The interaction between values and self-identity on fairtrade consumption: The value-identity-behavior model.

The interplay between egoistic and altruistic values, self-identity, and ethical behaviors remains underexplored, despite its significance in ethical consumption. This study investigates these dynamics by developing and testing the Value-Identity-Behavior model using a robust dataset of 3023 participants from three leading fairtrade markets in Europe: the U.K.

Digital technologies: tensions in privacy and data.

Driven by data proliferation, digital technologies have transformed the marketing landscape. In parallel, significant privacy concerns have shaken consumer-firm relationships, prompting changes in both regulatory interventions and people's own privacy-protective behaviors. With a comprehensive analysis of digital technologies and data strategy informed by structuration theory and privacy literature, the authors consider privacy tensions as the product of firm-consumer interactions, facilitated by digital technologies.