...Francesca Lemmens; Malaika Brengman; Kim Willems Purpose This study aims to examine the use and effectiveness of sustainable food communication on Instagram, focusing on the impact of message appeals (informational, transformational and interactional) and message sources (influencers versus...

...Matthew Pittman Purpose This paper aims to clarify the relationship between consumer accountability and responses to egoistic and altruistic appeals. It proposes that when consumers’ relationships with others are heightened in the form of accountability, different prosocial message appeals become...