our objective is to delve into the intricacies of consumer citizenship behavior, with a particular emphasis on promoting sustainable and responsible choices. By doing so, we aspire to contribute to the creation of more environmentally conscious, resilient, and harmonious communities. To achieve this overarching goal, our research focuses on the multifaceted interplay of human psychology and its impact on consumer behavior. We are passionate about uncovering the underlying psychological factors that motivate people to adopt pro-environmental behaviors. By understanding the complex web of motivations, attitudes, and values that drive these choices, we can better equip ourselves to encourage more environmentally responsible actions. We aim to provide insights and guidance to help the markerters tailor their communication strategies effectively. By sensitizing consumers to the importance of responsible choices and the positive impact they can have on the environment and society, we envision a world where sustainable living becomes the norm.

Vision

• To promote the psychological well-being of individuals and communities by studying and applying principles of green psychology to consumer citizenship behavior. This study aims to contribute to the creation of more sustainable and resilient communities.

Mission

• The mission of this research is to study the psychological factors that motivate people to adopt pro-environmental behaviors. and facilitate marketers to tailor their integrated marketing communication efforts to sensitize them about responsible consumption.