Purpose – This paper aims to show how social needs – the need for integration and need for distinctiveness – guide Finnish young adults’ mundane consumption behaviors. Design/methodology/approach – The study draws on literature on the fundamental importance of social needs for...

Purpose – This paper aims to advance theory‐building in the area of food consumption research, by exploring how consumers experience chocolate consumption in different contexts and by viewing these inductive findings in the light of the relevant existing body of knowledge....