Marketing has changed fundamentally in the new millennium. At the same time, sustainable
marketing strategies have evolved to meet the challenges of environmental issues. In this …

The present study investigates the association between green marketing mix strategies and
the green buying intentions of consumers in an emerging economy. The focus is on the …

This study aims to establish the consumption values which are instrumental in formation of
trust and influences the repurchase intention of subscribing to over-the-top (OTT) platforms …

Purpose The purpose of this study is to clarify the findings and criticisms in the extant
literature concerning the theory of consumption values (TCV) by conducting a meta-analysis …

This study aims to identify the factors that can influence consumer purchasing behaviour in
the context of agri-food. Based on the Stimulus-Organism-Behaviour-Consequence theory …

The theory of consumption values (TCV) explains consumer behavior by examining the
underlying values that drive consumption choices. TCV is prominent across various …

Concern for the environment is prevalent among luxury consumers, and sustainable
development has become a pervasive theme in the luxury industry. However, there has …

Purpose The effects of country-of-origin (COO) cues on product evaluations are well
documented. However, research on the relative effects of COO compared to other …

Purpose Of the studies covering culinary tourism and traditional culture, Generation Z
remains an underexplored group despite being the primary consumers of future tourism …

The main objective of the current research was to propose and validate an integral model
encompassing mindfulness, enjoyment of nature, community attachment, community …