Purpose: This study aims to investigate motivations and human values of everyday consumers who participate in the annual day of consumption restraint known as Buy Nothing Day (BND). In addition, this study demonstrates a hybrid content analysis method in which artificial intelligence and human...

This research provides knowledge and builds theory related to how and why consumers engage in unsolicited innovation with existing products in order to create new ones. Specifically, this research presents an in-depth qualitative exploration of the motivations consumers have for innovating with...