Wiley: International Journal of Consumer Studies: Table of Contents

Rethinking Household Food Waste: What Really Matters in Everyday Food Management

Lucie Veselá, Jan Podroužek, Lea Kubíčková — Wed, 20 May 2026 00:00:00 -0700

ABSTRACT

Households account for over half of total food waste in Europe, with everyday food-management practices playing a central role in its generation. Targeted interventions at the consumption stage are therefore critical for reducing food waste and achieving Sustainable Development Goal 12.3. This study applies machine-learning techniques to identify the behavioral determinants of household food waste using survey data from 1536 Czech households. Among the tested models, Random Forest achieved the highest predictive accuracy (59.1%), enabling the classification of households based on waste-related behaviors. Households with minimal food waste typically practiced regular and planned shopping, relied on shopping lists, monitored food storage, understood expiration labels, and were price-sensitive. In contrast, factors such as purchase location, food appearance, or taste preferences showed no predictive value. These findings highlight that not all behavioral drivers contribute equally to household food waste. The results offer policy-relevant insights into designing interventions: promoting informed shopping, targeting less price-sensitive consumers, and improving storage knowledge are key leverage points. Beyond its methodological contribution, the study advances the conceptual understanding of household food waste by showing that waste behavior is structured primarily around planning capacity, perceived behavioral control, stock management, and routine food-management practices, whereas several commonly assumed factors have limited predictive relevance.

What Does Ethical Imagery Look Like? An Experimental Examination of Potential Donor Perceptions of Nonprofit Marketing Imagery

Tue, 12 May 2026 00:00:00 -0700

ABSTRACT

Nonprofit humanitarian imagery has long sparked ethical concerns, yet these critiques often overlook how such images are received by potential donors—even though donor support is essential to nonprofit success. Most work seeking to understand ethical imagery has been largely conceptual or focused on single image attributes. To understand holistically how potential donors perceive humanitarian imagery, we surveyed a large sample of U.S. residents (N = 1990) and asked them to evaluate 186 real images used by an international humanitarian aid nonprofit. The findings revealed clear patterns in what Western audiences consider ethical. Positive portrayals of children (such as smiling) led to higher ethical ratings, while images showing malnutrition diminished them. Photos featuring smiling aid workers (regardless of ethnicity) also boosted ethical perceptions. Some of these patterns echo existing scholarly critiques, such as concerns about depicting suffering, while others diverge from prior arguments, including positive portrayals of aid workers. Together, results suggest that donor perceptions of ethical imagery may not fully align with theoretical critiques, highlighting the need to integrate audience perspectives into ongoing ethical debates. To resonate ethically with potential donors, international nonprofits should consider moving away from negative stereotypes and instead highlighting the positive impact of their work. International nonprofits can use these findings to refine their image selection processes and inform their ethical guidelines.

Correction to “Revisiting Masstige Marketing: A Structured Literature Review and Future Research Agenda Using SPAR‐4‐SLR and S‐O‐R Model”

Mon, 11 May 2026 00:00:00 -0700

International Journal of Consumer Studies, Volume 50, Issue 3, May 2026.

Correction to “Consumers Preferences for Presence‐Focused Nutrition Claims in China”

Sun, 10 May 2026 00:00:00 -0700

International Journal of Consumer Studies, Volume 50, Issue 3, May 2026.

Message Framing and Self‐Control in Food Waste Reduction: Time of Day as a Situational Proxy for Self‐Control Resources

Hyun Seung Jin, Chang‐Hoan Cho, Hyoje Jay Kim, Benjamin Sheehan — Sat, 09 May 2026 00:00:00 -0700

ABSTRACT

This research examines message strategies to motivate individuals to reduce food waste, focusing on whether and how framing effects depend on self-control resources as a boundary condition. Study 1 shows that loss-framed messages increased intentions to reduce food waste when self-control was low, but no framing effect emerged when self-control was high. Building on evidence that self-control is generally higher in the morning and declines by evening, Study 2 used time of day as a situational proxy for self-control resources. Results indicate that loss-framed messages were more effective in the evening, increasing willingness to purchase imperfect food, but no framing effect was observed in the morning. Study 3 replicated this pattern and found that loss-framed messages increased participants' motivation to seek information about reducing food waste in the evening, but not in the morning. Perceived severity of the negative consequences of food waste mediated this framing effect.

Who Is Talking to the AI Assistants? A Consumer Segmentation Analysis

Omar H. Fares, Xingwei (Nancy) Yang, Seung Hwan (Mark) Lee — Thu, 23 Apr 2026 00:00:00 -0700

ABSTRACT

Conversational AI tools such as ChatGPT, Claude, and Gemini are changing how people seek information, support, and advice; however, users still interact with them in different ways. This study examines consumer heterogeneity in conversational AI engagement through a cluster analysis of 391 North American participants. The study identifies three distinct user segments: Confident Individual Adopters, Hesitant Pragmatists, and Socially-Driven Tech Enthusiasts. The segments differ in evaluations and in how positive and negative beliefs co-occur, especially around anxiety, trust, privacy, and social influence. These results suggest that conversational AI adoption is not a simple spectrum. Instead, users fall into distinct groups shaped by different motivations, concerns, and expectations. These findings contribute to consumer behavior research by showing how a segmentation lens clarifies psychological heterogeneity in AI interactions and offers practical guidance for tailoring design and communication strategies across user groups.

Buying Goods for Doing Good? Searching for Answers From Consumers' Responses to Consumption Philanthropy

Xinying Zeng, Yaoqi Li, Yuning Weng, Tzung‐Cheng Huan — Tue, 21 Apr 2026 00:00:00 -0700

ABSTRACT

Consumption philanthropy, a marketing tool that combines purchasing behavior with charitable giving, is gaining more and more attention from hospitality companies. However, few studies have explored how to optimize consumption philanthropic statements to achieve stronger consumer responses. This study combines communication strategies with consumption philanthropy to explore what donation subject can be emphasized in consumption philanthropic statements to better stimulate consumers' purchase intentions. Two experiments were conducted to elucidate the persuasive effects and boundary conditions of consumption philanthropic statements that emphasize different donation subjects. The results suggest that joint donation of consumption philanthropic statements leads to stronger purchase intentions than either customer-oriented or company-oriented donation statements, as well as highlighting the mediating role of customer–company identification in the effect of consumption philanthropic statements on purchase intentions. In addition, it is emphasized that differential impacts from different donation subjects exist only in the context of low-involvement consumers. This study explores how communication strategies can be adapted to achieve superior consumption philanthropy performance, which not only contributes to the consumption philanthropy literature but can also guide hospitality companies in improving their consumption philanthropy practices.

Decoding Information Cascades: The Role of Product Type and Gender in Online Shopping Decisions

Zhun Jiang, Peng Zhu, Chun Miao, Jiacun Wang, Xiaotong Li — Thu, 16 Apr 2026 00:00:00 -0700

ABSTRACT

Online shopping platforms create an ideal environment for information cascades to occur. Utilizing real-world consumer online shopping data from Tmall, we employ panel regression analysis, instrumental variable estimation, and panel quantile regression to empirically examine information cascades in consumer decision-making and the moderating effects of product type and gender differences. Our results indicate that consumers' purchasing choices are significantly influenced by product sales rankings after controlling for network and word-of-mouth effects, as predicted by information cascade theory. Information cascades are more pronounced for experience goods than search goods, and they are more significant for female than male consumers in online product purchases. Our findings further suggest that gender differences exert a stronger moderating effect than product type on the impact of information cascades in online shopping. Specifically, information cascades are most pronounced for women purchasing experience goods online, followed by women purchasing search goods, men purchasing experience goods, and are least pronounced for men purchasing search goods.

Craving Luxury: The Impact of Distance Desire, Desire Satiation, and the Feel‐Good Factor on High‐Priced Purchase Intentions

Xinting Hou, Manfei Yao, Sedigheh Moghavvemi — Wed, 15 Apr 2026 00:00:00 -0700

ABSTRACT

Understanding tourists' intentions to buy high-priced goods requires consideration of both motivational and emotional factors. This study explores the roles of distance desire, desire satiation, and the feel-good factor as antecedents within the theory of planned behaviour. Using partial least squares structural equation modelling, necessary condition analysis, and combined importance–performance map analysis, this study assesses both sufficient and necessary conditions. The results indicate that all three constructs affect attitudes and perceived behavioural control, which in turn indirectly affect purchase intention. Desire satiation and the feel-good factor are crucial for fostering positive attitudes, with the feel-good factor also serving as a key constraint. These results extend the theory of planned behaviour by demonstrating that its cognitive foundation is affected not only by rational processes but also by motivational and emotional influences. This underscores the significance of addressing emotional needs and suppressed desires in influencing purchase decisions during tourism shopping.

Serving the Weak or Strong? The Strategic Role of Live‐Streamers' Service Inclusion in Live‐Streaming e‐Commerce

Xiaoqi Sun, Xiushuang Gong, Peiqi Zheng — Wed, 08 Apr 2026 00:00:00 -0700

ABSTRACT

The growing popularity of live-streaming e-commerce has transformed consumer shopping experiences, with live-streamers playing a crucial role in shaping consumer behavior. Grounded in a theoretical framework that integrates authenticity and social responsibility, this study investigates how live-streamers' service inclusion (serving weak vs. strong sellers) influences consumer purchase intention and loyalty. It highlights perceived live-streamer authenticity as a key mechanism and examines the moderating effect of live-streamer popularity. Four experiments with 860 participants reveal that live-streamers serving weak (vs. strong) sellers are perceived as more authentic, leading to stronger purchase intention and live-streamer loyalty. These effects are particularly pronounced for lesser-known live-streamers, for whom service inclusion constitutes a critical factor in building self-authenticity. This study introduces service inclusion as a novel driver of consumer purchasing behavior in live-streaming e-commerce, demonstrating its potential to support underperforming sellers and promote marketplace fairness. The findings enrich the literature on live-streaming e-commerce and service inclusion while providing actionable insights for live-streamers and platforms aiming to foster inclusivity and equity in the rapidly evolving e-commerce ecosystems.

AI‐Enabled Consumer Services and Subjective Well‐Being

Tae‐Young Pak — Wed, 08 Apr 2026 00:00:00 -0700

ABSTRACT

Artificial intelligence (AI) is being rapidly integrated into consumer services, yet its impact on users' well-being remains unclear. Moving beyond prior research on access and usage intentions, this study evaluates whether AI-enabled consumer services enhance perceived quality of life. Using the 2024 Digital Information Gap Survey (N = 11,596) in South Korea, this study constructs a comprehensive AI engagement measure across eight domains (education, home automation, communication, media, finance, transportation, health, and generative AI) and examines its relationship with life satisfaction. The results of ordinary least squares and two-stage least squares regressions (using digital education engagement as an instrument) show a positive association between AI use and life satisfaction, driven primarily by home automation and smart mobility services. Subgroup analyses indicate that the association observed in the general population is not significant among vulnerable populations, including rural workers, individuals with disabilities, and low-income households. These findings suggest that AI-enabled consumer services generally increase subjective well-being, but the benefits depend on the service context and user characteristics.

Consumers Preferences for Presence‐Focused Nutrition Claims in China

Tue, 07 Apr 2026 00:00:00 -0700

ABSTRACT

Highlighting the nutritional value through front-of-package nutrition labels is an effective way to make healthier food products stand out in order to attract consumers. However, there is a lack of discussion on presence-focused nutrition claim (e.g., ‘high in calcium’) compared to absence-focused nutrition claim (e.g., ‘reduced fat’), but the former may be more appealing when making food choices. This study aimed to identify the effects of front-of-pack nutrition content claims (‘source of’, ‘high in’) for protein, calcium, omega-3 and vitamin D on Chinese consumers' willingness to pay for milk products. The random parameter logit model reveals that nutrition content claims about calcium led to greater acceptance and willingness to pay for the product, followed by omega-3, protein and vitamin D. The claim ‘high in’ was more attractive than ‘source of’ for all nutrients considered. The latent class model identified four consumer groups based on their nutritional preferences, with heterogeneity explained by psychological factor and actual food intake. In light of these results, strategies emphasizing the calcium content of milk products or targeting ‘high in’ buyers are proposed.

Enough to Last? Subjective Financial Well‐Being in Retirement: The Role of Beliefs, Emotions, and Behaviors

Jody Evans, Teagan Altschwager — Mon, 06 Apr 2026 00:00:00 -0700

ABSTRACT

Population aging raises important questions about retirees' subjective financial well-being (SFWB). Yet most research focuses on wealth accumulation, overlooking how SFWB unfolds during the decumulation stage of life. This study explores how SFWB manifests during retirement and the individual and ecosystem factors that influence it. Through focus groups and interviews with 272 Australian participants, including retirees and ecosystem members, we develop a dynamic tri-component framework in which beliefs, emotions, and behaviors shape SFWB. We show that SFWB in retirement is not a static assessment of financial resources, but an evolving system that is influenced by unexpected life events, policy changes, planning engagement, and media narratives. Interventions like lifestyle-based planning and scenario modelling can help retirees move from uncertainty and fear toward confidence and financial resilience. Our study extends prior models of FWB and offers practical pathways for supporting retirees through integrated cognitive, emotional, and behavioral strategies.

Are You Willing to Pay for “Greater Environmental Friendliness”? The Role of Artificial Intelligence in Enhancing Products' Environmental Benefits

Demin Wan, Pengyi Shen, Aonan Zhu — Tue, 31 Mar 2026 00:00:00 -0700

ABSTRACT

With the increasing popularity of green consumption, this study investigates how product environmental benefits influence consumers' willingness to pay. Drawing upon the illusion of control theory, the research specifically distinguishes between autonomous (AI-driven) and static (non-AI-driven) environmental benefits, while also examining the mediating effect of perceived control and the moderating effect of environmental locus of control. Through one field and two scenario experiments, the study found that autonomous environmental benefits exert a stronger positive influence on willingness to pay compared to static benefits. Furthermore, this relationship is significantly mediated by perceived control, and this mediating effect is particularly pronounced for consumers with an external environmental locus of control. These findings extend the theoretical application of the illusion of control theory in the green consumption context and offer valuable insights for designing compelling environmentally friendly products and formulating effective green marketing strategies.

Customer Imagination—An Integrative Review

Hai‐Bich Huy Bui, Nguyen‐Hau Le — Mon, 30 Mar 2026 00:00:00 -0700

ABSTRACT

Imagination is a fundamental cognitive function in every human's mind. However, in consumer research, the elusive concept of customer imagination was neglected for a long time and has only gained greater attention in the last few years. Based on the bibliometric analysis of 217 articles guided by the PRISMA protocol, this review maps the evolution and intellectual structure of the concept using performance analysis, co-word analysis, and science mapping. The findings reveal that the literature is concentrated in three distinct research streams: a foundational cognitive stream focused on mental imagery; an experiential and technology-driven stream centered on immersive technologies such as AR, VR, and metaverse; and an emerging stream focused on new frontiers like AI. In most of these studies, customer imagination is viewed as a natural capacity to transform external marketing information into mental representations for envisioning future happenings, leading to customer decisions. The review also indicates a paucity of studies on domain-specific conceptualization and the roles of customer imagination before, during, and after their consumption experience. It then proposes a future research agenda organized around four key themes: (1) advancing the conceptualization and measurement of the construct in the marketing domain; (2) examining its antecedents, consequences, and relationships with other marketing concepts; (3) exploring its dynamic role across the entire consumption journey; and (4) developing appropriate methodological approaches for studying customer imagination.

Customer–Robot Interaction Beyond the First Encounter: A Reciprocal Framework and Quadrant Model for Value Co‐Creation

Long Pham, Tatbeeq Raza‐Ullah, Hamid Shaker — Mon, 30 Mar 2026 00:00:00 -0700

ABSTRACT

As service robots move from factory floors to frontline service encounters, their success increasingly depends on the quality of customer-robot interaction (CRI). Existing studies, however, remain fragmented and predominantly grounded in linear technology adoption models, offering limited insight into the dynamic and reciprocal nature of CRI over time. Addressing this gap, this systematic literature review synthesises 113 peer-reviewed articles and makes two main contributions. First, it develops a reciprocal framework that conceptualises CRI as path-dependent process in which drivers and barriers shape experiential responses, leading to attitudinal and behavioural outcomes that, in turn, recalibrate customer expectations through feedback loops. This framework advances prior one-way technology adoption models (e.g., TAM/UTAUT) by focusing on the value creation through repeated interactions in robotic service encounters. Second, the review introduces a quadrant-based model of robot-task fit structured by task complexity and service goal orientations. Extending existing robot typologies, this model specifies when particular experiential mechanism dominate and how reciprocal feedback loops vary across four robot roles: mechanical, analytical, socially interactive, and empathetic. Together, these contributions offer a holistic and contingent understanding of CRI, generating actionable insights for future research developments and for the design of effective, human-centric service robots.

Digital Content Consumption and Youth Consumers' Purchase Behaviour: How Short‐Form Videos Influence Generation Z Consumers in e‐Commerce

Pei‐Hsuan Tsai — Mon, 30 Mar 2026 00:00:00 -0700

ABSTRACT

Focusing on digital content marketing (DCM) and youth consumers' purchase behaviour, this study examined how short-form videos, as a marketing tool for e-commerce, influence the purchase intentions of Generation Z consumers in Taiwan, based on the value-attitude-behaviour (VAB) model. The multiple attribute decision-making (MADM) method was adopted to examine 624 valid questionnaire sets. An influential network relations map (INRM) was constructed based on the causal relationships between the evaluation indicators identified using the decision-making trial and evaluation laboratory (DEMATEL) technique. The results identified utilitarian value as the most significant factor influencing purchase intention, reflecting Generation Z consumers' emphasis on product functionality and practicality. Electronic word-of-mouth communication emerged as the central determinant of consumer behaviour, highlighting Generation Z consumers' reliance on peer-generated reviews and recommendations from opinion leaders. This study's integration of the VAB model and MADM method improves theoretical understanding, while the findings offer e-commerce platforms pertinent insights into how to effectively design and implement content strategies targeting Generation Z consumers for higher purchasing engagement.

Why Consumers Resist Electric Cars: An Analysis of Purchase Barriers

Mon, 30 Mar 2026 00:00:00 -0700

ABSTRACT

Most research on fully electric cars (ECs) still focuses on adoption drivers, treating obstacles either residually or as the simple inverse of drivers. This leaves practitioners with unprioritised lists of barriers and little guidance on which deterrents to tackle first, especially in late-adopting contexts. Southern Italy—characterised by high car ownership, low EC uptake, and infrastructural constraints—offers a critical setting to examine latent resistance. We reframe the Kano model as a diagnostic for innovation resistance and adopt a three-phase qualitative design: expert interviews to scope ownership frictions; a focus group to explore how consumers articulate them; and a Kano questionnaire to classify EC attributes and identify which ones trigger dissatisfaction when unmet and which yield proportional gains when improved. The analysis classifies ten attributes into two must-be, six one-dimensional, and two indifferent categories. Battery durability/warranty clarity and recharging infrastructure emerge as high-priority levers, while resale value and “cool factor” are currently indifferent. By mapping Kano categories onto innovation-resistance mechanisms, the study proposes a transferable framework for diagnosing resistance in late-adopting markets and clarifies when functional versus symbolic attributes dominate. Implications are derived for firms (warranty transparency, cost-containment, infrastructure partnerships) and policy makers (infrastructure reliability, disclosure standards, risk-sharing instruments).

Issue Information

Sun, 29 Mar 2026 00:00:00 -0700

International Journal of Consumer Studies, Volume 50, Issue 3, May 2026.

How TikTok Influences Gen Z's Consumer Decisions: A Systematic Review

Yan Lu, Xinyang Ding, Yujun Lin — Sun, 29 Mar 2026 00:00:00 -0700

ABSTRACT

This systematic review synthesizes existing research on how TikTok influences Gen Z consumer decision-making. As the platform's popularity surges, its unique features—including the algorithm-driven “For You” page, influencer marketing, and live streaming formats—form a distinctive ecosystem. Analysis based on the PRISMA framework reveals two core influence pathways: (1) Cognitive Trust, which encompasses how algorithmic recommendations drive product discovery and shape preferences, while influencer endorsements and authentic reviews establish rational trust and brand awareness; and (2) Affective Trust, which arises as immersive content fosters emotional resonance and a sense of presence, leveraging FoMO and instant gratification to prompt impulse purchases. Findings indicate TikTok has transcended social networking to become a powerful engine integrating entertainment, social interaction, and commerce, fundamentally reshaping the consumer journey from awareness to purchase.

Consumer Behavior in the Gig Economy Model: Systematic Literature Analysis and Prominent Dynamics

Zübeyir Çelik, Mehmet Sağlam, Reha Saydan — Sun, 29 Mar 2026 00:00:00 -0700

ABSTRACT

This study presents a systematic review of studies on consumer behavior in the gig economy. 32 documents obtained from Web of Science, Scopus and Google Scholar databases were analyzed and 17 studies were included in the review. The literature has only examined factors influencing consumer behavior within the context of the gig economy. There is no systematic literature review that includes comprehensive and multidimensional analysis techniques. The study is original in terms of examining the relationships and clustering tendencies between variables by using content analysis, bibliometric analysis and network analysis methods together and tries to fill this gap in the literature. As a result of the review carried out using SPAR-4 SLR protocol, factors affecting consumer behavior in the gig economy were determined, interrelationships among these factors were explored through network analysis by VOSviewer and UCINET software. The study revealed that service quality and social impact were the most dominant factors, and also showed that some factors formed certain cluster structures and that only study attributes could affect the inclusion of a publication in an indexed journal/conference proceedings book. As a result of the study, the findings were discussed, theoretical and practical implications and future research directions were included.

“Don't Fail With Me. I Will Complain”! A Study on Consumer Negative Emotions and Behaviours

Sun, 29 Mar 2026 00:00:00 -0700

ABSTRACT

This paper aims to understand the motivations of consumers in emerging countries to express negativity on social media, respect e-commerce service failures, and identify the most prevalent negative emotions revealed. In Study 1, 54 semi-structured interviews were conducted with individuals who had recently complained about online stores on the X platform, and the data were analysed using content analysis. Study 2 employed structural equation modelling (N = 520) and drew on consumers who had complained on the X social media platform. The results show personal, social and consumer-to-company-oriented motivations for negative eWOM on X. The most recurrent negative emotions were anger and dissatisfaction. The results also revealed that gender influences consumer emotions and behaviours. To the best of the authors' knowledge, this study demonstrates for the first time that, from the perspective of emerging countries, a low level of negativity, that is, dissatisfaction, is a sufficient motivation trigger for consumer complaints and even to avoid new purchases from the company.

Promotion Complexity and Consumer Confusion: Evidence of the Dark Side of Online Sales Events

Chun Fong LEI, Mimmy M. C. Kong — Sun, 29 Mar 2026 00:00:00 -0700

ABSTRACT

This study investigates the negative impacts of complex marketing initiatives during online sales events, also known as online shopping carnivals (OSCs). We focus on consumer confusion and how it affects consumer behavior. OSCs, such as China's Double Eleven, can boost sales and consumer engagement, but they also present challenges. Using data from a scenario-based survey, this research examines how the complexity of marketing initiatives run by platforms and merchants increases consumer confusion, reduces purchase intention, leads to negative word-of-mouth, and decreases perceived enjoyment. The results suggest that although marketing initiatives are designed to enhance consumer engagement, their complexity can result in undesirable outcomes. This highlights the dark side of OSCs. Our findings have valuable implications for e-commerce practitioners seeking to optimize their marketing strategies and ensure satisfied customers during OSCs. In particular, platforms and merchants may benefit from simplifying marketing terms and collaborating to avoid conflicting offers, thereby reducing consumers' cognitive overload.