This volume comprises peer-reviewed papers presented at the 2nd International Conference on Marketing and Behavioral Science (ICMBS 2026), held in Fukuoka, Japan, from July 14 to 17, 2026. It presents recent research on e-commerce and consumer behavior; technology adoption, digital engagement, and platform ecosystems; branding, advertising, and consumer psychology; sustainable consumption and resource-aware behavior; financial behavior, digital finance, and market analytics; and organizational behavior, leadership, and employee well-being. The volume provides empirical and conceptual insights for researchers and practitioners in marketing, behavioral science, digital business, and related fields.

Mitsunori Hirogaki is an Associate Professor of Marketing Strategy at the Graduate School of Economics, Kyushu University, Japan. He holds a Ph.D. in Commercial Science from Kobe University and teaches Marketing Strategy and International Marketing at Kyushu University Business School (QBS).

His research focuses on cross-cultural consumer behavior, international marketing, and marketing research. His work includes cross-country studies of consumer responses and customer loyalty, as well as research on digital platforms, technology adoption, and psychological and behavioral barriers to service uptake. His recent research examines the behavioral and relational dimensions of human–AI collaboration, with a particular focus on explainability, relational legitimacy, and applications to human resource marketing.

He has published in international peer-reviewed journals, including the Journal of Marketing Management, International Journal of Retail & Distribution Management, and International Review of Retail, Distribution and Consumer Research.

Dr. Hirogaki serves as Associate Editor (Asia) of the International Journal of Management Cases and as a member of the editorial board of Progress in Industrial Ecology, An International Journal. He served as Conference Co-Chair of the 2nd International Conference on Marketing and Behavioral Science (ICMBS 2026), held in Fukuoka, Japan.