In response to the growing standardization and impersonalization of the market—side effects of new technology and business automation—consumers increasingly seek more personized purchase experiences, such as buying products directly from the producer. While extant literature has documented...

Currently, social consumption constitutes a rapidly increasing trend with significant potential for companies; moreover, the characterization of social consumers is highly relevant. To date, sociodemographic variables have been widely studied but appear to be less appropriate to uniquely...