The development of HeI guidelines for virtual environments, is reported, using interaction modelling.

Purpose The purpose of this paper is to identify the factors influencing farmers’ intention to purchase solar water pumping systems (SWPS). Design/methodology/approach The research is based on primary data that have been collected from a total of 345 solar pump users from different villages and rural areas of Punjab (India). Exploratory and confirmatory factor analysis and multiple regression analysis have been used to examine the collected data. Multiple regression analysis is used to examine the identified dimensions’ impact on customer buying behaviour. Findings The results of analysis validated that consumer buying behaviour is significantly determined by cost, performance and government initiatives dimensions. However, dimensions such as eco-friendly product, information regarding product and company, environmental concern and social influence were found insignificant. Research limitations/implications The sample size has been selected on the basis of convenience sampling and sample has been taken from the rural area. Therefore, the result may not be representative of the overall population. The perception of respondents from one part may vary from another part of India. Originality/value By providing an insight into factors affecting consumer buying behaviour of SWPS, the proposed research attempts to fill the gaps in literature by conducting an empirical study on consumer buying behaviour. As the study relates to SWPS users, findings will be of additional value to solar product companies and the government.

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The present study investigates the impact of advertisement authenticity and the role of various latent variables in determining customers' pro-environmental behavior. Data have been collected from 731 respondents belonging to the North Indian region through a convenience sampling technique. Structural equation modeling technique has been employed to measure the impact of identified dimensions on customers' proenvironmental behavior. The study results validated that pro-environmental behavior is significantly determined by advertisement authenticity, trustworthiness, threat appeal, environmental threat appeals, and perceived severity. The findings further provide substantial insights that validate the use of threat appeal in green advertising, thus enabling the advertisers, marketers, and government agencies to develop robust and effective marketing strategies for promoting the use of ecofriendly products.

This study aims to assess the effect of online reviews on online book sales performance in the Indian context. A sales rank was used as a proxy measure for sales. The total sample size was 2028 books from the ‘bestseller’ and ‘recent’ book categories on Amazon.in. Cross-sectional analysis and difference-in-difference analysis approaches were adopted for data analysis. The results revealed that online reviews shared by the Indian consumers impact books sales, as the consumers prefer to analyze the books on the basis of available online reviews before making their purchase decision. Overall, the results indicated that reviews had a positive impact on the sales in both book categories.

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