Journal of Consumer Marketing: Volume 36 Issue 3


Table of contents - Special Issue: Moral foundations and consumer behaviour

Guest Editors: Melvin Prince, Attila Yaprak

Consumer morality and moral consumption behavior: literature domains, current contributions, and future research questions

Attila Yaprak, Melvin Prince

The literature on consumer morality and consumption is spread widely across many research streams and would benefit from grouping under selected themes so that scholars’ work can…


Moral foundations and judgment: conceptualizing boundaries

Kirsten Cowan, Atefeh Yazdanparast

Even though the definitions of morality may seem to provide straightforward criteria to assess the morality of individuals, moral judgments are challenging and less exact. This…

Puritan peers or egoistic entrepreneurs? Moral decay in lateral exchange markets

Rebeca Perren, Kristin Stewart, Cinthia B. Satornino

The purpose of this study is to examine the impact of LEM participation on moral identity. Lateral exchange markets (LEMs) enable ordinary people to monetize idle personal…


How personality traits, employee incompetence and consumer similarity influence shoplifting behavior

Yin Bai, Wei-ping Wu, Millissa F.Y. Cheung

This study aims to investigate the mediating role of shopping intention and the moderating roles of employee incompetence and consumer similarity in the relationship between…


Taboos, morality and marketing: towards a conceptual model and illustration

Grant Michelson, Rohan Miller

Drawing on the anthropological literature, this paper aims to develop a model of taboos (morality) that applies to the marketing, consumer behaviour and consumption contexts.

It’s not fake, it’s biased: insights into morality of incentivized reviewers

Ania Izabela Rynarzewska

The purpose of this paper was to uncover morality and dynamics of community of incentivized reviewers who primarily review products on and, as of late, on various…

Green consumption behaviours of consumers within the scope of TPB

Simge Emekci

The purpose of this study is to explain the factors that affect the green buying behaviours and the relations between these factors. For this purpose, three main factors were…


Moral foundations and credence attributes in livestock production: Canada

Ellen Goddard, Violet Muringai, Albert Boaitey

The purpose of this study is to assess the differences in individual purchasing and voting decisions for livestock products, produced with lower levels of antibiotic use or higher…

The moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions

Melvin Prince, Attila N. Yaprak, Dayananda Palihawadana

This paper aims to develop a model that explains the moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions. The authors build their work on…

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