Nowadays, consumers do not just consider the functional use of a product important, but also the emotional experiences a product is able to provide. These emotional experiences are sated with non-material elements of a product whose accordant importance depend on the values held by consumers....

Due to increasingly globalized markets and internationalization, the food retail business has undergone a number of structural changes. Former nationally oriented retailers have suddenly become global. This process in the retail sector affects also new structures in the agribusiness, most...