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Despite the digital penetration in the larger consumer market, the adoption of e-pharmacy services is reported to be very low in emerging economies like India. In this context, the purpose of the current study is to examine the influence of consumers’ risk perception on their intention to purchase medicines/pharmaceuticals through online pharmacies. Furthermore, the study seeks to understand to what extent the perceived usefulness of online pharmacy mediates the relationship between different dimensions of perceived risk and purchase intention.

The study was conducted among a sample of 800 consumers in India who are familiar with online e-commerce. To ensure the homogeneity of the sample and hence the generalizations of results, inclusion criteria were set as not to include respondents who have made a prior purchase through e-pharmacy services. Self-reporting questionnaires were administered among the respondents, who were selected through a purposive and convenience sampling method. Measurement modeling and path analysis were done using IBM SPSS 23.0 and AMOS 24.0 to test the hypotheses and draw inferences.

Results revealed that consumers’ risk perceptions, such as financial, product, source and privacy risks, had a significant direct and indirect effect on their intention to purchase medicines through online pharmacies. India is the major universal provider of generic medicines. The insights gained from this study can help policymakers, corporates, consumers, distributors, retailers and marketing managers to frame effective strategies for improved usage of online platforms for procuring medications.

This study is pioneering in conceptualizing and testing a theoretical model linking consumers’ risk perceptions, perceived usefulness and intention to purchase through online pharmacies, particularly in the context of an emerging economy like India. Implications regarding facilitating and nurturing a conducive platform for online purchasing medicines and its outcomes are elaborated, thus striving to fill a gap in the existing literature. By examining the proposed framework through the lens of the technology acceptance model and theory of risk perception, this study seeks to add to the emergent literature on online pharmacies, especially in emerging economies with huge market potential.

The aim of this study is to analyze and evaluate the awareness of hotel businesses in the Cappadocia region within the scope of responsible tourism. In this direction, the case study method, one of the qualitative research designs, was taken as a basis, and the vignette (short stories) technique was utilized. In this context, the question “What are the awareness of hotel businesses within the scope of responsible tourism?” guided the research study. Then, vignettes taken from real-life stories were created to support the theoretical basis. These vignettes were directed to 14 managers working in managerial positions in hotel businesses operating in the Cappadocia region and who agreed to participate in the research study. The managers were asked to answer the questions at the end of the vignettes. The data obtained as a result of the research determined that the managers of tourism enterprises have knowledge about responsible tourism. In addition, with the answers given to the vignettes, it has been determined that the preferability of socially sensitive businesses in terms of responsible tourism has increased, and this situation is reflected in customer comments, which is important for the sector.