Deepak Jaiswal, Rishi Kant, Pankaj Kumar Singh and Rambalak Yadav
The use of electric vehicles has received popularity as alternative fuel vehicles to reduce greenhouse gas emissions and energy cost, which are expected to perform a crucial role…
Abstract
Purpose
The use of electric vehicles has received popularity as alternative fuel vehicles to reduce greenhouse gas emissions and energy cost, which are expected to perform a crucial role in the near future of emerging mobility markets. The purpose of this empirical study is to analyse the role of electric vehicle knowledge in predicting consumer adoption intention directly and indirectly in the backdrop of an emerging market.
Design/methodology/approach
The study approached an extended version of “Technology acceptance model” (TAM) based on the integrated framework of “knowledge-beliefs-intention”. The model was tested via direct and indirect path analyses with the data collected from Indian respondents using an online survey.
Findings
The results indicate the robustness of the present research model, which shows that consumer adoption is significantly driven by electric vehicle knowledge, perceived usefulness, perceived ease of use and perceived risk. Electric vehicle knowledge has emerged as the most powerful cognitive measure, which directly affects the adoption intention along with the measures of “TAM”. Additionally, this also poses a higher indirect effect on adoption intention in the integrated model.
Research limitations/implications
The study has focused on potential young and educated consumers, which may not be warranted to generalise the research findings, while youth or millennials are more receptive to adopt innovative and clean technology products like electric vehicle. Based on the findings, implications are offered for encouraging electric vehicles in the backdrop of emerging automobile markets.
Originality/value
Concerning this cognitive phenomenon of knowledge, scant literature has been explored the role of subjective knowledge in consumer adoption for electric vehicles, particularly in the emerging markets like India. Thus, the present study analyses how consumers' knowledge about electric vehicle affects their decision to adopt this in the near future of Indian zero-emission mobility market.
Details
Keywords
Deepak Jaiswal, Vikrant Kaushal, Pankaj Kumar Singh and Abhijeet Biswas
In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such…
Abstract
Purpose
In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism.
Design/methodology/approach
The deductive approach of questionnaire survey method has been adapted to collect the responses from convenience sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data were analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis.
Findings
The results revealed that the three distinctive set of consumer groups are evolved as “keen greens”, “moderate greens” and “reluctant greens” based on the eight cognitive variables used in this study, namely environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context.
Research limitations/implications
The research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies need more heterogeneous sample across the country. The research findings could provide the key insights into policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies.
Originality/value
There is dearth of literature concerning to green consumer segmentation based on the “attitude–intention–behaviour” approach in the Indian context. Therefore, the present study endeavours to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers' segments profile by incorporating environmental cognitive factors from both the perspectives; “consumers” inner stimuli' and “external green marketing cues”, especially in the indigenous Indian setting.
Details
Keywords
Gyan Prakash, Pankaj Kumar Singh, Anees Ahmad and Gaurav Kumar
The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study…
Abstract
Purpose
The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention.
Design/methodology/approach
A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model.
Findings
The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products.
Originality/value
The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.
Objetivo
Los consumidores demandan productos no sólo saludables, sino también limpios y respetuosos con el medio ambiente, es decir, productos de consumo sostenible. Por lo tanto, este estudio pretende identificar los principales factores que influyen en la intención de compra de alimentos ecológicos.
Metodología
En este estudio se adoptó un diseño de investigación transversal que incluía la recogida de datos primarios de 234 encuestados. Las respuestas procedían de consumidores de alimentos ecológicos representativos de la población india. Se aplicó un modelo de ecuaciones estructurales para analizar los datos y validar el modelo de investigación.
Resultados
Las conclusiones del estudio ayudarán a los profesionales a comprender los factores que conducen a la intención de compra de productos alimentarios ecológicos en un mercado de consumidores en crecimiento. Este conocimiento les ayudaría a diseñar estrategias de marketing y comunicación para aumentar el consumo de alimentos ecológicos.
Originalidad
El presente estudio avanza la literatura existente sobre el consumo de alimentos orgánicos mediante la ampliación de la TPB con factores, a saber, la preocupación por el medio ambiente, la conveniencia y la confianza, y el establecimiento de su papel en el desarrollo de la intención de compra de productos alimenticios orgánicos.
目的
顾客要求的产品不仅是健康的, 而且是清洁和环保的, 即呼吁可持续消费产品。因此, 本研究旨在确定有机食品购买意向的重要驱动因素。
研究方法
本研究采用横断面研究设计, 从234名受访者中收集原始数据。受访者的回答来自于代表印度人口的有机食品消费者。采用结构方程模型来分析数据并验证研究模型。
研究结果
本研究的结果将有助于从业者了解在不断增长的消费市场中导致有机食品购买意向的因素。这些知识将帮助他们制定营销和沟通策略, 以增加有机食品的消费。
原创性
本研究通过扩展TPB的因素, 即环境关注、便利性和信任, 并确定它们在发展有机食品购买意向中的作用, 从而推进了现有的关于有机食品消费的文献。
Details
Keywords
Neeraj Kumar, Pooja Choudhary, Anees Ahmad, Swapnarag Swain and Pankaj Kumar Singh
The purpose of this study is to identify the factors affecting the quality of technical education in a developing nation, India.
Abstract
Purpose
The purpose of this study is to identify the factors affecting the quality of technical education in a developing nation, India.
Design/methodology/approach
Participants were 465 students and 310 faculty members who were randomly chosen from a total of 31 institutions/colleges/universities providing engineering education in Punjab state of India. The factor structures were obtained by applying factor analysis.
Findings
The result of this research reveals ten factors determining the quality of technical education, such as teaching practices, infrastructural facilities, industry–institute linkage, faculty's qualification, reputation of the institute, procedural simplification, administrative staff services, access and equity, financial burden of the course and work culture. Moreover, the research results also reveal eight factors affecting the quality of technical education, namely, institutional standards, institutional support, teaching environment, teaching practices, performance-linked promotion, work culture, academic freedom and administrative services in this order of preference are essential for the delivery of quality in technical education.
Originality/value
This study is the first attempt to examine the factor structure of technical education quality from both the perspectives of students and faculty. The implications of this study are expected to help the management of technical education institutes, regulatory agencies and the government in devising strategies to enhance the quality of technical education in India.
Details
Keywords
Nishit Kumar Srivastava, Namrata Chatterjee, A.K. Subramani, N. Akbar Jan and Pankaj Kumar Singh
The present study is an attempt to extend the Model of Goal-directed Behavior (MGB) to consider health consciousness and perceived privacy protection as two critical factors to…
Abstract
Purpose
The present study is an attempt to extend the Model of Goal-directed Behavior (MGB) to consider health consciousness and perceived privacy protection as two critical factors to predict desire and intention by individuals to adopt and use wearable health devices (WHDs).
Design/methodology/approach
Based on the literature review hypotheses were framed and tested using data collected through a questionnaire survey. A total of 418 self-reported complete responses were considered to analyze the hypotheses proposed in the study. Structural equation modeling, effects analysis and model comparison (MGB and extended MGB) were performed to understand the predictability of the suggested model.
Findings
The results of the study corroborate that along with MGB, health consciousness and perceived privacy protection also induces the intention of users toward using WHDs. Health-consciousness is found to have a positive and significant direct and indirect impact on intention to use WHDs. Further, the model comparison exhibits that the proposed extended MGB is a better predictor of intention to use WHDs.
Practical implications
Apart from the conventional framework of MGB, health consciousness and perceived privacy protection promote desire and intention to use WHDs. This research provides a framework for marketers to promote health consciousness among consumers by motivating them to adopt WHDs. Further, privacy protection features should be showcased in order to induce trust in consumers which in turn will trigger their intention to use WHDs to lead a healthy lifestyle.
Originality/value
The current study incorporates health consciousness and perceived privacy protection in MGB to fit into the context of healthcare intention study, which enhances the predictability of intention behavior of consumers and adds to the existing body of MGB and healthcare literature.
Details
Keywords
Anees Ahmad, Swapnarag Swain, Pankaj Kumar Singh, Rambalak Yadav and Gyan Prakash
This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship…
Abstract
Purpose
This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship (CBR), which is represented through three variables, namely, brand trust, attachment and commitment.
Design/methodology/approach
This study adopts a cross-sectional descriptive research design. It included a mix of symbolic and utilitarian brands, namely, Pepsi and Sprite (soft drinks), Levi’s and Peter England (clothing), Pantene and Head and Shoulders (shampoos) based on their greater familiarity among Indian consumers. Primary data were gathered from 612 respondents through a self-administered online questionnaire survey approach. Structural equation modeling was performed to analyze data and validate the research model.
Findings
The present study establishes both direct, as well as the indirect linkage between brand personality and CBBE. Results also suggest a partial mediating role of the variables representing CBR while linking brand personality to CBBE.
Originality/value
The present study makes two contributions. First, it advances existing literature on brand personality and brand equity by establishing the mediating role of the CBR while linking brand personality to CBBE. Second, it establishes the importance of both the trust and attachment-based commitment mediator model of CBR influencing CBBE, which has not been addressed by prior studies.
Details
Keywords
Priyanka Garg, Yakshi Garg, Sumanjeet Singh, Pankaj Chamola, Vimal Kumar, Rohit Raj, Amit Kumar and Minakshi Paliwal
Conscious consumers have been influenced to either cut back on their fashion consumption or switch to ethical clothing (EC) as a result of the detrimental social effects of fast…
Abstract
Purpose
Conscious consumers have been influenced to either cut back on their fashion consumption or switch to ethical clothing (EC) as a result of the detrimental social effects of fast fashion that have been seen over the past 10 years. It also reflects how the ethical belief of the young generation influences them to be conscious of the ill effects of their fashion choices or behave like an ignorant irresponsible buyer. This study aims to examine this issue in detail to find out the prevalence and impact of such beliefs on consumption choices over a period of time.
Design/methodology/approach
This study uses the cross-sectional data of 525 respondents from India to explore and unearth the EC phenomenon in emerging markets. It follows a two-step approach consisting of confirmatory factor analysis and structural equation modeling to examine the proposed hypotheses using AMOS 22 software.
Findings
It was found that consumers in developing economies are concerned about the ethical standards followed by the fashion industry (FI), which is reflected in the form of inhuman working conditions for FI workers.
Research limitations/implications
This study emphasizes understanding attitude, subjective norms, behavioral control and EC related to ethical buying behavior and their interaction mechanisms that transform it into the actual buying intention of EC.
Originality/value
It was an eye-opener that collective societal culture and standards do not influence ethical purchase decisions but it is rather the individual’s own ethical rules which is a result of established core family values that significantly shape fashion consumption. This study advances existing literature by empirically verifying the relationship between consumer attitude, consumers’ subjective norms, perceived behavioral control, environmental concern with ethical buying behavior and ethical purchase intention. It could provide insightful information and support academic research as well as real-world marketing and environmental initiatives.
Details
Keywords
Pankaj Kumar Medhi and Ashita Allamraju
This study explores the link between the level of importance managers assign to competitive pressures from domestic competition, foreign competition and customers as factors in…
Abstract
Purpose
This study explores the link between the level of importance managers assign to competitive pressures from domestic competition, foreign competition and customers as factors in the key business decisions related to innovation and the outcome of firms' product innovation efforts.
Design/methodology/approach
The research sample is taken from the Business Environment and Enterprise Performance Survey by World Bank (2005). The relevant questions for the study were extracted from the survey. Logistic regression models were used for analysis using the ISLR library from R statistical software.
Findings
Managers' consideration of customer pressure for innovation as important in key business decisions related to innovation has a positive and sustainable effect, distinct from that of R&D and other innovative activities, on firms' success of product innovation efforts.
Research limitations/implications
The research acknowledges the need to verify the findings in a multicountry setting.
Practical implications
This research can help mediate the managers' assignment of importance to certain types of competition for innovation decisions in multicompetitive environment for improved success of product innovation efforts.
Originality/value
Simultaneous consideration of multiple competitive pressures by managers helps to identify the most suitable innovation activities for their respective firms and improve the chances of success of firms' innovation efforts.
Details
Keywords
Sumanjeet Singh, Pankaj Chamola, Vimal Kumar, Pratima Verma and Neha Makkar
Micro, small and medium enterprise (MSME) is the kingpin of Indian economy. It contributes to 48% of India's exports and provides employment to 110 million people. As a result…
Abstract
Purpose
Micro, small and medium enterprise (MSME) is the kingpin of Indian economy. It contributes to 48% of India's exports and provides employment to 110 million people. As a result, it is critical to evaluate the obstacles, expose them and find a way to overcome the crisis due to the pandemic. The study aims to analyse the impact of financial and non-financial measures for the revival of MSME and its impact on firm sustainability and future opportunity as perceived by MSME owners/heads during the COVID-19 outbreak.
Design/methodology/approach
This study, based on a cross-sectional survey of 197 export-oriented Indian MSMEs, attempts to investigate covid crisis mitigation strategies/measures in the context of the COVID-19 crisis. The confirmatory factor analysis (CFA) model was applied to check model fit, and structural equation modelling (SEM) was employed for data analysis.
Findings
The results of this study show the financial and non-financial revival measures such as firm revival, marketing training, customer relationship management (CRM), financial incentive and firm support, extending worker social security and financial access and price control positively impact MSMEs' business sustainability and future opportunity as perceived by the respondents that lent good support to the hypothesis.
Research limitations/implications
The study emphasizes management in association with government and financial institutions to design short-term as well as long-term strategies that may enhance their sustainability in the market. MSMEs are being forced to reassess their business strategy and modify their operating model as a result of the uncertain/unpredictable climate. Many levels of strategy aid in revitalizing the company and providing future possibilities to move forward if the government schemes positively impact the perception of entrepreneurs. Further, the study identifies the immediate measures to tide over the crisis over this sector and then furnishes recommendations for closing the identified gaps in the present understanding.
Originality/value
The impact of COVID-19 on Indian MSMEs and how these MSMEs are dealing with it are highlighted in this paper, which is quite scarce and insufficient to cover the gap. It also provides a comprehensive view of firm sustainability and perceived opportunity among MSMEs.
Details
Keywords
Arjun Chakravorty, Vibhash Kumar, Pankaj Singh and Sharath Baburaj
The paper aims to focus on underpinning the moderating role of work meaningfulness in alleviating the impact of general job demands on burnout directly and via work–family…
Abstract
Purpose
The paper aims to focus on underpinning the moderating role of work meaningfulness in alleviating the impact of general job demands on burnout directly and via work–family conflict by drawing on the conservation of resources theory.
Design/methodology/approach
Survey methodology was used for this study, using standardized instruments to assess general job demands, meaningfulness, work–family conflict and burnout. The survey was administered to school teachers (n = 800), and the data set was analyzed through SmartPLS 4.0.
Findings
This study ascertained that work meaningfulness moderated the relationship between general job demands and burnout. This study also found that general job demands under conditions of low work meaningfulness positively affected burnout through work–family conflict, thereby validating the moderated mediation model.
Originality/value
While several studies have established the relationship between general job demands, work–family conflict and burnout, to the best of the authors’ knowledge, this is the first study that examined the moderating role of work meaningfulness in the relationship, where work meaningfulness has emerged as a suitable moderator in lowering the impact of job demands on burnout via a work–family conflict. This study contributes to the extant literature on work meaningfulness and adds utility to practice.