Continuous innovation keeps running the businesses. The rise in environmental issues and, in turn, the awareness growing around have led people at large to make purchase of their most needed products and fulfil their requirements, which adhere to environment-friendly norms. Because of the environmental concerns and legal constraints, several organizations are producing green products. There is a stiff competition among the brands to establish themselves as the environment friendly green products. The sustainability for these green products depends on many factors. The important among these are packaging and pricing. To influence the purchase behaviour of consumers and thereby attracting them to purchase green products, innovative ideas in marketing for the longer shelf life of such products are required. The pace at which the green products move out of the shelf impacts an organization’s bottom line, and it has a tandem effect on the environment protection. The article aims at examining the effect of marketing innovations on the longevity (agility) of green product market agility (GPMA). Examining the effect of marketing innovations involves two aspects, and we have kept both aspects parallel to each other. One aspect is to examine the effect of packaging, that is, marketing innovation on packaging (MIPA), and the other aspect is to examine the effect of pricing, that is, marketing innovation on pricing (MIPR), with consumer purchase behaviour acting as a mediator between MIPA and GPMA and consumer purchase intention acting as a mediator between MIPR and GPMA.

The rationale of this research is to analyse and observe the factors that persuade millennials’ acceptance, adoption and usage of e-banking services in the banking industry in India. This research used primary data gathered from millennials in India. The sampling technique used is judgment sampling. Statistical analysis is conducted using structural equation modeling. The study’s findings indicate that effort expectancy, trust, social influence, performance expectancy and perceived risk are the factors that impinge on millennials’ behavioural intention of e-banking. The study suggests that effort expectancy, trust, social influence and performance expectancy posit a positive association with the e-banking behavioural intention of millennials in India. On the contrary, perceived risk is in a negative association with the e-banking behavioural intention of the millennials. The study makes a novel contribution to the literature with reference to India, being a pioneer attempt to investigate the factors that affect e-banking acceptance by millennials in Indian banks by extending UTAUT with perceived risk and trust. The present study contributes to the literature on e-banking adoption in India by highlighting that trust plays a crucial role in Indian millennials’ intention to adopt e-banking technology in high-power distance country like India.

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