A central focus area of this study is to investigate the distinctive way religion influences consumer behaviour in their consumption of brands by exploring the dynamics that take place when a brand transgression violates a religious norm. Specifically, the Halal consumption context was used in this study, where the brand transgression involved a breach by Halal-certified brands. This study applies the disconfirmation paradigm and posits that a brand transgression involving a violation of a religious norm, results in a unique disconfirmation of expectations that is beyond a consumer-brand relationship. Essentially, the present research explores trust levels and behavioural intentions after a brand transgression and the effectiveness of recovery strategies in mitigating the negative effects of a transgression. A scenario-based experimental approach was used to operationalise this research.

This article explores alternate ways to conceptualize self-nature relationship, that is, how nature in general, rather than specific nature places, become part of the extended self and how this influences responsible consumption. An ethnography, using participant observation, iterative in-depth interviews and photographs, was used to understand self-nature relationship and consumption behavior. The study was conducted in Malaysia using the English language as the medium of communication. The results suggest three levels of extended-self, reflecting the individual’s depth of relationship with nature; relational extended-self, encapsulated-self and assimilated-self. Nature as extended self, then, influences meanings attached to nature which results in different levels of attachment with nature; these are, functional, emotional, religious and spiritual attachment. When nature is perceived as separate from self, consumption behaviour is motivated by self-interest or self-preservation. As nature experiences are internalised, individuals begin to form emotional connections which initiates the process of self-extension whereby nature is progressively seen as part of the self. At the higher level, stronger affiliation with nature may result in religious or spiritual attachment, which motivates further assimilation of the self with nature and a sense of oneness with the broader universe promoting communal relationship and mutual gain. Our study contributes theoretically with the discovery of three dimensions of extended self and how extended self influences responsible consumption. Practically, these insights are valuable for public policy, social marketing and sustainability programs, for example, it highlights a possible solution to our unsustainable consumption behaviour which is, programs or activities which encourage our citizens to spend time with nature.