This article contributes to the macromarketing field of study by tracing its evolution through five distinct stages. (1) In Era I (1900-1920), macromarketing was the raison d’etre of the marketing discipline. (2) In Era II (1920-1950), macromarketing became the marketing discipline’s central focus. (3) In Era III (1950-1980), marketing management displaced macromarketing as the discipline’s central focus, but macromarketing continued to be an important part of the discipline. (4) In Era IV (1980-2020), macromarketing became one of four, major, institutionalized fields of study in the marketing discipline, with the others being consumer behavior, quantitative/modeling, and marketing management/strategy. (5) In Era V (2020-?), macromarketing is well-positioned to be not only a major field within the marketing discipline, but also a field of significant promise.

Global luxury markets are thriving, and many consumers love purchasing luxury goods. Meanwhile, the public concern for sustainability is at an all-time high. More firms are providing sustainable market offerings; therefore, studying social-environmental well-being is imperative for macromarketing. Our research answers the call for attention to the influence of marketing on consumer well-being via sustainable consumption. This study investigates how sustainability and craftsmanship influence social-environmental well-being through brand authenticity, self-appraisal, reflected appraisal, and self-esteem in sustainable luxury consumption. We surveyed 400 consumers, and the results offer empirical support for our proposed theoretical model. The findings validate the view that sustainability and luxury are compatible. We offer evidence of the value of sustainability and craftsmanship for authentic luxury brands that produce market offerings which elevate social-environmental well-being. Our research indicates we can love both luxury and the earth, supporting transformative luxury momentum to enhance social-environmental well-being.

Digital contact tracing (DCT) applications, as a type of location‐based application, have been employed in many countries to help mitigate the spread of the COVID‐19 virus. However, the emergence of DCTs has amplified concerns over privacy issues as consumers are confronted with the ethical dilemma that arises regarding serving public and private interests. In other words, to what extent are consumers willing to negotiate their privacy concerns to gain perceived social benefits? Drawing on Social Exchange Theory as the theoretical lens to examine interpersonal relations between the government and consumers, this study investigates the extent to which consumers' perceived social benefits (e.g., reciprocity, trust, and reputation) mediate the relationship between privacy concerns and the intention to use DCT applications. Based on 269 usable responses, the results revealed that government trust was insignificant in mediating the relationship between privacy concerns and intention to use the DCT application. Rather, the expected reciprocal benefits and reputation enhancement were found to have significant mediating effects. Perceived government regulation was also found to moderate the relationship between privacy concerns and government trust. The paper concludes with suggestions for practitioners and policymakers on the plausible strategies to encourage the adoption of DCT applications.

Purpose The purpose of this paper is to examine students’ perceptions of online vs traditional (face-to-face) course offerings at the business school of a liberal arts university in southwest USA. The research compares perceptions of students who have been subjected to online education along with those who have not been exposed to online education and examines likelihood to take online courses. Design/methodology/approach Paper and pencil surveys were distributed in different classes in business classes at a university in southwest USA. The target group was undergraduate students. Findings The results indicate that overall, students have neutral perceptions about online courses, while favorable perceptions are strongly associated with likelihood to take online courses. Moreover, prior exposure with online courses is not a significant factor in forming favorable perceptions about online courses. Research limitations/implications The present research is limited in generalizability and the institution surveyed in the southwest region is new to online courses offering in their curriculum and not all the participants had prior experience with online courses. Originality/value Although this paper compares online education with traditional, another option for methods of education include hybrid models incorporating both. A possible third option not discussed through this research is a hybrid or blended learning course, a combination of both online and traditional courses. This opens the options for the student, as hybrid courses can be built with many different options. One includes using technology for “screencasts” or lectures online.

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