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....

Purpose – The purpose of this paper is to provide a framework on the experience of cross‐border shopping. This experience is constructed on narratives, rituals, and intergenerational transfers that move beyond the simple description of experienced events to provide explanatory frameworks of...