Purpose – This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon. Design/methodology/approach – Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of...

Purpose – The success of service innovation programs rests on whether consumers discern the novelties built into service offerings. Hence, service firms must base the evaluation of innovation programs on customer attitude in addition to internal measures. The study examines whether consumers...