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 …

Consumer resistance is one of the major causes of failure of any innovation. Despite rising
academic interest, the non-adoption of digital innovation or consumer resistance has …

The study proposes a comprehensive model framework, Online Customer Experience-
Attitude Behaviour Context model for online grocery retailing in a digital scenario. The …

Food delivery apps (FDAs) have transformed the way consumers order and consume food,
especially during the mobility limitations of the COVID-19 pandemic. The hospitality industry …

Consumers' increased knowledge and awareness of environmental issues have not
translated into a pervasive rise in purchasing green apparel, resulting in a phenomenon …

Consumers are increasingly using food delivery apps (FDAs) to facilitate convenient and
quick food delivery. Yet, the existing research offers a limited understanding of consumers' …

Purpose The theory of consumption values (TCV) has successfully explained much
consumer choice behavior, but few studies have investigated the values that drive food …

Recent technological advancements, notably in augmented reality (AR), have disrupted the
marketing landscape, arousing interest in immersive experiences for consumers. In …

Employees' green-oriented behavior can produce positive outcomes for sustainability in all
sectors. However, the granularity of how such behaviors can be promoted is limited in the …

Green creativity contributes to green innovation and green sustainability in both the
manufacturing and services sectors. However, academic research offering more nuanced …