•Psychological factors impact gameful experience and the attitudes of online gamers.•Gameful experience is positively linked with online gamers’ attitudes.•Psychological ownership (PO) and perceived ...in-game advertisement effectiveness (PAE) positively mediate this path.•Online gamers comprehend the effectiveness of in-game advertising.•The impact of advertisement intrusiveness can be countered with high PAE and PO.
Gamification on the mobile platform through the concept of online games has the potential to create unprecedented engagement with customers. With the growth in the gamification market due to the increase in internet penetration and the number of mobile devices, it has become one of the potential channels to reach and influence young consumers who spend more time on gaming. There is a shortage of empirical evidence on the impact of gamification on online consumer decisions. This study uses ‘psychological ownership theory’ and ‘schema theory’ to examine the effects of gameful experience (GFUL) on the attitudes of online gamers (N = 326). Data were analyzed using AMOS 25 and Process Macro for SPSS. The analytical results indicated that GFUL is mediated through both the intervening variables (perceived in-game advertisement effectiveness and psychological ownership), which positively influence gamers’ attitudes towards the game and in-game advertising. Further, the study investigated the impact of in-game advertisement intrusiveness. Based on the research findings, this study proposed the theoretical and managerial implications.
Recently, the trend of sharing economy has gained popularity in fashion, particularly among millennials. Few studies in the past have focused on sharing economy in the clothing industry, mainly in ...the US and European context. However, whether this global phenomenon of sharing economy will work in emerging markets for the luxury fashion industry is still unknown. Therefore, the main objective of this study is to understand the impact of the various key factors viz. economic benefits, fashion involvement, self-pleasing experience, social projection, perceived risk, and past sustainable behavior on luxury consumption behavior in the sharing economy. Self-determination Theory (SDT) perspective was adopted to show what motivates Indian millennials to participate in luxury fashion rental consumption. Probability sampling technique was used to collect data from Indian millennials who aspired to use luxury fashion brands on a sharing basis. Confirmatory factor analysis was conducted, followed by multi-group analysis and path estimates to test the hypothesized relationships. The results of the study indicated "social projection value" as the most significant predictor of intention to consume luxury fashion on a sharing basis. Furthermore, the effect of perceived risk and the influence of past sustainable behavior on young consumers' luxury fashion rental consumption was also found to be significant.
The tourism sector was badly affected by the ongoing Covid-19 pandemic, creating thereby a need to advance knowledge on developing strategies for bringing tourists to back their favourite ...destinations. Although studies in tourism literature in the last two years addressed several issues relating to the pandemic, ironically not many have explored the role of tourists’ attitude towards a destination. Specifically, there have hardly been any discussions on the tourists’ psychological ownership vis-à-vis destination affinity (DA). It's an irony because they play crucial roles in leading tourists to revisit their favourite destinations. Using the ‘Psychological Resilience Theory’, this study focuses on the Covid-19 crisis and examines the relationship between attitude towards the destination, psychological ownership towards the destination, DA, and desire to revisit the destination post-Covid-19 crisis. Data (N = 274) was collected online from Indian tourists and hypothesis testing was done using PROCESS SPSS macro. The findings of the study indicated the mediating impact of DA and moderating role of psychological resilience. This study offers several important implications for tourism literature and the sector at large.
Creating and maintaining a successful luxury brand has many challenges. In emerging markets like India, brands face additional challenges due to the smaller size of the market as well as consumer's ...general preference for value over luxury. Based on a qualitative approach, the study aims to empirically develop an analytical framework of the critical success factors (CSFs) for luxury brands keeping in mind the uniqueness of the emerging markets. This study involved semi-structured in-depth interviews with 18 senior managers with varying experience in luxury fashion industry, supported by secondary research such as internal documents and media reports. The study identifies 10 interrelated CSFs, which are categorized into two broad categories, i.e., Core CSFs and Augmentative CSFs. Based on consumer maturity and brand status, four types of consumption patterns (aspirational, conspicuous, experiential, and heritage) for luxury brands are also identified. Managers can use our CSF framework along with the consumption pattern matrix for efficient luxury brand management.
Appropriate management of agricultural organic waste (AOW) presents a significant obstacle in the endeavor to attain sustainable agricultural development. The proper management of AOW is a necessity ...for sustainable agricultural development. This can be done skillfully by incorporating microbial agents in the composting procedure. In this study, we isolated relevant bacteria strains from tomato straw AOW, which demonstrated efficient degradation of lignocellulose without any antagonistic effects in them. These strains were then combined to create a composite microbial agent called Zyco Shield (ZS). The performance of ZS was compared with a commercially effective microorganism (EM) and a control CK. The results indicate that the ZS treatment significantly prolonged the elevated temperature phase of the tomato straw pile, showing considerable degradation of lignocellulosic material. This substantial degradation did not happen in the EM and CK treatments. Moreover, there was a temperature rise of 4-6 ℃ in 2 days of thermophilic phase, which was not the case in the EM and CK treatments. Furthermore, the inoculation of ZS substantially enhanced the degradation of organic waste derived from tomato straw. This method increased the nutrient content of the resulting compost and elevated the enzymatic activity of lignocellulose-degrading enzymes, while reducing the urease enzyme activity within the pile. The concentrations of NH
-N and NO
-N showed increases of (2.13% and 47.51%), (14.81% and 32.17%) respectively, which is again very different from the results of the EM and CK treatments. To some extent, the alterations observed in the microbial community and the abundance of functional microorganisms provide indirect evidence supporting the fact that the addition of ZS microbial agent facilitates the composting process of tomato straw. Moreover, we confirmed the degradation process of tomato straw through X-ray diffraction, Fourier infrared spectroscopy, and by scanning electron microscopy to analyze the role of ZS microbial inoculum composting. Consequently, reinoculation compost strains improves agricultural waste composting efficiency and enhances product quality.
PurposeThis research focuses on the consumption behavior of young consumers by examining their ecological consciousness and several self-oriented and psychological variables (fashion-orientation, ...frugality and psychological ownership toward the environment) that may trigger their sustainable purchase behavior. The research used “Psychological Ownership Theory” to examine sustainable purchase behavior in the context of apparel consumption.Design/methodology/approachTo gather data, a multi-method approach is used, including a scenario-based choice experiment (n = 62) and a structured survey (n = 338) using an online self-administered questionnaire. Data analysis was done using SPSS AMOS version 25 and PROCESS SPSS macro.FindingsThe results of the two studies revealed the mediation effect of “psychological ownership toward the environment” between ecological consciousness and sustainable purchasing behavior. Furthermore, fashion-orientation was found to be a significant moderating variable influencing sustainable purchase behavior; however, the impact of frugality was insignificant.Originality/valueThis research is one of the first that examined the mediation impact of psychological ownership of the environment in sustainable purchasing behavior using multi-method. The research focuses on the ecological consciousness of young consumers that develop psychological ownership.
PurposeThe purpose of this paper is to examine the existence and profile consumer segments based on dissonance in Indian apparel fashion retail market.Design/methodology/approachThis study is based ...on cognitive dissonance theory (CDT) and analyses data using cluster and discriminant analysis on a sample (n = 354) from India.FindingsThe findings revealed three dissonance segments among consumers based on the intensity of dissonance experienced. This study also validated the clusters and profiled each segment. In doing so, the three clusters exhibited unique differences with respect to purchase and socio-demographic characteristics. Moreover, high dissonance segments were found to inversely impact customer’s satisfaction, loyalty and overall perceived value and positively impact tendency to switch.Practical implicationsUnderstanding the existence of cognitive dissonance (CD) patterns among consumers is critical for fashion apparel retailers. This paper offers unique insights into the specialties of each dissonance segment that assists the marketers to frame appropriate strategies to target them.Originality/valueThis paper advances knowledge on consumer behavior by highlighting the significance of CD.
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