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Purpose-This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon. Design/methodology/approach-Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of mainstream consumer views of Freeganism. Findings-Participation in shared practices facilitates Freegan collective identity construction through convergence of radical consumer resistance and market-mediated anti-consumption. Research limitations/implications-Multi-dimensional conceptualization of resistance is applicable to analyzing consumer movements. Originality/value-Through data triangulation, this research offers an analysis of internally negotiated and externally ascribed Freegan group identities.

This study explored Internet addiction among university students in China and the United States to develop a better understanding of Internet addiction in a cross-national setting. Three hundred fourteen respondents were evaluated on 10 Internet addiction symptoms and five Internet addiction dimensions: negative outcomes, social escape, secretive behavior, virtual intimacy, and obsessive-compulsive behavior. The results indicate that Chinese students experience a higher rate of Internet addiction than their U.S. counterparts. Additionally, gender was found to be significantly related to Internet addiction for both the U.S. and Chinese sample, while Internet experience was found to not be significantly related to Internet addiction. We conclude that Internet addiction may result as an artifact of the stage of Internet adoption within a society.

Purpose – This study aims to investigate the appeal of “natural” labeling and builds on past research which suggests that people may have a naïve pastoral view of nature and natural entities. “Natural” labeling is pervasive in supermarkets across the USA. Design/methodology/approach – This paper employs a multi-method approach to examine consumer perceptions and beliefs about products labeled “natural”. Qualitative responses are solicited to examine the images and feelings that come to mind when consumers see “natural” labeling on a food product. Two experiments are conducted to examine consumers’ evaluations of “natural” labeling on both food and supplement products. Findings – The results of three studies suggest that “natural” labeling evokes positive feelings and sentimental imagery associated with a pastoral view of nature. These perceptions reinforce beliefs that food and supplement products labeled “natural” possess positive instrumental benefits such as health advantages, lack of contamination and safety. Social implications – Consumers are under pressure to make better choices regarding what they put into their bodies due to pervasive concern over the prevalence of obesity and diabetes. This study provides insight into why consumers perceive food and supplement products labeled “natural” as better alternatives. Originality/value – This paper is one of the first studies to investigate the underlying perceptual forces accounting for the effectiveness of “natural” food and supplement labeling.