Purpose – The purpose of this paper is to show how purchasing behavior is approached as a customer‐perceived need to reciprocate for services received. The study seeks to examine involvement, knowledge, and identity as predictors of reciprocal consumer behavior. Two components of reciprocity...

Consumer interest concerning the health aspects of food products has grown in recent years. Consequently, media attention to scientific studies about the beneficial or detrimental effect on consumers′ health has resulted in substantial changes to the consumption of certain products. A recent...

Purpose – Wine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is to identify factors that predict gratuity purchasing at wineries. Specifically, the study seeks to...