Purpose The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers. Design/methodology/approach This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to...

Purpose Most of the research on children’s consumer behavior focuses on pre-purchase processes, with brand choice typically being the last stage investigated. This paper aims to examine the outcome of children’s purchase decisions, with an emphasis on dissatisfaction and outcome resolution....

Purpose This paper aims to set out to demonstrate the need for an integrated model that was titled, after the famous optical illusion ( ), “Like My Wife and Mother-in-Law”, addressing three prevalent definitions of consumers’ communities: subculture, neo-tribe and brand community. It shows...