Global Impact, Local Action: Understanding Consumer Responses to Sustainability in a Globalized World

CALL FOR PAPERS
Global Impact, Local Action: Understanding Consumer Responses to Sustainability in a Globalized World

Journal: International Marketing Review
Publisher: Emerald Publishing
Submission Opens: 1 November 2026
Submission Deadline: 31 January 2027

Introduction
Amid 2025's climate crises and economic pressures, consumers demand sustainability (68% OECD concern; 80% pay 9.7% premium—PwC 2024). Explores triple bottom line (people/planet/profit) in global contexts. Fills gap in cross-national/cultural consumer responses to sustainability. Applies international marketing theories to sustainability; extends sustainable consumption to global settings. Welcomes conceptual/review/empirical (qual/quant/multi-method) on identities, ethnocentrism, circular economy, greenwashing.

Guest Editors
Ryuta Ishii 📧 (r-ishii@fc.ritsumei.ac.jp)
İlayda İpek 📧 (ilayda.gungor@deu.edu.tr)
Mai Kikumori 📧 (kikumori@fc.ritsumei.ac.jp)
Fabian Bartsch 📧 (f.bartsch@mbs-education.com)
Contact: sustainabilityIMR@gmail.com

List of Topic Areas

Theme 1: International Marketing Concepts in Sustainable Consumption

• Consumer identities (global/local) on sustainable brands

• Country-of-origin with sustainability claims

• Ethnocentrism/animosity on foreign eco-products

• Global vs. local brand trust in sustainability

• Psychic/cultural distance on sustainability engagement

Theme 2: Cross-Cultural Perspectives on Sustainable Consumer Behavior

• Cross-cultural pro-environmental drivers/barriers

• Cultural factors in circular economy (rent/repair/secondhand)

• Sustainability appeals in advertising (guilt/hope/norms)

• Greenwashing skepticism/institutional trust

• Trade-offs in sustainability dimensions (local vs. fair-trade)

Feedback Opportunities

• Virtual workshop (June 2026): Present for guest feedback—apply by May 15, 2026 to sustainabilityIMR@gmail.com

• Special session at 2026 Global Fashion Management Conference (Madrid, Jul 16-19; submit by Jan 15)

Key Deadlines
📅 Manuscript Submission Opens: 1 November 2026
⏰ Manuscript Submission Deadline: 31 January 2027

Submission Guidelines
Double-blind review; follow author guidelines. Select SI title in dropdown. Original work only.
🌐 Submission Portal: https://mc.manuscriptcentral.com/imrev
🌐 Author Guidelines: https://www.emeraldgrouppublishing.com/journal/imr

About the Journal
International Marketing Review (IMR), by Emerald Group Publishing, leads research on global marketing strategies, consumer behavior, and cross-cultural dynamics.

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