Table 1 Future research agenda Elements...

Table 1

Future research agenda

Elements of TCM and ADO	Proposed research questions (RQ)
Theories	RQ1: How can the integration of guilt and justification theory × nutritionism theory × restraint theory helps to better explain the food anti-consumption concept?
	RQ2: How can restraint, planned behavior, and social identity theories be integrated to better comprehend food anti-consumption by considering individual-social interaction?
	RQ3: How can social foraging theory examine food consumption reduction?
Contexts	RQ1: What are the key features of food anti-consumption behavior in the context of African countries?
	RQ2: What are the drivers of food anti-consumption behavior for specific typology of consumers such as overweight people/Consumers switching to vegan?
	RQ3: What are the characteristics of food anti-consumption in the context of cultured meat, vegan food and street food?
Methods	RQ1: What are the meanings of life with religiously controlled food anti-consumption via the use of an interpretive methodological approach?
	RQ2: Adopting a phenomenological approach to study “what is it like to be restrained from eating a particular type of food”?
	RQ3: How does the longitudinal method seem relevant to observe changes and developments of food anti-consumption behavior over time?
	RQ4: How can controlled experiments (real vs simulated environments) effectively assess the impact of interventions (marketing strategies, policy adjustments) on reducing food anti-consumption behavior?
	RQ5: How does continuous observation through longitudinal research design capture the changing dynamics of the food anti-consumption decisions?
Antecedents	RQ1: How does the combination of socio-environmental factors lead to distinct anti-consumption behaviors?
	RQ2: How does consumer social responsibility (CSR) affect food anti-consumption behavior?
	RQ3: What is the role of engagement with sustainable consumption on food anti-consumption behavior?
	RQ4: How do the antecedents’ interrelationships impact the level of food anti-consumption?
	RQ5: How do personality traits control the food anti consumption decision?
	RQ6: How does emotional intelligence influence behaviors that discourage food eating?
Decisions	RQ1: Creating a matrix of consumer typology concerned with food anti-consumption decisions
	RQ2: Defining a new sub-construct of food brand resistance by including its related levels as avoidance and brand boycott and developing a measure
	RQ3: How can we operationalize the food anti-consumption, through the food anti-consumption (reduction, restriction/restraint, resistance, and rejection)?
	RQ4: Refining the conceptualization of the food anti-consumption-based sustainability through coupling it with sustainable practices
Outcomes	RQ1: How do the food anti-consumption decisions impact brand loyalty, image and brand switching?
	RQ2: How can consumer well-being related to food anti-consumption be accurately measured?
	RQ3: Does food anti-consumption behavior lead to consumer empowerment?
	RQ4: At what point does the individual well-being resulting from food anti-consumption reach the level of collective well-being?

Elements of TCM and ADO	Proposed research questions (RQ)
Theories	RQ1: How can the integration of guilt and justification theory × nutritionism theory × restraint theory helps to better explain the food anti-consumption concept?
	RQ2: How can restraint, planned behavior, and social identity theories be integrated to better comprehend food anti-consumption by considering individual-social interaction?
	RQ3: How can social foraging theory examine food consumption reduction?
Contexts	RQ1: What are the key features of food anti-consumption behavior in the context of African countries?
	RQ2: What are the drivers of food anti-consumption behavior for specific typology of consumers such as overweight people/Consumers switching to vegan?
	RQ3: What are the characteristics of food anti-consumption in the context of cultured meat, vegan food and street food?
Methods	RQ1: What are the meanings of life with religiously controlled food anti-consumption via the use of an interpretive methodological approach?
	RQ2: Adopting a phenomenological approach to study “what is it like to be restrained from eating a particular type of food”?
	RQ3: How does the longitudinal method seem relevant to observe changes and developments of food anti-consumption behavior over time?
	RQ4: How can controlled experiments (real vs simulated environments) effectively assess the impact of interventions (marketing strategies, policy adjustments) on reducing food anti-consumption behavior?
	RQ5: How does continuous observation through longitudinal research design capture the changing dynamics of the food anti-consumption decisions?
Antecedents	RQ1: How does the combination of socio-environmental factors lead to distinct anti-consumption behaviors?
	RQ2: How does consumer social responsibility (CSR) affect food anti-consumption behavior?
	RQ3: What is the role of engagement with sustainable consumption on food anti-consumption behavior?
	RQ4: How do the antecedents’ interrelationships impact the level of food anti-consumption?
	RQ5: How do personality traits control the food anti consumption decision?
	RQ6: How does emotional intelligence influence behaviors that discourage food eating?
Decisions	RQ1: Creating a matrix of consumer typology concerned with food anti-consumption decisions
	RQ2: Defining a new sub-construct of food brand resistance by including its related levels as avoidance and brand boycott and developing a measure
	RQ3: How can we operationalize the food anti-consumption, through the food anti-consumption (reduction, restriction/restraint, resistance, and rejection)?
	RQ4: Refining the conceptualization of the food anti-consumption-based sustainability through coupling it with sustainable practices
Outcomes	RQ1: How do the food anti-consumption decisions impact brand loyalty, image and brand switching?
	RQ2: How can consumer well-being related to food anti-consumption be accurately measured?
	RQ3: Does food anti-consumption behavior lead to consumer empowerment?
	RQ4: At what point does the individual well-being resulting from food anti-consumption reach the level of collective well-being?

Source(s): Authors’ own work

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