“…Although few of the reviewed studies used qualitative research methods alone (Hallem & Barth, 2011;Hedman & Gimpel, 2010;Misilei & Liew, 2018;Pope, 2001;Rodrigo & Turnbull, 2019;Voropai et al, 2019;Wei, Lu, et al, 2017) or mixed research (Hedman et al, 2019;Mäntymäki & Salo, 2015;Stafford, 1994;Talwar et al, 2020), qualitative methodology can be useful for investigating new ideas and insights, developing new theory, and providing explanatory power to research (Croker, 2009). In addition, postmodernist approach is evaluated under the umbrella of this research type (Croker, 2009); hence, postmodern consumer behaviours require this research, which contributes to the understanding of complex behaviours where contrasts are in harmony.…”