Search results

1 – 10 of 29
Article
Publication date: 14 June 2022

Pradeep Kautish and Arpita Khare

This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it…

Abstract

Purpose

This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it explored the mediating effect of green apparel knowledge and sustainable fashion perception on behavioral intentions and electronic Word-of-Mouth (eWOM).

Design/methodology/approach

Data was collected through a mall intercept method across five cities adjoining the national capital region in India.

Findings

The results indicated that social identification with online (social media) and offline (cosmopolitanism, global self-identity and green peer influence) groups predicted Indian consumers’ perception of sustainable fashion, behavioral intentions and eWOM.

Research limitations/implications

A better discernment between social identity versus self-identity and social media influence versus peer influence may be considered in future studies.

Practical implications

Sustainable fashion designers can use social media to create awareness and promote sustainable apparel. The information about novelty, design and style attributes of sustainable fashion can help overcome the skepticism regarding sustainable clothing.

Originality/value

This study extends the earlier research on online and offline influences by examining their role on green apparel perception, purchase and eWOM.

Details

Journal of Consumer Marketing, vol. 39 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 16 June 2020

Arpita Khare and Pradeep Kautish

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on…

1067

Abstract

Purpose

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.

Design/methodology/approach

A mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.

Findings

Cosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.

Research limitations/implications

The research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.

Practical implications

Green apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.

Social implication

The study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.

Originality/value

The research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

Details

Marketing Intelligence & Planning, vol. 39 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 15 August 2019

Arpita Khare, Subhro Sarkar and Shivan Sanjay Patel

The exponential growth of organised retail has led to competition among mall retailers with the use of promotions to increase traffic to the stores. The footfall in the…

1101

Abstract

Purpose

The exponential growth of organised retail has led to competition among mall retailers with the use of promotions to increase traffic to the stores. The footfall in the malls is dependent on the sales generated by various retail stores located in the malls. The current research analyses the role of promotions used by the retailers located in Indian malls in improving consumers’ commitment towards the mall. The purpose of this paper is to examine the influence of culture, personality traits like value consciousness, price consciousness and coupon proneness, and promotions used by retailers in malls on consumers’ commitment towards the malls.

Design/methodology/approach

Eight malls from six cities were selected by popularity and footfall. Mall-intercept technique along with systematic sampling was used to collect data from 453 mall shoppers using a self-administered questionnaire. Structural equation modelling was used to analyse the data.

Findings

Retailer promotions were categorised under discounts, promotional offers and loyalty cards. The findings suggest that cultural values of long-term orientation and masculinity have an impact on consumers’ perceptions towards discounts, promotional offers and loyalty programmes. Different promotional strategies had varied responses from consumers.

Practical implications

Mall retailers can use the findings to design promotions according to the cultural values of masculinity and long-term orientation. Loyalty programmes can symbolise status and long-term relationship with retailer. Commitment towards retailers and consequently malls could be enhanced through discounts and promotional offers. Different promotional strategies can be used to target price-conscious consumers and increase footfall in the stores. The linkages between cultural dimensions and promotional techniques would be helpful in targeting different consumer groups by designing promotions which are in line with cultural values.

Originality/value

The research extends the existing literature on mall retailing by analysing the importance of cultural dimensions on sales promotions strategies used by retailers in malls. The study establishes that perceptions towards retailer promotions differ across cultures. Different promotions offered by retailers generate varied response from consumers across different cultures which would influence their commitment towards malls.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 24 January 2020

Arpita Khare

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation…

Abstract

Purpose

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the perceived benefits of green apparel.

Design/methodology/approach

Data was collected through a mall intercept technique in 10 cities across India.

Findings

Past environmental behaviour, green peer influence and green apparel knowledge had an impact on green apparel perceived benefits. Perceived benefits comprise of product attributes such as awareness of fair trade practices, the perceived value in buying fair trade clothes, and enhancement of self-image.

Research limitations/implications

The research did not examine the impact of demographics and lifestyle on green apparel buying or the influence of product attributes such as quality, price and functional features in predicting consumers’ behaviour towards green apparel.

Practical implications

Green apparel manufacturers should focus on altruistic, physical and aesthetic product attributes. Green apparel can be marketed as a distinct product that communicates environment-friendly commitment. The social influence could be used to spread awareness about green apparel benefits.

Originality/value

There is little research on consumers’ perception of the benefits and value of green apparel in India. The study looks into altruistic and physical product features of green clothing and their role in enhancing an individual’s self-identity.

Details

Research Journal of Textile and Apparel, vol. 24 no. 1
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 9 July 2019

Subhro Sarkar, Arpita Khare and Amrut Sadachar

The purpose of this paper is to validate the consumer styles inventory (CSI) scale for understanding the decision-making styles of shopping app users. The validated scales…

2496

Abstract

Purpose

The purpose of this paper is to validate the consumer styles inventory (CSI) scale for understanding the decision-making styles of shopping app users. The validated scales are used to examine the relationship between consumers’ decision-making styles and factors affecting the use of mobile shopping apps.

Design/methodology/approach

A total of 428 valid responses are collected from the users of the five most popular shopping apps. The mobile shopping apps are selected based on a popularity study. Data are collected from mobile app shoppers through an online survey.

Findings

Findings reveal a new set of factors that can be used for understanding use of mobile shopping apps. Decision-making styles influence the adoption of mobile apps for shopping. Factors responsible for the adoption of mobile shopping apps such as usefulness and risk perceptions differ across consumers with different decision-making styles.

Practical implications

The findings would facilitate online retailers in building focused marketing strategies for segmenting and targeting the consumers having different decision-making styles.

Originality/value

The current research is the first of its kind to examine the applicability of the CSI scale in the context of mobile app shoppers in an emerging economy. The findings enrich the existing literature by providing empirical support to the relationship between decision-making styles and factors affecting adoption of shopping using mobile apps.

Details

Benchmarking: An International Journal, vol. 27 no. 1
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 9 May 2020

Pradeep Kautish, Arpita Khare and Rajesh Sharma

The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and…

1272

Abstract

Purpose

The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and behavioral intentions toward environmental-friendly products and its influence on the sustainable development goals (SDGs) endorsement.

Design/methodology/approach

Structured questionnaires were administered on 410 respondents from northwestern India. The two-step approach proposed by Anderson and Gerbing (1988) was employed to assess the measurement and structural models.

Findings

Terminal and instrumental values influenced consumer sustainability consciousness. Sustainability consciousness influenced behavioral intentions which endorsed consumers' SDG. Instrumental value had a greater impact on consumer sustainability consciousness and behavioral intentions than terminal value. Consumer sustainability consciousness partially mediated the relationship between terminal/instrumental value and behavioral intentions for SDG endorsement.

Research limitations/implications

The findings will help marketers to endorse SDG promotion by linking them with values and develop an understanding of consumers' sustainability consciousness for SDG implementation.

Practical implications

Green marketers, policymakers and SDG promoters should develop messages to communicate and emphasize the importance of purchasing environmental-friendly products. From a functional perspective, it affects instrumentality orientation and societal responsibility toward the implementation of SDG.

Social implications

The current study proposed an action-oriented, integrated, aspirational and universally applicable SDG framework. The findings may pioneer the way forward for sustainability-oriented consumption.

Originality/value

This research is the first of its kind that examined the relationships between value orientations (Rokeach, 1973) and their effect on consumer sustainability consciousness and behavioral intentions in SDG milieu.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 29 May 2020

Pradeep Kautish, Arpita Khare and Rajesh Sharma

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand…

3546

Abstract

Purpose

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India.

Design/methodology/approach

The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988).

Findings

The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions.

Research limitations/implications

This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption.

Practical implications

This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India.

Social implications

With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior.

Originality/value

This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.

Details

Journal of Product & Brand Management, vol. 30 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 6 October 2021

Arpita Khare, Amrut Sadachar and Swagata Chakraborty

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and…

1286

Abstract

Purpose

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers.

Design/methodology/approach

A mix of convenience and random sampling was used for data collection via an online survey. The sample (n = 403) comprised consumers having awareness about green clothing. Structural equation modeling (SEM) was used for analysis.

Findings

Online communities, green attitudes and influence of celebrities predicted green clothing involvement and in turn their purchase behavior. CSE had no impact on consumers' green clothing involvement.

Practical implications

The findings can help green apparel manufacturers and designers to use celebrities and online communities to educate and promote the benefits of green clothing. Social media can be employed to share experiences and engage consumers about green clothing.

Originality/value

Since online networking sites are gaining predominance in influencing behavior, the study extends the earlier research on social influence by examining its role along with celebrities and CSE on green apparel involvement and purchase. The study combines celebrities, online communities and collective identity influences (offline and online) in predicting green clothing purchase in India.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 26 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 2 May 2017

Geetika Varshneya, Gopal Das and Arpita Khare

The purpose of this paper is to review the academic literature on the experiential value to appreciate the developments in the area in the last decade; propose a…

3526

Abstract

Purpose

The purpose of this paper is to review the academic literature on the experiential value to appreciate the developments in the area in the last decade; propose a conceptual framework delineating the determinants and outcomes of experiential value and provide future research directions based on the insights.

Design/methodology/approach

A range of online databases were searched to review and select the papers related to experiential value. The full text of each of the papers was taken as a unit of analysis. The classification and coding of all the selected papers was performed manually by two independent researchers.

Findings

The analysis led to the classification of the experiential value literature broadly into five categories, i.e. conceptualization, measurement, antecedents, outcomes and applications. The findings indicated that the experiential value delineates across cultures, store formats, channels and product categories. The proposed framework depicting antecedents and outcomes could form a basis for future studies. The study unveiled several other useful findings as discussed in the paper.

Research limitations/implications

The findings may be generalized only to the selected online databases for the given time period in the experiential value domain. The study identified several potential avenues for future research.

Practical implications

The present study may help the academicians and practitioners to comprehend the current state of literature. The bibliography may be considered as a ready reference for contemplating future research in the area.

Originality/value

The extant literature revealed that no study so far has captured a literature review in the area of experiential value. Thus, this could be seen as a unique and significant contribution to the literature.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 14 July 2017

Arpita Khare and Shivendra Pandey

The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers…

2660

Abstract

Purpose

The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers’ perceived trust and transaction risk.

Design/methodology/approach

The sample consisted of consumers purchasing organic food products from organic food retailers. A mix of judgemental and convenience sampling was used.

Findings

Green peer influence, perceived organic food quality and service quality had a positive influence on perceived trust towards organic food retailer. Green self-identity had a negative influence on perceived transaction risk, and green peer influence had a positive effect on perceived transaction risk.

Practical implications

The findings can be used by organic food retailers to increase trust by improving organic food brands and service quality at the stores. The organic food market is in nascent stage and consumers’ trust towards organic food retailers is crucial in improving intention to purchase organic food. Peer influence should be used in cultivating trust towards products sold by organic food retailers.

Originality/value

The study adds to existing research by analysing the role of green self-identity, peer influence, organic food and service quality on perceived trust and transaction risk. The results can be used by retailers for marketing organic food brands.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 9
Type: Research Article
ISSN: 0959-0552

Keywords

1 – 10 of 29