...A.K. Fazeen Rasheed; Janarthanan Balakrishnan Purpose This study aims to examine the influence of collectivism, brand prestige and brand identification on green brand loyalty among Generation Z and older generation travellers in India. Loyal consumers are essential for the long-term success...

... and CL. SPVs have a significant and positive impact on CS as well. Moreover, the study also finds that collectivism has a strong positive effect on CP. Price sensitivity negatively moderates the relationship among CP, CPV, CS and CL. Research limitations/implications The generalizability of the current...