The green consumption among individuals can be an effective way to minimize the negative impact of consumption on the environment. The research related to green consumption behavior in developing ...nations such as India is few and far between. Considering this, researchers in the present study have attempted to understand the consumer behavior to buy green products in context of a developing nation; India. The study has used the Theory of Planned Behavior (TPB) and further extended the TPB including additional constructs namely; perceived value and willingness to pay premium (WPP) and measured its appropriateness in determining consumer green purchase intention and behavior. A total of 620 usable responses were collected with the help of a questionnaire survey using the convenience sampling approach. Structural Equation Modeling (SEM) was used to evaluate the strength of relationships among constructs. The findings reported that TPB fully supported the consumers' intention to buy green products which in turn influences their green purchase behavior. Inclusion of additional constructs was supported in the TPB as it has improved the predicted power of the TPB framework in predicting consumer green purchase intention and behavior. At the end, discussion and implications have been discussed.
•TPB supported the consumer's green purchase intention and behavior.•Additional constructs (perceived value, willingness to pay a premium) were included in TPB.•Finding supported the inclusion of additional constructs in the TPB.•Attitude towards behavior emerged as most significant determinant of purchase intention.
The present research attempts to understand the young consumers' intention toward buying green products in a developing nation; India. The study has used the Theory of Planned Behavior (TPB) as its ...theoretical framework and further attempted to extend the TPB by incorporating additional constructs (environmental concern & environmental knowledge) in it. Data was collected using self-administered questionnaire survey and analyzed with the help of structural equation modeling (SEM). The finding reported the usefulness of TPB in predicting young consumers' intention towards purchasing green products. The result also supported the applicability of including additional constructs in TPB, as it has improved the predictive utility of the proposed model (from 27.1% to 37.7%). At the end, the implications for policy makers and scope for further research have been discussed.
•Findings supported the applicability of TPB in predicting green purchase intention.•Additional constructs (environmental concern & knowledge) were included in TPB.•The study supported the inclusion of additional construct in the TPB.•Additional constructs improved the predictive power of the theoretical framework.•Environmental concern emerged as the most significant predictor of green purchase intention.
The present research attempts to understand the importance of altruistic and egoistic value in determining the young consumers’ intention to buy organic food. Environmental concern was considered as ...the altruistic value, whereas health concern as egoistic value. Using the convenience sampling method, a total of 304 usable responses was collected from young consumers, with the help of self administered questionnaire survey approach. Data analysis was done using two step structural equation modeling (SEM) approach, i.e. measurement model and structural model. Findings indicated that, both altruistic as well as egoistic value influences the intention to buy organic food among young Indian consumers. However, egoistic value was found to have more impact on the consumers’ organic food purchase intention. The present research is one of the initial attempts in the Indian context to understand the importance of values (altruistic and egoistic) organic food consumption among young consumers.
The study aims to investigate the impact of shopping motivation on consumers’ intention to buy green apparel. The study adopted the theory of shopping motivation (utilitarian and hedonic motivation) ...as a framework. Further, the moderating roles of gender and family income were also examined in all the studied relationships. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The findings indicate a significant impact of information availability and customized offerings on utilitarian motivation, along with a significant impact of adventure, authority, and status on hedonic motivation. Both shopping motivations, utilitarian and hedonic, influence purchase intention regarding green apparel. Gender was found to have a moderating relationship for information availability with utilitarian motivation and for authority and status with hedonic motivation. The moderating effect of income was also confirmed. The findings will help managers and practitioners promote sustainable consumption through green apparel. This may, in turn, foster the cleaner production and practices of sustainable consumption, which is beneficial for the planet and people.
•It explores utilatrian and hedonic shopping motivation for green apparel consumption.•Information availability and customized offerings influence utilitarian motivation.•Adventure, and authority and status influence hedonic motivation.•Both shopping motivations influence purchase intention of green apparel.•Moderating role of gender and income are also explored.
The present study attempts to investigate the consumer's intention to purchase organic food in the context of a developing nation (India) using the Theory of Planned Behavior (TPB). Further, the ...study has incorporated additional constructs (moral attitude, health consciousness and environmental concern) in the TPB and measured its appropriateness. Responses were collected from 220 young consumers adopting convenience sampling approach. Data were analyzed using Structural Equation Modeling (SEM) to evaluate the strength of relationship between the constructs. The findings reported that the TPB partially supported the organic food purchase intention. Among the additional constructs incorporated, moral attitude and health consciousness positively influenced the consumer's intention to purchase organic food. The study has supported the inclusion of new constructs in the TPB as it has improved the predictive power of the proposed framework in determining consumer's intention to purchase organic food.
•TPB has partially supported the organic food purchase intention among Indian youth.•Findings supported inclusion of new constructs in TPB for organic food purchase.•Moral attitude & Health concern were found important in addition to TPB constructs.•Environmental concern did not show significant influence on purchase intention.
The present research explores motivators and barriers associated with adopting electric vehicles (EVs) among Indian consumers by examining the relationship among consumers' values, attitudes, ...reasoning, and intention to buy EVs using the Behavioral Reasoning Theory (BRT) framework. We used a mixed-method approach to conduct this study in two phases. In the first phase, qualitative research (interview methods) with 18 respondents helps to explore the perceived barriers and motivators among consumers while buying EVs. In the second phase, qualitative research findings were used as input to quantitative research (questionnaire survey with 338 respondents). The qualitative study identified the ‘reason for’ (subsidies, environmental self-image, trend, and environmental concern) and ‘reason against’ (trust issues, lack of infrastructure, range anxiety, and high initial cost) of using EVs. The survey findings reported that personal and social values significantly influenced consumers' reasoning and attitude toward the adoption of EVs. The findings also confirmed that environmental knowledge moderated the association between attitude and intention. The study has included values, motivators, and barriers in one framework, adopting BRT that will help to provide a better perspective of the subject under investigation. The findings will give insights to businesses for the faster adoption of EVs in the Indian market.
•Analyzed consumers' motivators and barriers to adopting electric vehicles in one framework.•BRT framework was used to explain the relationship among constructs.•Personal and Social Values significantly influenced consumers' reasoning for EV adoption.•Reasoning was reported to have significant influences on attitude and intention.•Environmental knowledge moderated the association between attitude and Intention to adopt EVs.
PurposeThe study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between ...CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.Design/methodology/approachThe study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.FindingsThe results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.Research limitations/implicationsAs the study was conducted in India, the findings are not generalizable to customers from other countries.Practical implicationsPractically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.Originality/valueThe study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective.
The extant literature suggests that digital technologies (big data analytics, artificial intelligence, blockchain) help firms gain a competitive advantage. However, the studies do not focus on the ...micro, small and medium enterprises (MSME) sector. Moreover, MSMEs face various challenges, including significant supply chain disruption due to the COVID-19 pandemic. Hence, there was an urgent requirement to shift to digital technologies to survive during this difficult time. In the context of MSME, various positive changes are discussed in the recent literature. However, a dearth of studies discusses the role of big data analytics capabilities (BDAC) to gain sustainable competitive advantage (SCA). Our study aims to fill this gap and answer this question – How do BDAC help MSMEs gain SCA? To understand the phenomenon, we receive theoretical support from organizational information processing theory (OIPT) and institutional theory (IT). We develop a conceptual framework that links BDAC and SCA through supply chain coordination, swift trust, and supply chain risk. Additionally, the age and size of the firm are used as control variables. The data is collected from Indian service sector employees of MSMEs, resulting in 497 usable responses. We use PLS-SEM using Warp PLS 7.0 to test the hypotheses. A critical finding is that the BDAC indirectly impacts the SCA. Finally, the other findings, limitations, and scope for future research are discussed.
Purpose
The purpose of this paper is to understand consumers’ intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs (i.e. consumer innate ...innovativeness (II), domain-specific innovativeness (DSI) and perceived security risk (PR)).
Design/methodology/approach
The data were collected through a questionnaire-based survey (487 usable responses) from Indian consumers. A two-step SEM approach (i.e. measurement model and structural model) was used to analyze the data.
Findings
The findings show the significant positive influence of perceived usefulness, ease of use, attitude, II and DSI on consumer’s intention to adopt internet banking. The PR was found to have a significant negative influence on consumers’ intention to adopt internet banking, and DSI was found to negatively influence PR.
Research limitations/implications
The study is limited to users of a particular region of India. Furthermore, the study limits itself in determining consumers’ intention only, not actual usage.
Originality/value
The study is a preliminary attempt to examine consumer’s intention to adopt internet banking in India by analyzing innovativeness and perceived risk.
•Examines integrated model of psychological and contextual factors in green hotel choice.•Green trust is a significant and necessary factor influencing green hotel choice.•Absence of attitude and ...willingness to pay a premium hinders green hotel choice.•Absence of biospheric value, green trust, and subjective norm reduce green hotel choice.•A causal combination of psychological and contextual factors affects green hotel choice.
Despite the growing popularity of green hotels, there remains a dearth of research examining travelers’ intentions to choose green hotels. The study addresses this research gap by developing and testing an integrated model of green hotel behavior in an emerging market of India. We use a sequential approach of SEM and fuzzy set qualitative comparative analysis on 347 responses collected from Indian travelers to gain a more in-depth understanding of the role of biospheric value, green trust, willingness to pay premium, attitude, subjective norms, and perceived behavioral control in determining green hotel intentions. The findings show that presence of green trust is a significant and necessary condition for green hotel choice. Additionally, absence of willingness to pay premium, biospheric value, attitude, and subjective norm were found to deter travelers from choosing green hotels. These findings offer unique insights for managers in developing marketing strategies to enhance travelers’ green hotel adoption.
