Indians are culturally conditioned to be price sensitive, but do the Indian millennials hold similar price perception for fashion. This paper provides new insights into the price perception of Indian millennials for fashion and is the first to examine the influence of fashion involvement and personality traits viz., self-confidence and public self-consciousness with fashion innovativeness as a mediator and zodiac signs as a moderator on price perception with specific focus on price-quality schema of Indian millennials. A conclusive, descriptive and single cross-sectional research design was used to collect data from Indian millennials using a self-completion questionnaire. The model fit and hypothesized relationships between the variables were assessed using AMOS, a covariance-based structural equation modeling technique. The results indicate a statistically significant relationship between personality traits and price perception of Indian millennials for fashion. The mediating effect of fashion innovativeness was not found. The moderating effect of zodiac signs was observed. This study contributes to the understanding of the price perception of Indian millennials and brings to light a new dimension of the moderating role of zodiac signs. The results provide valuable inputs to the marketers in designing their marketing strategies.
This study focuses on providing a holistic picture of the relevant research in the area of sustainable marketing from the lens of United Nations’s Sustainable Development Goals (SDGs). This research is unique since it involves an extensive bibliometric analysis of the research in the area of sustainable marketing in line with UN SDGs spanned across a decade from the years 2013-2022.The study analysed 864 articles published in 470 journals by 2503 authors from 922 organisations from 81 countries which was extracted from Dimensions database and further analysed using VosViewer software. The research study has identified the most influential journals, authors, institutions, countries, and research papers focusing on the area of sustainable marketing in line with UN SDGs. This study will be of immense help to researchers, marketers and policy makers working in the area of sustainable marketing. Keywords: Sustainable Marketing, Sustainability, UN Sustainable Development Goals (SDGs), Bibliometric analysis, Co-citation analysis, VosViewer.
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