The article analyses one of the parts of anti-consumption phenomenon – brand avoidance. Most of the research on the topic of brand avoidance is usually qualitative, analysing only singular brand avoidance reasons, whereas this article employs a quantitative method to analyse brand avoidance, including different brand-related stimuli (unmet expectations, symbolic incongruence, unacceptable trade-off, ideological incompatibility) and the negative emotions (dislike, anger, worry, embarrassment) consumers feel towards brands. What is more, this research is the first to analyse brand avoidance in the context of emerging markets, as previous studies were carried out in Western countries. However, it was found that different brand-related stimuli have positive relations mainly with dislike emotion, which was the only one influencing brand avoidance.

During the latest decades economical and social problems had a great influence for society in shaping its ethical behaviour. Consumers started to perceive ethical consumption as a tool to lead society to better and healthier world. Therefore, companies have reacted to changing consumer preferences and offered various ethical products. As the importance of ethical products increased, it is crucial to determine the reasons of ethical consumer behaviour and factors influencing it. The researches made in emerging economies (like Lithuania) on ethical consumption are very limited, therefore neither factors influencing ethical consumer behaviour, neither problems limiting it were determined in Lithuania yet. As the term ethical is quite broad, in this study one form of ethical productsorganic products were chosen. The aim of this research was to determine the factors that influence the intention to buy organic products. Based on the models of Tarkiainen, Sundqvist (2005), Ahmad, Juhdi (2010) and Zhen, Mansori (2012), the research model was developed. It identified the influence of consumer ethical beliefs, concern about product safety, concern about health, and two moderating variables: product price and product availability, on the intention to buy organic products. Quantative survey was carried out among 406 Lithuanian respondents.

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In the recent decade, individuals have become more environmentally concerned, while companies realized that consumers' needs and desires are changing. This, in turn, has created new environmentally oriented practices, like ecological labeling, to satisfy consumer demands. Though eco-labels were created with a purpose to ease consumers to make their buying choices, a certain degree of confusion has emerged among the customers concerning the precise meaning of ecolabels. In Lithuania "Ekologinis žemės ūkis" ("Ecological Farming") eco-label has been issued in 2009. However, it is still new to consumers in addition to generally low level of ecological labeling practice awareness. With regard to the issue of consumer confusion and the distrust of ecocertification, the purpose of the research was to investigate perceptions of Lithuanian consumers of eco-labels and in particular Lithuanian ecological label "Ekologinis žemės ūkis." Although, the findings revealed that introduction of eco-label "Ekologinis žemės ūkis" was positively perceived, suggesting that it might make more people to consider their health and environment more seriously, the study participants recognized both positive and negative aspects of the label. However, consumers reported not feeling totally "safe" while choosing eco-labeled products and distrust producers and ecological labels because of their claims.