Purpose: This paper defines prosumers in light of the COVID-19 crisis and other contexts. It addresses how prosumers helped overcome challenges caused by COVID-19 and is the first paper to develop a taxonomy of prosumers, their differentiating characteristics and the degree to which they are...

Purpose: The purpose of this paper is to explore why and how sharing economy users switch from consumer (e.g. Airbnb guest) to provider (e.g. Airbnb host), and how this helps enrich self-determination theory. Design/methodology/approach: The authors conducted an exploratory study with users who...

In response to calls by macromarketing scholars, this article introduces transformative branding to demonstrate how branding—a process traditionally conceptualised at the firm level to achieve marketing management outcomes—can contribute to both market and societal systems. We define...

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical...

The overconsumption of meat has been related to negative health, environmental, and animal welfare effects. As such, many people are now reducing their meat consumption, and for some this includes increasing their consumption of meat substitutes. While research has discussed the barriers towards...