Grassroots Journal of Natural Resources

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VOLUME 8, ISSUE 3 (DECEMBER 2025) | Grassroots Journal of Natural Resources

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.

VOLUME 8, ISSUE 3 (DECEMBER 2025)

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M – 00607Analytical Article

Unveiling the Enablers, Intermediaries & Responses: A Consumption Value-Based Sustainability Framework for FMCG Firms

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


                                    

Review Reports

Editing Work

Ethical Declarations

ABSTRACT

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.

Keywords

Consumption values; Sustainable consumption attitude; Sustainable consumption behaviour: Environmental concern; VAB Model; GenZ; FMCG firms; Consumption value framework

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HOW TO CITE THIS PAPER?
Harvard Style

Khan, K.N., Rehman, J., Zahid, M. and 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. Doi: https://doi.org/10.33002/nr2581.6853.080307

APA Style

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

ACS Style

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

Chicago/Turabian Style

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

AAA Style

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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    * Dr. Stefano Duglio (Italy)

    * Prof. Dr. Maria-Mihaela Antofie (Romania)

    * Prof. habil. Dr. Cristiana Radulescu (Romania)

    * Dr. Ioana-Daniela Dulama (Romania)

    * Dr. Mihaela Stet (Romania)

    * Dr. Radoslaw J. Walkowiak (Poland)

    * Dr. Wenresti G. Gallardo (Oman)

    * Dr. Omprakash Madguni (India)

    * Dr. Y. Vasudeva Rao (India)

    * Prof. Dr. Sanjay-Swami (India)

    * Prof. Dr. Yiching Song (China)

    * Prof. Dr. Md. Sirajul Islam (Bangladesh)

    * Prof. Dr. Syed Hafizur Rahman (Bangladesh)

    * Prof. Dr. Md. Mujibor Rahman (Bangladesh)

    * Dr. Shahidul Islam (Bangladesh)

    * Dr. Dragojla Golub (Bosnia & Herzegovina)

    * Dr. Vesna Rajčević (Bosnia & Herzegovina)

    * Dr. Muhamed Katica (Bosnia & Herzegovina)

    * Dr. Grujica Vico (Bosnia & Herzegovina)

    * Dr. Vesna Tunguz (Bosnia & Herzegovina)

    * Prof. Dr. Branka Ljevnaić-Mašić (Serbia)

    * Dr. Nikola Boskovic (Serbia)

    * Prof. Dr. Afrim Selimaj (Kosovo)

    * Prof. Dr. Prasanthi Gunawardena (Sri Lanka)

    * Dr. Nishan Sakalasooriya (Sri Lanka)

    * Dr. T. Mathiventhan (Sri Lanka)

    * Dr. Mokbul Morshed Ahmad (Thailand)

    * Dr. Juan M. Pulhin (Philippines)

    * Prof. Dr. Rose Jane J. Peras (Philippines)

    * Dr. Hildie Maria E. Nacorda (Philippines)

    * Izr. Prof. Dr. Matej Ogrin (Slovenia)

    * Dr. Zornitsa Stoyanova (Bulgaria)

    * Dr. Anna Karova (Bulgaria)

    * Dr. Ing. K. Berchová Bímová (Czech Republic)

    * Prof. Dr. Sampson Umenne (Namibia)

    * Dr. M. Surabuddin Mondal (Ethiopia)

    * Dr. Firuza Begham Mustafa (Malaysia)

    * Prof. Dr. Waleed M.R. Hamza (UAE)

    * Dr. Moetaz El Sergany (UAE)

    * Dr. Nurzat Totubaeva (Kyrgyz Republic)

    * Dr. Eldiiar Duulatov (Kyrgyzstan Republic)

    * Dr. Mohinder Slariya (India)

    * Dr. Hongfen Zhu (China)

    * Dr. Moses Fayiah (Sierra Leone)

    * Dr. Kanica Chauhan (India)

    * Dr. Najibullah Omerkhil (Afghanistan)

    * Dr. Rinata Kazak (Sweden)

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