Geetika Varshneya

Impact of Social Influence and Green Consumption Values on Purchase Intention of Organic Clothing: A Study on Collectivist Developing Economy

The present study is an attempt to investigate the impact of green consumption values and social influence on purchase intention for organic clothing. Five hypotheses were developed with the support of relevant literature. These were tested with the help of primary data of young adult Indian consumers in the age group 20–40 years, collected through a structured questionnaire. Structural equation modelling (SEM) was used to test the hypotheses. The results of structural model revealed that attitude partially mediates the relationship of green consumption values and purchase intention for organic clothing. Further, social influence has no impact on attitude as well as purchase intention for organic clothing. The outcomes also indicated that for products at the introductory stages of the lifecycle, such as organic clothing, social influence does not play a vital role even in a collectivist culture. In such situations, consumers in a collectivist culture like India tend to exhibit individualistic behaviour. The results will be beneficial for designing market entry strategies for organic clothing brands targeting developing countries. The study also tries to extend our knowledge of understanding of departures from collectivistic behaviours in products which are in the introductory stages of the lifecycle in collectivist cultures.

Experiential value: a review and future research directions

Purpose n n n n nThe purpose of this paper is to review the academic literature on the experiential value to appreciate the developments in the area in the last decade; propose a conceptual framework delineating the determinants and outcomes of experiential value and provide future research directions based on the insights. n n n n nDesign/methodology/approach n n n n nA range of online databases were searched to review and select the papers related to experiential value. The full text of each of the papers was taken as a unit of analysis. The classification and coding of all the selected papers was performed manually by two independent researchers. n n n n nFindings n n n n nThe analysis led to the classification of the experiential value literature broadly into five categories, i.e. conceptualization, measurement, antecedents, outcomes and applications. The findings indicated that the experiential value delineates across cultures, store formats, channels and product categories. The proposed framework depicting antecedents and outcomes could form a basis for future studies. The study unveiled several other useful findings as discussed in the paper. n n n n nResearch limitations/implications n n n n nThe findings may be generalized only to the selected online databases for the given time period in the experiential value domain. The study identified several potential avenues for future research. n n n n nPractical implications n n n n nThe present study may help the academicians and practitioners to comprehend the current state of literature. The bibliography may be considered as a ready reference for contemplating future research in the area. n n n n nOriginality/value n n n n nThe extant literature revealed that no study so far has captured a literature review in the area of experiential value. Thus, this could be seen as a unique and significant contribution to the literature.

Antecedents to organic cotton clothing purchase behaviour: study on Indian youth

Purpose n n n n nThe purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour. n n n n nDesign/methodology/approach n n n n nData were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India. n n n n nFindings n n n n nPast environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour. n n n n nResearch limitations/implications n n n n nThe sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied. n n n n nPractical implications n n n n nThe findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population. n n n n nOriginality/value n n n n nOrganic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.

Corporate social responsibility: a boon or bane for innovative firms?

Abstract In today’s dynamic business landscape, Corporate Social Responsibility (CSR) is considered as an important strategic initiative for attaining sustainable competitive advantage. The present study aims to examine (i) the influence of consumer’s perceived firm innovativeness (CPFI) and consumer trust on perceived CSR activities of the firm and (ii) the mediating role of perceived CSR in the relationship between (iia) consumer’s perceived firm innovativeness and purchase intention (iib) consumer trust and purchase intention. Four hypotheses were tested with the primary data (n = 287) collected through a structured questionnaire. The regression analysis revealed that CPFI and consumer trust have direct positive impacts on the perceived CSR. Further, perceived CSR mediates the relationship between CPFI and purchase intention. However, perceived CSR does not play a mediating role between Consumer Trust and Purchase Intention. Overall, the findings of this study indicate that engagement in the CSR activities tend to reduce the perceived risk associated with innovation and consequently, influence the purchase intention among consumers. Theoretical and managerial implications are further discussed.

“Tata i-Shakti” to “Tata Sampann”: rebranding or repositioning?

Subject area n n n n nMarketing. n n n n nStudy level/applicability n n n n nThis case may be used by instructors to teach undergraduate, post graduate and executive level programmes in management. It may be used in basic marketing, branding or marketing strategy courses. The case may serve as a platform for the instructor to discuss the concepts and issues related to positioning and repositioning. n n n n nCase overview n n n n nTata Chemicals, a subsidiary of the Tata group, launched the “i-Shakti” brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company extended the brand equity of i-Shakti to a premium segment and launched a new brand “Tata i-Shakti” with a range of unpolished pulses. Changing the brand name and customer base from “i-Shakti for rural market” to “Tata i-Shakti for premium market” created a dilemma among customers in the market. To overcome this problem, in October 2015, the company’s portfolio of pulses, gram flour and food grade soda under “Tata i-Shakti” label has migrated into a new brand “Tata Sampann”. The company also launched a range of spices under the brand name of “Tata Sampann”. This new brand “Tata Sampann” was launched to serve the premium segment with an aim to “enrich everyday meals with extra nutrition and extra joy”. Also, this brand recreation was made by the company with anticipation to make avenues for future launches in the staples and food segment under Tata’s consumer products business. It has been almost a year since Tata Sampann was launched in the market. Given the tough competition and expected growth of the spices market in India, it remained to be seen whether “Tata i-Shakti” was rightly rebranded or repositioned with “Tata Sampann”. n n n n nExpected learning outcomes n n n n nTo make participants understand the basic concepts of branding such as umbrella branding, brand repositioning and rebranding. To make participants learn about various brand elements and how they contribute in communicating the value proposition of the brand. To make participants appreciate various marketing and brand related strategies. n n n n nSupplementary materials n n n n nTeaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. n n n n nSubject code n n n n nCSS: 8: Marketing.

Exploring gender difference in organic clothing purchase intention and ecological behaviour

The present work aims to study the relationship of values with purchase intention for organic clothing and ecological behaviour. It will also explore the relationship of ecological behaviour and positive word-of-mouth. Further, it will figure out the moderating role of gender in all these relationships. Six hypotheses were developed with the support of relevant literature. The hypothesis were tested with the help of primary data (n = 202), collected through a structured questionnaire online from Indian consumers of age group 18 years and above. Regression analysis was done to test the hypotheses. The results indicate that value and purchase intention for organic clothing has a positive relationship. Also, values and ecological behaviour has a positive and significant relationship. Similar is the relationship between ecological behaviour and positive word-of-mouth. Gender acts as a moderator in all the earlier mentioned relationships. The results of the current study are focused organic clothing and needs validation in other contexts. It is limited to Indian consumers of age group 18 years and above.

Understanding Credit Card Use Among Indian Consumers: Role of Materialistic Values and Compulsivity

The current research examines influence of materialism and compulsive-buying behavior on Indian consumers’ credit card use. Research in Western countries posits that materialistic values and compulsiveness influence credit card use. However, results of the research differ from earlier researches. It suggests that Indian consumers’ credit card use is influenced by materialism but not by compulsiveness. Credit cards may be acquired to represent a lifestyle and improve individual’s status. The symbolic value associated with credit card is higher than its functional attributes. Consumers associate it with material possessions that bequeath status to them.