In an era of rapid digitalisation, globalisation, and societal change, understanding markets requires more than economic rationality. This first book in a two-volume set brings together cutting-edge research that illuminates how social, behavioural, and psychological forces shape consumer decision-making, market dynamics, and strategic outcomes across industries and cultural contexts. Drawing on insights from behavioural economics, psychology, marketing, and sociology, the chapters explore how identity, values, emotions, culture, and social influence affect consumption, brand engagement, sustainability choices, and perceptions of legitimacy. From digital platforms, hospitality, and fashion to cultural industries, sport, and finance, contributors examine both established and emerging markets using diverse empirical and conceptual approaches. By integrating theory with real-world applications, the volume offers robust frameworks and evidence-based insights for understanding why consumers behave as they do—and how organisations can respond responsibly and effectively. With its international scope and interdisciplinary perspective, this book is an essential resource for scholars, advanced students, and practitioners seeking to navigate contemporary markets through a deeper understanding of human behaviour.
