Keywords: Wise consumption Decisions
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Journal Articles
European Journal of Marketing 1–36.
Published: 13 August 2026
...Quynh Ngoc Xuan Nguyen; Nadia Zainuddin; Nguyen T. Thai; Nina Louise Reynolds Purpose This study aims to conceptualise (un)wise consumption decisions as situated enactments of the balance between personal and collective well-being, shaped by the coordination of emotional, relational...

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