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The aim of this research is to identify the characteristics that give rise to motivations to use social apps in light of behavioral concepts related to consumers’ desires and emotional values.

Netnography is used as the main methodology to analyze and categorize user profiles of online social networks. These profiles are presented through conceptual headlines, which highlight the main characteristics of each user group.

The results of the study show that many users have become dependent on the WhatsApp application, either for technological reasons or for social reasons related to fashion and status.

Few consumers actually explained the ways they use mobile social networks in the context of the procedures and level of communication performed. However, the influence of social contexts in the consumer environment is changing perceived values focusing on prestige and status to technological elements that the majority of consumers use.

Practical implications are directly related to forming business connections in a less formal and more hedonic environment, improving market results while fostering user enjoyment. In addition, the ongoing updates to WhatsApp have brought new functionalities and improvements to previously weak features.

Although other applications offer means by which to talk and send messages, WhatsApp continues to be (as of early 2021) the most used platform for conversation in Brazil. The sovereignty of WhatsApp is directly linked to its social value, which is related to the number of consumers who daily interact via the network.

Education in sustainability science is largely ignorant of the implications of the environmental crisis on inner dimensions, including mindsets, beliefs, values and worldviews. Increased awareness of the acuteness and severity of the environmental and climate crisis has caused a contemporary spread of hopelessness among younger generations. This calls for a better understanding of potential generative forces of hope in the face of climate change. This paper aims to uncover strategies for fostering constructive hope among students.

This study examines, through qualitative interviews, the characteristics of constructive hope amongst proactive students enrolled in university programs related to global environmental challenges. Constructive hope describes a form of hope leading to sustained emotional stability and proactive engagement through both individual and collective actions.

The findings are presented according to four characteristics of constructive hope: goal, pathway thinking, agency thinking and emotional reinforcement. This shows how students perceive the importance of: collaboratively constructing and empowering locally grounded objectives; reinforcing trust in the collective potential and external actors; raising students’ perceived self-efficacy through practical applications; teaching different coping strategies related to the emotional consequences of education on students’ well-being.

We outline practical recommendations for educational environments to encourage and develop constructive hope at multiple levels of university education, including structures, programs, courses and among students’ interactions. We call for practitioners to connect theoretical learning and curriculum content with practice, provide space for emotional expressions, release the pressure from climate anxiety, and to foster a stronger sense of community among students.

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.

The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.

This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.

One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.