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Amidst the rising awareness of sustainable consumption, this study aims to delve into the dimensions shaping individuals' preferences for traditional gastronomic delicacies taking an emerging economy’s perspective, India.

A qualitative research methodology in the form of a Grounded Theory Approach is used to develop theories. Important dimensions that drive attitude and intention towards experiencing traditional gastronomic delicacies are explored. Based on literary inputs and qualitative study, a research framework is developed and empirically validated thereon with SEM analysis using SPSS-AMOS.

Drawing on the Theory of Consumption Values and Stakeholder Theory, key influencers (consumption values) of traditional gastronomic delicacies were identified as Travel Motivation (Functional Values), Tourist Expectations (Emotional Values), Socio-economic Perspectives (Socio-economic Values), Mindful Consumption Practice (Epistemic Values), Community Awareness (Epistemic Values) and Sustainable Marketing Stimuli (Conditional Values).

This research has a multifaceted impact. At the macro-level, it supports stakeholders in Gastronomic Tourism (GT) – marketers, regional tourism bodies, policymakers and tour operators with distinct consumer values – in crafting regional culinary tourism, influencing economic policies and advocating for cultural conservation. At the micro-level, it aids scholars in initiating future research to elevate dining experiences, promote consumer education and tackle health and nutritional aspects within the evolving gastronomic industry.

This study makes a novel attempt to explore important drivers, categorizing the drivers into distinct consumer values that influence tourists and food connoisseurs towards traditional gastronomic delicacies by blending an innovative qualitative research methodology like grounded theory approach supported by the empirical validation process (quantitative). Additionally, it proposes a theoretical framework for future advancement of gastronomic literature.

The study explores and builds theories in Customer Perceived Values (CPVs) that drive counterfeit buying intention, using a Grounded Theory Approach (GTA) in an emerging market, India.

Counterfeit studies have either resorted to a survey approach or modelling approach in investigating various aspects and dimensions. This study, among a few, attempted a GTA in building theory on CPVs. Based on the observations and recorded responses that emerged through several Focus Group Discussions (FGDs); conducted in two metropolitan cities (India), newer insights into this illicit phenomenon of “Counterfeiting” were derived.

Adding to the counterfeit literature, the study presents a comprehensive view of the CPVs. Findings reveal economic, socio-normative, pleasure-based, euphemistic, acquisition-centrality, self-regulating, situational and sustainable consumption values that influence counterfeit attitudes and in turn impact counterfeit buying intentions. Although Economic Values (ECV) have been the primary motivation for counterfeit purchase, complex and newer values that emerged through this research study bears significance.

As a single point of reference, this study will provide impetus to scholars and academicians in expanding the counterfeit research domain. While aiding policymakers and marketers in further understanding this illicit practice, it will also guide brand managers in strategizing their offerings and reaching out to the masses with strong brand aesthetic values.

Based on a systematic literature review using the 4 Ws framework, this study is one of the few attempts that has adopted a GTA to explore and develop theories on CPVs in counterfeit research.