Purpose: The purpose of this paper is to explore how spirituality impacts on the consumption choices of consumers who are adopting a sustainable lifestyle. Design/methodology/approach: This is a longitudinal study of urban-based consumers who are actively engaged in living sustainably. To...

Purpose: This paper aims to introduce the implicit firm theory, distinguishing between the belief that firms can (incremental firm theory) or cannot (entity firm theory) readily change in response to marketplace demands. It is proposed and shown, that firm theory beliefs influence...

Purpose The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents regarding whether service can be denied based on religious values. The purpose of this paper is to make a timely...