《消費者行為雜志》旨在通過發表雙盲同行評議、高質量理論和實證研究來促進對消費者行為、消費者研究和消費的理解。一個具有社會科學基礎的國際學術期刊，JCB有一個多樣化和多學科的觀點，旨在展示創新的、可替代的和有爭議的消費者行為表現，以及消費者研究傳統的最新發展。

The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.