Purpose : This research examined the impact of consumers’ perceptions of green supply chain management (GSCM) practices on their intention to purchase electric vehicles (EVs) in India, emphasizing the mediating role of perceived product performance. Methodology : The study purposively selected 223 respondents who were environmentally conscious and well aware of the EV sector developments. A quantitative methodology was employed, wherein a structured questionnaire was used to collect the data. The data was analyzed using covariance-based SEM (CB-SEM). Findings : Consumer perceptions of green supply chain practices significantly and positively influenced both perceived product performance and purchase intentions. Perceived product performance had a direct correlation to the purchasing intention prediction. Sustainable logistics significantly impacted the potential customers’ perception of green supply performance, along with responsible customer management. The most significant predictors of perceived performance turned out to be energy efficiency and reliability of the product. Practical Implications : Automobile makers must focus on showcasing and marketing midstream as well as downstream green supply chain practices, and also focus on the reliability and efficiency of their products in marketing communications. This gives us a roadmap for policymakers who should emphasize on promotion of standardized disclosures of company environmental policies and practices and should also incentivize life-cycle sustainable practices to give a boost to the EV sector. Originality : This study bridged the gap between supply-side sustainability practices and demand-side behavior by linking green supply chain practices to purchasing intentions and identified perceived product performance as a key mediator.

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Purpose : The purpose of the study was to analyze the effectiveness of marketing strategies for sustainable products, electric vehicles (EVs) in particular, and the role played by consumers to evaluate it. Since there has been increased public interest in sustainable motoring, there has been an acknowledgment that the success of EV marketing lies not just in the policies but in how they can be perceived by those who are influenced by various sustainability issues. The paper identified what matters in terms of sustainability as far as the adoption of EVs consumers are concerned. Methodology : A step-wise-step mixed-methods approach was used in the study. The thematic analysis was used in the first phase, which is qualitative analysis. The qualitative data were collected through an online open-ended survey with 200 potential EV consumers from India’s National Capital Region. This was conducted to identify the factors of sustainability that showed influence on the purchase decision of the customers. These factors were incorporated into an Analytic Hierarchy Process (AHP) framework. This was the second phase of the study. The survey participants were asked for pairwise comparisons of the criteria, and the resulting data were obtained from 120 participants, but only 98 complete comparisons were used for analysis. The AHP results were computed using R sosftware. Findings : Through the findings, it was notable that brand trust and credible certification had the most significant role in the assessment of sustainability-focused EV marketing by consumers. There were two factors that ranked high but to a lesser extent, those factors were communication reach and environmental concern. Affordability and incentives were also assessed, and these are considered to be relatively less influential for the group of consumers included in this study. By the comparison made of the specific strategies, it was observed that green certifications ranked top, followed by social media campaigns and corporate social responsibility initiatives. Influencer marketing was accorded the lowest priority primarily due to issues of credibility and authenticity. Practical Implications : The results highlighted that sustainability, keeping in consideration practical implications, was important. Eco-certifications, environmental claims, and third-party verification seemed to play an important role in consumers trusting the technology. Communication channels should target to reduce or remove these environmental claims and concentrate on long-term values. The main attention area of EV marketing should be clearing doubts and increasing trust levels related to EV technologies. Originality : The study has highlighted the bringing together of consumer insights and structured decision-making within a single framework. The study integrated the qualitative consumer perspectives with the AHP, unlike the prior studies, which only examined the EV adoption factors. The result was a practical, consumer-informed approach for evaluating and prioritizing sustainability-driven EV marketing strategies, particularly suited for emerging market contexts.

Purpose : Wine tourism, which is a smaller and specific area of the tourism sector, is a developing market with numerous aspects of digital media and emotional connection. Tourist visits can be influenced by various social media related fears and concerns, such as the fear of missing out. This study investigated the role which FOMO, originating from internet social networking sites, played on the travel plans of tourists. Methodology : This study used a mixed methods approach, involving both quantitative and qualitative data. The quantitative data was obtained from a survey of 260 people. Using a qualitative analysis approach, the content of the users’ online posts was investigated. This study examined the emotional and digital cues that caused tourists from both domestic and international areas to plan another visit to a site. Findings : The study found that posting holiday photos and reviews on the internet could significantly influence the travelling behaviour of tourists. The feeling of missing out (FOMO) was triggered by visually engaging content, narratives from peers and influencers, and this resulted in perceived emotional voids. Among Indian travellers, it was discovered that Instagram Reels, reviews on TripAdvisor, and exclusive promotions focused on exclusivity received a high level of response from social validation. Implications : This research found that wine tourism businesses should adopt emotionally aware digital marketing strategies to promote repeat visits. Originality : This study made a contribution to the field of tourism marketing by identifying the effects of the fear of missing out on the travel decisions of tourists. The results showed how this psychological aspect influenced tourist intentions. The theoretical concept also had a cross disciplinary application in both digital marketing and branding of the destination in the development of wine tourism industry in India.

Purpose : This paper examined the adoption of pico-solar products in rural India through the lens of diffusion of innovation (DOI). This study aimed to explore the effect of relative advantage, compatibility, complexity, and affordability on the adoption of pico-solar products and identify key determinants boosting the adoption. Methodology : Primary data were collected from 568 users and potential users of pico-solar products in the rural areas of the Pune district of India through a structured questionnaire. In order to better capture the non-linear relationships among the variables, a machine learning (ML) method – Random Forest was employed. The model performance was measured using the metrics MAE, RMSE, R2, and cross-validated R2. SHAP analysis, feature importance, and partial dependence plots (PDPs) were used for the analyses. Results : SHAP analysis and feature importance evaluation showed that relative advantage is most important in driving the adoption, followed by affordability, compatibility, and complexity. PDPs verified that the individual’s relative advantage perception, affordability, and compatibility enhanced adoption, and increased complexity decreased adoption likelihood. Practical Implications : The investigation showed that solar choice is not only determined by financial factors, but it also considers easy product usability, compatibility with rural lifestyles, and advantages over conventional energy. These implications would guide policymakers, solar enterprises, agencies, and firms regarding the development of marketing strategies focusing on financial incentives, easy product designs, and consumer training programs to boost pico-solar product adoption. Value : This work is a pioneering study to combine DOI and random forest modeling in the field of pico-solar products adoption.

Purpose : This study examined the antecedents of green purchase behaviour in e-commerce for personal care products. Given the increasing importance of sustainable consumption and the relatively low adoption of GPCPs online, the study sought to develop a deeper behavioural understanding that can support strategies for increasing green consumption. Methodology : A qualitative study was conducted using Clarke and Braun’s thematic analysis technique. Data were gathered through semi-structured interviews and analyzed in order to identify consumer patterns and insights into environmentally-minded consumption behaviour. Findings : There were eight major themes found in this study: Green Empowerment, Eco-Conscious Motivation, Sustainable Shopping Delight, Green Product Accessibility, Eco-Transparency, Social Influence, Green Quality Assurance, and Cost-Value-Balance. These themes were integrated into a holistic model that incorporates contextual factors, supplier characteristics, and regulatory requirements that influence the environmentally-conscious online shopping of personal care products. Implications : These findings provided useful insights to e-commerce platforms, sustainable personal care brands, and policymakers. The study highlighted the importance of improving product accessibility, enhancing product information, and streamlining the online shopping process for consumers. Originality : This study addressed a major gap in sustainable consumption literature by offering qualitative insights into GPCP purchasing, a high-use category that remains under-researched in online contexts. The study also proposed a model that integrated emotional benefits, empowerment mechanisms, and e-commerce - specific transparency and accessibility factors into a single framework not addressed in prior research.

Purpose : The objective of the current research was to examine the impact of brand value co-creation on brand evangelism with an emphasis on the serial mediating roles of brand love and brand commitment. As customers became more participatory and value-oriented, understanding how co-creation transformed emotional attachment into advocacy behaviour became crucial for sustainable brand growth. Methodology : Data were gathered through an online structured questionnaire administered to Indian consumers who were aware of sustainable cosmetic brands. The study followed a descriptive and cross-sectional research design. A total of 368 valid responses were obtained, and the proposed framework was tested using AMOS 24 and SPSS 26. Findings : The analysis confirmed the presence of a serial mediation process. Brand value co-creation positively affected brand evangelism, and this relationship operated through brand love and brand commitment. The results suggested that when consumers participated in co-creation activities, they developed a stronger emotional attachment and a deeper sense of commitment, which together prompted them to promote the brand enthusiastically. Practical Implications : The study highlighted the importance of designing co-creation strategies that nurtured brand love and commitment. Managers were encouraged to promote authentic consumer participation and transparent communication to cultivate emotional engagement, strengthen commitment, and convert satisfied customers into active brand evangelists. Originality : This research expanded the service-dominant logic by empirically confirming a serial mediation model that connected brand value co-creation, brand love, brand commitment, and brand evangelism within the sustainable cosmetics sector, which has been scarcely studied academically.

Green marketing has gained more and more popularity as companies advertise green products, but greenwashing as a phenomenon has put tremendous challenges on the creation of consumer confidence. Purpose : The research question examined in this paper explored greenwashing, green brand equity, green brand trust, green brand image, green brand confusion, and purchase intention in order to explain the overall impact of this relationship on consumer behavior. Methodology : The quantitative survey design was used in order to investigate the effect of greenwashing on consumer trust and brand loyalty. The authors also measured the roles of brand equity and brand image on the preference for green purchase behavior. Findings : The findings revealed that green brand trust and equity reduced the negative effects of greenwashing and brand confusion, and thus, enhanced purchase intentions. These results would offer practical information to brands that are trying to find sustainable ways to survive. Practical Implications : The paper suggested that companies should shift their attention to authentic and transparent green claims so that they can address customer confusion and build trust. Retailers could promote the value of the brand and stimulate the purchase of true eco-friendly products by integrating open communication and applying certified eco-labels. Originality : This study is unique as it examined the impact of greenwashing and determinants of green brands on consumer purchase intentions in offline retail contexts, which have had minimal studies in previous literature.

Purpose : The study depicted the revolutionary approach of generative artificial intelligence (GAI) in e-tail that has boost customer engagement with tailored support, co-creation outcomes, predictive insights, and dynamic mapping of their shopping journey. The research identified crucial touch-points of the technology that resulted in intensified customer engagement and prompt-to-purchase action. Design/Methodology/Approach : An interview-based qualitative investigation was carried out utilizing NVIVO-15 software to develop a conceptual model using the extended technology acceptance model (TAM) model, customer engagement model, and stimulus-organism-response (S-O-R) theory. Thirty-seven semi-structured in-depth interviews with online customers were conducted using the convenience sampling technique. Findings : A conceptual model was developed to identify the factors impacting the prompt-to-purchase action of online customers. The study acknowledged directly and indirectly influencing factors (i.e., perceived usefulness, trust in GAI, perceived ease of use, -driven customer engagement, and purchase intention), which affected prompt-to-purchase action. Implications : The research delved deep into the fact that GAI in e-tail played a significant role in value creation for customers as well as the firm and stood as a game-changer. Its application in e-tail has not only provided creative assistance to its users but also augmented conversational commerce, driven product innovation, navigated through varied customer data patterns, and delivered customized service; it has eclipsed competitors and has hit the market ground well. Originality/Value : The study highlighted a holistic framework that provided a comprehensive view of the aspects of GAI and has driven greater effectiveness in customer engagement, which is rare and can serve as an optimistic model for commercial leaders in gaining advance momentum in business. The uniqueness of the model comprising the extended TAM Model, customer engagement model, and S-O-R theory provided a glaring aspect of leveraging AI to engross customers with e-tails.

Purpose : The study examined the significance of omnichannel marketing in light of the rapid technological growth accentuated by artificial intelligence (AI) and its consequent effect on consumer awareness. To attain this, the study utilized scientometric methods to shed light on the available research on the topic, while highlighting its growth over the years and the future trends in the area. Methodology : This research employed bibliometric analysis of literature on omnichannel marketing and AI through the Scopus database using VOSviewer. The authors collected and analyzed research works using the keywords: omnichannel, artificial intelligence, and customer experience, belonging to the period from 2014 to 2024. Findings : Five distinct thematic clusters with 45 keyword items related to consumer behavior were identified in the study. The findings encouraged marketers to identify demanding domains of new age technologies, which would assist them in integrating all their channels to offer a unified experience for different customer profiles. Practical Implications : The results of this study provided a technology-based action plan for businesses to rebuild their image as customer-focused by providing tailored customer experiences. It also predicted the rapid changes in customer expectations across generations, reiterating the need for businesses to evolve quickly with the aid of new technologies. Originality : Unlike previous studies on omnichannel marketing, the current research offered a consolidated overview of omnichannel marketing, customer experience, and AI through a bibliometric lens. It contributed to theory by expanding the scope of technology adoption and customer experience frameworks.