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Consumers in a Metaverse have an immersive engagement with products and services. This study aims to explore the multidimensional features of the Metaverse that influence consumers’ usage and gratifications, leading to their purchase behavior.

This study uses uses and gratifications theory to examine how hedonic, utilitarian and social gratifications influence Metaverse consumers’ retail behavior. Empirical analysis (N = 291) using structural equation modeling via SmartPLS and PLSpredict validated the model’s robustness and predictive accuracy.

Metaverse retail authenticity and virtuality influenced hedonic gratifications; autonomy and virtuality affected social gratification. Hedonic and social gratifications drove purchases, while utilitarian gratification had no significant effect.

This study applies uses and gratification theory to identify Metaverse-specific motivation factors, contributing to literature and aiding the practical design and development of Metaverse retail environments.

This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service.

Data collected through surveys from 287 Gen Y consumers has been analysed through structural equation modelling to examine direct and mediated relationships between the constructs influencing behavioural intention to use omnichannel service.

Findings indicate that perceived ease of use, social influence, perceived trust, and personal innovativeness positively affect behavioural intention to use omnichannel service, with the result accounting for 48% of the variance. We also demonstrate that perceived value and perceived ease of use mediate the association between personal innovativeness and behavioural intention to use omnichannel service.

The study provides valuable insights into adopting technology-based offerings for Gen Y customers. The presented model can be extended for analysing consumers' behavioural intentions by considering additional variables, such as consumer personality traits and diverse cultural settings. The study may help managers and policymakers formulate a consumer-focussed strategy to win over modern retail consumers.

This study explores the behavioural intention of Gen Y consumers in availing omnichannel services. Further, the study contributes to the technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT) or UTAUT2 theories that may need to be extended in the omnichannel shopping context.

This paper investigates the impact of last-mile logistics on consumers’ intentions when purchasing organic foods through e-commerce. By addressing challenges such as trust, pricing and supply chain issues, the study aims to demonstrate how sustainable delivery options can improve consumer perceptions of the long-term viability of organic foods. It examines how e-commerce platforms can mitigate these challenges, drawing on the “Stimulus-Organism-Response” model and the “Theory of Planned Behavior” to explore the cognitive processes that shape consumer decisions in the context of organic food purchases. This research contributes to a deeper understanding of how last-mile logistics affect consumer behavior in online organic food shopping.

To validate the proposed model, survey data were collected from 412 respondents across 19 Indian states through both online and offline channels. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS version 4. The study also examines the mediating role of perceived trust in influencing consumers’ willingness to pay for organic food adoption.

The study reveals that environmental concerns, last-mile logistics and website response time are key factors in determining consumers’ willingness to pay for organic foods. Furthermore, the findings indicate that price fairness and health consciousness significantly influence consumers’ behavioral intentions to purchase organic foods online.

The study emphasizes that consumer awareness campaigns are crucial for fostering green e-commerce adoption and achieving a sustainable future. It also underscores the potential of e-commerce platforms to address environmental and health concerns associated with organic food consumption.

This research highlights essential elements of organic food adoption that can increase consumer confidence, particularly through the role of last-mile logistics and e-commerce platforms. It underscores the importance of consumer awareness programs and education in promoting greener e-commerce practices, organic food adoption and a more sustainable future.