Purpose: The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico. Design/methodology/approach: This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations...

Purpose: This paper aims to explore the motivations of digital moms to develop relationships with brands in the online environment. Design/methodology/approach: Following a qualitative, interpretative approach, this paper uses several data collection methods such as netnography, focus groups...

Purpose – The purpose of this research is to contribute to a better understanding of deeper motivations and inhibitors of green consumer behavior in the context of emerging economies. Based on the findings, it aims to provide implications for marketers and policy making....