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This paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into one coherent explanatory concept. Drawing on the integration of the literature on customer experience, customer knowledge management and customer insights acquisition, supported by adequate empirical evidence, the framework provides a systematic, comprehensive and accurate understanding of CEK which, could contribute to the identification of relevant customer experience insights useful for customer knowledge management.

The analysis follows an inductive/deductive interpretative approach and it is based on a netnography of specialty coffee bloggers’ narratives in relation to their sustainability practices.

The paper identifies the following six types of CEK: normative, subcultural, epicurean, transcendental, subcultural and symbolic. Accordingly, CEK is defined as the knowledge tacitly possessed by customers in relation to how they live their consumption experiences according to a body of heterogeneous socio-cultural contextual factors (ethos, norms and symbols) and subjective influences (emotions, ingenuity, instincts and senses) deeply embedded into the narrative of a consumption experience.

While CEK has been largely observed and acknowledged, it has not been yet adequately addressed by existing research. The provision of a conceptual definition of CEK which emphasizes its different dimensions will be of use to both academics and practitioners to better identify and categorize the different manifestations of CEK when undertaking empirical observations or managerial decisions.

The purpose of this study is to critically review consumer knowledge in marketing and propose a future research agenda. Despite the many works that have examined this variable, given its strong influence on behaviour, it has generally been studied in association with other constructs, and no studies have focused on it in a specific way. Its definition, measurement and approaches to its role and usefulness are superficial and underdeveloped. After structuring and analysing the existing literature, the authors establish, (I) which aspects are of little use to the discipline, and (II) which research lines have the most potential and should be developed and studied in greater depth, to advance and complete the existing consumer knowledge framework.

A search was undertaken for documents in the main databases in which the term “consumer knowledge” appears in a marketing or consumer context, and a critical and reflexive approach was taken to analyse the main contributions and to structure them by content blocks.

Five main content blocks were identified. A set of research gaps were detected, mainly related to the lax conceptualisation of the topic, measurement problems and the scarcity of more useful works connected with business management, and several research lines are proposed that complement the existing framework to make it more complete and operational.

This paper offers a critical review and proposes a research agenda for one of the most used but little studied variables in the field of marketing, which may help academics and professionals in the discipline to continue developing useful theories and models.

El objetivo de este trabajo es revisar críticamente el conocimiento del consumidor en marketing y proponer una agenda de investigación futura. A pesar de los numerosos trabajos que han examinado esta variable, dada su fuerte influencia en el comportamiento, generalmente se ha estudiado en asociación con otros constructos, y ningún estudio se ha centrado en ella de manera específica. Su definición, medición y aproximaciones sobre su papel y utilidad son superficiales y poco desarrollados. Después de estructurar y analizar la literatura existente, establecemos (I) qué aspectos tienen poco uso para la disciplina y (II) qué líneas de investigación tienen más potencial y deben ser desarrolladas y estudiadas con mayor profundidad; para avanzar y completar el marco existente sobre conocimiento del consumidor.

Se realizó una búsqueda de documentos en las principales bases de datos en las que aparece el término “conocimiento del consumidor” en un contexto de marketing o consumo, y se adoptó un enfoque crítico y reflexivo para analizar las principales contribuciones y estructurarlas por bloques de contenido.

Se identificaron cinco bloques principales de contenido. Se detectó un conjunto de huecos de investigación, principalmente relacionados con la laxa conceptualización del tema, problemas de medición y la escasez de trabajos más útiles conectados con la gestión empresarial; y se proponen varias líneas de investigación que complementan el marco existente para hacerlo más completo y operativo.

Este documento ofrece una revisión crítica y propone una agenda de investigación para una de las variables más utilizadas pero poco estudiadas en el campo del marketing, lo que puede ayudar a académicos y profesionales en la disciplina a continuar desarrollando teorías y modelos útiles.

本文旨在对市场营销中的消费者知识进行批判性审视, 并提出未来的研究议程。虽然已有许多研究检验了该变量, 但由于其对行为产生强大影响, 通常会与其他结构变量一起研究, 而没有以特定方式专注于该变量。对其定义、测量以及其作用和用途的方法仍旧存在研究空白。通过对现有文献进行结构化分析后, 确定了以下两个方面：（I）哪些方面对该学科意义不大, （II）哪些研究方向最具研究潜力, 并且应该进一步深入发展和研究, 以推进和完善现有的消费者知识框架。

通过主要数据库检索市场营销或消费者背景下涉及“消费者知识”一词的文献, 采取批判性和反思性方法来分析其主要贡献, 并通过内容块对其进行结构化。

识别了五个主要内容块, 并发现存在一定程度的研究空白, 主要涉及该主题的概念松散化、测量问题以及与商业管理相关的有效研究的稀缺性。此外, 本文提出了几个研究线索, 这些线索为现有框架补充了信息, 使其更加完整且具备更强的操作性。

本文对市场营销领域中广泛使用但研究较少的变量进行了批判性评述, 并提出了相关研究议程。这一工作有助于学术界和专业人士继续发展实用的理论和模型。

Health fitness has become a major issue in Malaysia since the population of overweight and obesity is becoming critical. One of the ways to achieve optimum health fitness is by consistently consuming balanced diet meals. Hence, this paper aims to focus on the willingness of society to purchase functional foods as an alternative for their daily meals to stay fit.

The research framework was developed based on a combination of findings by other research scholars within a similar field. The willingness to purchase functional foods to stay fit is positioned as the dependent variable, while lifestyle adaptation, social media influence and food consumption awareness are placed as the independent variables. Quantitative research was conducted by collecting primary data from respondents in Kuala Lumpur, Malaysia. The collected data were analysed using descriptive and regression analyses.

The willingness to purchase functional foods to stay fit is dependent on the lifestyle adaptation, social media influence and food consumption awareness.

Although the current market for functional foods in Malaysia is still at a small scale, the market for this industry seems very promising. Nevertheless, greater awareness on functional food is still needed.

Functional food producers should make an effort to gain the untapped market by focussing on the lifestyle adaptation, social media influence and food consumption awareness.

This research is a breakthrough to discover the willingness of Malaysians to purchase functional food to stay fit, which is influenced by lifestyle adaptation, social media and food consumption awareness.

The purpose of this paper is to explore the associations between food literacy, consumer profiling and purchasing behaviour in a sample of Italian consumers.

Participants (N = 194) completed an online survey including personal data, two questionnaires on purchase behaviour and food consumption, the General Trust Scale (GTS), a questionnaire assessing individual chronotype and two scales about food literacy: one investigating nutritional knowledge (short food literacy questionnaire, SFLQ) and the other focussing on procedural skills (self-perceived food literacy scale, SPFL). Associations between food literacy, consumer profiling and purchase behaviour were analysed with linear regression models.

Participants with specific education in nutrition reported higher scores in food literacy. The final score of food literacy was predicted by a greater attention to nutritional content and nutritional properties of products. Women paid more attention to nutritional properties than men, and they obtained higher scores in SFLQ. Evening types obtained lower scores in SFPL compared to intermediate and morning chronotypes. Body mass index (BMI) was negatively correlated to SPFL score, while it was associated with the easy availability of a product, so that obese (BMI ≥ 30) subjects considered the easy availability of a product more important compared to non-obese ones (BMI < 30).

This study investigates the influence of personal and psychometric variables of consumer profiling on food literacy and consequently on purchase behaviour, paving the way for implementing healthier food consumption policies. These findings reinforce the primacy of specific education in building healthy eating habits.

This study investigates factors motivating upcycled food choices and assesses the association between these factors and hesitancy towards upcycled food consumption in a Swedish population.

An online food choice questionnaire was used. Participants (n = 682) were categorised into Inclined and Hesitant groups based on their intention to consume upcycled foods. The factors motivating upcycled food choices were identified using explanatory factor analyses. Independent t-tests assessed the differences in the mean importance score of factors between the two groups. The association between upcycled food choice factors and hesitancy towards consumption was evaluated by logistic regressions (adjusted for sociodemographic characteristics).

The most important upcycled food choice factor in both groups was ethical concerns, followed by natural content, sensory appeal, price, healthiness, familiarity and impression. The Inclined group’s mean importance score for ethical concern was higher than the Hesitant group (p_value<0.001) and, except for natural content, the mean importance scores for the other factors were higher in the Hesitant group compared to the Inclined group (p_value<0.05). Participants who perceived ethical concern as an important factor had lower odds of hesitancy (Odds ratio = 0.39; 95%CI:0.26,0.59; p_value<0.001), and those who considered sensory appeal an important factor had higher odds of hesitancy (Odds ratio = 2.42; 95%CI:1.62,3.63; p_value<0.001) towards upcycled food consumption compared to participants who did not consider these as important factors.

This is the first study investigating health and non-health-related upcycled food choice motives using a food choice questionnaire. Identifying these motives helps food developers and researchers determine factors influencing upcycled food consumption.

The objective of this study is to assess if Italian fish consumers are sensible to shark protection and if they would contribute paying more for small pelagic fishes coming from fisheries that are certified as “shark-free”.

Contingent valuation is used to estimate willingness to pay with a double approach, including a dichotomous choice and an open-ended question. Inconsistency between the two answers is allowed. This allows the correction of two sources of bias (i.e. preference uncertainty and anchoring effect) and has permitted that the two estimation methods converged to the same result.

Consumers show interest for the “shark-free” label. Premium price is estimated at +26%. Variables affecting willingness to pay (WTP) in the sample are age, income, environmental attitude, knowledge of organic labels and frequency of small pelagics' consumption. Results need to be confirmed by a replication on a larger (probabilistic) sample and with a different distribution of bids.

Ecosystems provide different benefits to humankind, including non-use services, such as the satisfaction to know that a species is well conserved. Generally, appreciation is higher for what are considered charismatic species. In this paper, the authors investigate if sharks can be considered charismatic species despite their “bad reputation”. The interest in shark survival is measured indirectly using a “shark-free” label on a commercial species like anchovy, allowing to increase the value added of this low-price species.

Wine consumer behavior has long been a topic of discussion among scholars and industry professionals aiming to understand the underlying predictors of key behavioral outcomes. To help explain wine consumer behavior, concepts such as involvement, expertise, loyalty, satisfaction and perceived risk are often examined. The overarching objective of this study is to determine the relationship between these predictors and their impact on wine purchase intention utilizing a meta-analytical structural equation modeling (MASEM) technique.

As MASEM provides substantive evidence regarding the relationships between theoretical constructs through the combination of multiple studies, the researchers’ aim is to make definitive statements about the predictors of purchase intention.

Findings revealed several relationships that support previous research but also identified relationships that contradict previous literature. This study contributes valuable insights into consumer behavior that wine brands can utilize to improve their marketing efforts.

Wine marketers with a greater understanding of the stronger predictors of purchase intention should be able to create marketing plans that drive wine sales.

Despite the abundance of research that has utilized these theoretical constructs to demonstrate their propensity for determining behavioral outcomes such as purchase intention, no previous attempts have synthesized this body of literature through the use of meta-analysis.

The innovation of meaning paradigm is a strategy to radically innovate product and service meanings. While researchers have focussed on the role of product and retail space meanings as interlinked in the pursuit of innovation, no investigation has been directed towards understanding when the two meanings differ. This research explores how companies can manage two different meanings offered through their retail services and the products sold.

Due to the highly intangible and subjective nature of meaning, as well as the exploratory aim of the research, a case study approach has been adopted. In particular, the research compares two case studies of similar companies in the beauty industry. Data were triangulated across three different sources: a panel of experts, ethnographic research in the two companies' stores and extensive academic and practitioner publications.

Findings suggest that innovating the service meaning can be a viable strategy to differentiate a retail offering the product meaning which is no longer perceived as different with respect to competitors.

The study applies the innovation of meaning concept to retail services, distinguishing the meaning given to the store from that given to products, thereby offering managers a strategy to innovate a suffering retail format.

This paper is intended to contextualize the major themes of the special issue, “The Intersections of Open Education and Equity Pedagogy” in the Journal for Multicultural Education, by providing a brief history of open educational resources (OER) and open educational practices (OEP) and highlighting the growing focus on social justice within the field. The purpose of this paper is to generate discussions around the potential of OER and OEP to increase equity within education.

This featured paper summarizes and reviews a brief history of OER and OEP, discusses the integration of equity pedagogy within open education, elaborates on the rationale and process for developing the special issue and concludes by identifying challenges and ongoing conversations for the field as a response to the need for social justice action.

Despite increasing acceptance of OER, educators are not aware of how to implement OER and OEP with equity in mind. As OER and OEP continue to expand, teachers across all educational sectors need examples of how to teach effectively with these resources and practices. There is also a rising focus on culturally relevant and sustaining teaching practices, which OEP can complement.

The authors provide this featured piece to contextualize the special issue for those new to open education. The authors hope to further the discussion of social justice and equity pedagogy within open education.

This paper provides background for the special issue, to orient readers to the field of open education.