Millennials are the most ethical generation, yet their evaluations of ethical practice remain unexplored in academic literature. Recently, the field of corporate social responsibility is moving closer to the forefront of corporate concerns as it climbs the hierarchy of consumer needs. Millennials are more aware of company activity than any other generation and so this presents a crucial opportunity for marketers to explore the gap between consumer attitudes and consumer purchasing behaviour by improving their understanding of this unique generation. This study explores how millennials evaluate corporate social responsibility (CSR), how authenticity perceptions are structured within CSR and what factors are most important to their ethical behaviour. In order to capture these antecedents with adequate depth, 15 qualitative interviews were conducted and analysed iteratively and rigorously using thematic analysis. According to the findings, millennials evaluate company activity through a lens of idealism. They have a natural scepticism for corporate ethics which drives them to look for cues that company actions are authentic and originate from unselfish motives. Activities associated with philanthropy are not trusted by millennials as they believe that companies should be responsible for their own domains of activity. This study is significant in providing managers with an in‐depth understanding of a powerful generation and its contemporary mentality.

The current paper explores how male Instagram users' (MIU) perceptions of body image and behavior are affected by the exposure to fitness hashtags, and the consequences on their wellbeing. For this purpose, in‐depth interviews were conducted with #fitfam MIU with different levels of engagement. Low‐engagement MIU with low body‐esteem long for the “instabod” and engage in body transformation efforts to follow the fitness trend popularized by Instagram, to emulate peers and Instagram celebrities, to gain popularity and to appear successful. Instagram community members use positive and negative reinforcements to strengthen body internalization. The body transformation effort motivates low‐engagement MIU to engage more, which has various effects on wellbeing: on one side, they feel anxious and in competition with other peers which often leads to muscle dysmorphia symptoms; on the other side, they feel more masculine with higher self‐confidence, they have higher motivation to stay fit and to eat healthily.

While there is a growing interest in the tourism and hospitality literature on authenticity, evidence is scarce regarding how tourists judge the authenticity of restaurants at the pre-purchase stage in a tourism destination. Our results identify the key criteria by which authenticity is judged in these settings, evidencing the importance of eating where the locals eat, in restaurants offering limited menus, with local wines and freshly prepared local speciality dishes. Authenticity relies less on interior design and restaurant décor than is the case for ethnic-themed restaurants. While localness is valued more than authenticity, the two concepts are linked.

The Mediterranean diet (MD) concept as currently known describes the dietary patterns that were followed in specific regions of the area in the 1950s and 1960s. The broad recognition of its positive effects on the longevity of Mediterranean populations also led to the adoption of this diet in other regions of the world, and scientific interest focused on revealing its health effects. MD is not only linked with eating specific nutritional food products but also with social, religious, environmental, and cultural aspects, thus representing a healthy lifestyle in general. However, modern lifestyles adhere to less healthy diets, alienating people from their heritage. Therefore, considering the increasing evidence of the beneficial health effects of adherence to the MD and the ongoing transitions in consumers’ behavior, the present review focuses on updating the scientific knowledge regarding this diet and its relevance to agrobiodiversity. In addition, it also considers a sustainable approach for new marketing opportunities and consumer trends of the MD.