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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.

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

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.

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.

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.

Increased competition among different retail formats has led mall managers to focus on mall promotional activities to attract shoppers to malls. The purpose of this paper is to understand Indian mall retailers views on mall events and its role in improving traffic, sales and mall image.

The current study used a qualitative to decipher mall retailers’ views regarding mall events. In total, 36 in-depth interviews of mall retailers across 13 metropolitan and non-metropolitan cities (Tier-I and Tier-II) were conducted to develop a comprehensive understanding of mall events organized by Indian mall managers.

The findings revealed that mall events were categorized under six different types: product launch events, events organized to promote the social cause, commemorate festivals, celebrity nights, events organized by retailers in malls and theme events. There were differences in the nature of events used by malls in bigger and smaller cities across India. The nature of mall events varied according to regional, cultural and lifestyle factors across the country.

Mall managers can use the insights from the study on mall events for segmenting and targeting strategies. The different types of mall events can be used for improving footfall, sales and mall image. The study findings employ a grounded theory approach to understand mall retailers’ views on mall events. Future research can be directed toward understanding mall managers’ and consumers’ opinions about the relevance of mall events in improving footfall and profitability of malls.

Extant research has looked at mall events, their role and efficacy in a consolidated manner. The current study attempts to segregate the events organized by mall management into distinct categories and provide linkages of these categories concerning mall image and traffic.

Understanding tourist experiences with virtual reality (VR) products is essential for firms using VR for tourism marketing, particularly in developing countries where customers do not have access to personal VR devices or gadgets. This study aims to provide insights into technology usage for tourism marketing India, which is a developing country. It explores 360° virtual tours as an upcoming strategy for tourism promotion by analysing tourists’ perspectives through a qualitative approach.

360° YouTube video launched by the Ministry of Tourism, Government of India, was shown to the participants as a marketing stimulus, followed by questions to understand tourists’ experiences and intentions. Responses were collected from 45 tourists who visited popular tourist destinations such as Shimla, Manali and Dharamshala districts of Himachal Pradesh, India.

The findings of the study indicate that several crucial elements play a pivotal role in creating the 360° VR experience. Based on interviews, it was found that 360° video experiences assist in visualising a destination through imaginative exploration, generating curiosity about the destination, forming a favourable image of the destination and facilitates ease of experience. A few participants mentioned experiencing discomforts, such as motion sickness and eye strain, while viewing 360° videos. Moreover, tourists provided valuable insights into various factors, including how 360° videos elicit arousal through entertainment and excitement, develop immersion and engagement in the virtual environment (VE), aid in assessing destination suitability, offers advantage over other media, serves as a substitutes for travel during constraints, generates assurance and influences intentions. These factors have emerged as significant considerations influencing their willingness to adopt such technology in the future.

In the contemporary market landscape, 360° VR technology is anticipated to enhance the experiential elements within VEs. While existing research has focused on the technical attributes of VR, there remains a crucial gap pertaining to the experiential and destination-related elements and their influence on usage, travel planning and intentions. Therefore, this study provides deeper insights into the unexplored concepts and dimensions of the virtual tourism experience, particularly concerning interaction with 360° videos. The study contributes novel insights to the existing body of tourism literature and provides practical implications for enhancing 360° virtual tour experiences.

The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour.

Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India.

Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour.

The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied.

The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population.

Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.

The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied.

Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India.

Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement.

One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness.

The findings can prove helpful to international apparel brands marketing luxury and fashion clothing in India. However, since conformance to social norms was important for Indians, clothing manufacturers should use reference groups, opinion leaders, and celebrities to generate awareness. A blend of global and local lifestyle should be used. International luxury brands can customize their products to combine ethnic tastes.

Fashion clothing market promises immense growth opportunities in India. There is limited research to examine influence cosmopolitanism on Indian consumers’ consumption behaviour. Knowledge about influence of global lifestyle, brands, mass media, and services on Indian consumers’ behaviour can help in targeting them effectively.

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour.

Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India.

The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour.

Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined.

The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors.

Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.

The purpose of this paper is to understand the moderating influence of Multi‐item List of Value (MILOV) on credit card attributes, age, and gender in credit use among Indian customers. The research examines the impact of “lifestyle” variables (convenience, use patterns, and status) on credit card use.

Data were collected through mall intercept technique in six metropolitan cities of India. A self‐administered questionnaire was distributed to customers visiting the malls.

Use and convenience emerged as the major determinants of credit card use among Indian customers. Use, convenience, and status attributes were moderated by “sense of belonging” and “sense of fulfilment” dimensions of MILOV. Young customers were likely to use credit cards.

The study does not examine the influence of customer income, occupation, and education on credit card use, as many customers were not willing to disclose the information. These demographic factors can influence customers' perception towards credit card ownership and use.

The findings can be of immense use to international and Indian banks in marketing of credit cards. The convenience attribute can be emphasized to instill confidence among consumers and motivate them to use credit cards.

There is no previous research on Indian credit cards which examines the influence of “lifestyle” and values on its use among Indian customers.

The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB).

Data were collected through mall intercept technique in six cities across India.

ECCB and CSII scales were applicable in Indian context. Factor analysis revealed two factors for ECCB scale: ecologically conscious purchase behaviour and green product attitudes. Normative, informative influence of CSII and income were predictors to ecologically conscious purchase behaviour. Normative influence emerged as predictor to green attitudes.

The study focuses itself only on CSII factors. It does not examine influence of variables like personal values, risk perception, and personality on ECCB. It does not examine role of consumers’ attitude towards conservation of energy and natural resources.

The findings can be of immense use to firms marketing green brands in India. Social group acceptance and conformance is important for Indian consumers; advertising and promotional campaigns should use social groups for marketing green products. Consumer involvement and engagement can be created through social networking web sites. Ecologically concerns should be rewarded in order to encourage consumers to adopt green attitudes.

Green marketing and ecologically conscious behaviour are upcoming research areas in India. There is limited research to understand Indian consumers’ concerns about environment. ECCB and CSII scales were used as it was assumed that using scales which have been tested and validated in other cultures would give reliable results.

The objective of the research is to understand Indian consumers' definition of retail service quality with respect to small retailers and influence of hedonic and utilitarian shopping values in determining their expectations towards small retail service quality.

Data were collected through a small retail store‐intercept technique in four cities of Northern India (n=386).

The results indicate that small retail service quality for Indian consumers comprises ambience, layout, and service/relationships dimensions. Hedonic and utilitarian shopping values influence consumers' service quality evaluations.

The study did not consider demographic variables like income, education, and occupation as factors that might affect consumers' perceptions towards retail service quality.

The findings can help small retailers in improving their service quality by focusing on Indian consumers' hedonic and utilitarian shopping values. The research helps small retailers to combat the competitive pressures of organized retailing in the Indian retail landscape.

There has been limited research on understanding consumers' perceptions towards retail service quality in the Indian setting. Further, there is no research to examine Indian consumers' perceptions towards small retailers' quality attributes.

The purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.

Data were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.

Fashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.

There is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if women's fashion clothing involvement varies according to their working and non‐working status.

The findings can prove helpful to international and national apparel manufacturers and brands in planning branding and marketing strategies to promote fashion clothing among Indian women.

This is the first study to understand the fashion clothing involvement of Indian women with respect to collective self esteem.