This conceptual article applies the customer value (CV) concept in the context of green marketing aiming to provide insights on the factors that motivate and/ or hinder the development of consumer-green brand relationships. The article draws upon existing literature on the streams of CV,...

The soaring rates of dietary-related diseases have increased the need for interventions in consumers’ healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both...