... Equity theory Contractual services Societal objectives to improve the ecological footprint of consumers and companies have motivated many countries to regulate markets by implementing or increasing surcharges, such as taxes and dues on end prices (Pallas et al., 2018 ; Zhang and Chang...

...Spencer M. Ross; Sommer Kapitan Purpose This work aims to use equity theory to explore how consumers assess prosocial actions as part of a mental portfolio of purchases and behaviors in a broader marketplace, seeking balance in market exchanges. Conceptualizing marketing exchange as both...