.../methodology/approach A survey was conducted to ascertain the users’ intention to adopt CLT in Chennai, Tamil Nadu, India. Further, this study used a “partial least squares-based structural equation modelling” technique to analyse the relationships between latent factors. Findings The results...

...Harikishni Nain Purpose This paper aims to examine the perception of parents regarding the role of children as influencers in family consumption decisions in India. The purpose is to support marketing practitioners in understanding the stages of children's influence in the family using...