Environmental values and sustainable consumption

Abstract This special issue of the Journal of Consumer Behaviour engages in a scholarly debate on the association between environmental values and sustainable consumption using 16 studies that examine a range of exciting phenomena relevant to the debate. The special issue provides insights into three key areas of scholarly conversations in the field of study. First, it provides recent accounts of the literature on the role of environmental values in sustainable consumption. Given that the association between the two areas has been widely debated for decades, adding novel insights into the phenomenon in the context of recent environmental issues significantly contributes to the field of study. It should be noted that the novel insights cover several mediating and moderating factors of the association, which add new research directions to the field of study. Second, the special issue examines the recent discourse on environmental values considering the more specific behaviours (collaborative consumption, disposal behaviour, consumer engagement in circular economy) that are related to sustainable consumption. This discourse provides insight into environmentally conscious marketing practitioners. Third, the special issue highlights diverse consumer perspectives on sustainable consumption, especially those from diverse consumer generations, both local and international consumers. They inform global initiatives such as the UN sustainable development goals. Overall, engaging in a collective dialogue to understand recent developments in the field of study, the special issue informs environmental policies and fosters sustainable consumption and marketing practices that tackle climate change‐related environmental and social issues.