International Journal of Green Management and Business Studies
Vol.5 No.1 June 2025
DOI https://www.doi.org/10.56830/IJGMBS06202505
Authors
Mohamed A. E. Khalefa
Mohamed Maher Hammad
Abstract
This study applies behavioral economics to eco-innovation and green consumerism and
ethical branding in the post-COVID world. The pandemic has transformed global
expectations of consumers as well as firm accountability towards them, reshaping mindsets
around sustainable living and consumption. Building upon existing literature on proenvironmental behavior and ethical consumption, this study examines how altruistic versus
egoistic motivations shape sustainable consumer choices and brand loyalty. It underscores the
influence of firm behavior during crises in determining long-term consumer perceptions
concerning socially responsible and green brands. Furthermore, the research seeks to answer
how eco-innovation acts not only as a technological solution to environmental problems but
also as a behavioral change stimulus toward sustainable consumption. By focusing on
intention formation among changemakers and the psychology of green action, this work
enhances understanding of how systemic market transformation can be achieved through
ethical branding and eco-innovation. These findings are relevant to corporations trying to
align their business strategies with sustainability objectives as well as to policymakers seeking
to induce climate-resilient behaviors
Keywords: Eco-Innovation, Green Consumer Behavior, Ethical Branding, Behavioral
Economics, Sustainable Consumption, Post-COVID Consumer Trends
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