Journal of Consumer Behaviour

The Journal of Consumer Behaviour (J Consum Behav, ISSN: 1472-0817) is a leading international peer-reviewed journal dedicated to advancing the theoretical and empirical understanding of consumer decision-making, consumption practices, and marketplace behavior. The journal’s scope encompasses a wide array of topics, including consumer psychology, brand relationships, digital and social media influence, sustainable consumption, experiential marketing, and cross-cultural consumer dynamics. It publishes original research articles, theoretical reviews, and conceptual papers that employ diverse methodological approaches, from quantitative surveys and experiments to qualitative ethnographies and netnography. The journal particularly welcomes work that bridges marketing, psychology, sociology, and economics to offer novel insights into how and why consumers behave as they do. The primary target audience includes academic researchers, doctoral students, and advanced practitioners in marketing, consumer research, and behavioral science, as well as professionals in brand management, market research, and public policy seeking evidence-based frameworks. Published by Wiley, the journal is available in both subscription and open access models, offering authors the option to publish their work via Wiley’s OnlineOpen program. With an exceptional 2026 Impact Factor of 7.0000, the Journal of Consumer Behaviour is ranked in the prestigious Q1 quartile within its field, reflecting its high citation impact and rigorous scholarly standards. This standing places it among the most influential outlets for consumer research, making it a premier venue for disseminating impactful insights that shape both academic discourse and applied marketing practice.