... provides fresh insights into the structural nature of consumer moral contradictions. Ambivalence Artisan food Consumer culture theory Consumer identity Moral identity Ethical consumption Food consumption is greatly influenced by subjective consumer morality, as everyday consumption...

... to pay premium (WLPP) in the relationship of health consciousness, social identity, self-identity and trust with green purchase intention and (2) investigating the influence of consumer identities on green purchase intention in the Indian context. Health consciousness is a significant factor...