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Consumers' internalisation of social norms is at work when they make routine, healthier food choices in everyday contexts. We investigate the dynamics of this phenomenon in Singapore, where over 98% of consumer food products are imported. To study this, we propose, through a consumer perspective (n = 316) via Partial Least Squares Structural Equation Modelling (PLS-SEM), a model that establishes a positive relationship between perceived usefulness, subjective norms, and intrinsic motivations and the perceived value of healthier food. Subjective norms are themselves found to be a function of perceived barriers, facilitating conditions and personal innovativeness. Our framework contributes to establish a shift in the drivers of healthier food choices toward a more socio-culturally grounded decision-making approach that is particularly relevant to understand food consumption. We show that daily food routines (opposing the exceptional healthy food item) are encapsulated in perceived value of healthier eating. The data indicates further that to support healthier food product consumption, both policy makers and food providers must facilitate imported foods that meet quickly changing lifestyle requirements.

Inspired by Bauman's notion of "liquidity," we problematize the sociocultural dynamics taking place in contemporary retail. The notion of liquid retail enables researchers to untangle marketplace transformation and to highlight developments centred around markets and marketactors that jointly transform each other. This introduction underlines, as a point of departure, recent developments in retailing that have been marked by the corrosion of fixity and boundaries. We provide a short synopsis of marketplace transformation and liquid retail, from a sociocultural perspective, and summarize the papers included in this special issue.This special issue features a set of reflections and a collection of papers that explore marketplace transformation as a process through which markets and market actors mutually transform each other. The spotlight is set on retail, where despite persuasive calls to explore the socio-cultural make-up of retail contexts (Arnould 2005;Miller 1995;Miller et al. 1998), and the growing body of interdisciplinary work on retail-related topics, such as fast fashion (Barnes and Lea-Greenwood 2010; Todeschini et al.

PurposeRecent substantial developments of consumer-to-consumer social commerce platforms (C2C-SCPs) emboldened consumers/users to be involved as sellers. Considering C2C social networks that privilege local reach, this paper aim to explore how the practice-based view informs non-professional sellers' involvement.Design/methodology/approachUnderpinned by data from 29 semi-structured interviews with non-professional sellers on Kaskus, one of the largest local Indonesian C2C-SCPs, the study reveals the emergence of a novel structural practice that we call casual selling.FindingsThe findings show that casual selling allows non-professional sellers' involvement in C2C-SCPs through three broad categories of practices: priming oneself, producing commercial operations and valuing others. Within these three categories, non-professional sellers are found to generate both personal and collective involvement along nine situated market practices.Research limitations/implicationsThis paper adds to previous research by introducing the practice-based view to social commerce literature. In doing so, it deals with the under-investigated seller's perspective and activities that prevail in C2C-SCPs.Originality/valueIn C2C-SCPs, casual selling constitutes a distinct mode of involvement in social commerce in which established professional selling standards are suspended. As a structural practice, it entices non-professional sellers to consider a wider variety of situations in which they are in dialogue with other individuals (buyers and sellers) to shape s-commerce potential. In doing so, C2C-SCP users draw on a dynamic intertwining between digital technology and the socio-cultural environment surrounding s-commerce.