...Sujit Kumar Ray; Sangeeta Sahney Purpose The purpose of this paper is to examine how the various perceived risk facets such as financial risk, performance risk, psychological risk, social risk, and physical risk influence the Indian consumers’ perceived overall risk during the purchase of green...

..., middle‐class Indian consumers. The data were collected using structured questionnaire. ANOVA and T‐test results were used to determine if extent of predisposition towards foreign brands and consumer acculturation would differ across demographic segments. Multiple regression analysis was used to test...

... in the literature with respect to the influence of globalization on prevalent consumer culture of a developing nation. Predisposition towards foreign brand among Indian consumers was taken as a proxy for global flows and its influence was studied on the existing materialistic values among the Indian consumers...