Sustainable consumption versus environmental activism: applying issue management in promoting blue economy initiatives

Purpose Drawing on issue management literature, this study examines predictors and mediators influencing two Blue Economy-related behavioral intentions (i.e. sustainable consumption and environmental activism) and assesses how public’s issue knowledge and involvement shape these intentions through perceived importance and motivation. Design/methodology/approach Using nationally representative samples from the United States, this study examined how perceived issue knowledge and issue involvement impact individuals’ two types of Blue Economy-related behavioral intentions: sustainable consumption and environmental activism. Structural equation modeling was employed to examine relationships among constructs in the proposed model and the mediation effect. Findings Perceived issue involvement in Blue Economy shows both a direct positive association with environmental activism intentions and positive mediation through issue importance and motivation. While involvement similarly relates to sustainable consumption through these mediators, no direct effect is observed. Greater perceived issue knowledge directly associates with activism intentions but demonstrates negative mediation effects on sustainable consumption through perceived motivation and importance. Practical implications Findings suggest corporate environmental communication about Blue Economy initiatives should enhance the public’s issue involvement and strengthen issue motivation to promote sustainable consumption and environmental activism. Originality/value This study advances understanding of Blue Economy communication in corporate contexts and extends sustainability research to the underexplored domain of ocean sustainability. It further compares behavioral intentions across two Blue Economy initiatives: sustainable consumption and environmental activism.