The fashion industry’s environmental crisis demands urgent shifts toward sustainable consumption models, such as capsule wardrobes. While prior research has examined ethical fashion adoption through conventional behavioral lenses, this study innovatively integrates heterodox economic theories, including the Theory of Subjective Value (TSV) and Bounded Rationality, with the Theory of Reasoned Action (TRA) to analyze discrepancies between attitudes and actions. Using a sample of 776 Portuguese consumers, we examine a mediation model where attitude links personal shopping values, fashion involvement, and socially responsible behavior to adoption intentions. Results reveal socially responsible behavior’s strong indirect effect via attitude, while personal shopping values and fashion involvement show paradoxical relationships, underscoring cognitive and market barriers. Gender and generational analyses highlight women’s higher sustainability engagement and Generation Z’s intention-action gap. The study advances sustainable fashion literature by exposing how subjective valuations and structural constraints interact, calling for coordinated stakeholder interventions beyond individual behavior change.

Financial management in the context of a start-up has gained prominence in the literature due to entrepreneurs’ insufficient and often incapable analysis. This study examines differences in financial indicators during the initial years of operation between technology start-ups in Portugal that went bankrupt and those that remained active, focusing on the period between 2013–2022. Using a panel data sample of 4,591 companies, hypothesis tests and the Probit regression model were applied. The results reveal statistically significant differences in financial indicators between bankrupt and nonbankrupt start-ups. General liquidity and operating return on assets positively correlate with the likelihood of survival, while immediate liquidity and return on equity have an inverse relationship with nonbankruptcy probability. Consequently, the study identifies a set of average values to monitor, guiding entrepreneurs to avoid bankruptcy. The research provides practical guidelines for financial management in start-ups and aids in analyzing financial indicators to reduce bankruptcy risk.

This study explores the antecedents, decisions and outcomes associated with mumpreneurship. It also reviews the primary theories, contexts and methodologies used in the existing literature on the subject. In addition, this study aims to identify potential future research directions in this field.

Design/methodology/approach

A systematic literature review (SLR) was conducted following the PRISMA 2020 protocol and the ADO-TCM framework. A total of 57 articles from the Scopus and Web of Science databases were analyzed. R software was used for performance analysis and science mapping.

Findings

The antecedents-decisions-outcomes (ADO) framework identified 233 factors grouped into 12 antecedent categories, 2 decisions and 4 outcomes. Antecedents include work-related issues, professional aspects, information and communication technologies, motherhood and childcare, family support, personal aspects, autonomy, independence and flexibility. In addition, financial dimensions, gender issues, societal and community impacts and the identification of entrepreneurial opportunities are integral to the antecedents. Mumpreneurs often start businesses despite challenges. Outcomes include income generation, business expansion, work–family balance and personal well-being. The theory-context-methodology (TCM) framework highlights a reliance on empirical research, especially qualitative studies, mainly in highly developed countries.

Originality/value

This review holds significant theoretical and practical value regarding mumpreneurship. The findings of this research could facilitate the development of programs that aim to foster and promote mumpreneurship through the involvement of various stakeholders, which has noteworthy practical implications for enhancing economic empowerment.

Given the adverse effects of overconsumption on environmental degradation, there is an urgent need for consumers to transition toward more sustainable consumption patterns, which involve reducing or refusing consumption. This systematic literature review (SLR) explores the intricate relationship between environmental sustainability and anti-consumption behaviors, including minimalism and voluntary simplicity. Through a consumer behavior lens, we aim to understand the intersection of various forms of anti-consumption, examining internal and external drivers, as well as barriers and outcomes. Following a mixed-method approach, this SLR of 69 studies is further complemented by six qualitative interviews with experts on this topic, identifying how consumer decisions to engage in anti-consumption are influenced by a complex interplay of personal motivations and environmental concerns. There is also an interaction between different internal and external drivers, namely religion, personal values, socioeconomic conditions, and (de)marketing strategies. Hence, consumers face some challenges when navigating the complex process of adopting anti-consumption behaviors. The outcomes range from consumer well-being to influencing corporate behavior through buycotts or boycotts. Notably, sustainability can emerge as a by-product of anti-consumption behaviors. We also propose pathways for future research, contributing to the ongoing discourse on sustainable (anti-)consumption.

Brand evangelism has become an increasingly relevant concept in consumer–brand relationship research, yet existing studies remain fragmented, lacking a structured synthesis of its antecedents, mechanisms, and outcomes. This study conducts a systematic literature review (SLR) to consolidate current knowledge on brand evangelism, identify key thematic clusters, and highlight research gaps. Using the Antecedents, Decisions, and Outcomes and Theories, Contexts, and Methods frameworks, aligned with the Scientific Procedures and Rationales for Systematic Literature Reviews protocol, this review provides a comprehensive understanding of brand evangelism. A bibliometric analysis of 41 articles, supported by thematic mapping, reveals four primary research clusters: brand-centric relational evangelism, green evangelism, social media evangelism, and emotional evangelism. The findings contribute to both theory and practice by offering a structured research agenda and strategic insights for fostering brand evangelism. This study serves as a foundational resource for scholars and practitioners, guiding future research, and managerial applications in brand evangelism.