Purpose – This paper makes the case for the use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) in marketing and consumer research is an innovative way to capture rich insights into processes, relationships, settings,...

Purpose – To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability. Design/methodology/approach – The paper...

Purpose – To propose a model for ethical behaviour based on product, production and marketing methods, and to make use of qualitative data relating to a specific product in order to test its validity. This model is termed the Ethical Cube. Design/methodology/approach – The model was...

Purpose – The purpose is to examine the behaviors of consumers engaged in fan activity and determine if there are attitudinal and behavioral characteristics common across the differing fan subcultures. Design/methodology/approach – The characteristics affecting fan behavior are examined...

Purpose – Discussions of symbolic meaning tend to focus on consumer goods and as a result there is relatively little consideration given to the meanings associated with less tangible receptacles such as locations. The purpose of this paper is to explore the symbolic meaning resident in a...

Purpose – The aim of this study was to investigate the relationship between wine drinkers' product involvement and their engagement with wine quality. It examined particularly how they conceptualise quality, how they evaluate it, and the dimensions of quality they focus on....

Purpose – Previous research indicates that deshopping is a prevalent and growing consumer behaviour. This paper sets out to examine deshopping from a consumer perspective, and to apply the theory of planned behaviour (TPB) to demonstrate how this behaviour can be managed and prevented with the...

Purpose – The purpose of this paper is to address the gap in the literature on experiential elements of online shopping environments. Design/methodology/approach – The paper uses a theory‐building approach to understand how consumers perceive their experience of the navigation of an online...

Purpose – Consumer researchers and marketing practitioners increasingly appreciate the potential of videography to generate better insights into consumers' behaviours. The purpose of this paper is to introduce the Mindcam research methodology as an addition to the videographers tool‐kit,...

Purpose – The purpose of this paper is to examine consumer emotions and the social science and observation measures that can be utilised to capture the emotional experiences of consumers. The paper is not setting out to solve the theoretical debate surrounding emotion research, rather to...