Dear colleagues,

Sustainable business development refers to the practice of growing and managing a business in a way that minimizes negative impacts on the environment, society, and the economy while simultaneously promoting long-term profitability and positive contributions to these areas (Zhao et al., 2021). It involves integrating environmental, social, and economic considerations into all aspects of a business's operations and decision-making processes. Sustainable business development is not only an ethical imperative but also a response to growing consumer demand for eco-friendly and socially responsible products and services. It can lead to increased competitiveness, reduced costs, enhanced brand reputation, and resilience in a rapidly changing world. Many businesses today are recognizing the importance of sustainability and are incorporating it into their core strategies to ensure a prosperous and responsible future. 

Sustainable business development is intricately linked with consumer psychology, as it seeks to understand and influence consumer behavior in the context of environmental and social responsibility. The success of sustainable businesses relies on their ability to align with consumers' values, beliefs, and preferences. Consumer psychology plays a pivotal role in this dynamic by shedding light on the motivations and decision-making processes that drive individuals to choose eco-friendly products and socially responsible brands. Changing consumer behavior is an obstacle to the growth of any business (Sharma and Lal, 2012). Therefore, sustainable businesses leverage this understanding to design products and marketing strategies that resonate with consumers' desires for ethical consumption, environmental consciousness, and social impact. By appealing to consumer psychology, these businesses can foster a stronger connection with their target audience, inspire loyalty, and drive the adoption of sustainable practices. In turn, consumers play a crucial role in shaping the sustainable business landscape by rewarding companies that prioritize sustainability, thus reinforcing the mutually beneficial relationship between conscious consumer choices and the development of a more sustainable business ecosystem. 

In the current scenario, the study of consumer psychology and sustainability has become essential. Customers are the kings of markets and sustainability is the need of the hour for any business. Whether it is hospitality (Reyes-Menendez et al., 2020; Lopez-Sanz et al., 2021) or the food or fashion, or electronics industry, sustainable development of every industry depends on the understanding of consumer psychology. 

This special aim is to focus on all theoretical and practical aspects in the field of sustainability, business development, circular economy, and consumer psychology so that policymakers and producers can more effectively manage the process of directing consumer behavior toward more circular and sustainable consumption alternatives. 

We welcome submissions of both empirical and theoretical research papers for this special issue, aiming to address gaps in the field of environment and social psychology and establish a solid basis for future policy decisions. In the case of empirical papers, we encourage submissions from various country contexts. However, we will prioritize studies that utilize rigorous methodologies, enabling a meaningful understanding of the causal effects being examined.

Suggestive topics include, but are not limited to:

• Consumer behavior and circular economy

• SDGs strategies

• Sustainable development and social media

• Sustainable supply chain

• Sustainable fashion and consumer psychology

• Sustainable tourism

• Sustainable/green consumption behavior

• Sustainable development and greenwashing

• Green marketing

• Green finance

• Sustainable reporting

• Decision-making under sustainable environment

• Consumer psychology and misinformation

• Sustainable entrepreneurship

• Green HRM

Dr. Sujata Khandai

Dr. Neha Gupta

Guest editors.