Indian consumers’ mall patronage intentions: impacts of shopping motivations, subjective norms, materialism, and self-efficacy

Abstract

While Indian malls are proliferating, 80% are ailing. Why is this? There are a number of possible explanations, including the inability to compete with unorganized retailers and an inadequate understanding of the evolving influences that impact Indian consumer behavior. Using a mall intercept technique, this study investigated antecedents to Indian consumers’ mall patronage intention. SEM analysis suggests that the impacts of motivation, subjective norms, materialism and self-efficacy on mall patronage intention reflect evolving Indian consumer behavior.