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Situated at the intersection of markets and development, this commentary aims to promote a cross-fertilization of macromarketing and Transformative Consumer Research (TCR) that directs attention to the sociocultural context and situational embeddedness of consumer experience and well-being, while acknowledging complex, systemic interdependencies between markets, marketing, and society. Based on a critical review of the meaning of development and an interrogation of various developmental discourses, the authors develop a conceptual framework that brings together issues of development, well-being, and social inequalities. We suggest that these issues are better understood and addressed when examined via grounded investigations of the role of markets in shaping the management of resources, consumer agency, power inequalities and ethics. The use of markets as units of analysis may lead to further cross-fertilizations of TCR and macromarketing and to more comprehensive theorizing and transformational impact. Two empirical cases are provided to illustrate our framework. © The Author(s) 201

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PurposeThis study identifies the impact of supermarket environmental corporate social responsibility (ECSR) on consumers’ loyalty towards their supermarket. Based on the stimulus-organism-response (S-O-R), this study demonstrates how positive and negative emotions mediate the relationships between consumers’ perceptions of ECSR and consumers’ attitudes towards their supermarket. This study draws from cultural theory and works on sustainability and examines the moderating effect of the cultural context on these relationships.Design/methodology/approachA supermarket intercept survey was conducted among 327 consumers in France and 444 consumers in Morocco. The proposed model was analysed using Amos 22.FindingsECSR’s impact on consumer loyalty varies across cultural contexts through the mediation of positive and negative emotions. The study also indicates how consumers’ levels of environmentalism moderate the direct effect of supermarket ECSR on consumers’ attitudes towards the supermarket.Research limitations/implicationsBased on the S-O-R and cultural theories, this study demonstrates how the dimensions of the cultural context moderate the direct and indirect effects of ECSR on consumers’ loyalty towards their supermarket. Specifically, favourable perceptions of supermarket ECSR have an ambivalent impact on consumers’ attitudes through the mediation of negative emotions, such as shame, in more collectivist, low uncertainty avoidance and short-term oriented countries.Practical implicationsTailored recommendations for supermarket managers interested in ECSR and operating in an international context are provided.Social implicationsThis research highlights the varying impacts of environmental actions in international retailing.Originality/valueUsing the S-O-R and cultural theories, this study reveals nuances to existing knowledge on the role of consumers’ emotions in international retailing. It reveals the salience of negative emotions after the perception of a positively valenced stimulus across distinct cultural contexts.

Cross-cultural studies indicate the importance of service quality and loyalty in different nations, but they do not specify how cultural context affects the relationships between such constructs. The current research investigates whether mall service quality and its specific dimensions affect loyalty, as well as how cultural contexts moderate the relationships between these constructs in three developing countries (Morocco, Senegal, and Tunisia). With a sample of 750 real customers, the authors show that mall service quality and its specific dimensions affect customer loyalty through the positive mediation of customer satisfaction and mall perceived value. Depending on the country, service quality dimensions (mall physical aspects, reliability, problem solving, and personnel attention) have distinct effects on customer loyalty. Furthermore, mall service quality drives customer loyalty positively in Morocco and Senegal. Customer satisfaction has a positive effect on customer loyalty in Senegal and Tunisia. Due to their different cultural contexts, these three developing countries do not exhibit a homogeneous pattern.

This research offers insights into children's agency in the context of recycling behaviors by exploring how children's agency might be enacted in various settings (e.g., family, school, neighborhood). Using a series of child-centered methods, the authors observe children's recycling behaviors at school and at home and investigate their behaviors using role-playing games and a verbalization phase that captures the children's understanding of recycling and their varying degrees of agency around recycling. The findings suggest that personal (knowledge, concern), environmental (family microenvironment, encouragement, spatial organization, physical accessibility to recycling bins), and behavioral (past experiences) factors can facilitate or constrain children's consumer agency. In particular, their level of agency varies according to each child's specific microenvironment within the family, the location where the recycling takes place (private versus public spaces), and communication patterns within the family. From these findings, we provide several recommendations for public policymakers and business managers.

Purpose The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to determine how the cultural context moderates the direct effects of shopping centre perceived value and customer satisfaction on customer loyalty. Design/methodology/approach A shopping centre-intercept survey was conducted among 244 consumers in Morocco and 203 consumers in Tunisia. The proposed model was analysed using partial least squares path modelling. Findings The results demonstrate the impacts of perceived utilitarian and non-utilitarian value on customer satisfaction with a shopping centre, both moderated by the cultural context. Specifically, utilitarian, hedonic and relaxation values exert stronger influences on satisfaction in Tunisia than in Morocco; but socialisation value has a stronger impact on it in Morocco than in Tunisia. The influences of value dimensions on customer loyalty to the shopping centre do not vary between Tunisia and Morocco. Practical implications With these results shopping centre developers and retailers can develop more efficient strategies to target Maghreb emerging countries. For example, they should focus on factors that may increase the utilitarian, hedonic and relaxation values offered by shopping centres in Tunisia but address factors that facilitate socialisation value in Morocco. Originality/value By using a cross-culture perspective, this paper extends and enriches knowledge on shopping centre patronage in Maghreb countries. Also, it considers two non-utilitarian values (socialisation and relaxation), which are relevant in Maghreb countries.

Purpose This paper aims to examine the interplay of emotions and consumption within intergenerational exchanges. It shows how emotions pervade the trajectories of grandmothers’ relational identities with their grandchildren through consumption practices. Design/methodology/approach This study analyses qualitative data gathered via 28 long interviews with French grandmothers and 27 semi-structured interviews with their grandchildren. This study draws on attachment theory to interpret the voices of both grandmothers and their grandchildren within these dyads. Findings This study uncovers distinct relational identities of grandmothers linked to emotions and the age of the grandchild, as embedded in consumption. It identifies the defining characteristics of the trajectory of social/relational identities and finds these to be linked to grandchildren’s ages. Research limitations/implications This study elicits the emotion profiles, which influence grandmothers’ patterns of consumption in their relationships with their grandchildren. It further uncovers distinct attachment styles (embedded in emotions) between grandmothers and grandchildren in the context of their consumption experiences. Finally, it provides evidence that emotions occur at the interpersonal level. This observation is an addition to existing literature in consumer research, which has often conceived of consumer emotions as being only a private matter and as an intrapersonal phenomenon. Practical implications The findings offer avenues for the development of strategies for intergenerational marketing, particularly promotion campaigns which link either the reinforcement or the suppression of emotion profiles in advertising messages with the consumption of products or services by different generations. Social implications This study suggests that public institutions might multiply opportunities for family and consumer experiences to combat specific societal issues related to elderly people’s isolation. Originality/value In contrast to earlier work, which has examined emotions within the ebb and flow of individual and multiple social identities, this study examines how emotions and consumption play out in social/relational identity trajectories.