Scholars and industry stakeholders have exhibited an interest in identifying the underlying
dimensions of viral memes. However, the recipe for creating a viral meme remains obscure …

While social exclusion in the consumption context has gained significant interest recently, its
literature remains fragmented and underexplored due to restricted categorization and limited …

Much research is based on findings obtained in Western, educated, industrialized, rich, and
democratic (WEIRD) societies, largely by authors from English-speaking countries. As no …

The current study sought to test whether the dark triad personality traits of narcissism,
Machiavellianism, and psychopathy can be indirectly linked to organic food consumption …

Individuals can experience a lack of economic resources compared to others, which we refer
to as subjective experiences of economic scarcity. While such experiences have been …

The study explores the reasons that drive and hinder consumers' willingness to migrate to
the metaverse. To determine them, a mixed‐methods approach is used: phase 1 …

Intelligent machines are steadily replacing human workforce in retail and service. Although
customers' short-term responses toward service robots are well understood, little is known …

The current research examined the effectiveness of two social influence strategies—
reciprocity and social validation—in promoting sustainable consumer behavior. In an initial …

Despite multiple studies on the role of birth order in sha** human personality, marketing
literature has largely neglected its role in sha** consumer behavior. We conducted a high …

Multiple studies employ consumers' intentions rather than actual purchases when assessing
organic food consumption. These studies typically suggest a green bias in organic market …