Purpose: This paper aims to examine consumers’ opinions and behavioral intentions toward foods labeled as containing genetically modified (GM) (transgenic) ingredients across plant and animal-based categories. In light of marketplace changes (i.e. labeling requirements), we explore behavioral...

Purpose: The purpose of this study is to explore the use of expletives and derogatory terminology in the naming structure for companies, products and brands; a marketing strategy which is growing across a wide range of industries. The author defines this concept as brand vulgarity and explores...

Purpose This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated. Design/methodology/approach Two scenario-based...

Current knowledge regarding the drivers of consumers' loyalty in service contexts remains limited as findings from extant studies differ; possibly because in service settings drivers of loyalty are context specific. This study contributes toward better understanding of the drivers of consumer...

Purpose – This study aims to explore the economic impact of the Great Recession on consumers' economic attitudes and behaviors. Design/methodology/approach – Data were collected through a questionnaire completed by 2,120 subjects. Eight propositions involving six constructs (i.e....

Purpose This study aims to focus on people’s pro-environmental behavior and investigates its dimensions and determinants. As environmental sustainability attracts increased scrutiny, understanding end consumers’ pro-environmental behavior becomes imperative for various stakeholders in our...