Those who think they have no time for healthy eating will sooner or later have to find time for illness. (Edward Stanley) Our food should be our medicine and our medicine should be our food. (Hippocrates) Eating healthy does not mean giving up favorite food dishes or replace them with others,...

Purpose The purpose of this paper is to present a conceptual framework of cool for social marketing through a comprehensive literature review and integrating extant literature on cool. Design/methodology/approach A comprehensive search and review of extant literature across social marketing,...