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With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products.

The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs.

It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI.

The study found that comparative advertising is effective for high as well as low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment.

It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the product in order to develop favourable attitude towards the brand and PI.

Comparative advertising is a growing domain and there has been very little contribution by the researchers specially on high and low-involvement product categories.

The main objectives of this study are (1) to identify the determinants of pre- and post-adoption dynamics of mobile wallets (m-wallets) usage; (2) to propose and test the linkage framework of pre-adoption and post-adoption dynamics to understand consumers' psyche of m-wallets usage and (3) to examine the moderation of select demographic variables in the path of consumers' continued usage of m-wallets.

The study considered a cross-sectional approach using a questionnaire survey method. The research model encapsulating pre- and post-adoption dynamics of the m-wallet was examined using a sample of 574 users. The analysis also comprised mediation, moderation and multi-group analysis (MGA).

The results identified key antecedents of confirmation, such as performance expectancy, effort expectancy, facilitating conditions and individual mobility. Findings also confirmed the partial mediation effects of satisfaction between confirmation and continuance intentions. Results also confirmed the moderating effects of age and education on the relationship between confirmation and satisfaction.

The key contribution of the study is in the form of research progression related to m-wallet usage to test the extended expectation-confirmation model (EECM) in the Indian context by linking the pre-adoption paradigm of extended (unified theory of acceptance and use of technology) UTAUT with individual mobility and post-adoption dynamics of the ECM. The considered framework study also draws support for the role of select demographic variables.

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.

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.

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.

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.

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.

In order to achieve a sustained level of entrepreneurship in India, it is very important that the spirit and culture of entrepreneurship are ingrained in students, right at the “school” level. Specifically, in this study we examine how student entrepreneurial behavior is influenced by entrepreneurial activities at school.

We chose schools in India to recruit the students’ samples; 520 higher secondary school students were approached in-person to understand their entrepreneurial intentions (EI). We applied PLS-SEM to test the relationships of serial mediation.

Our findings imply that the students' entrepreneurial intentions are largely influenced by the school’s entrepreneurship program (e.g. labs, lectures and exercises). Further, we noted that school career guidance and students’ entrepreneurship attitude effectively mediate the relationship between school entrepreneurship curriculum and EI.

Entrepreneurship education beginning in schools does foster stronger entrepreneurial intent over the short-term. It also helps in fostering entrepreneurs, who create jobs and support in achieving the country’s desired SDGs.

The study contributes new dimensions to entrepreneurship research focusing on school children hence anchoring at early stages.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-05-2023-0350

The purpose of this paper is to develop a sustainability readiness assessment model and a sustainability assessment model for manufacturing organizations.

The proposed models have been developed using resource-based theory along the integrated supply chain. The models are based on resources sustainability (people, money, material, energy, infrastructure, water, and air), critical factors of sustainability (product, process and policies), sustainability dimensions (environment, economic, and social), and life cycle sustainability (integrated supply chain).

The paper presents an integrated assessment system which includes: product life cycle, resources, critical factors (product, process, and policy), key performance indicators, and their interrelationship with sustainability dimensions. The three critical factors and all the important resources required by a manufacturing organization along the integrated supply chain are identified. The readiness assessment model is user friendly and effective to guide the managers to identify the weak areas of sustainability.

The proposed model for readiness assessment is tested and in an automotive manufacturing organization but the sustainability assessment model is conceptual and it requires validation by implementing the same in an organization to understand its effectiveness.

The readiness assessment model can help the top management to decide whether the organizational orientation is correct to improve sustainability. The easy to use models can be used by the decision/policy makers and independent bodies to assess, compare and benchmark the products, processes or organizations and thus affect public policies and attitudes.

This study has developed, for the first time, a sustainability readiness assessment model. The resource-based theory has been applied along the integrated supply chain.

This paper aims to explore the relationships between self-construals, religious identification, and conflict styles in India.

Data were gathered in India (n=1,108) among Hindus (n=744) and Muslims (n=364) in various organizations throughout India. Conflict styles were measured using Oetzel's conflict style measure. Self-construal was measured using Singelis' self-construal measure. Pearson correlations and multiple regressions were conducted.

Correlation analysis showed significant negative correlation between the independent and interdependent self-construal. Multiple hierarchical regression modeling demonstrated significant interactions between religious identification, self-construal, and conflict style. Hindus are more likely to dominate in conflict situations, while Muslims are more likely to avoid conflict and prefer more group-oriented conflict styles.

Self-report measure is a possible limitation and the sample is religiously homogeneous.

The results of this study could assist community organizers and others who work in conflict mediation resolve conflict among religious groups.

Few studies have examined conflict styles in India and this study employs a macro and micro-level approach to the study of conflict.

Nature and occurrence of food-borne pathogens in raw and processed food products evolved greatly in the past few years due to new modes of transmission and resistance build-up against sundry micro-/macro-environmental conditions. Assurance of food health and safety thus gained immense importance, for which bio-sensing technology proved very promising in the detection and quantification of food-borne pathogens. Considering the importance, different studies have been performed, and different biosensors have been developed. This study aims to summarize the different biosensors used for the deduction of food-borne pathogens.

The present review highlights different biosensors developed apropos to food matrices, factors governing their selection, their potential and applicability. The paper discusses some related key challenges and constraints and also focuses on the needs and future research prospects in this field.

The shift in consumers’ and industries’ perceptions directed the further approach to achieve portable, user and environmental friendly biosensing techniques. Despite of these developments, it was still observed that the comparison among the different biosensors and their categories proved tedious on a single platform; since the food matrices tested, pathogen detected or diagnosed, time of detection, etc., varied greatly and very few products have been commercially launched. Conclusively, a challenge lies in front of food scientists and researchers to maintain pace and develop techniques for efficiently catering to the needs of the food industry.

Biosensors deduction limit varied with the food matrix, type of organism, material of biosensors’ surface, etc. The food matrix itself consists of complex substances, and various types of food are available in nature. Considering the diversity of food there is a need to develop a universal biosensor that can be used for all the food matrices for a pathogen. Further research is needed to develop a pathogen-specific biosensor that can be used for all the food products that may have accuracy to eliminate the traditional method of deduction.

The present paper summarized and categorized the different types of biosensors developed for food-borne pathogens.