Sustainability has, in recent years, evolved beyond being solely an environmental concern to become an interdisciplinary field of inquiry encompassing economic, social, and governance dimensions. At the heart of this transformation lies consumer behavior. While conventional economic theories portray individuals as rational decision-makers, a growing body of empirical evidence demonstrates that consumer decisions are frequently shaped by bounded rationality, heuristic judgments, and cognitive biases. In this context, the behavioral marketing perspective provides a robust theoretical and practical framework for understanding sustainable consumption.

This volume, Sustainable Consumption from a Behavioral Marketing Perspective: Biases, Paradoxes, and Strategies, seeks to examine the phenomenon of sustainable consumption through a multidimensional lens. The book is structured around three interrelated themes—biases, paradoxes, and strategies. Rather than offering a purely theoretical discussion, it also aims to serve as a valuable resource for practitioners by bridging conceptual insights with practical implications.

I would like to express my sincere gratitude to all contributing authors for their dedication, scholarly rigor, and invaluable contributions to this volume. Their willingness to bring together diverse disciplinary perspectives around a shared scientific objective has substantially enriched the intellectual depth of the book and strengthened its interdisciplinary character. I also extend my heartfelt appreciation to the publisher, my colleagues involved in the editorial process, and everyone whose support and commitment made the publication of this volume possible.

It is my hope that this book will make a meaningful contribution to the literature on behavioral marketing and sustainability while inspiring new avenues of research for scholars, graduate students, practitioners, and policymakers alike. With the conviction that scientific knowledge advances through collaboration and the open exchange of ideas, I hope this volume will foster further academic dialogue, stimulate interdisciplinary research, and serve as a valuable reference for future studies in the field.

I hope this volume provides an engaging and rewarding reading experience.