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This research study uses the theory of planned behavior to investigate the factors such as environmental concern, perceived control behavior and subjective norms that foster green purchasing intention in the developing market, with the moderating influence of environmental knowledge.

Convenience and purposive sampling were used to obtain data from 418 respondents, which were analyzed using structural equation modeling.

The findings revealed that environmental concern had a significant impact on the subjective norms, green attitude and perceived behavioral control; subjective norms had a positive impact on the green attitude, did not on perceived behavioral control and green purchase intention directly; perceived behavioral control had a significant impact on green attitude directly but did not green purchase intention; green attitude had a significantly impacted the green purchase intention. Environmental knowledge had a strong moderation association between green attitude and green purchase intention.

The study explores the complex relationships between various factors, including environmental concern, subjective norms, perceived behavioral control, green attitude and environmental knowledge, and their impact on green purchase intention which can provide a more nuanced understanding of the drivers for sustainable consumption. Additionally, the study's finding on the moderating effect of environmental knowledge on the relationship between green attitude and green purchase intention may be a novel contribution to the existing literature.

This study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic.

The study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by structural equation modeling.

The findings reported that the perceived ease of use correlates positively with perceived usefulness. Similarly, perceived ease of use, usefulness, perceived utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude significantly positively impacted millennials' impulsive mobile shopping.

This study's results will help e-retailers establish novel techniques and efforts to enhance market volume and build solid connections with mobile customers by ensuring secure purchase habits. The results would also help companies develop customer satisfaction-focused business strategies.

This study contributes to the body of literature by finding a significant impact of attitude, trust and shopping values on impulsive mobile shopping. These constructs have not been explored as factors impacting mobile impulsive shopping, especially when it comes to a pandemic.

The present study operationalizes and tests the impact of extrinsic (store environment, promotional activities) and intrinsic (hedonism, materialism) variables on impulsive buying during the COVID-19 period. It also considers the dual-factor approach (panic and impulsive buying tendency) using the “Stimulus-Organism-Response” approach and “Dual-Factor Theory”.

Purposive sampling was used to obtain data from 362 responses from retail shoppers and analyzed by path analysis. The moderation of novel constructs (scarcity and COVID-19 pandemic) examines the backdrop of retail impulse shopping.

The store environment has a detrimental effect on panic and impulsive buying. Promotional activities have a beneficial effect on impulsive buying tendency. Similarly, hedonism and materialism have a substantial positive effect on panic and impulsive buying tendencies. Between stimulus (intrinsic and extrinsic) and response variables, organism factors (panic and impulsive buying inclinations) influenced positively (impulsive buying); in terms of moderation, scarcity and the COVID-19 pandemic exhibit substantial moderation between organism and response.

The results contribute substantially to the existing domain of customers’ panic and impulsive purchasing behavior for the scarcity of essential items during the COVID-19 epidemic. Research in this field is limited, varied and inconclusive. New insights were obtained as this research blends the “Stimulus-Organism-Response” and Dual factor theories.

The study examines the extrinsic variables, namely store environment, promotional activities (PA), product features and stimulation factors that encourage compulsive purchasing in emerging markets.

The data were collected from customers with recent compulsive shopping experiences at an online retail store. This study collected 469 original survey responses employing purposive sampling and data analyzed with covariance-based structural equation modeling and used segmentation analysis.

The study results indicated that extrinsic (stimulus) factors, such as shop environment, PA and stimulation factors positively impacted shoppers’ impulsive buying tendency (IBT), whereas product characteristics did not affect shoppers’ IBT. Similarly, IBT (organism) influenced compulsive purchase, as did a favorable mediating relationship between extrinsic factors (stimulus factors) and shoppers’ compulsive purchase (response factor). Moreover, segmentation results showed that female consumers had more IBT and compulsive buying behavior than male respondents.

This research adds to the corpus of information concerning impulsive and compulsive buying behavior. As this study incorporates the Stimulus-Organism-Response paradigm, new findings emerge; using this paradigm allows for the testing of new linkages to better understand consumers’ impulsive and compulsive behavior.

This study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.

The data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data.

Consumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism–response relationship.

As a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands.

This study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the S-O-R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.

The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude).

The study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis.

The findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM).

This study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.

This research investigates the effect of green initiatives on sustainable luxury brand purchasing intentions, employing sustainable involvement and attitude as mediators and brand experience as a moderator; the stimulus-organism-behavior-consequence model is utilized to understand this phenomenon comprehensively.

We collected 503 survey responses from individuals who had bought sustainable luxury products via purposive sampling. Subsequently, we employed structural equation modeling and the PROCESS macro to analyze the data collected.

The results revealed that (1) green initiatives had a positive influence on sustainable involvement, attitude and sustainable purchasing intention; additionally, (2) sustainable involvement and attitude had a positive mediation relationship between the green initiatives and attitude, sustainable purchasing intention; likewise, attitude had a positive mediation relationship among them; (3) sustainable purchasing intention substantially affects customer word of mouth and satisfaction and (4) brand experience significantly moderates the association between sustainable purchasing intention, word-of-mouth and satisfaction.

The current study investigates consumer sustainable behavior, with the rising importance of sustainable luxury products and increasing consumer awareness of sustainability. Notably, this study introduces a fresh application of the stimulus-organism-behavior-consequences (SOBC) framework, marking a groundbreaking approach in sustainable luxury brand research.

The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk.

Convenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data.

The results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect.

This research reveals a high degree of hedonic and utilitarian values, as well as low-risk features that might improve consumer attitudes about online impulsive behavior.

This research will aid e-retailers in building new strategies and plans to increase sales volume and strengthen relationships with online customers via the provision of trust and security throughout the purchase process.

This study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with product knowledge acting as a moderator and information processing, and uncertainty reduction theory contributing as the theoretical foundation.

In total, 371 responses were collected from fashionable consumers who had recently purchased fashion products via a purposive sampling approach, and the data were analyzed using structural equation modeling and PROCESS macro.

The results illustrated that product complexity had a significant impact on product involvement and product diagnosticity, and consumer attitude. Attitude, in turn, had a favorable impact on webrooming behavior. Likewise, product diagnosticity and product involvement had a positive mediating association between product complexity and consumer attitude. Product knowledge significantly moderated the relationship between product complexity, product involvement, and consumer attitude, but it exhibited a negative moderation association between product complexity, product diagnosticity, and attitude.

This study represents a novel research endeavor, shedding light on webrooming from the perspective of product attributes in fashion retailing. It contributes to the growing body of literature on fashion marketing by analyzing the rapidly evolving phenomena of webrooming behavior within the multichannel context of the fashion industry.

The unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due to economic insecurity and fears of death have resulted in a paradigm shift away from consumer materialism and toward consumer spiritualism. The present study examines the effect of various dimensions of “spirituality” on consumers’ conspicuous consumption of fashion. The study employs a descriptive empirical research design to determine the impact of multiple dimensions of spirituality on the conspicuous consumption of Generation Z in India. These dimensions include General spirituality belief, Global personal spirituality and reincarnation spirituality. Additionally, the moderating effect of dispositional positive emotion on the relationships mentioned above has been investigated.

The data were accumulated through purposive sampling from 517 Generation Z consumers and analyzed using structural equation modeling.

Reincarnation, general personal and global personal spirituality had a direct positive impact on conspicuous consumption of fashion. Dispositional positive emotion had a positive moderation effect between the reincarnation, general personal and global personal spirituality and conspicuous consumption.

The study will assist fashion brands and retailers in better understanding consumer behavior and associated opportunities and threats post COVID-19. For merchants and business owners in emerging countries, this study will help them to apply new techniques for keeping customers. It is useful to evaluate a shopper’s views towards spirituality, disposition and conspicuous consumption.