Restricted accessResearch articleFirst published 2025-12-01pp. 197-207Determinants of Purchase Intention for Green Consumer Durables: Investigating the Moderating Role of Price Sensitivity Mehvish RiyazORCID, Anisa JanORCID, Danish Khan , [...]View all
Restricted accessResearch articleFirst published 2025-12-01pp. 178-196Influence of Technology Readiness in the Adoption of Augmented Reality Applications in Retailing Diksha SharmaORCID
Restricted accessResearch articleFirst published 2025-12-01pp. 208-225Influencer Credibility and Brand Image: The Mediating Effect of Brand Attitude in the Premium Cosmetics Market Shweta SainiORCID, Rohit BansalORCID
Restricted accessResearch articleFirst published 2025-12-01pp. 160-177Behavioral Intention of Consumers for Green Marketing in India: The Mediating Role of Consumer Environmental Attitude Kajul BhartiORCID, Richa Agarwal, Akshay Kumar Satsangi