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Food Anti-consumption and Consumer Well-being

Special issue call for papers from British Food Journal

Journal Impact Factor: 1.206

Call for papers: Food anti-consumption and consumer well-being

Guest Editors:

Muhammad Kashif
Assistant Professor of Marketing 
GIFT University
Gujranwala, Pakistan
Email: [email protected]


The achievement of consumer welfare through food (anti)consumption can be an interesting discourse to advance knowledge while examining consumers’ food related behaviours. There are various reasons to it. One aspect of food consumption is that it causes obesity among its users due to the fact that they get addicted to specific types of food (Curtis and Davis, 2014). However, interestingly, how consumers become addicted with special types of food can be an interesting venue for research. This is especially true in cases where food is marketed to different age groups such as Children (Opree et al., 2014) and older people. Another perspective is intentional non-consumption behaviours that are scarcely studied (Cherrier et al., 2011). This can also include anti-consumption practices such as rituals of Fasting among Muslims and prohibition of eating beef among Hindu communities. These are interesting issues to examine their link with societal welfare. The anti-consumption is a reality in third world countries where a large majority of population has limited access to (quality) food while a fair amount of food is branded (Kashif et al., 2015) – a common man cannot afford to buy it. Finally, consumer welfare in food is an interesting phenomenon as food wastage while consumption is a barrier harnessing societal well-being and welfare, yet scarcely investigated (Block et al., 2016).

Anti-consumption – the reasons against consumption has become a topic of interest by academics and practitioners in recent times (Lee et al., 2009, Cherrier et al., 2011). Although there have been excellent research already published to examine anti-consumption behaviours (Hoffmann and Lee, 2016), however, anti-consumption and consumer welfare is just scarcely studied pertaining to food consumption. This call for papers invites original studies from scholars of a diverse community to address questions that include:

  • What role does society, and personality play to effect food anti-consumption practices among consumers?
  • What are the conditions where food anti-consumption (or consumption) contributes to consumer welfare?
  • What is the role of business, society, and an individual to achieve welfare via food anti-consumption behaviours?
  • What is the effect of various business practices (including marketing, advertising, branding) to induce consumers to over-consume food to harm personal as well as societal concerns of welfare?
  • What are the personal, social, and marketing stimuli that drive consumers to become addicted to specific food products?

The guest editor welcomes empirical and applied research articles, viewpoint articles, case studies and literature and reviews concerning the following topics (but not limited to):

  • Food marketing and consumer welfare
  • The socio-cultural aspects of anti-consumption behaviours
  • Consumer attitude towards anti-consumption behaviours
  • Consumers’ social responsibility in terms of food consumption and disposition
  • Advertising practices and food wastage   

All the papers will be subject to the journal’s standard double-blind review procedure after a preliminary screening by the guest editor. Papers not accepted for the special issue may be considered for publication in a regular issue.

Submission Procedure

Submissions to this journal are through the ScholarOne submission system here:

Please visit the author guidelines for the journal which gives full details.

Please ensure you select this special issue from the relevant drop down menu on page four of the submission process.

Submission Deadline: 31st March 2018

Expected Date of Publication: October 2018


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  • CHATZIDAKIS, A. and LEE, M. S. (2013), "Anti-consumption as the study of reasons against". Journal of Macromarketing, Vol. 33 No. 3. 190-203.
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  • GOETZKE, B.NITZKO, S. and SPILLER, A. (2014), "Consumption of organic and functional food. A matter of well-being and health?". Appetite, Vol. 77. 96-105.
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  • HOFFMANN, S. and LEE, M. S. (2016), "Consume Less and Be Happy? Consume Less to Be Happy! An Introduction to the Special Issue on Anti‐Consumption and Consumer Well‐Being". Journal of Consumer Affairs, Vol. 50 No. 1. 3-17.
  • KASHIF, M.AWANG, Z.WALSH, J. and ALTAF, U. (2015), "I’m loving it but hating US: Understanding consumer emotions and perceived service quality of US fast food brands". British Food Journal, Vol. 117 No. 9. 2344-2360
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