Purpose – The purpose of this paper is to examine the structural relationships among lifestyle of health and sustainability (LOHAS), healthy food choices, trust, and emotional loyalty and the moderating role of age between seniors and non‐seniors in restaurants. Design/methodology/approach...

Purpose – The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles of trust and cognitive dissonance. Design/methodology/approach – Based on...