Title:   Shifting Consumer Behavior Towards Sustainability: A Review of the Literature

Abstract:  
  This literature review explores marketing’s crucial role in fostering sustainable consumer behavior by integrating insights from marketing and behavioral science. It introduces the SHIFT framework, which highlights five psychological drivers: Social influence, Habit formation, Individual beliefs, Emotions and cognition, and Tangibility. The study identifies key challenges in promoting sustainability, offering theoretical insights and research directions. It examines the complexity of sustainable consumption, balancing ethics and environmental responsibility. Practical implications for marketers are discussed, demonstrating how the SHIFT framework can drive effective strategies. Ultimately, the review emphasizes marketing’s role in addressing sustainability challenges and advancing research in this domain.

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