Abstract 'Superfoods' have become a popular diet style across the globe but are also
criticized as a marketing gimmick. Despite the controversy, the essential drivers of superfood …

Purpose The purpose of this study is to clarify the findings and criticisms in the extant
literature concerning the theory of consumption values (TCV) by conducting a meta-analysis …

The theory of consumption values (TCV) as marketing theory provides insights related to
consumer consumption behavior through consumption values. This study reviews the last 30 …

Purpose The local food tourism in Pakistan is increasing rapidly, and it attracts scholars to
determine the factors affecting local food tourists' buying choices. Particularly, the authors …

The theory of consumption values (TCV) explains consumer behavior by examining the
underlying values that drive consumption choices. TCV is prominent across various …

Purpose The primary purpose of this study is to reveal how the local food consumption
intentions of international tourists are influenced by core variables of the theory of planned …

Purpose This study aims to apply the theory of consumption value to analyze the utilization
of Metaverse technologies within hospitality and tourism while examining the factors that …

The investigation aims to explore the food choice behavior of tourists concerning traditional
Kashmiri food. The Extended Theory of Planned Behaviour (ETPB) has been applied that …

The purpose of this study is to examine how different consumption values influence
consumer intentions to choose a dish featuring plant-based meat alternatives at a restaurant …

The purpose of the study is to examine the antecedents/predictors toward customers' desire
to choose a fast-food joint/base in a developing country (Ghana). The partial goal is to …