... provides a new perspective on consumer behaviour by exploring the relationship between GWOM and GPA by combining SOR framework with TPB in the Indian context. Additionally, it also provides insights for marketers for utilising peer communication, awareness initiatives and use of segmentation-based...

... Licensed re-use rights only Consumer behaviour Innovative behaviour Decision-making Geran Penyelidikan Dana Kluster (Cluster Fund Research Grant) DKP0011 Recently, cash waqf has emerged as a global initiative for ummah development, supporting vital sectors...

...Suhail Mohammad Ghouse; Rishabh Shekhar; Monica Chaudhary Purpose This study explores green consumer behaviour among Generation Y (Gen Y) and Generation Z (Gen Z) in India, applying the Theory of Planned Behaviour (TPB) to assess how digital literacy and eco-friendly behaviour, alongside knowledge...