In order to achieve sustainable development to protect the environment and society, an
increasing number of scholars have conducted in-depth research on green marketing and …

Current marketing philosophy is value‐oriented, whereas marketing theory explaining value
from the consumer perspective is limited. The theory of consumption value (TCV) is a …

This research aims to investigate tourists' sustainable consumption values and choice
behaviour regarding green products in Europe by integrating the Theory of planned …

Online travel agencies (OTAs) are struggling to remain financially sustainable due to intense
competition. To overcome this challenge, OTAs need to better engage their customers by …

This article provides a foundation for future marketing research on sustainable consumption
through the application of three prominent theoretical perspectives of consumer behavior …

Sustainable consumption has received much attention, although its antecedents are not fully
elucidated. Existing studies are constrained by the assumption of symmetrical paradigms …

Consumption values and self-identity are the essential antecedents of consumer sustainable
behavior. By integrating the theory of consumption values and self-identity approach, this …

Drawing on humanizing experience theory, we examined the antecedents and
consequences of humanizing the digital experience in a virtual tourism context. Using a …

Pro-environmental consumer behaviours are increasingly desirable. However, many studies
report that gaps exist between consumers' attitudes toward green products and their …

Purpose The purpose of this paper is to develop a conceptual model for smartphone brand
switching behavior, based on the consumption value theory (functional value, emotional …