Every human has a unique mindset in performing regular activities. Often changing environmental situations and traditional follow-ups influence the humans by their emotional and social cultural factors. The authors of the research paper made an attempt to study irrational behaviour of household...

Food consumption has a significant environmental impact which can be alleviated when consumer adoption of plant-based food innovations is increased. Attempts to increase adoption are often tailored to instrumental product attributes that consumers find important, but our studies show this is not...