Purpose: This study aimed to examine the literature on consumer behavior quasi-experiments in the sustainability domain and offer insights into how quasi-experiments are currently being used.Design/Methodology/Approach : After looking through 544 documents using a separate keyword search, a systematic quantitative review was done, and 159 pertinent papers were found from the Web of Science and Scopus databases up to 2021. The utilization of quasi-experiments in industrialized Western nations was the study’s main focus, followed by Asian nations, especially China and India. Few research used theoretical frameworks, and the quasi-experimental techniques used are restricted to treatment and control groups and the pre-post test approach.

Findings: The majority of the research in this field, according to the study, has been conducted in developed Western nations, and the quasi-experimental techniques employed are restricted due to the employment of treatment and control groups and the pre-post-test procedure. The survey also discovered that a very small number of studies have used theoretical frameworks. Future research topics are suggested by the study, particularly the utilization of quasi-experiments with samples of women and LGBTI people.Practical

Implications: Given that no studies in the literature have used this sample, the study offers useful guidance for conducting quasi-experiments with female and LGBTI subjects. The review sheds light on how consumer behaviour quasi-experiments are now being used in the sustainability field.Originality/

Value: Given that it is the first review ever written on this subject, it is the first of its type. By offering insights into the current application of quasi-experiments in consumer behavior in the sustainability domain, the study adds to the body of literature and provides new avenues for investigation.

1. Achen, C. H. (1986). The statistical analysis of quasi-experiments. University of California Press. https://www.ucpress.edu/book/9780520332218/the-statistical-analysis-of-quasi-experiments
2. Acuti, D., Grazzini, L., Mazzoli, V., & Aiello, G. (2019). Stakeholder engagement in green place branding: A focus on user-generated content. Corporate Social Responsibility and Environment Management, 26(2), 492–501. https://doi.org/10.1002/csr.1703
3. Antonschmidt, H., & Lund-Durlacher, D. (2021). Stimulating food waste reduction behaviour among hotel guests through context manipulation. Journal of Cleaner Production, 329, 129709. https://doi.org/10.1016/j.jclepro.2021.129709
4. Baeza, M. A., Gonzalez, J., Chapa, O., & Rodriguez, R. A. (2022). Collectivistic norms, beliefs and Mexican OCBs: Gender and generation differences. Cross Cultural & Strategic Management, 29(2), 349–378. https://doi.org/10.1108/CCSM-06-2021-0107
5. Baumeister, R. F., Vohs, K. D., & Funder, D. C. (2007). Psychology as the science of self-reports and finger movements: Whatever happened to actual behavior? Perspectives on Psychological Science, 2(4), 396–403. https://doi.org/10.1111/j.1745-6916.2007.00051.x
6. Becken, S., & Wilson, J. (2007). Trip planning and decision making of self-drive tourists — Quasi-experimental approach. Journal of Travel & Tourism Marketing, 20(3–4), 47–62. https://doi.org/10.1300/J073v20n03_04
7. Bertrandias, L., Elgaaïed – Gambier, L., & Bernard, Y. (2012, May). Are consumers really decided to make green choices? Explaining the perceived environmental harmfulness/behaviour consistency. In, Proceedings of the 41st European Marketing Academy Annual Conference, Lisbon, Portugal.
8. Brečić, R., Sinčić Ćorić, D., Lučić, A., Gorton, M., & Filipović, J. (2021). Local food sales and point of sale priming: Evidence from a supermarket field experiment. European Journal of Marketing, 55(13), 41–62. https://doi.org/10.1108/EJM-07-2019-0604
9. Cialdini, R. B. (2009). We have to break up. Perspectives on Psychological Science, 4(1), 5–6. https://doi.org/10.1111/j.1745-6924.2009.01091.x
10. Collischon, M. (2021). Methods to estimate causal effects: An overview on IV, DiD and RDD and a guide on how to apply them in practice. SozW Soziale Welt, 73(4), 713–735. https://doi.org/10.5771/0038-6073-2022-4
11. Das, G., Peloza, J., Varshneya, G., & Green, T. (2021). When do consumers value ethical attributes? The role of perceived quality in gift-giving. European Journal of Marketing, 55(1), 315–335. https://doi.org/10.1108/EJM-02-2019-0202
12. Dórea, R. J., Lopes Silva, D. A., de Almeida Neto, J. A., & Rodrigues, L. B. (2022). Environmental labeling: An analysis of the past 22 years of research. Journal of International Consumer Marketing, 34(2), 184–200. https://doi.org/10.1080/08961530.2021.1951918
13. Elhoushy, S., & Lanzini, P. (2021). Factors affecting sustainable consumer behavior in the MENA region: A systematic review. Journal of International Consumer Marketing, 33(3), 256–279. https://doi.org/10.1080/08961530.2020.1781735
14. Galizzi, M. M., & Navarro-Martinez, D. (2019). On the external validity of social preference games: A systematic lab-field study. Management Science, 65(3), 976–1002. https://doi.org/10.1287/mnsc.2017.2908
15. Giri, A., Biswas, W., & Salo, J. (2022). 'Buy luxury': Adapting the SHIFT framework to explore the psychological facets enabling consumers for sustainable luxury consumption. Indian Journal of Marketing, 52(6), 59–66. https://doi.org/10.17010/ijom/2022/v52/i6/169836
16. Gneezy, A. (2017). Field experimentation in marketing research. Journal of Marketing Research, 54(1), 140–143. https://doi.org/10.1509/jmr.16.0225
17. Goldfarb, A., Tucker, C., & Wang, Y. (2022). Conducting research in marketing with quasi-experiments. Journal of Marketing, 86(3), 1–20. https://doi.org/10.1177/00222429221082977
18. Gonzales, M. H., Aronson, E., & Costanzo, M. A. (1988). Using social cognition and persuasion to promote energy conservation: A quasi-experiment. Journal of Applied Social Psychology, 18(12), 1049–1066. https://doi.org/10.1111/j.1559-1816.1988.tb01192.x
19. Gopalan, M., Rosinger, K., & Ahn, J. B. (2020). Use of quasi-experimental research designs in education research: Growth, promise, and challenges. Review of Research in Education, 44(1), 218–243. https://doi.org/10.3102/0091732X20903302
20. Greenland, S. (2022). The causal foundations of applied probability and statistics. In, Probabilistic and causal inference: The works of Judea Pearl (pp. 605–624). https://doi.org/10.1145/3501714.3501747
21. Hair Jr., J. F., & Sarstedt, M. (2021). Data, measurement, and causal inferences in machine learning: Opportunities and challenges for marketing. Journal of Marketing Theory and Practice, 29(1), 65–77. https://doi.org/10.1080/10696679.2020.1860683
22. Han, T.-I., & Stoel, L. (2017). Explaining socially responsible consumer behavior: A meta-analytic review of theory of planned behavior. Journal of International Consumer Marketing, 29(2), 91–103. https://doi.org/10.1080/08961530.2016.1251870
23. Heckman, J. (2013). Policies to foster human capital. Educational Studies Moscow, (3), 73–137. https://doi.org/10.17323/1814-9545-2011-3-73-137
24. Hilal, M. I. (2019). Market orientation and innovation capabilities: Does it impact the performance of small businesses? Indian Journal of Marketing, 49(4), 37–47. https://doi.org/10.17010/ijom/2019/v49/i4/142975
25. Ilicic, J., & Brennan, S. M. (2022). Shake it off and eat less: Anxiety-inducing product packaging design influences food product interaction and eating. European Journal of Marketing, 56(2), 562–583. https://doi.org/10.1108/EJM-01-2021-0038
26. Intergovernmental Panel on Climate Change. (2022). Climate change 2022: Impacts, adaptation and vulnerability. https://www.ipcc.ch/report/ar6/wg2/
27. Karlsson, L., & Dolnicar, S. (2016). Does eco certification sell tourism services? Evidence from a quasi-experimental observation study in Iceland. Journal of Sustainable Tourism, 24(5), 694–714. https://doi.org/10.1080/09669582.2015.1088859
28. Kashif, M., & Udunuwara, M. (2021). Twenty years of research in brand globalness/localness: A systematic literature review and future research agenda. Journal of International Consumer Marketing, 33(2), 178–193. https://doi.org/10.1080/08961530.2020.1743805
29. Key, T. M., Clark, T., Ferrell, O. C., Stewart, D. W., & Pitt, L. (2020). Marketing's theoretical and conceptual value proposition: Opportunities to address marketing's influence. AMS Review, 10(3), 151–167. https://doi.org/10.1007/s13162-020-00176-7
30. Kourav, V., & Sharma, A. (2023). Exploring success factors for new product selling in fast-moving consumer goods. Indian Journal of Marketing, 53(3), 8–25. https://doi.org/10.17010/ijom/2023/v53/i3/172653
31. Kulshrestha, D., Tiwari, M. K., Shalender, K., & Sharma, S. (2022). Consumer acatalepsy towards buying behaviour for need-based goods for sustainability during the COVID-19 pandemic. Indian Journal of Marketing, 52(10), 50–63. https://doi.org/10.17010/ijom/2022/v52/i10/172347
32. Liefländer, A. K., Fröhlich, G., Bogner, F. X., & Schultz, P. W. (2013). Promoting connectedness with nature through environmental education. Environmental Education Research, 19(3), 370– 384.https://doi.org/10.1080/13504622.2012.697545
33. Lindgreen, A., Di Benedetto, C. A., Brodie, R. J., & Van der Borgh, M. (2020). How to undertake great cross-disciplinary research. Industrial Marketing Management, 90, A1–A5. https://doi.org/10.1016/j.indmarman.2020.03.025
34. Meher, K. C., & Hamato, G. G. (2022). Strategizing marketing mix for business sustainability of Ethiopian MSEs. Indian Journal of Marketing, 52(3), 21–35. https://doi.org/10.17010/ijom/2022/v52/i3/168655
35. Morales, A. C., Amir, O., & Lee, L. (2017). Keeping it real in experimental research — Understanding when, where, and how to enhance realism and measure consumer behavior. Journal of Consumer Research, 44(2), 465–476. https://doi.org/10.1093/jcr/ucx048
36. Munshi, A., & Singla, A. R. (2022). Exploring key growth drivers and strategies for enhancing the performance of Indian food tech startups. Indian Journal of Marketing, 52(1), 42–57. https://doi.org/10.17010/ijom/2022/v52/i1/159847
37. Otterbring, T. (2021). Evolutionary psychology in marketing: Deep, debated, but fancier with fieldwork. Psychology & Marketing, 38(2), 229–238. https://doi.org/10.1002/mar.21453
38. Otterbring, T., Sundie, J., Li, Y. J., & Hill, S. (2020). Evolutionary psychological consumer research: Bold, bright, but better with behavior. Journal of Business Research, 120, 473–484. https://doi.org/10.1016/j.jbusres.2020.07.010
39. Ouyang, Y., Huang, L., & Wei, Z. (2021). Research on the influence mechanism of precision marketing on online consumer behaviour based on the 'S–O–R' Paradigm and Eroglu's (2001) online shopping response model: Take the TikTok platform as an example. In, 2021 2nd International Conference on E-Commerce and Internet Technology (ECIT)(pp. 218–223). https://doi.org/10.1109/ECIT52743.2021.00055
40. Pickering, C., & Byrne, J. (2014). The benefits of publishing systematic quantitative literature reviews for PhD candidates and other early-career researchers. Higher Education Research & Development, 33(3), 534–548. https://doi.org/10.1080/07294360.2013.841651
41. Pornpitakpan, C., & Francis, J. N. (2000). The effect of cultural differences, source expertise, and argument strength on persuasion. Journal of International Consumer Marketing, 13(1), 77–101. https://doi.org/10.1300/J046v13n01_06
42. Premi, H., Sharma, M., & Dangayach, G. S. (2021). Green marketing : A systematic literature review. Indian Journal of Marketing, 51(8), 39–57. https://doi.org/10.17010/ijom/2021/v51/i8/165761
43. Roy, R., & Das, G. (2022). The role of contextual factors in increasing Pay-What-You-Want payments: Evidence from field experiments. Journal of Business Research, 139, 1540–1552. https://doi.org/10.1016/j.jbusres.2021.10.073
44. Salkind, N. (2012). Ex post facto study. In, Encyclopedia of research design. https://doi.org/10.4135/9781412961288.n145
45. Shankar, S. R. (2021). A research note: More to ponder on the perspectives of sustainability of tourism destinations. Indian Journal of Marketing, 51(2), 60–66. https://doi.org/10.17010/ijom/2021/v51/i2/157551
46. Sharma, S., & Goyal, D. P. (2020). Entrepreneurial marketing strategies for small businesses: An exploratory study of start-up companies in India. Indian Journal of Marketing, 50(8–9), 48–65. https://doi.org/10.17010/ijom/2020/v50/i8-9/154691
47. Simon, R. W., & Nath, L. E. (2004). Gender and emotion in the United States: Do men and women differ in self-reports of feelings and expressive behavior? American Journal of Sociology, 109(5), 1137–1176. https://doi.org/10.1086/382111
48. Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
49. Tabrizi, W. E., Solomon, M., Marshall, G., Stewart, E., Barnes, B., & Mitchell, V. (2019). Global, ethical and sustainable marketing. In M. R. Solomon, G. W. Marshall, E. W. Stuart, B. Barnes, V-W. Mitchell, & W. Tabrizi (eds.), Marketing: Real people, real decisions (3rd ed., Vol. 1). Pearson.
50. Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2021). Influencer marketing as a tool of digital consumer engagement: A systematic literature review. Indian Journal of Marketing, 51(10), 27–42. https://doi.org/10.17010/ijom/2021/v51/i10/166439
51. United Nations. (2015). The Paris Agreement. https://unfccc.int/process-and-meetings/the-paris-agreement
52. Viglia, G., & Dolnicar, S. (2020). A review of experiments in tourism and hospitality. Annals of Tourism Research, 80, 102858. https://doi.org/10.1016/j.annals.2020.102858
53. Williams, H., Wikström, F., Otterbring, T., Löfgren, M., & Gustafsson, A. (2012). Reasons for household food waste with special attention to packaging. Journal of Cleaner Production, 24, 141–148. https://doi.org/10.1016/j.jclepro.2011.11.044
54. Yin, C.-C., Hsieh, Y.-C., Chiu, H.-C., & Yu, J.-L. (2021). (Dis)satisfied with your choices? How to align online consumer's self-awareness, time pressure and self-consciousness. European Journal of Marketing, 55(8), 2367–2388. https://doi.org/10.1108/EJM-03-2020-0187