No abstract

Studies show that greening the business is not only helpful in getting the green products to the consumers, but it also helps the business as a strategy for enjoying a competitive advantage and strengthening brand image. Green marketing practices are gaining wide acceptance among various marketing practices. Green marketing is the set of marketing activities that start with the procurement of the product to the delivery of the product to the end user in a greener way. On the other hand,eco-labeling is one of the important tools for the green marketing as it helps to differentiate the green products from non-green products. However, many times these eco-labels fail to attain their goals. The objective of this paper is to establish a relationship of eco-labels with consumer knowledge, information communication, trust and its impact on green purchase intention. Further, all these relationships were verified with the help of structural equation modeling (SEM), performed by using SmartPLS 3.0. The total sample size for the study was 506 Indian consumers. The study reveals that eco-labeling is a significant criterion for consumer trust and green purchase intention via consumer information and knowledge.

No abstract

No abstract

Purpose The purpose of this paper is to examine customers’ behavioural outcomes based on the actual attitudinal responses of mobile marketing initiatives. Design/methodology/approach A total of 764 usable responses was included through a non-probability convenient sampling method. The data used in the study gathered from mobile users of 37 cities from nine states across India. The analysis of moment structures 22.0 and SmartPLS 3.0 statistical programmes were used for measurement validation and to test the structural model. Findings The study indicated that mobile marketing had a more significant effect on customers’ negative attitudes and followed by on positive attitudes. Despite the strong significant effect on customers’ negative attitudes, it does not display more significant effect on negative behavioural outcomes. Finally, the study suggested that customers’ positive attitudes display more favourable behavioural outcomes of mobile marketing initiatives. Practical implications The paper would help the mobile marketers and advertisers to understand the impact of mobile marketing initiatives on customers’ attitudes and behavioural outcomes and how it can be managed to ensure the higher level of adoption and acceptance. Originality/value The results of the analysis indicated that when the users have favourable attitudes of mobile marketing initiatives, it can be highly effective in triggering of favourable behavioural outcomes.