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Small farmers in India are collectivized and legalized as Farmer Producer Companies (FPCs) to progress in agri-food value chains as small agribusiness enterprises. FPCs are dependent on timely information for their sustainability and profitability. Mobile apps are a cost-effective form of information and communication technology. Hence, the purpose of this study is to explore the major determinants of mobile apps adoption by FPCs.

Quantitative and qualitative data are collected by administering a semi-structured questionnaire and conducting in-depth interviews with board members of 115 FPCs, with a total membership of 30,405 farmers operating in 14 districts of the state of Kerala, India. The logit model is used for quantitative analysis, while dialog mapping is used for qualitative analysis, based on an integrated technology acceptance model and technology organization environment framework.

Logistic regression results evidence that amongst FPC characteristics, while company size and age are significantly impacting apps adoption, there is no significant association between board size, education level, multiple commodities business or export intention of companies on apps adoption. Digital literacy and technical hands-on training for FPC board members are quintessential to facilitate mobile apps adoption.

The findings are pertinent to policymakers to earmark funds for technical handholding and digital upskilling of FPCs. The need for developing comprehensive, location-centric, farmer-friendly apps by agritech companies is evidenced.

To the best of the authors’ knowledge, this is a pioneering work in the domain of mobile apps adoption from a farmers’ agribusiness enterprise perspective in an emerging market economy using a mixed-methods approach.

This research investigates the effect of green initiatives on sustainable luxury brand purchasing intentions, employing sustainable involvement and attitude as mediators and brand experience as a moderator; the stimulus-organism-behavior-consequence model is utilized to understand this phenomenon comprehensively.

We collected 503 survey responses from individuals who had bought sustainable luxury products via purposive sampling. Subsequently, we employed structural equation modeling and the PROCESS macro to analyze the data collected.

The results revealed that (1) green initiatives had a positive influence on sustainable involvement, attitude and sustainable purchasing intention; additionally, (2) sustainable involvement and attitude had a positive mediation relationship between the green initiatives and attitude, sustainable purchasing intention; likewise, attitude had a positive mediation relationship among them; (3) sustainable purchasing intention substantially affects customer word of mouth and satisfaction and (4) brand experience significantly moderates the association between sustainable purchasing intention, word-of-mouth and satisfaction.

The current study investigates consumer sustainable behavior, with the rising importance of sustainable luxury products and increasing consumer awareness of sustainability. Notably, this study introduces a fresh application of the stimulus-organism-behavior-consequences (SOBC) framework, marking a groundbreaking approach in sustainable luxury brand research.

The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude).

The study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis.

The findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM).

This study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

This paper identified green initiatives can influence consumer purchasing intentions and behavior.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.