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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 aim of this study is to provide a review of the research studies that took place in the previous years regarding Mangiferin and its potential use in the treatment of various disorders such as diabetes, cardiovascular diseases, cancer and human immunodeficiency virus.

Mangiferin can be easily extracted from the plant at a very low cost to treat some common as well as deadly diseases, which will be a miracle in herbal treatment. In support of this, the recent related articles were considered to understand the bioactive compound “Mangiferin” to treat lifestyle diseases. Various review articles and research papers were collected from international and national journals, and internet sources were also being used to compile the current manuscript.

Mangiferin has been shown to have the potential to mitigate many life style diseases such as diabetes, obesity, hypertension, fatty liver, atherosclerosis, dyslipidemia and diabetes-related end-organ complications such as retinopathy, neuropathy and nephropathy.

In this comprehensive review, this study evaluates Mangiferin and its lifestyle disease-modifying properties for nutraceuticals purposes.

The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation and experience, as well as social media as a promotion platform in influencing the economic effectiveness of multiple brand endorsement strategies, i.e. proportion of brands endorsed in a firms’ brand portfolio.

Study is based on instrumental variable regression analysis approach and is conducted in one of the emerging markets, i.e. India.

The findings indicate that firms’ market valuations increase as its proportion of brands endorsed by celebrities increases. Furthermore, popularity reputation of celebrity also influences market valuation, and relationship is positively moderated by celebrity’s experience.

Extant studies have considered one endorsement news of a firm at a time. However, how total proportion of firms’ brand endorsed by celebrities impacts its performance has not been investigated. Furthermore, impact of celebrity traits has been examined only in consumer behavior studies and has been rarely investigated in context of firms’ economic performance.

This paper aims to explore the association between chairperson hubris and the internationalization of firms belonging to business groups in an emerging market, India, under the boundary conditions of business group internationalization and the tenure of independent board members.

Archival data of 163 Indian family firms over a five-year period were used.

The study highlights the significance of chairperson hubris in determining the internationalization of family firms in India and the influence that business group internationalization and the tenure of independent board members have on the chairperson hubris and firm internationalization relationships.

Although literature exists on drivers of internationalization, micro-foundations theories such as chairperson hubris have been less explored in the international business literature, especially in the context of emerging markets.

The purpose of this paper is to understand the effect of antecedents like environmental consciousness and cosmopolitanism (COS) on organic food purchase intention (OFPI) with the possible mediation of opinion seeking (OS) and opinion leadership (OL).

A model drawn largely from environmental value–attitude–system model (Dembkowski and Hanmer-Lloyd, 1994) has been proposed and tested. Primary data from four cities across India were collected using a survey.

COS was the primary factor determining purchase intention. A full mediation of OS behaviour was observed between environmental consciousness and OFPI. No effect of OL on OFPI could be established.

Because COS is positively affecting the organic food patronage and cosmopolitans are more likely to be socially responsible consumers, the organic food (OF) manufacturers should target brick and mortar stores in more cosmopolitan cities like Bangalore, Delhi, etc. The mediating role of OS has wider implications for marketers and advertisers both. In line with both theoretical underpinning (theory of planned behaviour), empirical studies (Chakrabarti and Baisya, 2009) and ours, it seems that the customer seeks credible information before purchasing organic food. The word-of-mouth and social media are recommended channels for similar reasons. The websites are a must for OF manufacturers because retailers may not provide adequate promotion/information of the products to the consumers.

This study enables marketers in the field of OF domain to target the customers better. It also guides them to have a good integrated marketing communication to cater to the opinion-seeking phenomenon of consumers.

The paper investigates the OFPI model better suited to urban cities in India. COS construct usage is a novelty of the paper as well as the mediation of opinion-seeking behaviour. Findings have value both for researchers and practitioners in the OF domain.

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 purpose of this study is to explore how institutional trust, frugality and materialism motivate consumers’ unethical behavior.

The authors conducted the study in two phases – qualitative and quantitative. In the qualitative phase through a content analysis of semi-structured interviews, a list of unethical activities was obtained. In the quantitative phase, a questionnaire was developed, which had questions related to the unethical activities. Data collection for the quantitative phase was achieved through mall intercept surveys. The collected data were subjected to exploratory factor analysis, confirmatory factor analysis and multivariate regression analysis.

Poor institutional environment, frugal attitude and materialistic values motivate consumers from an emerging economy to indulge in unethical acts some of which were not explored before such as booking a cab but not boarding or stealing electricity.

Research evidence on unethical consumer behavior is lacking from emerging markets. Furthermore, extant studies have used mainly national culture models to explore unethical behavior, and finally, the role of institutional trust and frugality has not been explored in previous studies. The present study tries to fill these gaps by considering these elements as the cornerstone of this study.

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.

This chapter measures total factor productivity growth (TFPG) using Malmquist productivity index (MPI) and the growth of MPI of Indian Textile Industry employing nonparametric data envelopment analysis (DEA), during 1995–2016, exploring company (firm) level Center for Monitoring of Indian Economy (CMIE) Prowess data; examines whether TFPG has improved after the withdrawal of multifiber trade agreement (MFA) since 2005; decomposes TFPG into technical change (TC), technical efficiency change (TEC), and scale efficiency change (SEC); and explains the factors behind the movement of TFPG, considering the effect of R&D (RD), exports (EX), marketing expenditures (MKTs) advertisement expenditures (ADVs), imports (IMP), using second-stage panel regression. Empirical evidence supports fluctuating pattern of TFPG during 1995–2016, with a marginal declining tendency. TFPG has increased in 1999–2000, 2000–01, 2009–10, and 2012–13. After dismantling MFA, MPI level has significantly declined, with an increase in its growth rate, but the increase is not statistically significant. The effect of EX, RD, ADV are nonlinear, U-shaped, and IMP and MKT are inverted U-shaped, implying that the sign effect of any variable depends on its size. There are joint interaction effects of (a) RD and EX; RD and MKT which are positive, (b) ADV and MKT as represented by the ratio (ADV/MKT), having nonlinear inverted U-shaped relation. The joint interaction effect supports that the impact of one variable depends on the magnitude of other. The marginal effect of EX, IMP, and ADV are positive; increase in these variables promotes TFPG. The greater role of ADV over MKT is evident. The marginal effect of RD is negative; the average level of RD is too low to generate positive effects, and, thus, there is an urgency of increasing RD. The promising part of the decomposition analysis is that highest contribution to growth rate of TFPG is the growth rate of TEC followed by growth rate of TC, and thus by increasing TEC and TC, higher growth rate of TFPG is achieved and may be beneficial in the long run and may lead to absorption of economic shocks for an economy facing recession in its output growth. Some policy suggestions are made for boosting up TFPG.

Women empowerment is essential for the growth and development of the nation. This study aims to identify the role of non-government organisations (NGOs) in promoting women empowerment through immediate livelihood facilities. Women are creative enough to start their own venture, but they are not able to explore the available opportunities because of male dominance, lack of education and proper government support. Thus, NGOs play a major role in training and empowering women to attain immediate livelihood.

The role of NGOs in empowering women has been explored using the case study method. A total of five case studies of women who attained training and started their own venture have been developed using in-depth interviews.

Women empowerment occurs through venture creation and entrepreneurship, which can be attained with proper training and information. Motivation and effective leadership help women in gaining confidence, and they aim to achieve their goals. Proper information about government policies, networking with customers, relationship with self-help groups (SHGs) and NGOs also help them in attaining empowerment.

This study indicates to the government and researchers that, instead of initiating new policies, it is important to focus on the existing policies and improve them. NGOs or SHGs must focus on providing immediate livelihood through venture creation or entrepreneurial activities.

Women need to be more socialised and develop a habit of partnership with their friends and neighbours to extend their ventures (Dixit et al., 2020). To meet the demand of sustainable and green environment, women must be trained about green manufacturing and to prepare products which are environmentally friendly and sustainable (Agarwal et al., 2020). Instead of initiating new policies, government must review their existing policies and provide equal opportunities to increase female workforce.

This study focusses on the role of NGOs in empowering women by focussing on their immediate livelihood through venture creation or entrepreneurship.