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Keywords: Environmental risk
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (5): 752–769.
Published: 18 March 2026
... intention Health and safety risk Environmental risk Social unacceptance Jugaad is a Hindi word meaning “workaround, hack, or make do” (Rai, 2019). It refers to transforming unwanted items into functional artifacts (Birtchnell, 2011 ; Prabhu and Jain, 2015). Examples include repurposing...
Includes: Supplementary data
