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This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship.

An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling.

Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions.

This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.

This study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer communities in conjunction with ideological capacities.

The community of “presenteers” is conceptualized as a self-organized tribe with heterogeneous components that generate capacities to act. Netnographic observation was conducted on 18 presenteer accounts and lasted around six months. Real-time data were collected by taking screenshots of the posts and stories that these users created and publicly shared. Data were analysed by adopting assemblage theory, combining inductive and deductive approaches. Firstly, a qualitative visual-textual content analysis of the tribe’s defining components was conducted. Then, the process continued with the thematic analysis of the ideological underpinnings of the tribe’s enactments.

Findings shed light on the ways in which consumer communities interpret the entanglement of religious, political, and cultural ideologies in shaping their experiences. In the case of the presenteers tribe, findings reflect a novel ideological interplay between neo-Ottomanism, post-feminism and consumerism.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

It is known that a conflict exists between consumers’ materialistic and green values. Previous research has focused on values conflict consequences. Antecedents of consumers’ materialistic and green values conflict remain understudied. This study aims to explore the antecedents of consumers’ materialistic and green values conflict.

An exploratory type research design was applied. Overall 22 interviews were conducted with consumers that had materialistic and green values conflict. The transcripts of the interviews were analyzed using content analysis with Maxqda software.

The findings demonstrate consumers' negative attitudes towards consumption, understood as consumerism. Results indicate that value conflict is related to unpleasant emotions such as guilt, anxiety, helplessness and remorse. Guilt is the most prominent emotion associated with the conflict of values. The study identifies dissonant information, environmental knowledge, social norms, impulsive buying and mindfulness as antecedents of materialistic and green values conflict.

The novelty of the study is the antecedents of the materialistic and green values conflict. This study makes a valuable contribution to the academic discourse on sustainable consumption, consumer materialism and green values by providing a deeper understanding of the values conflict experienced by consumers who hold materialistic and green values. The main significance of this study is that it provides valuable insights from qualitative research into the antecedents of the conflict between consumers' materialistic and green values.

The study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose future directions for luxury marketing in the post-pandemic world.

A qualitative approach was employed, wherein 979 posts from SM platforms were analyzed with the text analytics software package KH Coder through word-frequency analysis and an inductive technique.

The analysis identified the presence of eight types of online anti-luxurians: true luxurians, nature-experienced lovers, life simplifiers, anti-haulers, highly expected consumers, natural environment protectors, antidiscrimination consumers and historic-politic antagonists. Their degree of disengagement and opposition were discussed and graphically mapped.

This is the first study to discover various types of anti-luxurians on SM platforms and graphically map their level of disengagement and opposition toward luxury brands. This study fills an existing critical gap in the luxury marketing literature.

This study reviews the literature on collaborative consumption (CC), depicting the main theoretical lineages of the CC approach while leveraging the findings to suggest promising paths for advancing the literature.

This review is based on a bibliometric approach. The strict research protocol employed led to the inclusion of 249 articles in the descriptive and bibliometric analyses. The co-citation analysis led to the inclusion of 50 co-cited articles in the content analysis.

The descriptive analysis depicts the research profile on CC in terms of main features, yearly evolution of publications and citations, most influential articles and most influential journals. The systematization of the co-citation analysis led to the identification of three complementary theoretical lineages of research on CC: (1) theoretical roots of CC, (2) drivers of CC and (3) the sharing economy: consequences/outcomes. An integrative framework of research on CC schematizing the main theoretical lineages identified is proposed. Based on the critical gaps identified in the literature in CC, an agenda for future research is suggested.

Despite the burgeoning interest in the CC approach, the literature has yet to fully grasp the CC concept's real implications. This study portrays a comprehensive review of the literature on CC; an integrative framework of the main theoretical lineages of research on CC is proposed, and an agenda for future research is suggested based on the critical gaps identified and implications for literature, policy and practice are stated.

This paper investigates the impact of individualistic (health) and collectivistic considerations (environmental) on the purchasing intention of organic foods.

The study collected 391 responses from service holders of diversified tiers from Bangladesh. It considers two-step structural equation model (SEM), as well as the Ordinal Logistic regression to analyze the fact.

SEM analysis explores that, both the individualistic and collectivistic considerations affect purchasing intention of organic foods. The regression result finds that income, the number of earning members, occupation, age and BMI are influential determinants of weekly purchasing frequency of organic foods. This research suggests, along with consumer's economic solvency an organized market with dissemination of health and environmental benefits of organic foods acts as a catalyst for purchasing intention of those products.

However, there is still scope of investigating intention-behavior gap between the actual purchasing behavior and purchasing intention, which is not addressed in this study.

To understand the perception of comparatively educated and solvent people toward purchasing intention of organic foods, this research is one of the pioneering attempts in the context of an unorganized organic food market.

This study applies the modified brand avoidance model to examine factors that influence sustainable fashion avoidance behaviour among millennial shoppers in South Africa.

A positivistic approach and a web-based online survey were employed to collect cross-sectional data from 423 millennial fashion shoppers. Standard multiple regression analysis was used to test proposed hypotheses.

Unmet expectations, materialism and symbolic incongruence emerged as major predictors of millennials' intention to avoid sustainable fashion. Sustainable fashion avoidance intention was found to have a positive effect on sustainable fashion avoidance behaviour.

This study relied on self-reported data collected from millennial shoppers. Future studies may improve the generalizability of this study's results by conducting a comparative study with other cohorts such as baby boomers and Generation X who espouse different shopping values. Future studies may benefit from the use of longitudinal data in order to understand how millennial shoppers relate to sustainable fashion as it evolves.

The results of this study suggest the importance of developing value propositions that align sustainable fashion with cultural, personality and symbolic cues valued by millennial shoppers. Consumer education on the benefits of sustainable fashion is recommended as a long-term behavioural change strategy.

The purchase behaviour of sustainable fashion should be encouraged as it enhances environmental sustainability including safeguarding the livelihoods of future generations.

This study contributes to literature on sustainable fashion avoidance behaviour. This is one of the pioneering studies to empirically examine the influence of unmet expectations, symbolic incongruence and ideological incompatibility in the context of an emerging market, such as South Africa.

The rise of artificial intelligence (AI) applications has driven enterprises to provide many intelligent services to consumers. For instance, customers can use chatbots to make relevant inquiries and seek solutions to their problems. Despite the development of customer service chatbots years ago, they require significant improvements for market recognition. Many customers have reported negative experiences with customer service chatbots, contributing to resistance toward their use. Therefore, this study adopts the innovation resistance theory (IRT) perspective to understand customers’ resistance to using chatbots. It aims to integrate customers’ negative emotions into a predictive behavior model and examine users’ functional and psychological barriers.

In this study, we collected data from 419 valid individuals and used structural equation modeling to analyze the relationships between resistance factors and negative emotions.

The results confirmed that barrier factors affect negative emotions and amplify chatbot resistance influence. We discovered that value and risk barriers directly influence consumer use. Moreover, both functional and psychological barriers positively impact negative emotions.

This study adopts the innovation resistance theory perspective to understand customer resistance to using chatbots, integrates customer negative emotions to construct a predictive behavior model and explores users’ functional and psychological barriers. It can help in developing online customer service chatbots for e-commerce.

The purpose of this systematic literature review is to understand what the phenomenon of uncaptured value is, identify where it is operationalized and explore how it can be transformed into value opportunities. Uncaptured value in sustainable business model innovation can lead to new value creation which, in turn, can promote practices of innovation, sustainability and inclusiveness.

A systematic literature review was conducted using eight databases to identify 47 articles using the phrase sustainable business model innovation along with the terms value uncaptured, value surplus, value absence, value missed and value destroyed.

The findings have identified that uncaptured value is reoccurring in sustainable business model innovation but is left as the missing link. This paper outlines the novelties of uncaptured value in sustainable business model innovation into a framework that can be used for future research, which is also discussed, concluded and suggested.

A framework for the continued research on uncaptured value in sustainable business model innovation with an emphasis on influences, operationalization and practices has been created to further the research frontier and capture the missing link.

Although technologies such as blockchain (BCT) hold great potential to improve global food supply chains (GFSCs), our understanding of BCT use in GFSCs remains limited. The purpose of this study is to broaden BCT discussions by exploring its benefits and challenges across the entire GFSC.

Qualitative interviews with 23 industry experts were used to identify and comprehend the nuanced issues with BCT application in GFSCs.

The study identifies 21 perceived benefits and challenges with BCT use in GFSCs, including the benefit of broader data incentives beyond BCT use and the challenge of reluctance to assume dominant roles among the GFSC actors.

While prior studies mostly focused on BCT use for traceability and food safety in the GFSC midstream, this study extends the scope to include upstream and midstream actors. It highlights socio-economic benefits for traditionally disadvantaged farmers in the upstream and normative challenges to its adoption in the GFSC midstream and downstream. It also identifies three paradoxes emerging with BCT use in the GFSCs including the paradoxes of food technology, transparency and de-centralization.