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Research on sustainable consumption (SC) has shown how, faced with barriers that prevent them from embracing a sustainable lifestyle, consumers experience classic symptoms of distress. Although distress emerges as a constitutive dimension of sustainable lifestyles, research has not yet provided a comprehensive account of how consumers cope with it. This paper aims to provide such an account.

In-depth interviews were conducted with 25 people who defined themselves as sustainable consumers. A hermeneutic approach was adopted for the analysis.

The analysis shows that consumers enact two different coping strategies: adjustment or episodic coping and structural coping or deradicalization. Both sets encompass reappraisals and meaning-making strategies to maintain motivation while simultaneously appeasing tensions. They also comprise the strategic enactment of emotions to energize the self and/or to appease distress. Coping influences how SC is appraised and lived, as these practices are dynamically changed to navigate structural constraints.

SC campaigns have traditionally focused on cognitive empowerment. However, the evidence suggests that emotional empowerment could be a more effective way to promote the practice.

This paper provides the first in-depth examination of the strategies adopted to cope with distress. The analysis shows that consumers reconfigure how SC is appraised and implemented, while emphasizing the crucial role of emotion work in the coping repertoire. Although SC is stressful due to structural and social constraints, consumers are able to remain committed to it to varying degrees.

The paper examines coping strategies that consumers use within crowded retail stores. Specifically, this study explores and identifies coping strategies that consumers use, investigates whether the Folkman or Duhachek coping frameworks adequately capture all of the ways consumers cope, and looks at the implications these coping strategies may have on consumers and retailers.

A three‐stage qualitative study was conducted. Stage One consisted of informal interviews with customers. Stage Two was a pilot study of airport passengers. Stage Three was an online qualitative survey.

Many of Duhachek's and Folkman's coping strategies were operative within a crowded retail setting. The coping strategies that were frequently used were distancing, avoidance, social support, rational thinking, action, escape, positive thinking, emotional venting, and confrontive. The study also found that further refinement of coping strategies and scales is needed.

An understanding of consumer coping strategies can help retailers to promote beneficial consumer coping strategies and avoid or limit detrimental coping strategies. The limitation of the study is that it is exploratory in nature.

The paper provides a rich and vivid understanding of how consumers cope in a crowded environment, and demonstrates the importance of crowds and consumer coping and how these variables affect retailers. The study identifies new coping strategies, relabels existing coping strategies with more descriptive and comprehensive titles, and confirms established coping strategies.

The purpose of this paper is to provide insight into how consumers cope with confusion caused by overload in information and/or choice. The paper investigates whether consumers who face different degrees of confusion use different coping strategies depending upon their decision‐making styles.

The Dutch mobile phone market is a typical example of a turbulent market, overloaded with information and/or choice, which creates consumer confusion. A survey was conducted among 203 mobile phone users, using valid and reliable multi‐item scales to measure consumer confusion, decision‐making styles and coping strategies. Cluster analysis and Mancova were used to provide insight into the results.

The paper finds that consumers of mobile phones can be characterized by combinations of decision‐making styles and find three clusters based on decision‐making styles: “price conscious and cautious” consumers, “brand‐loyal and quality‐driven” consumers, and “functionalist” consumers. Results show significant main effects of the degree of confusion and the decision‐making styles on the use of coping strategies as well as a significant interaction effect of these two. Higher levels of consumer confusion lead to an increased use of seven coping strategies: downsizing the consideration set; keeping status quo; reduced information search; search deferral; buying what others have bought; disengagement from decision; and decision delegation. “Price conscious and cautious” consumers engage less in downsizing the consideration set than the two other clusters, and are less inclined to keep the status quo as compared to “functionalist” consumers.

Because of the intangible and heterogeneous nature of services, knowledge about coping with confusion due to an overload in information and choice is especially important for service providers in their efforts to build and sustain strong relationships with consumers. Practical implications in terms of different approaches on how to cope with confused consumers are provided.

This study seeks to draw on the theories of personality to investigate antecedents and outcomes of consumer coping in instances of service failure. Specifically, the authors focus on the effects of emotional intelligence and self‐efficacy on three coping strategies – active, expressive, and denial. The authors further investigate the effects of coping strategies on consumer intention to complain.

An online panel of 252 respondents representative of the Australian population participated in this study. Structural equation modelling was used to analyze data and test hypothesized relationships.

Emotional intelligence has a positive association with active and expressive coping strategies but a negative relationship with denial. Expressive coping leads to greater complaining, whereas denial decreases it. Furthermore, consumer self‐efficacy mediates the relationship between emotional intelligence and active coping strategy. In contrast, the effect of self‐efficacy on expressive strategy is negative.

This study is the first step in investigating relationships between consumer emotional intelligence, self‐efficacy and coping. The authors also investigate which coping strategies facilitate or hinder consumers' decisions to complain. Future research should extend the model to incorporate service provider responses to gain a better understanding of the customer coping process in service failures.

The paper contributes to the theory of consumer coping by bridging the current research gap and focusing on antecedents and outcomes of coping. This study advances knowledge of consumer coping by examining consumer emotional intelligence and self‐efficacy as antecedents of coping strategies. Complaining behaviour is examined as an extension of coping strategies.

The purpose of this paper is to show how accelerated technology innovations lead to shorter product lifecycles, and consumers often face the dilemma of choosing between keeping the existing product and upgrading to a new version. They may enact certain coping strategies to deal with the stress and uncertainty. Based on the work of Mick and Fournier, this study aims to propose a set of coping strategies, which include refusal, delay, extended decision‐making, and pretest.

Based on a survey of consumers regarding the 3G mobile phones, the authors test the effects of coping strategies within the framework of the technology acceptance model.

The results of canonical analyses suggest that coping strategies have significant influence on consumers' product beliefs, which in turn mediate the effects of coping strategies on consumers' attitude toward adoption and their purchase intention.

Coping strategies help better understand consumers' adoption of new technology products and furnish meaningful implications for marketing technology products to today's tech‐savvy consumers.

This study develops measures of coping strategies and provides an empirical test of their effect on product beliefs and behavioral intentions with respect to consumers' decision whether to upgrade to a new technology product.

The spouses or partners of serving members of the UK Armed Forces are often subject to similar constraints to those of enlisted personnel. This paper aims to examine the experiences and wellbeing of a group of army wives. In particular, it focuses on their shared experiences of consumer vulnerability and related challenges, exploring the extent to which membership of military wives’ communities can help them to cope.

Using an interpretivist approach, data were collected through four focus group discussions involving 30 army wives, and seven individual in-depth interviews.

The paper highlights shared experiences of consumer vulnerability and demonstrates how army wives’ approaches to coping incorporate both individual and community-based approaches. It proposes that communities of coping develop within the army wives community, providing women with both practical and emotional support.

The paper acknowledges that there is a range of factors that will impact military spouses’ experiences of consumer vulnerability and strategies for coping. This heterogeneity was difficult to capture within a small exploratory study.

The UK Government should consider their duties towards military spouses and children. This would entail a significant cultural shift and recognition of military personnel’s caring responsibilities.

This research contributes to understandings regarding the potentially shared nature of both consumer vulnerability and coping strategies. The study introduces the relevance of communities of coping to consumer contexts, highlighting how members can benefit from both practical and emotional support.

The purpose of this paper is to examine how the incorporation of marketing elements into consumer risk coping strategies affects consumer purchase decision during periods of food safety concern.

This research used a structured questionnaire administered to a convenience sample of 216 respondents. By using logistic regression, a consumer risk coping framework incorporating marketing strategies was successfully developed to test the impact of brand and quality assurance, price reduction, availability in all stores and endorsement from an independent organization, which may not act alone but combine with each other during food purchase.

The research confirms that consumers adopt risk coping strategies in time of food risk concern and their coping strategies include marketing elements such as brand and quality assurance, price reduction, availability in all stores and endorsement from an independent organization.

The framework helps marketers to predict the effect of their marketing plan by incorporating consumers' risk coping strategies, in turn to improve consumers' purchase intention when perceived food safety risk exists.

This research demonstrates how marketers can incorporate marketing strategies in a consumer risk coping framework, in order to provide an insight for the industry to evaluate the effectiveness of their marketing strategies in times of food safety concern.

Extant consumer behavior research has alluded to consumer learning; however, little research exists regarding situated learning and its relation to coping with respect to stressful consumption experiences. The purpose of this research is to study situated or in situ learning in two cultural contexts – that of the USA and China.

Online data were collected from non-students in both the USA and China, and structural equations modeling was used to analyze data.

Results demonstrated that situated learning helped cope better with stressful episodes for both cultures. Psychological closeness to the problem mediated the relationship between the antecedents and situated learning for US consumers more than for Chinese consumers.

Since US consumers tend to be psychologically close to the stressor during the consumption process, firms should preemptively inform and educate them about potential stressors to help them learn and cope. However, as Chinese consumers tend not to be psychologically close to the problem, they need to be dealt differently.

This research provides a holistic view of situated learning and coping as a process involving consumers, firms and situations and examines their underlying factors in stressful consumption encounters. It establishes the mediating role of psychological closeness between antecedents and consumers’ situated learning and explores the differences of psychological closeness in two different cultures, that of the USA and China.

Social scientists, public policy makers, consumer researchers, and marketers have traditionally focused on age‐related differences to understand the behavior of older adults. This research focuses on the processes through which adults learn behavioral patterns and norms that characterize behavior in later life. The socialization framework is first presented as the process through which adults learn roles and norms for old age, and data from a national study are presented to test the hypotheses derived from this model. The results suggest that certain antecedents and processes are important in socializing adults to old age.

This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on consumers’ attitude toward co-branding.

Two experiments were conducted to test the research hypotheses.

Study 1 results reveal that when C-B identification is low, consumers’ co-branding evaluations and the loyalty of the focal brand are higher in the low BI fit condition than those in the high BI fit condition. When C-B identification is high, such effects are not observed. Study 2 results reveal that when the BI fit is low, decoupling is more effective than biased assimilation at defending the positive evaluations of the focal brand.

First, while the authors focus particularly on BI fit, it may be fruitful for marketers to combine BI fit with other types of fit such as functional dimension fit and product category fit. For example, while the results suggest marketers should co-brand with low BI fit pairs when targeting at low C-B identification consumers, this recommendation should be taken in conjunction with how consumers respond to other co-branding fit strategies. Second, the authors encourage future researchers to explore deeper into the consumer coping in other contexts. As these elements are critical to consumers’ attitudes, it will be beneficial to see how decoupling or biased assimilation strategies differ in other co-branding fit contexts.

The authors advise marketers to consider both the level of BI fit and the level of C-B identification when looking for a co-brand partner. When targeting low C-B identification consumers, it is better for marketers to find a co-branding partner with a low BI fit than high BI fit. This is a counterintuitive finding given that higher fit (e.g. product category fit and brand image fit) is often associated with positive evaluations. For high C-B identification consumers, BI fit does not adversely affect consumer attitudes (and loyalty). Thus, these consumers are safer targets for marketers in terms of maintaining attitudes. Second, the authors find that when perceived BI fit is low, decoupling strategy is more effective than biased assimilation strategy at defending the positive evaluations of the focal brand. However, when perceived BI fit is high, the two coping strategies have little difference in influencing co-branding attitudes. Thus, the authors advise marketers to encourage their consumers to cope using a decoupling strategy to garner higher attitudes.

The authors introduce BI fit as an important abstract dimension of brand image fit when facing co-branding decisions. Overall, our results demonstrate C-B identification moderates the effects of BI fit on co-branding attitudes. Counter-intuitively, the results suggest that low BI fit co-branding can also generate higher attitudes depending on consumers’ level of brand identification. Moreover, marketers must also be wary of how consumers cope with co-branding, as coping explains the underlying mechanism of how consumers deal with high or low perceived BI fit. Specifically, our findings suggest that consumer coping moderates the relationship between perceived BI fit and co-branding attitudes.