..., it explores how consumers' behavioural intention is impacted towards alternative meat when consumer guilt is activated in different cultural settings. Design/methodology/approach This study included in-depth interviews with consumers from India's emerging market due to its multicultural dimension...

...Natascha Loebnitz; Stephan Zielke; Klaus G. Grunert Purpose The purpose of this paper is to investigate situational factors (i.e. social risk) and negative emotions (e.g. shame and guilt) on consumers’ purchase intentions for premium private labels (PPLs) vs national brands (NBs) at discounter...

...Isabel Sánchez-García; Homero Rodríguez-Insuasti; José Martí-Parreño; Antonio Sánchez-Mena Purpose The purpose of this paper is to analyse how the nutritional traffic light can reduce consumers’ intention to purchase unhealthy food by eliciting negative emotions (i.e. fear and guilt). The work...

... The hypotheses related to the effects of fast food consumption on body image guilt and shame, body image guilt on planning diet and shame, moderator role of socio-cultural, in terms of shame, are accepted. Research limitations/implications A key limitation is data collected from individuals with restrained...