Entrepreneurs and larger firms are waking up to the fact that there is a viable market for recycled, repaired, and even upcycled goods. There is also an increasing desire on the consumer end for more sustainable products as well as measures to reduce landfill and other product disposal harms to...

The purpose of the study is to present the conceptual framework for encouraging sustainable behavior among consumers. To propose this framework, an extensive review of marketing and sustainability literature was conducted. Based on a sustainable marketing framework and a stakeholder orientation,...