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This study aims to examine the construction of feminine beauty by onnagata kabuki actors in Japan’s history, with a focus on their narratives in modern advertorials about beauty products. The objective is to identify emerging themes in their narratives and to analyze the symbolism and rhetoric used to persuade the audience to enhance traditional feminine “beauty” by using the specific brand in the wake of Japan’s modernization and Westernization.

The study primarily employs semiotic analysis of advertorials in the newspaper and in the kabuki theatre’s program. They are supplemented with images from premodern prints. Visual content is described and analyzed as well.

The narration of the onnagata in the advertorial is the process of “truth-telling,” where the primary concern of the storyteller is persuasion about truth, such as belief in the new method of makeup with the advertised brand, and falsehood, such as belief in the old method of skincare. Four themes and binary oppositions of values emerged from the data: (1) Identity: selves vs others; (2) Material objects, cosmetics: scientific vs primitive; (3) Practice: competent vs incompetent, and (4) Transformations: intentional vs incidental.

The research shows that Japan’s onnagata transvestism tradition and its influences on women’s beauty practice have existed since the premodern period, preceding contemporary cross-gender beauty practices observed in social media.

Consumers often prefer sustainable goods and services but fail to follow through with purchases that reflect these espoused values. The green intention–outcome gap is studied in many contexts but has yet to inform deathcare decisions. Industry reports suggest that most Americans prefer sustainable deathcare options, yet unsustainable corpse dispositions dominate the market. The purpose of this paper is to understand how history informs this phenonea.

This study looks to the past – using historical narrative analysis of deathcare trends and influential intermediaries – to understand the future of sustainable deathcare and the prospective role that marketers can play in bridging the gap between decedents’ preferences and survivors’ purchase outcomes.

Historical ritualization, medicalization and commercialization have resulted in the monopolization of traditional deathcare services. Mortuary professionals remain unresponsive to consumer preferences for sustainable alternatives.

Socioeconomic shocks can allow humanity to reflect and transition from consumerism to sustainability. COVID-19 has led to greater awareness of self-mortality, and death has become less taboo. The slow market penetration of sustainable deathcare services suggests a lack of communication between a decedent and their survivors. Marketing scholars need to help marketing practitioners bridge the preference-outcome gap.

To the best of the authors’ knowledge, this study is amongst the first to examine how history informs the sustainable action–outcome gap for deathcare preferences in a post-COVID environment and the role that marketers can play in perpetuating change.

Online food delivery has been prevalent in recent years worldwide, especially during the COVID-19 pandemic, and people's consumption behaviors have changed significantly. This study aims to investigate the consumption behavior of young adults using online food delivery platforms during the COVID-19 pandemic and focuses on the dominant factors influencing their decision to use online food delivery platforms.

Semi-structured interviews including 14 young adults aged 18–25 living in Hong Kong were conducted to collect data about their perspectives on online food delivery platforms in five areas. This research adopted the stimulus-organism-response model (S-O-R model) to analyze how the factors influence young adult users' loyalty and satisfaction with online food delivery platforms.

Thematic analyses revealed that young adults were attracted to online food delivery platforms for their numerous benefits. They had a high frequency of usage and significant spending. Usability, usefulness, satisfaction and loyalty influenced young adults' behaviors on online food delivery platforms. Participants were overall satisfied with their experiences, but platforms still had room for improvement.

Few prior studies investigated the factors affecting the consumer experience and behavioral intention of online food delivery for young adults in Asia. This study contributes to understanding young adults' experiences and problems with online food delivery platforms. It provides practical insights for system engineers and designers to improve the current services and for the governments to enhance the existing regulatory loopholes.

The slow food movement has become increasingly widespread globally in recent years. This paper focuses on explaining how Turkish cuisine, which has a deep-rooted history, meshes with the slow food movement and how this movement affects consumer behavior.

Based on expert opinion analysis with academics knowledgeable about the food industry and gastronomy, this paper explores how the slow food movement in Turkiye is evolving and how consumers perceive it. Content analysis was applied to the data obtained from the personal interviews.

The authors find that the slow food movement creates a strong brand image for businesses that rely on emphasizing the responsibility to the ecological system while appealing to the five senses of consumers. It already shows great potential even in emerging markets where typical household discretionary income is modest.

Based on key theories regarding all sales activism cases, the authors have offered insights into the dynamics, motivations and techniques of the case. Ensuring the preservation of the slow food movement, framing and creating associations need to be examined.

Slow food is a movement that emerged against the standard, fast, tasty, but unhealthy products of the fast-food industry. It entails product variety, local flavors and preference for the single-flavor focus embedded in the fast-food movement. The movement started with considerations of gastronomy and later was institutionalized as a social movement phenomenon. Later, it expanded its base to activism, targeting various social issues.

Despite the plethora of scholarship outputs on masculinity showing it as a fertile research domain, there are noteworthy lacunae on the topic especially in relation to its dynamics among ethnic minority groups. Accordingly, this paper aims to address masculinity and symbolic consumption among Black African consumers in the UK.

The study is interpretive in nature with the use of in-depth interviews conducted with 20 participants in London and the data analysis follows the grounded theory orientation.

It shows masculinity-oriented categorisations of market offerings but with an incidence of cultural tension. It suggests the prevalence of symbolic consumption among participants as demonstrated in their quest for admiration and commendation about their consumption and how masculinity is communicated. A new masculinity typology emerged from the study which depicts men in this context as falling into four categories of gay, conservative, contemporary and men on acme.

The study unpacks issues around masculinity, and multiculturalism, and proposes a novel typology on the topic vis-à-vis the discourse on segmentation, targeting and positioning strategy.

The paper aims to examine the nature and scale of the sustainability value of car sharing and to identify, through consumer analysis, the contextual and consumer factors of success of car subscription as a business model.

The study evaluates the car sharing model against the sustainable development goals defined by the United Nations in 2019. Individual interviews were performed for preliminary understanding of the factors affecting consumers' choices. Subsequently, through two phases of data collection, factor analysis and path model analysis were performed to identify and confirm latent factors. Consumer market segmentation was performed using cluster analysis.

Car sharing was found to have an overall positive net impact, with certain potential negative dimensions. Willingness, financial affordability, location and experience were identified as the key factors of consumers opting for car subscriptions. The findings further highlight the significant business potentialities of car subscription in India, consequent also to consumers' attitudes toward car ownership.

The research has substantial implications for both society and business, with the former being presented with an innovative sustainable means of transportation, and the latter with the elements of success of an entrepreneurial business model to support the former.

The study is a pioneer in objectively evaluating and prescribing positive social and business value creation for and through car subscription in India, based on consumer analysis.

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.

This study aims to determine the prevalence and predictors of postpartum depression (PPD) among nursing mothers in Nsukka, Nigeria.

This study was a descriptive cross-sectional survey among nursing mothers in three hospitals in Nsukka, Nigeria. Data was collected using a self-administered Edinburgh Postpartum Depression Scale (EPDS) and sociodemographic form. The data obtained were analyzed using descriptive statistics, chi-square test and binary logistic regression.

A total of 270 nursing mothers participated in this survey, giving a response rate of 94.4%. The prevalence of PPD among the study group was 20.0%. However, women who did not have complications during childbirth were about two times (AOR = 0.417, 95% CI = 0.204, 0.852, P = 0.016) less likely to develop symptoms of PPD than women who experienced birth complications. In addition, women who had poor relationships with their partners have approximately seven times (AOR = 6.994, 95% CI = 1.110, 44.059, P = 0.038) higher odds of developing PPD compared with those women who had excellent relationships with their partners.

The sample size was small, hence, might limit the generalizability of its findings beyond the study group. Health-care practitioners should provide appropriate interventions to women at a higher risk of developing PPD on the need to maintain a healthy and supportive relationship with their partners.

This study provides unique insight into PPD among nursing mothers and its determinants from a different regional, socioeconomic, societal expectations, social support system, access to health care and cultural context.

Teaching wine tasting online is challenging, even given the curated digital tools of the Wine and Spirit Education Trust, a highly renowned online wine certification system is used. This paper aims to initially explore wine experts’ opinions about online wine education and subsequently examine the feasibility of customizing wine appreciation lexicons for Chinese learners.

A two-study multimethod approach was adopted. Study 1, a two-stage Delphi study, was conducted with 17 wine experts representing a number of countries, using a mix of closed/open-ended questions in an online survey. Data was collected in a market study in Study 2, conducted at agricultural markets in Thailand (pilot test) and China. Dialogues with market sellers were undertaken, evoking mental imagery of wine descriptors to explore the relevance of traditional versus local aromas and flavors in describing wine.

Findings concentrate on three main areas: general advantages/disadvantages of online wine education, reactions toward asynchronous/synchronous methods of wine tasting and, finally, the feasibility of customizing a wine appreciation lexicon for Chinese learners.

The study presents novel insights into the role of online wine education in China.

The purpose of this study is to systematically review the existing literature on the concept of consumer sovereignty.

By leveraging a systematic literature review using a data-driven approach and quantitative methodology, this study provides an overview of the intellectual structure of consumer sovereignty research.

We explored the main topics that researchers tackled in consumer sovereignty research. Furthermore, we identified the theoretical lenses used in these studies. Finally, we proposed a research agenda to advance the scholarly debate on consumer sovereignty.

Some limitations should be acknowledged. First, the study only studied and analyzed consumer sovereignty articles that were published in peer-reviewed academic journals. Second, our review comprised journals identified in Scopus. Third, in this study, we have taken into account only articles written in English.

The authors expect the current review to significantly impact the identification of theories for the main trends in the academic analysis of consumer sovereignty and consumer behavior.

This study is the first to provide an integrated view of the body of consumer sovereignty. This review provides a strong contribution to consumer sovereignty literature by recommending a new research agenda for the concept of consumer sovereignty.