Keywords: Ambivalence
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Journal Articles
British Food Journal (2025) 127 (13): 914–929.
Published: 20 November 2025
...Amer Majdi Badran; Dave Alton; Sean Tanner; Helen McGrath Purpose This study investigates ethically ambivalent consumers (EACs) – consumers who experience conflicting orientations towards ethical consumption due to structural marketplace contradictions, a substantial yet neglected segment. Drawing...

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