Purpose – This paper aims to consider the price premium that consumers state they are willing to pay for products with reused or recycled content. It also aims to address the effect of the impact of product category on consumers' willingness to pay premium prices. Design/approach/methodology...

Purpose – The purpose of this paper is to assess brand identity, equity and brand management in SMEs. Design/methodology/approach – The methodology is based on the analysis of four site cases of consumer goods SMEs through in‐depth interviews and related documents. Findings – Results...

Purpose – Substantial changes in the organic food sector and recent studies on the Canadian organic food market are showing promising trends. However, community organic food markets are different from organic food mainstream markets. In a domain growing in theoretical and practical importance,...

Purpose – The purpose of this paper is to investigate, in an emerging market, the simultaneous effects of country of design (COD), country of manufacture (COM), and brand image on consumers' perceptions of bi‐national products. A comprehensive model broadens country‐of‐origin literature...

Purpose – Although consumption of organic food (OF) shows promising trends in Canada, there is no clear understanding of the barriers that still prevent a larger demand for OF. The main objectives of this paper are to understand what, how, where, and why Canadian consumers buy OF by exploring...