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Buying online has become a widespread and common activity for consumers, and, for many organizations, e-commerce has become a very profitable alternative to sell their products and services, also allowing them to leverage their strategy in new geographical markets immediately. Although the literature on the subject is comprehensive, there is a gap in identifying the holistic constructs that are the determinants of consumers' choice of an online store. This research resorts to an exploratory study, based on a nonsystematic literature review, seeking to identify these constructs. The results obtained allowed us to identify the following constructs: consumer behavior, customer experience, web content, catalog, terms and conditions, customer support, perceived value, trust, security and privacy, satisfaction, and loyalty. Customer experience, satisfaction, and loyalty constructs stand out from a strategic perspective.

Purpose: This chapter aims to find the impact of cultural marketing on consumer buying behaviour and analyse the cultural factors affecting consumers’ buying behaviour. Cultural marketing aims to offer and promote a product, a message, or a service to a group of people who may be their potential purchasers and belong to the same culture or particular demographic.

Methodology: This study uses the published research for different countries viz. India, Canada, Germany, the UAE, the UK, the USA, Japan, etc., in the field of culture, cross-culture, and consumer buying behaviour considering various factors and their impact; but in particular, this study focussed on the cultural factors only and analysed their impact on the consumer behaviour of the different countries.

Findings: The study revealed that different countries have their own unique culture. Cultural factors have a positive relationship with consumers’ buying behaviour and exhibit that consumers behave differently towards the same product as per their perception developed by their culture.

Need of the study: Today, the world has become global, and to become a successful consumer oriented market service provider, marketers have to study the psychology of the customers to procure them. This study focusses on one of the essential factors, that is, culture and how cultural factors affect consumer buying behaviour. The study of culture is the gateway to attracting consumers in the market.

Practical implications: The study would help multinational companies in segmentation, targeting, and positioning and developing several marketing strategies for their products. Companies would be able to understand changes in consumer purchasing behaviours that arise from cultural differences, which helps them cater to the needs of their global consumers.

This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and social influences, which can lead to panic buying. The goal of this research is to ascertain how COVID-19 influences the buying decisions of customers. Additionally, the study aims to identify consumer consumption trends for a spectrum of products and services, including fast-moving consumer goods (FMCGs), entertainment, pharmaceuticals, travel and tourism. A comprehensive review of different research papers is done to conclude. The papers considered are from 2020 to 2022. Different keywords are used to search the relevant papers such as ‘pandemic’, ‘COVID-19’, ‘behaviour’, ‘impulsive’, etc. TCCM framework has been applied while reviewing the articles. During the isolation, consumer behaviour moved to panic buying and stockpiling, favouring organic basics, and encouraging e-commerce, as well as economic nationalism favouring made-in-India products. This study helps in knowing the reasons for change in consumers' behaviour for different products and services due to unforeseeable situations like COVID-19 and can find possible ways to deal with them. Business owners learn about changing consumer purchasing behaviours and how to modify products. The government can change policies to improve medical tourism and social protection.

The purpose of this study is to look at the factors that drive people to participate in the sharing economy (SE). Based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the study proposes a mathematical model. The study’s ultimate objective is to help businesses attract more involved customers and promote collaborative consumption as a sustainable alternative to typical consumption patterns. The study offers a conceptual framework established via a thorough literature review to examine Indian customers’ use behavior toward SE platforms. A one-sample two-tailed t-test is used to assess the framework’s efficacy. The research fills gap in the literature on the SE by investigating the factors that determine subjective norms (SN), attitudes (A), and perceived behavioral control (PBC). A framework is provided that takes behavioral intention (BI) contemplated as a mediating variable. The research improves TAM and TPB by including new factors such as technical characteristics. This research adds to the body of knowledge on the digital SE by underlining the relevance of usage behavior in comprehending Indian customers, where A, SN, and PBC are important aspects. The research presents a paradigm for better understanding customers’ attitudes and behaviors toward various SE platforms, which might help academics, practitioners, and policy makers situate their initiatives within the larger field of sharing. The study’s categorizations of Indian consumers’ A, SN, PBC, and BI toward the SE might potentially advise on future research and government policies.

Purpose: This chapter aims to evaluate the significant impact of Gandhian values on sustainable consumption behaviour (SCB) by applying the value-attitude-behaviour (VAB) framework. This chapter contributes by incorporating Gandhian values as one influencing factor for SCB.

Need for the Study: Values are considered as guiding principles in people’s lives. Studies suggest that values and other social and psychological factors can be vital in determining consumers’ behaviour towards sustainable consumption. There needs to be more empirical research on consumer behaviour facets of sustainable consumption for markets in India.

Methodology: The study uses partial least square structural equation modelling to empirically test proposed hypotheses and the research model of the relationship. The study results are based on data collected by administering a survey through a questionnaire confined to India.

Findings: The results indicated that Gandhian values, attitude, and sustainable consumption intention significantly influence SCB. Intention acts as a mediator between both outward and inward environmental attitudes and behaviour. The study provides directions for further research.

Practical Implications: This research study is helpful for researchers, marketers, and policymakers.

As avatars are increasingly becoming popular, both scholars and businesses are acknowledging the vast potential that avatars hold for the future. Despite this growing interest in avatars, no review articles have attempted to provide a comprehensive overview of avatar literature and its implications for consumers. The present review addresses this gap using the combination of descriptive analysis (for corpus performance), bibliometric analysis (for corpus performance and emerging themes), and thematic analysis (for emerging themes and implications as well as future research opportunities). We conducted a review of 47 Scopus-indexed articles from 34 journals between year 2006 and 2023. By examining the corpus performance of avatar literature, the emerging themes, and future research opportunities, this review offers scholars a comprehensive overview of the subject matter.

Introduction: In today’s world of increasing competition, diminishing product differentiation, higher customer expectations, easy product replacements and lowering brand loyalty, organisations are evolving new marketing strategies for economic, societal and sustainability. Cause-related marketing (hereafter referred to as CRM), a strategic sustainable philanthropic practice, is the upcoming form of CSR. CRM plays an instrumental role in achieving self-brand connection and brand loyalty.

Purpose: To explore, integrate and interconnect concepts of CRM and self-brand connection to get more insights into the imperative role of CRM strategy in developing self-brand connections that can lead to brand loyalty in the most sustainable way. For this, CRM and self-brand connection, as proposed by societal marketing and branding literature, were explored. This chapter is a propositional inventory where the researcher has explored the antecedents of CRM strategy and its role in developing brand loyalty through self-brand connection.

Methodology: This chapter is centred upon the existing literature on sustainability, CRM and branding to understand better the relationships between dimensions and consequences of CRM and its interlinkage with brand loyalty.

Findings: The literature recommends that selected dimensions: Cause-brand fit, product type, altruistic motivation and brand credibility determine the effectiveness of CRM strategy. It also establishes the profound impact of attitude towards brand, brand perception and brand distinctiveness on self-brand connection. A theoretical framework based on the existing literature represents an amalgamated groundwork for developing effective, sustainable CRM strategies in conjunction with the self-brand connection. The proposed framework is distinct as no study conjoins the abovementioned concepts and aims to comprehend whether this integration is brand loyalty.

The management of consumer privacy has become a critical concern for organizations in the age of artificial intelligence–powered marketing. The impact of data on the market environment has brought both benefits and challenges, with marketers gaining valuable insights but also raising privacy concerns. As artificial intelligence–powered marketing advances, consumer vulnerability increases due to the sensitivity of collected data. This vulnerability leads some consumers to resort to falsifying information, posing a significant threat to the digital economy. Privacy empowerment and customer control play a vital role in addressing these challenges. This chapter explores the influencing factors and ethical considerations surrounding data falsification. It also discusses strategies to mitigate perceived vulnerability through privacy controls and explores the consequences of data breaches and customer vulnerability. The chapter further emphasizes the need for organizations to balance benefits, risks, and customer trust while harnessing the value of customer data. An ethical framework for data privacy marketing audits is proposed to help organizations assess their data practices responsibly and competitively. By integrating personal data protection strategies within an ethical framework, organizations can protect consumer privacy, enhance customer trust, and maintain their competitive edge in the market.

Introduction: When people need to take decisions, being economic decisions or otherwise, their decisions tend to rely on information the brain has already processed, and this includes the resources that the person has already invested. This is called sunk cost bias in the behavioural economics literature. On the other hand, mental practices could lead to the mental accounting bias, where people allocate a different value to a fixed amount of money, depending on circumstances.

Purpose: In this chapter, both biases mental accounting and sunk cost are investigated for the tourism industry in Turkey.

Methodology: The topic is researched through scenario-based questions and the Chi-square Automatic Interaction Detector (CHAID) method is applied.

Findings: As a result, it could be reported that people, regardless of gender, fall into sunk cost and mental accounting biases in decisions relating to their vacations. Mental accounting biases can be primarily explained using the scenario questions posed rather than gender, education, and income while sunk cost bias is explained by status, ‘being s university student’ and ‘income level’.

Practical implications: Rapid price changes in the tourism industry can disturb consumers who are mental accounting and sunk cost biased. So, they can change their holiday preferences or be dissatisfied with it and give negative feedback.