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1 – 10 of over 1000Ganesh Kumar and Jogendra Kumar Nayak
The adoption of residential rooftop solar panel systems (SPS) in India is at a nascent stage. Therefore, this study aimed to examine the factors affecting consumers’ intention to…
Abstract
Purpose
The adoption of residential rooftop solar panel systems (SPS) in India is at a nascent stage. Therefore, this study aimed to examine the factors affecting consumers’ intention to purchase SPS by expanding the theory of planned behavior (TPB) with three environmental psychology factors. The study was targeted at potential users’ intention to purchase SPS, thus it further explored the moderating role of perceived government subsidy policy (PGSP) in determining consumers’ purchase intention of SPS.
Design/methodology/approach
Using G*power software, the minimum sample size of 189 was calculated; accordingly, 292 valid responses were gathered from potential users of SPS from three Indian states, namely Rajasthan, Punjab and Haryana, via an online questionnaire survey with the help of purposive sampling method. Structural equation modeling technique of partial least squares was employed to analyze the data.
Findings
Results demonstrated that attitude, subjective norms, perceived behavioral control, perceived consumer effectiveness (PCE) and PGSP significantly influence purchase intention of SPS. Green trust and green self-identity did not influence the purchase intention of SPS. Further, PGSP strengthens the effect of attitude, green trust, PCE on purchase intention of SPS while it weakens the effect of subjective norms on purchase intention of SPS.
Originality/value
This study contributes to the existing literature by integrating green trust, green self-identity, PCE and PGSP into the TPB model to better understand factors affecting consumers’ purchase intention towards SPS in India.
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Shalini Reddy Naini and M. Ravinder Reddy
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Social implications
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.
Originality/value
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.
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Suyash Mishra and Ravinder Kaur
The study aims to predict the drivers of green purchase in extended theory of planned behaviour (TPB) by investigating direct and indirect role of consumers' attitude toward green…
Abstract
Purpose
The study aims to predict the drivers of green purchase in extended theory of planned behaviour (TPB) by investigating direct and indirect role of consumers' attitude toward green purchase along with moderating effects of green trust and willingness to pay on purchase behaviour in an emerging market.
Design/methodology/approach
A total of 417 useable responses were recorded from three different states of north India to resolve the issues related to demographic diversity in country by using a structured questionnaire. Structural equation modelling, mediation and moderation analyses were used to investigate the hypothesised relationships.
Findings
The research unveiled that environmental concern, subjective norm have significant direct and indirect influence on green purchase intention via attitude. Furthermore, this study also elucidates that green trust significantly moderates attitude–behaviour, and intention–behaviour relationships, whereas willingness to pay does not significantly moderate these relationships in proposed model.
Practical implications
This study provides interesting insights regarding consumers of emerging market toward green purchase. These insights are useful for marketers to design more focused strategies for enhancing the consumers' preferences for green products and promotion of pro-environmental behaviour in emerging markets.
Originality/value
The novel insights of this study are the mediating role of attitude in an emerging market in extended TPB model and exploration of the moderating role of green trust and willingness to pay premium to reduce the attitude–behaviour and intention–behaviour gaps for enhancing the consumers' preferences for green purchase.
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Puneett Bhatnagr and Anupama Rajesh
This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the…
Abstract
Purpose
This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the continuous usage intention (CUI) of Indian digital banks from Generation Y and Z perspectives.
Design/methodology/approach
This study used an online survey method to gather data from a sample of 466 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using PLS-SEM to further study the research hypotheses.
Findings
The main factors that determine digital banks’ OCE are perceived enjoyment, e-service quality, information quality and e-convenience. Additionally, relevant constructs were evaluated using an importance-performance map analysis.
Research limitations/implications
This study used convenience sampling for the urban population using digital banking; therefore, the outcome may be generalised to a limited extent. It would be valuable to imitate studies in other countries to strengthen digital banking further.
Originality/value
There is a lack of research on digital banking and OCE in India; thus, this study helps rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between OCE, EL, ET and the bottom line of financial institutions, using these factors as dependent variables instead of traditional measures.
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In an effort to position higher education institutions to survive in this fiercely competitive environment, the paper aims to identify the direct and indirect relationships…
Abstract
Purpose
In an effort to position higher education institutions to survive in this fiercely competitive environment, the paper aims to identify the direct and indirect relationships between higher education institutional positioning and exogenous factors (student engagement, employability, technology adaptation, teaching quality, and moral values).
Design/methodology/approach
A cross-sectional data was collected from 1,015 students studying in the pre-final year of graduation or post-graduate course/program from various educational institutions that were shortlisted based on the Indian NAAC and NIRF rankings. Thereafter, robust assessment criteria of PLS-SEM were used for model assessment and computation of results.
Findings
The findings revealed that to develop the greatest platform for upcoming young talent, higher educational institutional positioning ought to be addressed as a priority, which in turn will result in better living standards for upcoming generations.
Research limitations/implications
Framing strategies for urban students can never match those living in rural areas, as they are deprived of money due to their level of upbringing from childhood, which creates a high difference in the psychological mindset of students while choosing a career path.
Practical implications
The higher positioning of educational institutions clearly reflects the authentic learning environment, with professionalism leading to better student engagement with best industry practice.
Originality/value
Research novelty is highlighted as a more focused and streamlined approach to students’ career development and institution branding by reanalyzing and grouping various concepts of institutional positioning into a single model.
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Zebran Khan, Ariba Khan, Mohammed Kamalun Nabi, Zeba Khanam and Mohd Arwab
The purpose of this study is to investigate how electronic word of mouth (eWOM) affects purchase intention and brand equity, and to further examine the mediating role of brand…
Abstract
Purpose
The purpose of this study is to investigate how electronic word of mouth (eWOM) affects purchase intention and brand equity, and to further examine the mediating role of brand equity between eWOM and purchase intention among Indian consumers of branded apparel.
Design/methodology/approach
The data was collected from 303 consumers of branded apparel using an online questionnaire, and data were analyzed through structural equation modeling with the help of SPSS v24 and AMOS v23.
Findings
The findings of this study demonstrated that eWOM has a positive and significant influence on brand equity and purchase intention. Simultaneously, brand equity partially mediates between the eWOM and purchase intention of consumers of apparel brands.
Research limitations/implications
The study's data set is limited in its generalizability as it is based on specific responses from Indian consumers of branded apparel via an online survey. The results of this study would help marketing practitioners and apparel manufacturers to augment their sales and design their promotional strategy in accordance with consumers' traits.
Originality/value
To the best of the authors’ knowledge, this study is one of the first to propose an integrative model that studies relationships between eWOM, brand equity and purchase intention by incorporating the Elaboration Likelihood Model among Indian consumers of branded apparel. Furthermore, this novel piece of research explores the relationship between eWOM and purchase intention with brand equity as a mediator, particularly for branded apparel selected by Indian consumers.
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Saptarshi Bhattacharya, Rajendra Prasad Sharma and Ashish Gupta
Online shoppers feel insecure due to the various unethical practices of e-tailers. It is, therefore, crucial for online retailers to alleviate customer concerns. Extant literature…
Abstract
Purpose
Online shoppers feel insecure due to the various unethical practices of e-tailers. It is, therefore, crucial for online retailers to alleviate customer concerns. Extant literature indicates that country-of-origin (COO) cues influence consumer perception. A relatively underexplored phenomenon in an emerging market context, the COO image of the online retailer, i.e. a foreign-origin online retailer (FOOR) or an Indian-origin online retailer (IOOR), needs validation. The current study investigates customer expectations of online retailers' ethical behaviour against the backdrop of online retailer-based signals in emerging markets.
Design/methodology/approach
The researchers floated an online questionnaire using a seven-point Likert scale. The authors sought recipient responses in Google Forms shared via e-mails and social media connections. The authors analysed 1,018 useable responses using partial least square structural equation modelling (PLS-SEM) in Smart PLS 3.
Findings
The empirical study examined the influence of the consumer perception of ethics of online retailers (CPEOR) and COO on consumer purchase intention. It validated the proposed research model. The research findings inform that the CPEOR and the COO influence purchase intention through the mediation effects of trust and satisfaction. Results indicate that privacy, security, non-deception, fulfilment, customer service, FOOR and IOOR strongly predict consumer trust. In contrast, privacy, non-deception, fulfilment, customer service and FOOR strongly predict consumer satisfaction. However, security and IOOR did not influence consumer satisfaction.
Research limitations/implications
The study results have theoretical and practical implications for academic researchers and online retailing managers. Future studies can validate the model in different geo-demographic scenarios and e-commerce settings.
Originality/value
The study enriches the extant literature on CPEOR in the Indian context. This study is pioneering work examining consumer purchase intention by adding the COO construct to the CPEOR model.
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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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Social implications
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.
Originality/value
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.
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Zebran Khan, Ariba Khan, Mohammed Kamalun Nabi and Zeba Khanam
The purpose of this study is to examine an integrated model, in which brand equity (BE) mediates the effects of social media usage (SMU) and electronic word of mouth (eWOM) on…
Abstract
Purpose
The purpose of this study is to examine an integrated model, in which brand equity (BE) mediates the effects of social media usage (SMU) and electronic word of mouth (eWOM) on purchase intentions among Indian consumers of branded apparel.
Design/methodology/approach
An online questionnaire was used to collect data from 317 Indian customers of branded apparel, and the data were analyzed using the partial least squares structural equation modeling (PLS-SEM) with the help of SmartPLS version 4.
Findings
First, the results indicated that SMU, eWOM and BE significantly impact consumers purchase intention; at the same time, BE is influenced by SMU and eWOM. Second, results confirmed that BE partially mediates the effects of SMU and eWOM on the purchase intentions of consumers of apparel brands.
Research limitations/implications
The study's dataset is limited in its generalizability as it is based on specific responses from Indian consumers of branded apparel via an online survey. The results of this study would help marketers and advertisers create customized advertising campaigns for the people who are most likely to buy their products. Marketers can also use social media to promote the uniqueness or point of difference (PoD) of their apparel brands.
Originality/value
To the best of the authors' knowledge, no study has been conducted on apparel brands in the Indian context that has tested an integrative model, in which BE mediates the effects of SMU and eWOM on the purchase intentions of customers of apparel brands.
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Ranjan Chaudhuri, Sheshadri Chatterjee, Arka Ghosh, Demetris Vrontis and Alkis Thrassou
The paper aims to examine the nature and scale of the sustainability value of car sharing and to identify, through consumer analysis, the contextual and consumer factors of…
Abstract
Purpose
The paper aims to examine the nature and scale of the sustainability value of car sharing and to identify, through consumer analysis, the contextual and consumer factors of success of car subscription as a business model.
Design/methodology/approach
The study evaluates the car sharing model against the sustainable development goals defined by the United Nations in 2019. Individual interviews were performed for preliminary understanding of the factors affecting consumers' choices. Subsequently, through two phases of data collection, factor analysis and path model analysis were performed to identify and confirm latent factors. Consumer market segmentation was performed using cluster analysis.
Findings
Car sharing was found to have an overall positive net impact, with certain potential negative dimensions. Willingness, financial affordability, location and experience were identified as the key factors of consumers opting for car subscriptions. The findings further highlight the significant business potentialities of car subscription in India, consequent also to consumers' attitudes toward car ownership.
Practical implications
The research has substantial implications for both society and business, with the former being presented with an innovative sustainable means of transportation, and the latter with the elements of success of an entrepreneurial business model to support the former.
Originality/value
The study is a pioneer in objectively evaluating and prescribing positive social and business value creation for and through car subscription in India, based on consumer analysis.
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