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Coordinated and published by The Grassroots Institute, the Grassroots Journal of Natural Resources (GJNR) is an international journal dedicated to the latest advancements in natural resources throughout the world. The goal of this journal is to provide a platform for scientists, social scientists, policy analysts, managers and practitioners (on all academic and professional levels) all over the world to promote, discuss and share various new issues and developments in different arenas of natural resources.
Khurram Nasarullah Khan1, Junaid Rehman*2, Muhammad Zahid3, Asma Rahim Chang4
1Mohammad Ali Jinnah University, Karachi, Pakistan. Email: kkinstructor@yahoo.com
ORCID: https://orcid.org/0009-0002-5968-3574
2Mohammad Ali Jinnah University, Karachi, Pakistan. Email: junaid.rehman@jinnah.edu
ORCID: https://orcid.org/0000-0002-3397-5707
3Begum Nusrat Bhutto Women University, Sukkur, Pakistan.
Email: muhammad.zahid@bnbwu.edu.pk | ORCID: https://orcid.org/0009-0003-4897-439X
4Institute of Business Management, Karachi, Pakistan. Email: asma.rahimchang@gmail.com
ORCID: https://orcid.org/0000-0001-8477-4561
*Corresponding author
Grassroots Journal of Natural Resources, 8(3): 138-171. Doi: https://doi.org/10.33002/nr2581.6853.080307
Received: 14 October 2025
Reviewed: 24 November 2025
Provisionally Accepted: 25 November 2025
Revised: 28 November 2025
Finally Accepted: 29 November 2025
Published: 29 December 2025
The world is gradually sinking into landfills caused by non-biodegradable products that are irresponsibly consumed and disposed-off by the humans. Such irresponsible resource consumption patterns lead to increased carbon footprints and consequently the environmental degradation. Countries are witnessing a rapidly inflowing Generation Z (GenZ) consumer market that purchases and consumes FMCG products which results in significant waste generation in both urban the rural dwellings. This study presents a novel conceptual framework for FMCG firms, i.e., “Consumption Value-Based Sustainability Framework (CVBSF)” by evaluating the role of Consumption Values towards promoting Sustainable Consumption Attitude and how it eventually leads to Sustainable Consumption Behavior of GenZ population when it comes to consuming FMCG products under the influence of Environmental Concerns. In this regard, Theory of Consumption Value (TCV) and Value-Attitude-Behaviour (VAB) model served as the underlying theoretical foundation for guiding the development of conceptual framework, enabling the researchers to understand how consumption values shape sustainable consumption behaviour in GenZ when viewed from the perspective of consuming FMCG products. While it is yet to be empirically-tested, proposed literature-backed CVBSF framework offers some key recommendations for scholars, policymakers, FMCG firms and NGOs committed to promoting & fostering sustainable consumption practices among the GenZ population in developing countries.
Consumption values; Sustainable consumption attitude; Sustainable consumption behaviour: Environmental concern; VAB Model; GenZ; FMCG firms; Consumption value framework
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Khan, K.N., Rehman, J., Zahid, M., & Chang, A.R. (2025). Unveiling the Enablers, Intermediaries & Responses: A Consumption Value-Based Sustainability Framework for FMCG Firms. Grassroots Journal of Natural Resources, 8(3), 138-171. https://doi.org/10.33002/nr2581.6853.080307
Khan K.N., Rehman J., Zahid M., Chang A.R. Unveiling the Enablers, Intermediaries & Responses: A Consumption Value-Based Sustainability Framework for FMCG Firms. Grassroots Journal of Natural Resources, 2025, 8 (3), 138-171. https://doi.org/10.33002/nr2581.6853.080307
Khan, Khurram Nasarullah, Rehman, Junaid, Zahid, Muhammad, Chang, Asma Rahim. 2025. “Unveiling the Enablers, Intermediaries & Responses: A Consumption Value-Based Sustainability Framework for FMCG Firms”. Grassroots Journal of Natural Resources, 8 no. 3: 138-171. https://doi.org/10.33002/nr2581.6853.080307
Khan, Khurram Nasarullah, Junaid Rehman, Muhammad Zahid and Asma Rahim Chang. 2025. “Unveiling the Enablers, Intermediaries & Responses: A Consumption Value-Based Sustainability Framework for FMCG Firms”. Grassroots Journal of Natural Resources, 8 (3): 138-171. https://doi.org/10.33002/nr2581.6853.080307
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