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1 – 4 of 4Latika Sharma, Mridul Trivedi, Himanshu Bagdi and Hemantkumar P. Bulsara
The present research investigates the role of product availability, environmental concern, and social media concerning the intention to purchase green food products by utilising…
Abstract
Purpose
The present research investigates the role of product availability, environmental concern, and social media concerning the intention to purchase green food products by utilising the extended theory of planned behaviour framework in a developing economy.
Design/methodology/approach
A self-administered questionnaire collected information from 412 adults and educated consumers from Vadodara city in India. The questionnaire items were used to collect data from previous studies and further validated using confirmatory factor analysis. The data were further analysed using partial least square-structural equation modelling.
Findings
The study findings indicated that attitude and perceived behavioural control impact the purchase intention regarding green food products, while subjective norms were found not supportive. At the same time, product availability influences perceived behavioural control and increases the volitional control amongst consumers. Moreover, social media positively impacts the theory of planned behaviour’s key constructs.
Research limitations/implications
The outcomes of the present study provide marketing managers with enhanced insight into the relationship between consumers' perception and green food product consumption in the context of social media influence. The findings could help green food producers evaluate the extent of consumers' intentions to buy their products in developing countries.
Originality/value
To the best of the researchers’ knowledge, the present research is amongst the pioneers in India that focuses on the variables of the theory of planned behaviour, which led to knowing the role of green food availability and social media influence in green food products. At the same time, the focus on purchase intention concerning green food products adds to the study’s uniqueness.
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Latika Sharma, Hemantkumar P. Bulsara, Himanshu Bagdi and Mridul Trivedi
This research aims to forecast university students' intentions to contribute to sustainable entrepreneurship (SE) in an emerging market. The study observed the factors influencing…
Abstract
Purpose
This research aims to forecast university students' intentions to contribute to sustainable entrepreneurship (SE) in an emerging market. The study observed the factors influencing students’ sustainable entrepreneurial intentions (SEI) using an extended theory of planned behaviour (TPB).
Design/methodology/approach
A survey was conducted utilising an online questionnaire with a total of 332 college students in Gujarat, India. Partial least squares-structural equation modelling (PLS-SEM) was used to analyse the data.
Findings
The outcome of the present research sanctions that university support strongly impacts perceived behavioural control (PBC) and negatively affects attitudes towards sustainable entrepreneurship (ATT). The findings revealed that environmental concern positively influences students' attitudes and perceived behavioural control towards sustainable entrepreneurship. Whereas sustainable development goals knowledge (SDGK) negatively impacts attitude and PBC. Out of the three key factors of TPB used in the study, only the subjective norm negatively affects SEI among the respondents.
Research limitations/implications
This research may be valuable to academicians and environmental strategists in determining the most essential elements that drive students to create sustainable firms. The findings of this study back up the assumption that TPB adaptation is required when assessing entrepreneurship-specific intents.
Originality/value
The current research aimed to regulate students' entrepreneurial intention (EI) in Gujarat, India, concerning a sustainable enterprise. This research appears to be one of the extremely scarce studies that utilise the extended TPB model to investigate the effect of university support (US), environmental concern (EC) and SDGK in the context of India.
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Mridul Trivedi, Hemantkumar P. Bulsara and Yupal Shukla
This study aims to investigate the smart city millennials’ willingness to pay a premium (WTP) toward toxic-free food products (TFPs). Specifically, it explores the role of social…
Abstract
Purpose
This study aims to investigate the smart city millennials’ willingness to pay a premium (WTP) toward toxic-free food products (TFPs). Specifically, it explores the role of social media and environmental concern (EC), using the theory of planned behavior.
Design/methodology/approach
The authors used a self-administered questionnaire to gather data from 337 millennials living in an Indian smart city, and analyzed them using PLS-SEM.
Findings
The authors found that both EC and social media influence millennials' attitude and purchase intention (PI). The PI so formed, in turn, has both a significant and positive influence on the WTP for TFPs.
Originality/value
To the best of the authors' knowledge, the study is possibly pioneering, especially in the Indian context, as it considers the theory of planned behavior (TPB)'s perspective on millennials of a smart city with respect to TFP. Besides, data on the willingness to pay premium vis-à-vis the social media influence have also shed light on the contexts' uniqueness.
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Latika Sharma, Hemantkumar P. Bulsara, Mridul Trivedi and Himanshu Bagdi
The study aims to shed light on the role of university support (US), environmental concern (EC) and Sustainable Development Goal knowledge (SDGK) in forming students' intention…
Abstract
Purpose
The study aims to shed light on the role of university support (US), environmental concern (EC) and Sustainable Development Goal knowledge (SDGK) in forming students' intention (SI) to engage in sustainability-driven entrepreneurship. The authors attempted to blend the theory of planned behaviour (TPB) and social cognitive career theory (SCCT) as a potentially useful theoretical base for sustainability-driven entrepreneurial intention (SDEI) development.
Design/methodology/approach
The responses were collected from university students in India using a self-administered questionnaire. Confirmatory factor analysis (CFA) and partial least squares structured equation modelling (PLS-SEM) are used to examine the data.
Findings
The university support strongly influences students' attitudes towards sustainable entrepreneurship (ATT) and outcome expectations (OEs). Also, the degree of understanding about SDGs among students was alarmingly low, which has crucial negative consequences for future SDG achievement.
Practical implications
The findings of this study may assist academicians and environmental strategists in deciding the crucial factors influencing SI to start a sustainable business. The study highlights the importance of universities in promoting entrepreneurial sustainability decisions.
Originality/value
This research will add value to the prevailing literature in the area of sustainable entrepreneurship as it explores the effects of environmental concern, SDGK and the role of US on sustainable entrepreneurial intention (EI) among Indian engineering students.
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