Green consumption behavior (GCB) is desirable for a better world. The trend of GCB is expected to rise in the coming years. As such, it is imperative to understand the enablers of GCB. A significant majority of the investigated drivers of GCB are consumer-level factors. Studies focusing on the consumer-level showed that factors such as values, intentions, and personal norms could influence GCB. However, it is argued that compared to values or intentions, self-determined motivation can better predict GCB. The effect of self-determined motivation types (i.e., autonomous and controlled motivation) on GCB remains unclear due to prevailing gaps and contradictory findings. Furthermore, it is posited that people exhibit more self-determined behavior if they have strong self-awareness. Higher self-awareness can be achieved through mindfulness; therefore, differences in mindfulness level could affect the motivation-behavior relationship.

Collaborative apparel consumption is proposed as more sustainable alternative to conven-tional consumption. The purpose of this study is the exploration of consumers’ motives to participate in collaborative apparel consumption. Findings suggest that consumers’ inten-tion to participate in collaborative apparel consumption is mainly influenced by financial benefits, convenience and sustainability awareness.

In service experiences, customers often look to create their own magic in the service environment, through interaction with other customers, not the producer of the experience (the provider) at all. The current study examines the bar environment, where hedonically-driven service encounter experiences are constructed, not by the provider, but by the social interactions of the consumers of the environment. The study surveys 130 consumers, measuring experiential, situational and social involvement levels in relation to consumption motivation and overall experience evaluation. The research finds that, while bar consumers are likely to be highly socially involved, they still need the company of close friends to become fully involved in the bar service experience. In addition, where atmospheric theory discusses the value of extraordinary or surprising service environments, consumers in the already hedonic bar environment may indeed prefer environments which are simply comfortable and consistent with their expectations (in regard to motivations to consume and overall positive evaluations).