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This paper intends to contribute to the evolving understanding of Indian adolescents as consumers by examining their unique relationships with food brands, focusing specifically on brand love. It further investigates the key drivers that cultivate brand love among adolescents and explores the resulting outcomes of brand love.

About 37 in-depth interviews, including three exercises, were conducted with adolescents aged 11–16. The first and second exercises used projective techniques to explore respondents’ culture-bound love relationships with their favorite brands. Using the laddering technique, the third exercise investigated the critical drivers of respondents’ brand love.

The study reveals that adolescents derive value through attribute-benefit-value linkages from the consumption experience, leading to brand love. The customer value–brand love dynamics result in adolescents’ customer engagement behavior. Additionally, Indian adolescent customers seek brand consumption as a medium to instate their social identity and achieve hedonic pleasure from the experience. The study highlights the role of socialization and attitudinal autonomy in shaping adolescent–brand interactions.

The study could be relevant for both academicians and practitioners as they unveil the consumer psychology of contemporary adolescents in emerging countries like India and how similar or different they are from adult consumers. Also, there are very few adolescent–brand relationship studies in the past that have been deliberated in the context of food brands. Brand managers may design their product development and communication appeals around higher levels of abstraction in the attribute-benefit-value linkages discovered by this study.

Ecological degradation is causing various medical hazards worldwide. Modern globalization is enhancing several polluting factors that cause ecosystem deterioration. This situation leads to the increasing significance of implementing green environmental practices. Previous studies emphasize various green concepts, mainly in finance, encouraging investors to make ethical and responsible decisions to promote clean ecological practices. But still, emerging concepts like socially responsible investment (SRI) require more understanding and acknowledgment, particularly in developing economies.

This study has focused on exploring the impediments to SRI-adopting practices. It is conducted in two phases. Initially, a systematic literature review was conducted to identify the hurdles in promoting SRI. Later, open-ended interviews from the active investors of Pakistan Stock Exchange Limited were executed to explore the barriers to implementing the SRI system. The responses were transcribed and tested through NVivo software.

The information extracted from the recorded statements was further classified into three themes: initial, subordinate and cluster, which provides an understanding of the identified factors. The findings suggest that the significant complications hindering SRI are a lack of regulatory framework, inadequate conceptual knowledge and limited resources.

The findings state that the identified impediments can help in developing a framework for successfully implementing SRI practices in emerging economies. It can strengthen the stakeholders' knowledge and suggest a guideline for investment decisions, providing them with socially, ethically and financially positive returns. Therefore, this study will inspire active and potential investors to adopt SRI practices, making the economic uplift certain.

This study will add value to the existing body of knowledge related to SRI and highlight the importance of SRI by suggesting it as a source to ensure sustainable green efficiency, particularly in the postpandemic era. It emphasizes the urgent need for a policy framework for effective investment decisions in emerging economies.