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....

Purpose – The purpose of this paper is to establish whether food products carry qualitatively different healthfulness images in consumers’ minds. The images explored in this paper go beyond the conventional healthful vs unhealthful dichotomy. The limitations of mainstream healthfulness...

Purpose – The purpose of this paper is to develop a value‐based framework for the consumer e‐trust building process. Design/methodology/approach – The data collection procedure consisted of two steps. The first was a brief questionnaire measuring potential informants' personal values....

Purpose – The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package colours in consumers' product experiences by studying the relationship between colour meanings and product....