Purpose -The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available. Design/methodology/approach -This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis. Findings -The findings provide some interesting clues regarding customers' perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental-friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers' purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco-labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius. Practical implications -The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers. Originality/value -Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.

Purpose – This paper aims to explore the factors influencing the purchasing patterns of eco-friendly cosmetics and beauty care products among female customers in Mauritius. It also investigates upon the relative significance of these factors in predicting the preference to buy and recommend eco-friendly cosmetics and beauty care products to others. Design/methodology/approach – The paper applies the data reduction technique by using exploratory factor analysis on a sample of 150 female consumers and condenses a set of 35 attributes into a list of eight comprehensible factors influencing the purchasing patterns of eco-friendly and beauty care products among females in Mauritius. Multiple regression analysis was also conducted to investigate upon the importance of the eight dimensions in influencing the behavioural intentions of females to purchase eco-friendly products and their likeliness to engage in referral for eco-friendly products. Findings – The factor analysis identified that the purchasing patterns for eco-friendly cosmetics and beauty care products is influenced by a combination of eight factors namely: “women lifestyles, self-image health and economic considerations”, “ethical consumerism among females”, “pharmacological essence of green cosmetics and beauty care products”, “visual appeal and physical cues in cosmetic stores”, “price-conscious decisions and effective promotion”, “belief on ethical claims in green messages”, “brand image and usage experience” and “sales representatives and social influences”. The results of the regression analysis have also suggested that the behavioural intention and referral of female customers is primarily derived from one predictor factor related to “women lifestyles, self-image, health and economic conditions”. Practical implications – In terms of marketing strategies, cosmetic and beauty care organisations should promote greater ethical concerns among female customers through effective green advertising messages. Greater emphasis should be placed on the pharmacological essence of green advertising. Cosmetic executives should also focus on health-related benefits while marketing cosmetics and beauty care products. Originality/value – The paper aims to fill up the significant gap in the literature on purchasing patterns for eco-friendly cosmetics and beauty care products among female customers. This study remains one of few research work designed to address different factors influencing the purchasing patterns for green cosmetics and beauty care products in the context of developing countries such as Mauritius. Yet, it would serve as a roadmap for cosmetics and beauty care companies to understand the factors impacting on purchasing patterns of eco-friendly cosmetics and beauty care products in similar contexts.

Purpose – The purpose of this paper is to investigate the factors influencing the adoption of internet banking services in Mauritius. Drawing from the technology acceptance model, theory of reasoned action, theory of planned behaviour and the extensive literature on demographic profiling of internet banking users, trust and security aspects associated with adoption rate of internet banking, this paper combines various predetermined constructs in one model. The different constructs such as perceived ease of use, perceived usefulness, subjective norms, attitudes, behavioural intentions, security and trust aspects, the level of awareness on internet banking services and demographic variables such as age, income, gender and education into one integrated framework. Hence, the paper will deepen understanding of the specific factors underpinning the adoption of internet banking in Mauritius. Design/methodology/approach – This paper reports upon the empirical findings of the customer survey on the various factors impacting on the adoption of internet banking by the questionnaire method. The Internet Banking Services Acceptance Model (IBSAM) is further validated through a survey instrument administered to 384 respondents visiting various banking institutions across the nine districts throughout Mauritius to ensure proper geographical coverage. The questionnaires were further processed and analysed with the statistical programme SPSS, by using descriptive and inferential analysis. Findings – Data analysis showed that perceived ease of use and perceived usefulness have a direct influence on the adoption of internet banking in Mauritius. Results have also indicated that both trust and security aspects are deemed crucial factors to explaining internet banking adoption in Mauritius. Further examination of the inferential analysis highlighted that level of education and income level of respondents may be a major determinant in influencing the adoption of internet banking. Practical implications – This research provides banking institutions with significant information on the various aspects that need to be highlighted in their banking communications strategies to increase the adoption rate of internet banking services. Banking institutions need to stress upon the benefits of internet banking services, ease to use, trust and security aspects. The ndings of the research provide valuable insights for the banking industry and also urge upon a reshaping of their e-marketing strategy in relation to internet banking services in Mauritius. The research findings revealed that secured web contents and design are key tools to increase the adoption rate of internet banking. Practical recommendations to increase web usefulness and trust, and guidelines to reduce perceived risk are also provided in the present research paper. Originality/value – The purpose of the study is to fill up significant gaps in the literature on internet banking landscape in the context of developing countries like Mauritius. The findings are expec...

In today’s hyper competitive banking arena, banking institutions are focusing on improving service quality. Providing excellent quality of service is important in creating and sustaining competitive advantage in the banking industry of Mauritius due to intense competition between local and international banks. Hence, the paper explores the impact of Service Quality (SQ) Dimensions on customer satisfaction. Using the SERVQUAL model, the paper seeks to examine the impacts of reliability, responsiveness, assurance, empathy and tangible aspects on customer satisfaction in banks of Mauritius. A sample of 200 banking customers was randomly selected and data were analyzed through SPSS version 22. The SERVQUAL model has been found as reliable factors and appropriate tool to measure, evaluate, support, and improve the quality of services in banking industry. Results indicated that all five service quality factors have significantly positively influenced customer satisfaction in banks. Regression analysis was also conducted and depicted that empathy is a significant predictor of customer satisfaction among the five SQ dimensions.

Purpose -The paper aims to explore the contributing factors impacting on shopping experiences of customers in Mauritius. It also seeks to investigate the relative significance of these factors in predicting the willingness of customers to visit shopping malls of Mauritius. Design/methodology/approach -The paper applies the data reduction technique using exploratory factor analysis on a sample of 600 respondents drawn from 23 shopping malls and shopping centres across Mauritius and condenses a set of 33 mall attributes into a list of six comprehensible dimensions about shopping experience. The multiple regression analysis was also conducted to investigate the importance of the six shopping experience dimensions in influencing the behavioural intentions of customers to visit shopping malls of Mauritius in future. Findings -The factor analysis identified that customers visualise shopping experience as a combination of six factors: "provision of childcare facilities", "health and wellness events", "entertaining events", "sports and games facilities", "value-added restaurant facilities" and "shopping events". The results of the regression analysis have also suggested that the willingness of customers to visit the shopping malls is primarily derived from one significant factor related to "entertainment facilities and events". Practical implications -Shopping mall managers should cater for more entertainment facilities and events. Mall developers should also focus on improving restaurant facilities by maximizing regular renovation of food courts, integrating international coffee shops and fast food outlets in various shopping malls of Mauritius. Originality/value -The study is still a pioneer work on the factors impacting on shopping experiences in the context of Mauritius which is still a developing nation. Yet, it would serve as a roadmap for mall managers and designers to enhance shopping experience in similar contexts.