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Charity shops have met a number of challenges in light of the impacts of the Covid-19 pandemic. The paper aims to explore the economic and social impact of charity shops and reviews the transformative impact they have on place, the experience of place and the social environment.

The paper conducts a review of the extant literature in the field of charity shop retail. Considering the issues that are raised, the article proceeds to discuss the opportunities that arise for place marketing efforts and charity shops in the retail environment, the wider sector, the high street and as a positive, key component of place(s).

The paper provides novel sectorial insights and recommendations that can be adopted by charity retail outlets. This includes discussion on transformative place marketing, the experience of place and the charity shop’ role in the social environment beyond the existing references to charity shops in place(s) and the high street.

Charity shops play a vital role in society and yet they are an under researched field. The paper contributes knowledge on the role of charity shops in transforming and experiencing place. The paper concludes with observations made from the discussion on charity shops, and states areas for future research regarding the role of the charity shop and place marketing, place identity and transformation.

This paper aims to explore consumers’ voluntary disposition practices through swapping events organised by community-based enterprises. The paper investigates consumers’ decision-making strategies and factors affecting voluntary clothing disposition via public swapping events across the UK.

This paper investigates UK swapping events, through conducting 18 semi-structured consumer interviews. Data were transcribed and analysed using the seven-step guide proposed by Easterby-Smith et al. (2018).

Findings indicate that within community-based enterprises an implicit social contract emerges between the enterprises and swappers which has an influence on the clothing brought to swaps, thereby impacting the competence and meaning elements of practice. This is linked to peer-pressure susceptibility which affects consumers’ participation in swapping. The findings further reveal an emerging consumer strategy aiding decision-making process regarding items brought to swaps. The use of a particular strategy is found to be linked with the respective level of swapping expertise.

Though the interviews provide a rich narrative, this paper is limited by its sample size meaning data cannot be generalised. Although the data is limited by singular country perspective, research participants were recruited from across the UK, thus, offering a broad picture of the swapping practice.

This paper contributes to and advances an understanding of swapping events organised by community-based enterprises. The theory of social practice lens offers a unique viewpoint on the elements influencing the consumers’ decision-making process with reference to voluntary disposition.

This study aims to apply the Wounded Pride/Spite model (integral emotions which occur during the donation request) and the Affect Infusion model (incidental emotions primed before encountering the checkout charity request) to check out charity to understand the interactive effects of positive and negative emotional responses. Furthermore, the moderating role of a positive or negative shopping experience is examined.

In Study 1, 518 customers participated in an online survey using a controlled scenario describing checkout charity exchanges. In Study 2, 274 students participated in a similar online scenario but were primed with a positive or negative shopping experience. Data were analyzed through structural equation modeling using Mplus v8.

Checkout charity is laden with affective experiences that simultaneously produce positive and negative emotions. Customers who are involved with charities and perceive it acceptable for companies to elicit charitable support are more likely to experience feelings of pride and joy during a point-of-sale donation request. However, negative affective responses are more complicated, as personal support of nonprofits was not enough to reduce feelings of guilt and anger during a donation request. Furthermore, in Study 2, the authors discover that as integral emotions influence customers’ affective states during a checkout charity encounter, incidental emotions garnered from the customer’s shopping experience serve as a moderating role in increasing positive affect and mitigating negative affect, highlighting the importance of the holistic shopping experience. Finally, in Study 2, the incongruent reaction of high positive and high negative affect was linked to decreased donation intentions, further emphasizing the importance of creating positive shopping experiences and identifying customers who perceive it to be acceptable for companies to elicit charitable support.

To the best of the authors’ knowledge, this research is the first to apply these dual theoretical explanations to checkout charity, contributing an affective and customer-based understanding to complement prior work on marketing strategy. The findings both uphold and extend research in this area, providing novel support for the role of the customer in determining the success of checkout charity.

Non-profit organizations (NPOs) are exposed to a highly competitive environment in which they are forced to grow their commercial activity to acquire additional financial resources. This study aims to create an understanding of how NPOs involved in textile reuse as a revenue-generating programme manage their reverse supply chains (RSC).

The research involves an embedded single-case study of NPOs in Finland involved in post-use textile collection. The main data sources are semi-structured interviews and participant observations.

This study is inspired by the microfoundations movement and identifies the underlying microfoundations of the NPOs’ capabilities for managing RSC for textile reuse. The study contributes to the literature by demonstrating NPOs’ lower-level, granular practices and their adaptations for achieving quality outcomes in textile reuse.

The findings have context sensitivity and apply to the NPOs which operate in a context similar to Finland, such as in other Nordic countries.

This study continues the discussion on the adoption of “business-like” practices in the NPOs’ pursuit of additional revenue streams to finance humanitarian work. The findings of this study can also be transferred to the growing area of domestic textile circularity.

Using the case of NPOs in textile reuse, the study illustrates how RSC management can serve a social, non-profit cause and transform unwanted textile products into a source of fundraising for humanitarian work.

This enriches the understanding of NPOs’ practices within the scope of revenue-generating programmes by examining one of them – textile reuse through charity shops from an RSC perspective.

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation.

This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data.

This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion.

The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop.

The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.

Digital technology has been widely applied in zakat collection. Millennials, who are now dominating the productive phase and at their peak carrier path, are the potential target for zakat collection as their number reached 31.3% of the Indonesian population. On the other hand, public and private zakat institutions have attempted to optimize the country’s zakat potential, reaching 233.6tn rupiahs, through development of a digital platform for zakat collection. However, the gap between the actual collection of zakat with its potential is still large. This study aims to analyse the factors affecting millennials in paying zakat through direct payment or through digital platform of private or public zakat institutions.

Multinomial logistic regression method, which signifies the contribution of this study, is used to analyse factors influencing millennials in their zakat payment. In addition, cross-tabulation is used to classify the characteristics of respondents. Respondents are selected conveniently through a digital questionnaire distributed in February–March 2021. Respondents are also selected purposively based on their experience in paying zakat through direct, private or public zakat institutions, which are consisted of 50 respondents per each category; thus, the total becomes 150 respondents.

Based on the results, three variables, namely, education, accessibility and age, are found to have a significant influence on zakat payment through online platforms provided by private zakat institutions. Meanwhile, variables that influence zakat payment through online platforms provided by public zakat institutions are education, accessibility and income. This study also finds that millennials have the highest probability to select online platforms provided by private zakat institutions as a channel of their zakat payment. However, the overall result shows that millennials tend to pay directly to the mustahik (zakat recipients) rather than via online platforms, presumably because of their limited zakat literacy.

The purposive sampling technique used to determine the research samples limits the generalization of the study.

This paper establishes a new approach in analysing millennials preference in their zakat payment with digital inclusiveness. The use of a multinomial logistic approach, which has not been widely applied in such research, strengthens the analysis that is relevant to the need of both private and public zakat institutions to analyse determinants of millennials in paying their zakat through online platform. This study can be used as a reference to formulate a more effective marketing strategy for zakat collection. This paper also serves as an estimate of the preference with some selected typical characteristics of millennials by using a multinomial logistic approach.

Formal payment through the zakat institution theoretically is more preferable than direct payment to mustahik (zakat recipients) in the zakat campaign. However, based on this research, despite digital marketing and platforms having been well-used by both private and public zakat institutions, the millennials still prefer direct zakat payment than through online platforms. The findings of this research suggest the importance of strengthening zakat literacy through a more effective digital marketing strategy of zakat institutions which target the millennials.

This study fills the gap in the literature on how millennials choose their zakat payment method, whether through digital platforms developed by private and public zakat institutions or directly to the targeted zakat recipients. The use of multinomial logistic regression approach adds the novelty of this research.

This study aims to explore stigma in payday borrowing by investigating how the stigma associated with using such a service may spill over and affect other people, entities and relationships beyond the user within a service ecosystem.

In-depth interviews exploring consumers’ lived experiences and stigma were combined with publicly available reports from key stakeholders within the payday loan (PDL) industry to create a qualitative, text-based data set. The transcripts and reports were then analysed following thematic protocols.

Analysis reveals that the stigma associated with using a stigmatised service spills over, affecting not only the borrower but other actors within the service ecosystem. The analysis uncovers three important interactions that spilled over between the actors within the stigmatised service ecosystem (SSE), which can be damaging, enabling or concealed.

This study introduces and explores the concept of “SSEs” and investigates the impact of stigma beyond the dyadic relationships between service providers and users to consider the actors within the wider ecosystem. The findings reframe existing understandings about stigma, as this study finds that stigmatised services can play both a positive (enabling) and a negative (damaging) role within an ecosystem, and this study uncovers the role of stigma concealments and how they can affect relationships and value co-creation among different actors.

This study provides evidence for more robust policies for addressing stigma in different SSEs by mapping the effects of stigma spillover and its effects on the borrower and other actors.

This study contributes to reframing marketing priorities by extending existing work on consumer stigma by showing how the stigma of a PDL may spill over and affect other actors within a service ecosystem. Significantly, the interactions between the actors may have positive as well as negative outcomes.

Nonprofit organisations (NPOs) are an increasingly fundamental part of our society. Meeting rising demand requires NPOs to attract enough resources, especially volunteers, to enable service delivery. This paper aims to adopt a novel theoretical lens to reframe this marketing challenge to inform practice and extend theory.

Practice-based exploration of a volunteer-enabled NPO, parkrun, through in-depth interviews and secondary source analysis.

The research identified that the brand community connects volunteers through three inter-connected levels. The big idea of parkrun, the focal brand, resonated with people through being “on their wavelength”, something they believed in. The local, physical event meant engagement was “on their patch”, anchored in place. Finally, the brand community enables people to volunteer “on their terms”, with fluid roles and flexible levels of commitment.

Not all NPOs have service beneficiaries who are able to volunteer, services with different volunteering roles, or operate through a local physical presence. However, taking a focal brand approach to consider the brand community through which people volunteer for an NPO, the practices that reinforce that community, and how to offer volunteers significantly greater flexibility in both role and commitment presents an opportunity for NPOs to rethink how volunteering works for them in the future.

Clear recommendations for practice include the opportunity to integrate service beneficiary with service delivery enabler (volunteer) to strengthen the implicit social contract, increasing participation to deepen the social identity felt towards the brand, and key practices that reduce barriers to volunteering.

The paper extends volunteering theory from the traditional individual needs approach to a focal brand community perspective. The marketing challenge of attracting volunteer resources to NPOs is understood through rethinking the boundaries between service beneficiaries and service enablers, anchored in social identity theory. It provides clear recommendations for practice through reframing the recruitment challenge.