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The purpose of this paper is to provide a contextualized view of participants’ accounts of self-gift consumer behaviour (SGCB) throughout the consumption cycle, from the motivations to the emotions that follow.

This paper uses an interpretive approach, focused on participants’ constructions of meanings, using 99 critical incident technique interviews, which followed 16 in-depth interviews.

This paper identifies the following self-gift motivations: To Reward Myself (and Others); To celebrate; To remember or get closer; To forget or part; To feel loved or cheered up; and To enjoy life. It also uncovers a compensatory/therapeutic dimension in most self-gifts. The authors identify changes in emotional responses to SGCB over time, and suggest a relationship between these emotions and the contexts that drive self-gifts. Self-gifts are conceptualized as pleasure-oriented, symbolic and special consumption experiences, which are self-directed, or both self- and others-directed; perceived by the consumer to be justified by the contexts in which they occur; and driven and followed by context-dependent emotions.

This manuscript offers novel insights into participants’ uses of both SGCB and the act of labelling purchases “self-gifts”. It uncovers how consumers are concerned with accounting for indulgent spending and how this problematizes the concept of “self-gift”. It challenges the idea of a single context for SGCB, showing how interacting motivations explain it. It also introduces a temporal dimension to self-gift theory by considering emotional responses at different times. Finally, it offers a new conceptualization of and theoretical framework for SGCB.

Through activism, brands participate in the sociopolitical controversies that shape society today. Based on social identity theory, this study aims to examine the moderating effects of consumer–brand identification (CBI) and political ideology in explaining consumer responses to brand activism. Furthermore, the role of perceived marginalization that can arise in the case of consumer–brand disagreement is explored.

The hypothesized effects were tested in three experiments. Study 1 (n = 262) and Study 2 (n = 322) used a moderation analysis, which was supplemented by a mixed design analysis with repeated measures in Study 1. In Study 3 (n = 383), the mediating effect of perceived marginalization by the brand was tested using a moderated mediation model.

The results show that strong CBI as well as a conservative ideology buffer the negative effects of consumer–brand disagreement on brand attitude and word-of-mouth intentions. In the case of agreement with a brand’s stance, no direct or interactive effects of brand activism on consumer responses occur. Perceived marginalization by a brand mediates the effects of brand activism.

This study extends the “love is blind” versus “love becomes hate” debate to the realm of brand activism and finds evidence for the former effect. It also contributes to the research on political consumption by highlighting the role of political ideology as an important boundary condition for brand activism. Perceived marginalization is identified as a relevant risk for activist brands.

This study aims to provide a methodology for constructing farm household-level adaptation metrics for agriculture and water sectors. The livelihood of farm households is at risk now and in the foreseeable future, as both agriculture and water sectors are vulnerable to climate variability, particularly in developing nations. Adaptation is critical to protect their livelihood. Vulnerable farmers have adopted various adaptation mechanisms to counteract negative impacts of climate variability, though the extent varies temporally and spatially.

It is, therefore, imperative to understand current adaptation practices for successfully implementing them. A few studies have emerged so far in this context, investigating different issues associated with micro-level adaptation strategies related to agriculture and water sectors, e.g. output and cost-effectiveness, and constraints related to farm, household and institutional levels.

While such analysis is critical to enhance micro-level adaptation measures, there is a felt need to formulate adaptation metrics that can investigate the underlying factors in an integrated manner. For empirical assessment, 146 farmers were interviewed from different agro-ecological zones of Tamil Nadu, India, regarding seven adaptation measures, such as micro-irrigation, rainwater harvesting, resistant crops, use of bio-fertilisers, crop insurance, income diversification and community-based efforts.

These adaptation measures were evaluated through an Analytical Hierarchy Process using four criteria: effective awareness, economic viability, individual and institutional compatibility and flexibility and independent benefits.

The present study provides a methodology to identify barriers that limit implementation of adaptation measures, and enable target-oriented policy measures to promote appropriate adaptation strategies at the local level.