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This paper aims to explore consumer experiences of spiritual value and investigates whether it is distinct from ethical value within a large and growing private sector health-care setting. Understanding consumers’ experiences of spiritual value versus ethical value has important implications for corporate social responsibility as increasingly, consumers want their spiritual needs met.

The research adopts an exploratory case study approach using in-depth interviews with 16 consumers who use complementary and alternative medicine health-care services. Drawing on consumer value frameworks, a thematic analysis identified dimensions of spiritual and ethical values co-created during their consumption experiences.

From a consumer’s perspective, spiritual value is distinct from ethical value. The key finding is that participants talked about spiritual value predominantly in reactive terms (apprehending, appreciating, admiring or responding), whereas ethical value was referred to as active (taking action).

This paper enhances the understanding of spiritual value and provides evidence that people want their spiritual needs met in a private health-care context. Furthermore, this study provides insights into the consumption experience of spiritual value that can be considered, with further research, in other health-care and service contexts.

This paper offers a new view on corporate social responsibility by taking a consumer’s perspective, and identifying that consumer experiences of spiritual value are important and distinct from ethical value.

Retail organizations that consider a service ecosystems view of sustainability focused on transformation have the potential to contribute to the wellbeing of individuals, business and society. The purpose of this paper is to explore the transformative nature of sustainable retail fashion organizations and their impact on wellbeing within a sustainable retail service ecosystem.

A qualitative in-depth case study research design was implemented using four sustainable fashion brands. Data were collected from multiple sources including secondary data from company websites and publicly available reports and interviews with founders and/or high-ranking managers within the organization.

Three overarching themes critical to transformation in sustainable retail service ecosystems were identified: (1) embedded core purpose or ethos, (2) relevance of fit and (3) breadth and depth of message. Corresponding wellbeing elements were found within the three themes – community and society wellbeing, environmental wellbeing, business strategy wellbeing, consumer wellbeing, leadership wellbeing, employee wellbeing, stakeholder and value chain wellbeing and brand wellbeing.

Future research offers an important opportunity to further explore the relationships between sustainability, TSR and wellbeing in other service contexts.

The paper contributes to transformative service research literature by conceptualizing a sustainable retail service wellbeing ecosystem framework.

The COVID-19 pandemic has caused many consumers to pause and rethink the impacts of their consumption behavior. The purpose of this paper is to explore changes to consumers’ preferences and shopping behavior in retail using a sustainable consumption lens to understand the long-term effects of the pandemic on retail services.

Semi-structured interviews were conducted with 30 participants to gain insights into shopping behaviors and preferences during the pandemic and to investigate changes in attitudes or behaviors toward sustainable consumption as a result of the pandemic. Data analysis involved an iterative inductive process and subsequent thematic analysis.

The results reveal a strong move toward sustainable and conscious consumption with three key changes occurring as a result of the pandemic, including changes in consumers’ ethos, move to purpose-driven shopping and drive to buy local and support national.

This paper reveals insights into consumer shopping behaviors and preferences that can potentially counter the collapse of “normal” marketplace activities in the face of the current global pandemic by providing a framework for how retail services can respond, reimagine and recover to move forward long term.

This study uncovers the importance of services marketing in endorsing and promoting sustainable consumption by shaping subtle shifts in conscious consumption as a way to recover from a global pandemic and move to a “new” service marketplace.

The purpose of this paper is to report findings from the first stage of a study that focusses on research in the domain of entrepreneurship as a process of knowledge creation and exchange. It seeks to discover what entrepreneurship scholars really believe that they contribute. Focusses on the entrepreneurship academic community and examine two issues: the value scholars perceive, in terms of both how an individuals’ work can be seen to be a contribution to knowledge, and what “contribution to knowledge” means to the individual researcher.

The authors employ a qualitative approach within which 20 entrepreneurship professors were asked to complete a semi structured research instrument to express their opinions on the value of the authors’ research and the extent to which the authors’ work contribute to knowledge and practice. The sample was drawn from full entrepreneurship professors from the UK, USA, Europe, New Zealand, and Australia.

Suggest that entrepreneurship scholars publish for a plurality of reasons including personal fulfilment, interest, and necessity. It was also noted that the motivations for academic scholarship have changed with increased internal and external pressures and a drive to publish in certain journals.

This is a novel study not undertaken previously in the entrepreneurship discipline. The results will inform research practices within the entrepreneurship discipline and represent the basis for an ongoing large scale global quantitative study of the entrepreneurship discipline.

The outcomes of this research inform higher education stakeholders in the construction of valid research strategies thus providing a suitable impact upon academia and society. It provides an initial insight into drivers for academic research within the entrepreneurship discipline, and the opportunities, challenges and paradoxes which various approaches to research contribution entail.

The world continues to grapple with grand challenges – climate change, pandemic, poverty, social injustice and diminishing resources – requiring mitigation if we are to focus on well-being and move towards a more sustainable future. Cultivating sustainable ecosystems offers a possible solution. The purpose of this paper is to understand how sustainable organizations at the meso level can nurture sustainable service ecosystems that provide the potential for greater well-being outcomes for individuals, business, society and the planet.

Case study data is gathered from 11 sustainable fashion organizations operating at the meso level within a complex ecosystem. The analysis includes interviews with founders and/or key managers and secondary information from company websites and publicly available reports.

The findings identify key value co-creation sustainable practices at the meso level that facilitate the function of the service ecosystem to create well-being outcomes. Value co-creation practices include – embedding a sustainable ethos; implementing sustainable strategies that embrace innovation, transparency and stakeholder collaboration; and incorporating sustainable communication practices that engage.

Encapsulating sustainability within macromarketing and service ecosystems enables the development of a sustainable service ecosystems framework that has the potential to offer enhanced well-being. Implications for marketing practice in terms of important factors that facilitate service-sustainable ecosystems to enhance well-being are considered.

The purpose of this research is to explore the role of identity for consumers with disabilities in a retail context. Understanding disability identity is critical to ensuring inclusion in service environments. Despite the growing call to understand the role of identity in consumer services, research on disability identity and the impacts of identity on service inclusion remains minimal.

A qualitative methodology generated data through personal narratives from people with disabilities revealing deep insights into the complexity of identity in a fashion retail context.

Emergent themes detail five consumer disability identities – authentic unique self, integrated self, community self, expressive self and practical self – seen when viewing service experiences from the perspective of people with lived experience of disability. Individual and collective agency also emerged as key themes that enable people with disabilities to feel a sense of inclusion.

This research explores the service experiences of people with disabilities in a retail context through a disability identity lens. The authors contribute to service literature by identifying five consumer disability identities that people with a disability adopt through their service experience and present a typology that demonstrates how each identity impacts on agency, with implications for service inclusion.

People are responsible for their wellbeing, yet whether they take ownership of their own or even others' wellbeing might vary from actor to actor. Such psychological ownership (PO) influences the dynamics of how wellbeing is co-created, particularly amongst actors, and ultimately determines actors' subjective wellbeing. The paper's research objective pertains to explicating the concept of the co-creation of wellbeing and conceptualizing the dynamics inherent to the co-creation of wellbeing with consideration of the influences of all involved actors from a PO perspective.

To provide a new conceptualization and framework for the dynamics of wellbeing co-creation, this research synthesizes wellbeing, PO and value co-creation literature. Four healthcare cases serve to illustrate the effects of engaged actors' PO on the co-creation of wellbeing.

The derived conceptual framework of dynamic co-creation of wellbeing suggests four main propositions: (1) the focal actor's wellbeing state is the intangible target of the focal actor's and other engaged actors' PO, transformed throughout the process of wellbeing co-creation, (2) PO over the focal actor's wellbeing state is subject to the three interrelated routes of exercising control, investing in the target, and intimately knowing the target, which determine the instigation of wellbeing co-creation, (3) the level of PO over the focal actor's wellbeing state can vary, influence and be influenced by the extent of wellbeing co-creation, (4) the co-creation of wellbeing, evoked by PO, is founded on resource integration, which influences the resources–challenges equilibrium of focal actor and of all other engaged actors, affecting individual subjective wellbeing.

This article provides a novel conceptual framework that can shed new light on the co-creation of wellbeing in service research. Through the introduction of PO the transformation of lives and wellbeing can be better understood.

Coronavirus disease 2019 (COVID-19) has created a challenging, yet opportunistic, environment in which to conduct transformative service research (TSR) and assess research methodology. The purpose of this paper is to evaluate and gain important new insights of a group interviewing method with vulnerable people and their support group, adapted and transferred online during COVID-19.

This research examines the experiences of 35 participants (nine family groups composed of parents and young people), involved in a research project that explores a sensitive topic, youth alcohol consumption and family communication, that was moved online during lockdown. Researcher reflections on running group interviews face-to-face prior to COVID- 19 and online during lockdown are included in the data.

Thematic analysis of participant interviews and researcher reflections reveals four key benefits and three limitations of online group interviews with vulnerable people and their support group. The benefits include being comfortable, non-intrusive and safe; engaging and convenient; online communication ease and easy set-up. The limitations relate to lack of non-verbal communication, poor set-up, and privacy and access issues.

The global environment is uncertain and being able to implement effective qualitative research online is essential for TSR and service research in the future. This paper provides a step by step procedure for an innovative online group interviewing technique that can be used by TSR and qualitative service researchers.

Conducting research during a pandemic has provided unprecedented insights into qualitative research approaches and methodology. This paper contributes to literature on service and TSR methodology by providing a framework for researchers to investigate vulnerable groups online in an effective, safe and non-intrusive way. The framework also has the potential to be applied to other service contexts.

This research extends understanding of the role brand co-creation plays in encouraging ethical consumption. The paper addresses sustainable development goal 12 (SDG 12): ensure sustainable consumption and production patterns, exploring how brand co-creation can be employed to advance this development goal.

The Customer Brand Co-creation Model is used within an embedded case design to understand the role of the brand and the consumer in promoting sustainable consumption within the fashion industry.

Initial insights suggest marketing has much to offer sustainability through the use of the brand. An extended brand co-creation framework highlights the importance of embedding sustainability and viewing the consumer as central to mobilising SDG12.

An important concern is to ensure sustainability is embedded within the activities and strategy of the organisation and viewed as integral rather than peripheral.

The paper examines aspects crucial to co-creation of “sustainability” through a focus on both the consumer and the brand. Case narratives provide a strong foundation to consider the Customer Brand Co-creation Model and implications of this framework for managerial practice. This study extends the model to encompass the umbrella of “sustainability” and the firm's perspective.