Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well-being, in brand avoidance remains a crucial oversight in the literature seeking to address...

Although food loss and waste (FL&W) is high on China's national policy agenda, there is still little scientific information published about how much FL&W exists in China, what its impacts are, and what needs to be done to reduce it. Furthermore, what is known about FL&W across the various...

Marketing is one of the fastest-growing employment areas within commerce. Most of the growth lies in the role of digital technologies and in promoting sustainability rather than consumerism. However, students with mostly theoretical knowledge, even if in these areas, may not necessarily satisfy...

Anti-vaccination sentiment and vaccine hesitancy are on the rise. This is unfortunate given the world's coronavirus disease 2019 (COVID-19) pandemic response plan relies on a global vaccination program the likes of which has never been attempted. Using an anti-consumption lens, this study...

This study finds that multiple Country-of-origin cues collectively contribute to building trust in food through institutional food regulation of each country involved in the globalised food provisioning. Country-of-consumption is newly identified as equally important in trust building while a...

This research investigates the role of emotion and message framing in stemming plastic consumption. Across three experimental studies examining consumer intentions, participation, and product choice, this research demonstrates that an image depicting plastic waste (vs. victims of plastic waste)...

PurposeThe purpose of this paper is to examine the effect of corporate hypocrisy and consumer skepticism on perceived corporate reputation. In addition, the effect of perceived corporate social responsibility (CSR) in mediating the relationship between corporate hypocrisy and consumer skepticism...

This study investigates the effect of different anticonsumption constructs on consumer wellbeing. The study assumes that people will only lower their level of consumption if doing so does not also lower personal wellbeing. More precisely, this research investigates how specific subtypes of...

Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well-being, in brand avoidance remains a crucial oversight in the literature seeking to address...