Personal values act as guiding principles that motivate individuals and influence their lifestyle decisions, especially altruistic and egoistic values in green consumption decisions. Sustainable consumption is always portrayed as pro-social behavior showcasing the volunteering activity (altruism) of green consumers; however, consumers buy green products beyond altruistic reasons. Building on these lines, this study aims to examine green consumers and their motivation to pay a premium price for green packaging. This descriptive study has collected opinions related to the constructs from 264 millennials across India to test the hypotheses. The results show that both altruistic and egoistic values explain consumers’ intentions to consume green packaging. In addition, bearing a green identity promotes green packaging preferences for all individuals with altruistic or egoistic values. The moderating role of willingness to pay a premium had a negative effect on the egoistic value and green packaging preference relationship, indicating that green values do not persuade egoistic value consumers to adopt green packaging. This study is one of the very few to examine preferences for green packaging for reasons other than safeguarding the environment. This study contributes to the literature by developing and testing theoretical links to various cognitive variables (altruistic and egoistic values) of green packaging preferences empirically.

Purpose: This study looks at the factors affecting the acceptance of modern payment systems in the Delhi NCR area. It expects to recognize key segment and conduct determinants affecting the reception of advanced payment innovations. Methodology: An observational methodology was utilized, including an overview of 135 respondents from the Delhi NCR locale. Information were investigated utilizing ANOVA and relationship examinations to evaluate the effect of factors like age, orientation, training, pay, saw security, and convenience. Findings/Results: The study finds that younger age groups, higher income levels, and higher education levels are significantly associated with greater acceptance of modern payment systems. Perceived security and ease of use also play critical roles in influencing adoption rates. Originality/Value: This research provides a comprehensive analysis specific to the Delhi NCR context, filling gaps in existing literature on digital payment adoption in emerging markets. It offers valuable insights for financial institutions and policymakers aiming to enhance the adoption of digital payment systems. Implications: The findings suggest that targeted educational programs and security enhancements could improve the acceptance of modern payment systems. Policymakers and financial institutions can use these insights to design strategies that address the barriers and promote the benefits of digital payments. Paper Type: Empirical research paper focused on the factors affecting the acceptance of modern payment systems, providing actionable insights for stakeholders in the financial sector.

Purpose Intervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies and nongovernmental organizations promote behavioral change by adopting social marketing strategies. Social marketing uses the application of commercial ideas to influence the voluntary behavior of individuals. Under these circumstances, this study aims to examine the effect of these emerging brand-building techniques social marketing especially in public campaign. Design/methodology/approach This descriptive study collected opinions related to the constructs from 324 respondents across India. This study used statistical package for the social science and Smart partial leased square software to test the validity of the hypotheses. Findings The results of this study indicate that when the campaigns target the emotional state of the consumer, he or she crosses all boundaries like physical attributes, service parameter or even any form of assessment and provides incremental value to the campaign, thus forming a favorable behavior. Research limitations/implications This study provides insights on how emotional branding can be used for better involvement and relationship building, which leads to long-term engagement with the customers. The marketers can also get facilitated through this study by developing a new perspective of creating their advertisements through emotional branding techniques, especially with a focus on corporate social responsibility in the global environment. Originality/value In recent times, marketers have adopted a new communication strategy to build their brand through promotions that might appeal directly to customer’s emotional state, popularly termed as “emotional branding.” This new communication strategy aims at creating and nurturing a relationship between the consumer and the brand by accumulating memories, emotions, personal narratives and expectations.

Purpose This review aims to synthesize the brand hate literature and suggest directions for future research on brand hate.Design/methodology/approach This study adopted an integrative literature review method to synthesize and assess the brand hate literature.Findings The synthesis showed that social identity theory, disidentification theory and duplex theory are prominently used in brand hate studies, and a larger portion of brand hate research was conducted in Western countries. Further, brand-related, self-congruity, personal factors, information influence and brand community influence are the major types of antecedents of brand hate which can produce soft or hard consequences. Lexicometric analysis showed causes of brand hate, consumers' negative emotional and behavioral outcomes and community anti-brand behavior as key themes of brand hate research.Research limitations/implications The synthesis has followed predefined criteria for the inclusion research papers. Thus, the review is limited to articles that fulfilled the criteria for inclusion.Practical implications The finding will help marketers, specially brand managers, craft strategies to handle brand hate.Originality/value The brand hate literature is still developing and remains incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the brand hate literature to study its development over time and proposes a framework which provides a comprehensive understanding of brand hate.

In current times, the concept of sustainable consumption is at the forefront owing to the impact it creates on the society and the environment. Consumers have become more observant towards the consumption related environmental problems and it influences their purchase decisions. There is a link between the consumer concern for the environment and also their knowledge levels about the environment friendly products. While most of the studies agree that environmental knowledge and environmental concern as the prime factors, how consumers gain this knowledge and concern was not adequately explained. Based on the literature survey a conceptual model was designed and a structured closed ended questionnaire was used to collect the responses from 309 respondents, the measurement scales were borrowed from the existing literature. The results show that those consumers possessing a high intensity of environmental knowledge and peer influence to encourage them to have stronger intentions to become sustainable conscious customers.

This study witnesses the effects of perceived risk (PR), trust and subjective norm (SN) on attitude and behavioural intention (BI) of Indian travellers using social media for their travel planning. A survey was carried out with 288 respondents who used marketer's social media page for their decision-making in the past 12 months. A conceptual model was created after a careful review of literature and partial least square regression modelling was applied. The study focused on the under focused area, that is the influence of hotelier's social media activities on the travel planning. Most of the research investigated the impact of online travel agents or the impact of user generated content (UGC), however the focus on the hoteliers' social media presence is seldom researched. This research is very useful for academicians, researchers and policymakers working with the social media market. Academicians may further explore the role of social media to have a better understanding of their impact on the theory of planned behaviour and its components.

The online retail industry is a unique setup with high market potential and the low entry barriers where most of the retailers sell the same products under different price points. Though the price of the products is same for all the retailers, they use discounts, offers, price cuts, refunds and other methods to acquire and retain customers. Under these conditions, this research is emphasised on demonstrating the sources of retailer equity and intended to test the moderating effect of price deals on retailer association and retailer brand equity relationship. This paper contributed to the existing retail brand equity frameworks by adding 'price deal' as a new dimension and explored the necessity of the e-tail quality dimension instead of perceived quality dimension in traditional brand equity frameworks. The results from this study will help online retailers and researchers to recognise the importance of the retailer equity dimensions and their criticality in creating a long-term relationship.

Purpose The purpose of this paper is to measure the influence of peers, and the Government and non-governmental organization (NGO) initiatives on an individual’s attitudinal drivers such as environmental knowledge and environmental concern, which are the reasons for their green purchasing intentions. This concept was applied among the Indian young consumers. Design/methodology/approach For the research, a structured online questionnaire was used to obtain responses from 342 Indians from various cities. The participants were 20-25 years of age. SPSS software package was used to refine the data while SmartPLS was used to test the validity of the hypotheses. Findings The findings revealed that the Government and NGO initiatives along with peer influence do have a significant effect on a consumer’s environmental knowledge and environmental concerns. Further, this study found a significant positive effect of environmental knowledge and environmental concern on perceived value. In turn, the perceived value had a direct positive impact on green attitude leading to green purchase intention. Practical implications This paper provides critical insights for marketers, as well as for governmental agencies and NGOs promoting the conservation of the environment through environmental-friendly practices. These parties aim to generate greater awareness among consumers and impart knowledge about the benefits of green practices. Originality/value The studies measuring the impact of external factors on green consumption are scarce. Even the few studies available have measured the direct impact of external factors on green purchase intention. Governmental and NGO initiatives along with peer influence are the stimuli impacting operational factors such as environmental knowledge, environmental concern, perceived value, and green attitude, which, in turn, lead to the response of green purchase intention. This study provides new insights to this relationship by using a stimulus – organism – response framework.

Corporate social responsibility (CSR) is a well-touted term in management disciplines that connects the business goals and societal values. CSR is used as a strategic approach that gives competitive differentiation through coagulation of both business and overarching societal goals. Organizations believe that goodwill created by CSR activities bestows the strategic competitive advantage and sustainable development. The objective of the study is to measure the impact of CSR activities on purchase intention either directly or indirectly; for this purpose, the study has administered a structured questionnaire and collected responses from Indian citizens purchasing products from FMCG companies topping the CSR spending list and used structural equation modeling to validate the results. The findings suggest that customers process CSR details unconsciously and may not remember the explicit detail, but they are more likely to include the brand in the consideration set evokedby positive attitudes trailing behind.

This study has been carried out in the pursuit of exploring key human resource management (HRM) practices and work-life balance in the Indian hospitality industry in relation to its impact on frontline employee's turnover intention. A total of 271 responses were collected from frontline employees through questionnaire. Using partial least square (PLS) path modelling the hypotheses were tested. Results indicated that better perception of HRM practices has negative influence on frontline employee intention to quit. Work-life balance acts as a significant moderator in the relationship between certain HRM practices namely training, career growth opportunity and compensation and turnover intention.

Electronic word-of-mouth (EWOM) information is used by consumers to form expectations of the brand. By properly managing consumers' expectations of a brand, managers can mitigate brand image problems. Thus, this study uses an expectations lens to investigate consumers' perceptions of the brand image formed by exposure to EWOM under the moderating influence of consumer involvement. Data were collected from over 1000 consumers across USA and India, and across smartphone and hotel services categories, using online simulations of EWOM. Findings suggest that high- versus low-involvement consumers will go through more EWOM information and spend more time with EWOM to develop an expectation or idea of the brand. High-involvement consumers also form a better image of the brand. Based on these findings, the authors develop a matrix that represents the possible strategies managers could use to encourage the formation of a good brand image from a consumer's perspective.