Journal of Consumer Studies and Applied Marketing

Air Travel as Part of the Tourism Experience: Antecedents of Travel Advocacy Among Airline Passengers

Marceilla Suryana — Sun, 05 Jul 2026 00:00:00 +0700

Air travel has increasingly evolved from a purely functional mode of transportation into an integral component of the tourism experience. Despite this transformation, airline research continues to emphasize service quality, satisfaction, and loyalty, while paying limited attention to the mechanisms by which travel experiences translate into advocacy behavior. This study investigates the influence of airline service quality and digital service experience on travel advocacy, with customer experience, perceived value, and memorable travel experience as mediating factors. A quantitative cross-sectional survey was conducted among 500 airline passengers in Indonesia who had undertaken leisure travel by air within the previous twelve months. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both airline service quality and digital service experience significantly enhance customer experience. Customer experience subsequently positively affects perceived value and memorable travel experience, thereby serving as a key mechanism linking airline experiences with advocacy behavior. In turn, perceived value and memorable travel experience significantly influence travel advocacy, with the latter emerging as the strongest predictor. The results highlight the central role of customer experience in transforming service encounters into advocacy behavior. The study extends airline and tourism literature by moving beyond the conventional service quality–satisfaction–loyalty paradigm and positioning travel advocacy as the ultimate behavioral outcome. The findings further suggest that airlines should focus on creating seamless, meaningful, and memorable travel experiences across both physical and digital touchpoints to encourage positive recommendations and advocacy.

Integrating Islamic Ethics Into Pro-Environmental Behaviour: A Systematic Literature Review And Proposed Conceptual Framework

Eko Susanto, Siti Hafsah Zulkarnain — Sun, 05 Jul 2026 00:00:00 +0700

The integration of Islamic ethics into pro-environmental consumer behavior has emerged as a rapidly expanding research domain; however, extant frameworks remain fragmented. This study aims to synthesize global literature on green consumption within an Islamic context through a Systematic Literature Review (SLR). Utilizing the PRISMA 2020 protocol, 78 Scopus-indexed articles published between 2015 and 2025 were analyzed to identify theoretical antecedents and behavioral barriers. The findings propose the Integrated Islamic Green Behavior Model (IIGBM), which incorporates three primary structural pathways: the Stewardship Pathway (Khalifah), the Balance Pathway (Mizan), and the Wholesomeness Pathway (Thayyib). The analysis reveals a significant "green gap," in which high spiritual intentions are frequently constrained by moderating factors such as premium pricing, limited product availability, and institutional policy constraints. This study concludes that transitioning from a "Halal" compliance orientation toward "Thayyib" ethical values is a critical strategy for converting transcendental accountability into tangible market actions. The theoretical contribution of this research adds a novel dimension to Norm Activation Theory by incorporating a divine ethical calculus into the discourse of sustainable consumerism. The findings further demonstrate that Islamic ethical principles provide explanatory mechanisms beyond conventional environmental behavior theories by embedding divine accountability into sustainable consumption decisions. The theoretical contribution of this research extends the Theory of Planned Behavior (TPB), the Value-Belief-Norm (VBN) theory, and the Norm Activation Theory (NAT) by integrating Khalifah (stewardship), Mizan (balance), and Thayyib (wholesomeness) as distinct pathways linking spiritual responsibility to pro-environmental behavior.

From Transactions to Subscriptions: Customer Adoption, Organizational Readiness, and Business Model Innovation in an Emerging-Market Pet Retailer

Rima Rupita — Tue, 11 Aug 2026 00:00:00 +0700

Subscription-based business models offer retailers an opportunity to replace episodic transactions with more predictable and enduring customer relationships. However, their implementation requires alignment between customer acceptance and organizational readiness. This study examines how a subscription model can be designed and implemented in an Indonesian multi-branch pet retailer operating in an emerging-market context. An interpretivist qualitative case study was conducted using two parallel interview strands involving 21 customers and nine employees across managerial and frontline roles. The interviews were supported by internal business documents, industry reports, a working subscription-platform prototype, and direct observation of competing retailers. The findings show that customer willingness to subscribe is driven by convenience, automated replenishment, personalization, and reduced stock-out risk, but remains conditional on transparent pricing, flexible modification, easy cancellation, and confidence in service delivery. Organizationally, the retailer possesses a viable recurring-demand base, branch infrastructure, service capabilities, and existing digital channels, yet remains only partially ready because of weaknesses in stock coordination, delivery scheduling, and subscription-specific processes. Fulfilment reliability emerged as the central mechanism linking customer adoption with organizational readiness, as the perceived value of a subscription depends on the retailer's ability to deliver recurring promises consistently. The study further identifies bounded flexibility as a key design principle, in which customers retain meaningful control over quantities, schedules, and cancellations within standardized operational limits. Accordingly, the proposed model combines customizable subscription packages, tiered pricing, scheduled delivery, loyalty incentives, and phased digital implementation. This study contributes to subscription business model research by conceptualizing viability as an alignment outcome between customer-side acceptance and organizational execution, rather than as a consequence of adoption intention alone. It also provides context-sensitive insights into subscription-based transformation in emerging-market specialty retail.