PurposeThe role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.Design/methodology/approachA total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.FindingsMindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.Originality/valueThis research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India
Purpose: India is known for highest number of young people in the world. Students as consumers are more dynamic and emerging consumer group for restaurants. Focusing on younger diner attitude and preferences, the aim of this paper is to use factor analysis approach to group different factors influencing their motivation behind dining out in casual restaurants. Total 31 variables were identified based on literature review. Data analysis was done using SPSS 20. Nine factors were identified which had high loadings. The sample for the study was drawn using convenience sampling technique of university students which is a major limitation of the study. Further random sampling may be used taking large sample size for more generalized results. The findings of the study would help the marketers to analyze major factors influencing dining out behavior of younger consumers.
Purpose: Today, the rapid increase in the population of Golden Agers has rapidly increased the concept of "gray-pride". According to World Age Structure (2018), the population aged 55-64 was estimated at 8.84%, while the population aged 65 years and above was estimated at 9.06%. With their growing interest in adventurous activities, the tourism industry has begun to understand the importance of this 'forgotten' niche. The unique wants and needs of this group have necessitated understanding the different factors that influence travellers among Golden Agers to select a particular destination. Thus, this paper studies the impact of such different factors on aging travellers. Design/methodology/approach: Since the paper is qualitative in nature, different studies conducted between the time period 2016 and 2020 were reviewed and classified according to the factors considered for the study. Findings: The factors such as age, demographics and geography of the location, and activities likely to be undertaken strongly influence tourists, while factors such as facilities provided by internet and "Homestay" also had an influence. Originality/Value: Today's Golden Age is active, energetic, and has unique needs and desires, specifically when it comes to travel. Marketers and academics alike have considered this group as a "minor niche". While, given their growing population and inclination to travel, few studies have been conducted to understand different factors and their impact on the Golden Age, a combined study of such factors has hardly been addressed.
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