Sharmila Pudaruth

Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius

Purpose – The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.Design/methodology/approach – This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.Findings – The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most con...

Factors influencing the adoption of internet banking: a case study of commercial banks in Mauritius

Purpose – The purpose of this paper is to investigate the factors influencing the adoption of internet banking services in Mauritius. Drawing from the technology acceptance model, theory of reasoned action, theory of planned behaviour and the extensive literature on demographic profiling of internet banking users, trust and security aspects associated with adoption rate of internet banking, this paper combines various predetermined constructs in one model. The different constructs such as perceived ease of use, perceived usefulness, subjective norms, attitudes, behavioural intentions, security and trust aspects, the level of awareness on internet banking services and demographic variables such as age, income, gender and education into one integrated framework. Hence, the paper will deepen understanding of the specific factors underpinning the adoption of internet banking in Mauritius. Design/methodology/approach – This paper reports upon the empirical findings of the customer survey on the various factors...

Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers

Purpose - – This paper aims to explore the factors influencing the purchasing patterns of eco-friendly cosmetics and beauty care products among female customers in Mauritius. It also investigates upon the relative significance of these factors in predicting the preference to buy and recommend eco-friendly cosmetics and beauty care products to others. Design/methodology/approach - – The paper applies the data reduction technique by using exploratory factor analysis on a sample of 150 female consumers and condenses a set of 35 attributes into a list of eight comprehensible factors influencing the purchasing patterns of eco-friendly and beauty care products among females in Mauritius. Multiple regression analysis was also conducted to investigate upon the importance of the eight dimensions in influencing the behavioural intentions of females to purchase eco-friendly products and their likeliness to engage in referral for eco-friendly products. Findings - – The factor analysis identified that the purchasing patterns for eco-friendly cosmetics and beauty care products is influenced by a combination of eight factors namely: “women lifestyles, self-image health and economic considerations”, “ethical consumerism among females”, “pharmacological essence of green cosmetics and beauty care products”, “visual appeal and physical cues in cosmetic stores”, “price-conscious decisions and effective promotion”, “belief on ethical claims in green messages”, “brand image and usage experience” and “sales representatives and social influences”. The results of the regression analysis have also suggested that the behavioural intention and referral of female customers is primarily derived from one predictor factor related to “women lifestyles, self-image, health and economic conditions”. Practical implications - – In terms of marketing strategies, cosmetic and beauty care organisations should promote greater ethical concerns among female customers through effective green advertising messages. Greater emphasis should be placed on the pharmacological essence of green advertising. Cosmetic executives should also focus on health-related benefits while marketing cosmetics and beauty care products. Originality/value - – The paper aims to fill up the significant gap in the literature on purchasing patterns for eco-friendly cosmetics and beauty care products among female customers. This study remains one of few research work designed to address different factors influencing the purchasing patterns for green cosmetics and beauty care products in the context of developing countries such as Mauritius. Yet, it would serve as a roadmap for cosmetics and beauty care companies to understand the factors impacting on purchasing patterns of eco-friendly cosmetics and beauty care products in similar contexts.

Enhancing customer shopping experience in malls of emerging countries – the “Mauritius” experience

Purpose – The paper aims to explore the contributing factors impacting on shopping experiences of customers in Mauritius. It also seeks to investigate the relative significance of these factors in predicting the willingness of customers to visit shopping malls of Mauritius.Design/methodology/approach – The paper applies the data reduction technique using exploratory factor analysis on a sample of 600 respondents drawn from 23 shopping malls and shopping centres across Mauritius and condenses a set of 33 mall attributes into a list of six comprehensible dimensions about shopping experience. The multiple regression analysis was also conducted to investigate the importance of the six shopping experience dimensions in influencing the behavioural intentions of customers to visit shopping malls of Mauritius in future.Findings – The factor analysis identified that customers visualise shopping experience as a combination of six factors: “provision of childcare facilities”, “health and wellness events”, “entertain...

Assessing the Impact of Technology Adoption on Human Touch Aspects in Healthcare Settings in Mauritius

Abstract This paper investigates the impact of technology adoption on human touch aspects in healthcare settings in Mauritius. Unstructured interviews, focus group discussions and overt observations were carried out in two phases with 27 healthcare professionals and 42 healthcare customers in the private sector over a period of five months as part of an exploratory study, followed by a pilot study where a survey was carried out among 31 participants who have also been exposed to private healthcare services in Mauritius. Survey findings have depicted that technology implementation in healthcare settings can represent a direct threat to human touch aspects. Although the outcome of service remains very important, the delivery of same service in terms of how, when and by whom it was delivered has been seen to be as important. Healthcare customers are normally in a vulnerable state requiring appropriate human touch in the service delivery. Moreover, they also expect fast, efficient and effective services which eventually create a pressing need for consequent use of technology. Therefore, the balance between technology and human touch aspects was found to be a determinant of service quality enforcement and customer satisfaction for healthcare customers. This paper demonstrates that implementing technology in healthcare nowadays is inevitable for proper service delivery, however, it is imperative to preserve human touch aspects at all times during health service encounters. This pioneer study also acts as a guide for health care practitioners to derive the best strategies to maintain a good equilibrium between technology adoption and human touch aspects in all healthcare services in the context of developing state such as Mauritius.

Developing and Testing a Pioneer Model for Online Shopping Behavior for Natural Flowers: Evidence from Mauritius

Abstract This paper has explored a pioneer model for online shopping behavior for natural flowers in Mauritius. Further to the extensive literature review, a survey method was adopted whereby 200 questionnaires were distributed to respondents using a non-probability convenience sampling method. The empirical estimates of the study have depicted that price, trust, reputation of retailers; education and age have an impact towards online shopping behavior for natural flowers, whilst gender and income do not influence customers. Correlation analysis also revealed that perceived ease of use, perceived usefulness, subjective norms, behavioral intention and attitudes impacted on the online shopping behavior for natural flowers. A pioneer conceptual model was also proposed in this paper, whereby, policy makers and practitioners of online business can use the model as a reference to pave the way to encourage online purchases. This research represents a different way of understanding online shopping behavior for natural flowers.

UNDERSTANDING THE ECOLOGICAL ADOPTION OF SOLAR WATER HEATERS AMONG CUSTOMERS OF ISLAND ECONOMIES

Abstract This paper explores the major factors impacting upon the ecological adoption of solar water heaters in Mauritius. The paper applies data reduction technique by using exploratory factor analysis on a sample of 228 respondents and condenses a set of 32 attributes into a list of 8 comprehensible factors impacting upon the sustained adoption of solar water heater in Mauritius. Multiple regression analysis was also conducted to investigate upon the most predictive factor influencing the adoption of solar water heaters in Mauritius. The empirical estimates of the regression analysis have also depicted that the most determining factor pertaining to the ‘government incentives for solar water heaters’ impacts upon the adoption of solar water heaters. These results can be related to sustainable adoption of green energy whereby targeted incentive mechanisms can be formulated with the aim to accelerate and cascade solar energy adoption in emerging economies. A novel conceptual model was also proposed in this paper, whereby, ecological stakeholders in the sustainable arena could use the model as a reference to pave the way to encourage adoption of solar water heating energy. This research represents a different way of understanding ecological customers by developing an expanding on an original scale development for the survey on the ecological adoption of solar water heaters.

NON STANDARD WORK PRACTICES AND ITS IMPACT ON CHILDREN DEVELOPMENT, FAMILY FUNCTIONING AND HEALTH AND SAFETY CONCERNS IN A 24/7 ECONOMY

Abstract This main purpose of the study is to investigate upon the impact of non-standard work practices on children development, family functioning and employees’ health and safety concerns in a 24/7 Economy. This paper reviews the concept of 24/7 economy and explores the impact of non-standard work practices. A survey instrument is administered to 400 householders of Mauritius and the questionnaires were further processed and analysed with the statistical programme SPSS 20, by using descriptive and inferential analysis. The results of the findings have demonstrated that changes in children development and family functioning and employees’ health and safety concerns highly impact on the householders. The evidence of numerous associations from the present research have shown that 24/7 economy will give rise to pollution. Indeed, children will be affected by lack of parental time and employees might suffer from health issues with the 24/7 culture. The present research fills the significant gaps in the literature review by generating an integrative functioning framework of the 24/7 economy for island economies.