to the psychological, social, economic, and cultural barriers that prevent such behaviors.

At a time when environmental concerns are increasingly urgent, understanding why individuals resist sustainable choices is more critical than ever. This book not only contributes to the growing field of sustainable marketing and consumer research but also offers actionable insights for driving meaningful change. For businesses, it highlights ways to design campaigns and corporate initiatives that align with environmental values while acknowledging consumer hesitations. For policymakers, it provides guidance on structuring public policies and educational programs that facilitate sustainable decision-making. Thwarting Green Growth serves as both an academic resource and a call to action, offering fresh perspectives on overcoming the barriers to environmental progress.

By addressing these challenges, the book provides a vital resource for academics, marketers, businesses, and policymakers seeking to develop effective strategies that promote sustainability. Through a multidisciplinary approach, it brings together empirical research, theoretical discussions, and case studies to offer a comprehensive exploration of the complexities surrounding green consumer behavior.

About the Author

Muhammed Sajid serves as an Assistant Professor in the Department of Economics and Finance at Birla Institute of Technology and Science, Pilani, Hyderabad Campus, India.

Myriam Ertz is a Full Professor in marketing at the University of Quebec at Chicoutimi, Canada, Chair in Technology sustainability and society, and Head of LaboNFC (Research Laboratory on New Forms of Consumption).

Shouheng Sun is an Associate Professor at the University of Science and Technology Beijing (USTB), China.

Mohammed Zedan Salem is a Professor of Marketing at University College of Applied Sciences, Palestine.