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Fashion brands are one of the strongest means of expressing consumers identity. This study explores and empirically validates the concepts of brand love and hate for masstige fashion brands from the purview of emerging markets. This study deciphers three components of masstige fashion brand promise through the lens of hedonic identity, uniqueness and expected social gains for the affluent middle-class consumers. The model is complemented by the impact of environmental and society’s well-being.

Empirical evidence was obtained through an online survey in India. Total of 222 complete responses were used to test hypotheses by fitting a model with the partial least squares algorithm.

Fashion brand love is triggered by consumers’ hedonic identity and expected social gains. Brand hate is fuelled by environmental and societal well-being concerns, expected social gains and uniqueness. Theoretical contribution is threefold: First, the relevance of social and environmental consequences reflecting consumers’ accepted responsibility for their masstige consumption is introduced. Second, the study deciphers the emotions related to masstige brand love and brand hate for emerging market’s affluent middle-class. Third, empirical results contribute to the ongoing discussion on whether brand hate and love are two distinct concepts or collapse to be two extremes of one and the same continuum.

Middle-class consumers in India are strict in their avoidance and rejection of the lower classes’ preferred fashion brands. Targeting must consider the social classes hierarchy. Marketing-mix design, particularly prices and distribution networks, need to enable a distinction between the social classes.

Masstige fashion brand love and hate turn out to be two distinct constructs that co-exist rather than being two extremes of one and the same dimension.

Indian middle-class consumers satisfy their need of environmental and social caretaking by avoidance and brand hate but continue to choose masstige brands to demonstrate social status and are not modernizing their traditional accumulative materialism.

This study aims to determine the solutions to address the Indian attitude-behaviour inconsistency in the green purchasing context and provide the possible combinations of antecedents that aid Indian marketers in designing promotional and advertising strategies.

A non-probability criterion-based sampling technique was used in collecting the data across Hyderabad city of Telangana region through online survey technique. The respondents were the customers who were attracted towards green and eco-friendly products. A total of 129 responses were received. SPSS v26 software was used to conduct the descriptive analysis, and the two-step analysis approach of the measurement and structural model was conducted in SmartPLS.

Results indicate that interpersonal influence has a greater direct influence on green purchase behaviour (GPB); altruism’s influence on green purchase intention (GPI) and GPB is through environmental attitude (EA) and green awareness (GA). EA has a significant influence on GA and green behaviour (GB). The GA and GB individually act as potential mediators between EA and green consumption behaviour (GCB) variables. Perceived environmental knowledge (PEK) does not influence GPB directly or indirectly. Altruism still ranks at the fifth position among the six antecedents, indicating reciprocal determinism and not an altruistic purchase approach in the Telangana region.

The results of this study may be used by government agencies and policymakers to launch awareness campaigns aimed at educating the public and encouraging green buying practices among broader societal segments. These kinds of programmes could lessen the harm that inconsiderate consumption habits do to the environment and to society, increase the green behaviour practices like planting trees, and recycling, and also increase the consumer’s PEK.

To the best of the authors’ knowledge, the present study is the first to apply reciprocal deterministic theory along with theory of planned behaviour to predict Indian GCB and address the attitude-behaviour gap. Moreover, to the best of the authors’ knowledge, this is the first study to investigate together the direct and indirect influence of altruism, interpersonal influence and perceived environmental knowledge on green purchase behaviour. Given the growing trend of consumers adopting an eco-friendly mind-set, a novel approach to empirically discuss the behavioural and personal factors will give research the much-needed boost it needs.

This paper aims to present a summary of the green consumer behaviour (GCB) research conducted during the 2001–2021 period using the bibliometric analysis and to carry out a thematic and content analysis on the three clusters which comprise 57 articles resulting from the co-citation analysis and identify the significant green purchasing factors.

The three-pronged methodology applied to this research analysis includes performance analysis of the literature using biblioshiny and R Studio; network mapping analysis using VOSviewer and Gephi; thematic analysis using word clouds generated with R Software and content analysis of each paper with the aid of within and between-study analyses.

Cluster one acted as a base for the theoretical foundations of GCB which aids in understanding the basic concepts of green marketing, its evolution and the methodologies, whereas cluster two determined the predictors of everyday green behaviour, which helps in gaining knowledge about the everyday sustainable activities the consumers indulge and the factors motivating to do so. Cluster three mainly focused on the psycho-socio demographic determinants of GCB, which assists in segmentation and predicting the purchase behaviour of the various consumer segments.

The significant variables and major gaps in each of the clusters were identified and authors have drawn the implications for future researchers and marketing managers.

This paper aims to examine the association between the perceived values of information (economic, hedonic, functional, psychological) and the actual use of social networking channels (Instagram/Facebook groups/SNS personal profiles or messaging) for seeking information on accommodations.

879 respondents aged 18–55, who travel abroad as individual tourists at least once a year and are responsible for their own accommodation choice, were surveyed.

The study shows that all the values of information are more likely to be provided through posting a question on one's profile/messaging options (i.e. friends and relatives), than through Facebook groups and Instagram. The multivariate findings show that different values are associated with different SNS channel choices for seeking information.

The study provides an innovative approach to the motivations behind the use of different SNS platforms for travel information search by consumers. It offers practical implications, suggesting how to provide the relevant content on each channel.

Property developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).

Around 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.

Results indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.

Data and sample size were limited to meet the generalisation from different nations and cross cultures.

The authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.

This study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.

The purpose of this paper is to identify the challenges surrounding the implementation of digital technology (DT) agri-food supply chain (AFSC) and explore how these challenges relate to the various sustainability dimensions. Additionally, it aims to assess how these challenges are interconnected in relation to achieving sustainable development goals (SDGs).

The study employs a mixed-method approach utilizing the EFA-ISM-Fuzzy DEMATEL technique. To support and validate the findings, exploratory factor analysis (EFA) categorized 12 critical challenges in sustainable dimensions from 141 participants' responses. Furthermore, interpretive structural modeling (ISM) and decision-making trial and evaluation (DEMATEL) methods were used to obtain the interrelationship and hierarchical structure of the challenges.

The study identified 12 critical challenges while adopting DT in AFSC. These challenges were categorized into four sustainable dimensions: technological, economic, environmental and social. These challenges hinder the achievement of SDGs as well. Lack of regulatory and policy framework with security and privacy issues were the key challenges faced while adopting DT. These observations emphasize the necessity for government and policymakers to prioritize tackling the identified challenges to successfully endorse and execute DT initiatives in AFSC while also fulfilling the SDGs.

The implication underscores the need for collaboration among various stakeholders, such as governments, policymakers, businesses and researchers. By collectively addressing these challenges, DT can be leveraged optimally, fostering sustainable practices and making progress toward achieving the SDGs within the AFSC.

The study uses a combination technique of EFA and ISM-DEMATEL to identify the challenges faced in Indian AFSC while adopting DT and categorizes the interrelation between the challenges along with fulfilling the SDGs.

This study aims to focus on how smartphone addiction impacts young consumer behavior related to mobile technology (i.e. the compulsive app downloading tendency). After a thorough literature review and following the risk and protective factors framework, this study explores factors that could mitigate its effects (resilience, family harmony, perceived social support and social capital).

The study used the covariance-based structural equation modeling approach to analyze data collected from 275 Generation Z (Gen Z) smartphone users in Spain.

Results suggest that resilience is a critical factor in preventing smartphone addiction, and smartphone addiction boosts the compulsive app downloading tendency, a relevant downside for younger Gen Z consumers.

Through the lens of the risk and protective factors framework, this study focuses on protective factors to prevent smartphone addiction and its negative side effects on app consumption. It also offers evidence of younger consumers’ vulnerability to smartphone addiction, not because of the device itself but because of app-consumption-related behaviors.

The present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the restaurant service industry in Pakistan. The study focuses on the impact of social media advertisements and investigates the mediating influence of waste reduction intentions on actual behavior. This underscores the significance of contextual and emotional variables in comprehending consumer behaviors.

The study used a cross-sectional research methodology to examine the impact of SMMAs on the behavior of Generation Z consumers in Pakistan’s food service industry with regard to reducing food waste. A study was conducted to investigate the restaurant purchasing behaviors of a sample consisting of 449 individuals belonging to the millennial generation, often known as Generation Z.

The majority of variables related to SMMA, except for interactivity and personalization, were shown to have a positive impact on individuals’ intents to reduce food waste. The study observed a significant relationship between consumers’ intentions to decrease waste and their actual behavior in waste reduction. Furthermore, this relationship was shown to be influenced by the mediating role of waste reduction intention.

Examining how social media affects Pakistani Generation Z’s efforts to reduce food waste is what makes this study distinctive. According to the research, the majority of social media factors positively influence intentions to reduce waste. The relationship between intentions and actual behavior, which highlights the impact of social media campaigns and emotional aspects in promoting waste reduction, is one of the important conclusions.

The continuing development of digital technologies creates expanding opportunities for information transparency. Consumers use social media to provide online reviews that are focused on changing levels of consumer trust. This study examines the effect of perceived risk that prompts consumers to search for online reviews in the context of food safety.

Commitment-trust theory forms the theoretical lens to model changes in consumer trust resulting from online reviews. Consumer-based questionnaire surveys collected data to test the structural model, using structural equation modelling (SEM).

The findings show when consumers perceive high levels of risk, they use social media to obtain additional product-related information. The objective, unanimous, evidential and noticeable online reviews are perceived as informative to consumers. Perceived informativeness of positive online reviews is found to increase consumers trust and, in turn, increase their purchase intentions.

The findings contribute to the knowledge of online review-based trust literature and provide far-reaching implications for information system (IS)-practitioners in business.

The global research evidences indicate that the technology adoption in case of agribusiness has a potential to enhance the performance and bring operational efficiency. India is the world’s largest producer as well as consumer of milk but struggles with yield per cattle, overall productivity, low rate of technology acceptance and adoption, health detection of milching units, animal data recording and presence of dairy products in the global market. The purpose of this study is to focus on identifying the challenges of technology adoption in dairy farms and constructing a hierarchical model using soft systems methodology.

This study uses nominal group technique-based discussion with domain experts and personal interviews with dairy farm owners/managers for the identification of challenges, fuzzy interpretative structural modeling as well as FMICMAC to develop a hierarchical model of challenging elements and to divide the identified elements into four categories based on the dominance of driving-dependence power.

This research has developed a list of 12 challenges affecting the technology adoption in a dairy farm business unit, identified through the personal interviews with 60 dairy farms across three highest milk-producing states of India in terms of annual milk output – Haryana, Punjab and Uttar Pradesh. Lack of government support followed by lack of educational opportunities in dairy-based education were found as the most crucial and high driving challenges, whereas high cost, huge investment and low acceptance of decision-maker were found as the most dependent challenges of technology adoption.

This research is one step ahead of interpretive structural modeling that considers the fuzzy-based dominance in the model to showcase the degree of relationship along with its existence, but it lacks to statistically validate the findings using techniques like SEM.

This paper has developed a list of challenges in adoption of technology along with their inter-relationships to highlight the required focus challenge that drives or is dependent on the other challenges. The goal is to bring performance improvement and assist Indian dairy farm business stakeholders or decision-makers in formulating strategic and action plans and help policy planners to make favorable policies based on the understanding of contextual relationship between challenges.

In Indian context, dairy is an important part of agriculture sector, and milk is an essential item that facilitates income generation to small and rural households and a source item for several other businesses and activities. The results of this research suggested the policy planners and government to ensure subsidized and insured technologies, training support and facilities, educational opportunities and efforts for promotion of technology adoption among dairy farmers. The suggestions are purely on the basis of the relevance of challenges in the hierarchy and can play a significant role in improving the level of technology adoption and can ultimately uplift the social and economic well-being from micro-level of farmers to macro-stage concerning economic development of India.

To the best of the authors’ knowledge, this study is purely original and outcome of the research conducted by authors.