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Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption.

Researcher-controlled sampling techniques (judgment and snowball sampling) were employed to collect data from actual users of luxury fashion brands in New Delhi (India). Statistical tests including confirmatory factor analysis and structural equation modeling were applied for data analysis.

The findings show that all three beliefs – attitudinal belief, normative belief (NB) and control belief – were positively and significantly related to attitude, subjective norm and perceived behavioral control (PBC). NB was found to have a positive impact on PBC as well as actual consumer purchasing behavior for luxury fashion brands.

This research contributes to the extant literature by bringing to light new findings that could help provide meaningful insights to the academicians and marketing practitioners.

This paper aims to investigate the role of religiosity in Indian Muslim students with the objective of mapping their attitude towards green products.

Data were generated from 306 Muslim students enrolled in educational institutes located in the national capital of India (i.e. New Delhi). The study sample was identified through purposive sampling, and then the questionnaire was personally administered. The data were analysed using SPSS and AMOS, and research hypotheses were validated using structural equation modelling.

The findings of the present study suggest that environmental concern is a precursor of consumer attitude towards green products, and antecedents of environmental concern are collectivism and eco-literacy. Further, the findings also suggest that religiosity significantly and positively affects collectivism values of consumers. However, religiosity was not found to be significantly associated with the level of eco-literacy of consumers.

Religiosity emerged as one of the main factors that needs to be considered while promoting green products in India. In their promotion messages, green marketers attempting to target Muslim students ought to emphasize that Islamic tenets enjoin upon them to collectively take the responsibility of preserving the environment. The natural resources and the environment may be presented as a gift of Almighty Allah, and steps towards environmental conservation may be projected as a mode of pleasing Allah.

This study is pioneering in the sense that it proposes a comprehensive and practical model for mapping attitude towards green products for young Indian Muslim consumers. In fact, the study takes a lead in examining the role of religiosity as antecedent in mapping of attitude towards green products and the role of collectivism and eco-literacy in influencing environmental concern.

The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers.

This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to describe its impact on the young consumer’s ecological profile. The study is based on an extensive literature review. The data were obtained from a questionnaire handed out to a sample of 250 students. With the information obtained, and after the scale validation process, a structural equation analysis has been conducted.

Findings of the study highlight that environmental patterns and lifestyle factors are those that best characterize the ecological market segment. This group of young consumers is characterized by their self-identity and a feeling of uniqueness. They are people who always try to improve themselves and take actions which pose a new challenge for them. They are also characterized by having an ecological lifestyle, selecting and recycling products and taking part in events to protect the environment. This type of consumer is a present and future investment for firms that are committed to the environment.

The results of this study might interest consumer behavior researchers and those firms that care about the ecological consumers. Moreover, previous studies have not dealt with young consumers. Further research is needed including new psychographic variables.

The purpose of this paper is to identify the relevant antecedents of willingness of Indian consumers to pay a premium for green products and empirically validate the relationship between these antecedents and willingness to pay (WTP).

Data were generated from 515 students enroled in various educational institutions approved by the All India Council for Technical Education and located in New Delhi and National Capital Region region of India. A combination of researcher-controlled and systematic sampling techniques was employed for the purpose of identifying the sample. Structural equation modelling was used to analyse the data using AMOS 20.0.

The study revealed that attitude towards green products (ATGP) has a significant and positive influence on WTP. Additionally, collectivism and environmental concern emerged as predictors of ATGP.

Marketing practitioners are expected to get deeper insights into reasons that contribute to the formation of positive attitude among Indian consumers towards green products. This understanding may greatly assist proactive marketers in developing appropriate strategies to increase the propensity of WTP a premium for such products.

The study is pioneering in the sense that the construct WTP for green products had relatively been less explored in the Indian context. The construct WTP is important for Indian consuming class which is dominated by middle and lower middle income groups for whom spending extra from their regular expenditure is a critical and sensitive issue.

The unethical use of natural resources is contributing to the increasing environmental degradation. The depleting environment poses a threat to the sustainability of present and future generations. This paper aims to investigate the impact of social media on the green purchase intention of consumers. The research adopts the theory of reciprocal determinism to integrate the variables of social media, green product knowledge, green consumption values and drive for environmental responsibility, assessing their collective impact on green purchase intention.

Data were gathered from a sample of 310 young consumers using a structured close-ended questionnaire. The proposed hypothesis was tested by employing PLS-SEM.

The study validates that social media (SM) has the ability to shape consumers' intention to choose more eco-friendly products. In addition to social media, green consumption values and the drive for environmental responsibility exert a significant influence on green purchase intention. However, green product knowledge did not have a significant impact on green purchase intention nor did mediate the relationship between social media and green purchase intention.

The existing scholarly literature indicates that researchers have employed a variety of theories as the basis for their studies aimed at predicting intentions and behaviors related to environmentally conscious purchases. To our knowledge, this is the first study to incorporate social media in the theory of reciprocal determinism. Notably, the paper represents the inaugural investigation in the context of an emerging economy to incorporate green product knowledge as a mediating variable.

The purpose of this study is to examine the influence of religiosity on ethical consumption of consumers. It also aims to measure the mediating effect of materialism and guilt.

The study collected data from 360 Indian consumers through an online survey.

Religiosity was found to have a strong and significant influence on consumers’ ethical consumption behaviour. It was also found that materialism and guilt mediate the relationship between religiosity and ethical consumption. Findings reveal that a higher level of religiosity in consumers guides them to avoid unwanted behaviour such as unethical consumption.

The study provides an insight into the significance of values in ethical consumption decisions. It examines the mediational effect of materialism and guilt between religiosity and ethical consumption.

Marketers can formulate more successful communication strategies by taking into account the level of religiosity of Indian consumers and underlying cultural foundations within the society. Marketers can also use taglines or promotional messages to promote sacrifice for the well-being of the environment.

This research is a guiding step towards studying the influence of religiosity on ethical consumption through guilt and materialism of consumers in an emerging nation.

Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior.

A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling.

The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior.

This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.

Corporate Marketing is a strategy that focuses on brand image and a company's relationship with its customers. The core components of Corporate Marketing are Customer Engagement, Corporate Branding and Personalization. Corporate Marketing has seen a notable surge in the use of Artificial Intelligence (AI) in the last 10 years. The consequences of human–technology interactions on Corporate Marketing, especially when AI is involved, are multifaceted. AI is replacing humans with ‘thinking’ computer programmes and gradually pushing humans out of the intellectual realm. Rapid advancement in the field of AI has brought a threat to Personalisation and Marketing Employment, which is otherwise essential for effective Customer Engagement and Corporate Branding. Thus, it warrants an examination from the dual lenses of sustainability and susceptibility. The purpose of this study is primarily to shed light on AI's impact on Corporate Marketing. The study carefully draws attention on the possible drawbacks of AI-based technology, which have not received adequate considerations in Corporate Marketing literature. The study concludes that the sustainable and susceptible use of AI in Corporate Marketing depends on how industry players navigate ethical considerations, incorporate human oversight and ensure that AI-based technologies contribute positively towards Customer Engagement, Corporate Branding and Personalisation, addressing potential risks and concerns at the same time.

The research focuses on analysing the effect of wine tourism (WT) on the green performance (GP) of Spanish wineries, as well as the mediating role of green intellectual capital (GIC) and the moderating effect of circular economy practices (CEPs) developed by wineries in this main relationship. In addition, age, size and protected designation of origin (PDO) membership are introduced as control variables to increase the precision of the cause–effect relationships analysed.

A conceptual model is proposed through the literature review carried out and then verified through structural equation modelling (PLS-SEM) based on data obtained from a survey of 202 Spanish wineries between September 2021 and January 2022.

The results of the study show that WT activity has a positive and significant effect on the GP of wineries, also demonstrating the mediating effect of GIC and the moderating role of CEPs in this relationship.

The study contributes to the academic literature in several ways. First, to the best of our knowledge, no previous study has addressed the impact of WT on the set of wineries' ecological intangibles. Second, to the authors’ knowledge, no previous study has analysed the mediating effect of GIC on the WT-GP relationship. Third, there is no previous attempt to deal with the moderating role of CEPs in the main relationship under analysis. Fourth, the proposed theoretical model has not been previously addressed in the academic literature.