《消费者行为杂志》旨在通过发表双盲同行评议、高质量理论和实证研究来促进对消费者行为、消费者研究和消费的理解。一个具有社会科学基础的国际学术期刊，JCB有一个多样化和多学科的观点，旨在展示创新的、可替代的和有争议的消费者行为表现，以及消费者研究传统的最新发展。
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.