This special issue of the Management Letters / Cuadernos de Gestión is dedicated to presenting those articles that are included as part on consumer behavior and sustainable issues highlight marketing’s important role in encouraging consumption. The first this editorial presents six structure issue. second examines concept marketing most effective ways change behaviour become more sustainable.

More consumers nowadays are acting the role of resellers by taking advantage of online transactions. To unveil this fact, this article draws on a phenomenological study of consumer resale behavior in consumer-to-consumer (C2C) e-commerce. Based on literatures, we first define consumer resale behavior as “products which are resold are purchased “mainly” for self-use, not for resale” to distingui...

This work provides a novel approach to the corporate social responsibility (CSR) concept and to CSR activities, using social capital as the driver of consumer citizenship behavior in the sharing economy business system. An online consumer questionnaire was carried out in Taiwan to examine seven proposed hypotheses to investigate the factors affecting behavior intention. The sample includes 445 ...