ABSTRACT Amid growing concerns about environmental pollution and resource depletion, studies on sustainable consumption and its encouragement have gained considerable research attention. However, research on promoting sustainable consumption remains underdeveloped and requires further exploration and systematization. The present study aims to provide a comprehensive perspective on the topic of sustainable consumption and its promotion. This research systematically reviews the relevant literature on this topic and synthesizes existing knowledge by recognizing seven main strategies used in sustainable consumption promotion. Our findings offer a structured framework that integrates fragmented research, advances the understanding of psychological barriers and decision‐making processes in sustainability, and challenges the perception of sustainability as a trade‐off by highlighting both personal and societal benefits. A key implication of our study is that a positive approach leveraging favorable affective states—such as pride, inspiration, and wellbeing—emerges as a critical driver of lasting motivation that can sustain pro‐environmental behaviors over time. These findings provide valuable insights for both academics and industry professionals. Finally, we outline an agenda for future research to stimulate further advances in the field.
Francesca Bergianti (Tue,) studied this question.