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Purpose The purpose of this paper is to introduce and define social food pleasure as a new conceptual framework that can promote pleasurable and healthy food experiences. Design/methodology/approach By reviewing the literature related to food well-being and pleasure primarily from marketing and management fields and by looking at current trends appealing to food consumers and food enjoyers, the authors propose a new conceptual framework of social food pleasure. Findings The authors conceptualize social food pleasure as “the enjoyment derived from the acts of sharing food experiences offline, online, and for society at large, that positively contributes to consumers’ overall pleasure and satisfaction with consumer’s food consumption”. Moreover, the authors identify three key contexts of applications of social food pleasure. Sharing offline relates to the social activities that can help achieve pleasure with food. Sharing online concerns new media tools which allow for the connection between consumers and food to enhance food pleasure. Sharing for society considers the current pleasure of consumers derived from having a positive social experience based on food consumption. Originality/value By defining social food pleasure and proposing a conceptual framework of the three contexts of application, the authors advance the understanding of what constitutes pleasurable food experiences, connecting it to healthy food choices and well-being.

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Purpose Partnerships between luxury brands and mass-market retailers, termed masstige collaborations, are the last frontier of promoting brand popularity. The new products launched during these partnerships are offered at premium prices and characterized by limited duration and supply, and hence rapid stock-out. Given the importance of this practice and the predominant focus in the literature on the managerial aspects, this study aims to investigate consumer reactions to masstige collaborations, especially in the case of missed purchases because of stock-out. Design/methodology/approach This paper analyzes how consumers evaluate masstige collaborations in the fashion industry using a mixed-method research design, triangulating data from different sources, analyzing Twitter comments and press articles, and then conducting different experiments to replicate the main findings. Findings Results reveal that missed purchases of masstige collaboration products lead to feelings of frustration (vs regret). In addition, they show that these reactions are stronger in the case of masstige (vs non-masstige) collaborations, especially when consumers experience stock-out. Different themes emerge that trigger regret and/or frustration, suggesting some frustration recovery strategies. Originality/value This work provides a new consumer perspective on the masstige collaboration branding practice, especially after missed purchases. The study offers insights on the critical pitfalls of this practice to help managers leverage this popular form of alliance.

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The relationship between young generations (Millennials and Gen Z), luxury, and food is a current and complex subject. Millennials and Gen Z are the first digital native generations to be very comfortable with technology devices and interested at an early stage in luxury food experiences. By exploring youth food culture and current luxury food experiences and practices, the authors identify three trends (digitalization, extended realities, and cause-related marketing) as key areas food brands and food actors (e.g., restaurants) should capitalize on to educate, facilitate, and promote the adoption of pleasurable, healthy, and sustainable food consumptions. The authors provide an overview of these three new key trends together with examples Millennials and Gen Z consumers are attracted to considering luxurious food consumption and experiences. This chapter contributes to the need to look at contexts of application (food) where sustainability and the digital transformation highlights the present and future for the promotion of luxury goods and experiences.