Abstract
This thesis examines why sustainable marketing often fails to influence consumers and proposes potential solutions. It consists of five papers that utilize a combination of empirical approaches—a systematic literature review, surveys, field studies, online experiments, and secondary data—applied across various sustainability contexts, including circularity, health, and prosociality. The thesis contributes to the sustainable marketing and sustainable consumer behavior literatures by offering a nuanced and systematic understanding of how sustainable marketing influences consumer outcomes. Through the integration of various empirical approaches and different sustainability contexts, it not only identifies critical factors shaping consumer responses but also explores why they matter. The thesis thereby offers both theoretical insights and practical guidance for developing more effective and impactful sustainable marketing, serving the interests of organizations, consumers, and sustainable development alike.