Purpose
– The consumer culture in recent times has evolved into one of the most powerful ingredients shaping individuals and societies. Although the behavioural intentions and purchase decisions related models continue to dominate research and managerial practice, a deeper look indicates that most studies do not take the complete picture in account and study parts of the above mentioned phenomena. Furthermore, consumers operate in a dynamic and ever‐changing environment which in itself demands a re‐examination of their behavioural intentions and purchase decision influences from time to time. This paper aims to focus on these issues.