Purpose – This paper seeks to explore approaches to consumer‐driven optimization of package design utilizing a novel modified conjoint analysis approach. The approach allows for dynamic creation and testing of a large number of design prototypes with consumers and finds optimal solutions on...

Purpose – China is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly among young Chinese, as the Western ideals of individualism and hedonism thrive. The goal of this research...

Purpose – Globalization and outsourcing have decoupled country of origin into the country of origin of manufacture (COM) and the country of origin of the brand (COB). This study seeks to extend the work of Gurhan‐Canli and Maheswaran and Lee et al. by investigating the interactive influence...

Purpose – This paper aims to evaluate the relationships among consumer expertise, hedonic orientation, price consciousness, and consumption using wine as the focal product. While these variables' impact on decision making within this industry have been examined in isolation, this is believed...

Purpose – The paper's aim is to explore how bicultural consumers differ from monocultural consumers, and among themselves, in terms of country‐of‐origin effect and ethnocentrism. Design/methodology/approach – A multidisciplinary literature review pointed to a set of hypotheses regarding...

Purpose – Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco‐innovations), and to analyze factors...

Purpose – The purpose of this study is to examine the degree of ethnic identity and demographic characteristics (the length of residency in the USA, education, income, age, and origin of ethnicity) in relation to brand purchases for status. Design/methodology/approach – The research is based...

Purpose – The paper intends to enrich the set of national contexts used so far in studies about gift‐giving. It also intends to test the unique explanatory power of the dimensions of egalitarianism. Design/methodology/approach – The study uses a survey methodology with an Israeli sample....

Purpose – This paper aims to discover consumer segments with different behavioral profiles in the mobile phone market. For this purpose, it seeks to analyze the decision‐making criteria of 302 mobile phone consumers in Turkey and cluster the sample meaningfully into four behaviorally...