Search results

This article intends to explore critical factors that affect the adoption of organic farming in emerging economies. The authors respond to the calls from policymakers, non-government organizations, business firms and scholars to improve the farmers' awareness of the negative impact of synthetic chemical pesticides, phosphorus, potassium fertilizers and mineral nitrogen used in traditional farming.

Through self-administered survey questionnaires, responses were obtained from 397 farmers (conventional) regarding organic farming adoption in Haryana (India). The survey responses were collected between October 2022 and December 2022. The authors apply the “partial least squares structural equation modeling” (PLS-SEM) to test the framed hypotheses.

The present article demonstrates six critical determinants of organic farming adoption, i.e. behavioral, cultivation, economic, governmental, marketing, and social factors. These six factors drive 71.0% (R²) variation in organic farming adoption. Governmental factors have a positive but insignificant influence on organic farming adoption. Interestingly, the impact of behavioral and cultivation factors is crucial per path coefficient values.

For the first time, the authors conducted a study on organic farming adoption in Haryana that lies in its context-specific implementation, utilization of localized knowledge and expertise, regional policy support, agricultural diversification and community participation. Future research can build upon by adding agriculture scientists to the study to respond to the cost, quality of the crop and impact of socio-economic policies as moderators/mediators on adoption decisions.

The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on relative brand trust–love.

Extant empirical studies, conceptual literature and related theories were identified and integrated to develop the conceptual model.

Findings of the study suggest that relative brand trust–love arises because of different components of uncertainty. Relative brand trust–love exhibited by the customer is moderated by uncertainty at the individual level, brand level and technology level. These uncertainties represent the situation that considers if relative brand trust–love can be enhanced. A few propositions have been suggested for such situations to enhance relative brand trust–love.

This paper proposes a conceptual model and also makes research propositions that need to be validated and confirmed empirically. It adds value to theoretical advancements in strengthening the customer–brand relationship. Furthermore, results suggest that relative brand trust–love can be improved over time if these components can be supported by increasing information at different levels. The conclusions will be informative to practitioners and brand managers in strengthening a brand into the market more effectively. Moreover, it can transform the brand into a global brand and help build sustainable long-term relationships. Findings can be useful and interesting information for the researchers who are interested in finding strategic ways for effective decision-making related to brand trust and brand love.

The conceptual model, and the propositions related to different levels of uncertainty, and its effect on relative brand trust–love, is a new approach in enhancing relative brand trust–love and hence helpful in strengthening the quality of customer–brand relationships.

This study aims to develop a micro-meso-macro framework of brand pride to understand brand pride, its forms, characteristics and the interdependence of this construct, in a comprehensive manner.

Literature in brand pride has been systematically extracted, analysed and evaluated, to propose an integrated framework which presents a holistic view of brand pride.

At the micro level, brand pride is associated with owning individual level characteristics such as personality, culture, values, beliefs and motivation action and behaviour of the individual; at the meso level, brand pride is associated with characteristics at brand level, actions and behaviour such as brand personality, brand value and image. At the macro level, brand pride is associated with brand interactive characteristics, actions and behaviour, at a broader network of systems and environment such as brand responsible behaviour and brand’s adaptability in creating a robust network in uncertainty.

This paper identifies brand pride as a useful connecting point between brands and the surrounding environment, to achieve a more sustainable branding practice. Although previous researchers explored its effects on brand loyalty in various contexts, a comprehensive, holistic model for enhancing brand pride, suitable for application at various situations and various levels, was missing. This research fills this gap through a unique contribution by proposing a micro-meso-macro framework, which is a three-layered approach to brand pride.