European Journal of Marketing: Volume 55 Issue 9

Guest editorial

Wided Batat, Michela Addis

Designing food experiences for well-being: a framework advancing design thinking research from a customer experience perspective

Wided Batat, Michela Addis

Literature from across design studies and innovation management, as well as food marketing research evidence, is examined to highlight the interdisciplinary and experiential…

A “crescendo” model: designing food experiences for psychological well-being

Lia Zarantonello, Silvia Grappi, Marcello Formisano, Bernd H. Schmitt

This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer experiences…

Encouraging healthier choices in supermarkets: a co-design approach

Svetlana Bogomolova, Julia Carins, Timo Dietrich, Timofei Bogomolov, James Dollman

This research describes and evaluates the co-creation of a programme called “A Healthy Choice”. Underpinned by design thinking (DT), this study aims to improve the healthfulness…

Towards co-created food well-being: culinary consumption, braggart word-of-mouth and the role of participative co-design, service provider support and C2C interactions

Babak Taheri, Shahab Pourfakhimi, Girish Prayag, Martin J. Gannon, Jörg Finsterwalder

This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of…

Netnography and design thinking: development and illustration in the vegan food industry

Rachel Ashman, Anthony Patterson, Robert V. Kozinets

This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this paper asserts is particularly suited to the…

Visualizing food: photography as a design thinking tool to generate innovative food experiences that improve food well-being

Jane Emma Machin, Emily Moscato, Charlene Dadzie

This paper examines the potential of photography as a design thinking method to develop innovative food experiences that improve food well-being.

Digital technology-enabled transformative consumer responsibilisation: a case study

Shalini Parth, Bhupesh Manoharan, Rishikesan Parthiban, Israr Qureshi, Babita Bhatt, Krishanu Rakshit

This paper aims to explore how a socio-digital platform can facilitate consumer responsibilisation in food consumption to encourage sustained responsible consumption and uncovers…