Browsing by Author "Vikrant Kaushal"

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Green market segmentation and consumer profiling: a cluster approach to an emerging consumer market
(Emerald Group Holdings Ltd., 2021) Deepak Jaiswal; Vikrant Kaushal; Pankaj Kumar Singh; Abhijeet Biswas
Purpose: In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism. Design/methodology/approach: The deductive approach of questionnaire survey method has been adapted to collect the responses from convenience sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data were analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis. Findings: The results revealed that the three distinctive set of consumer groups are evolved as “keen greens”, “moderate greens” and “reluctant greens” based on the eight cognitive variables used in this study, namely environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context. Research limitations/implications: The research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies need more heterogeneous sample across the country. The research findings could provide the key insights into policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies. Originality/value: There is dearth of literature concerning to green consumer segmentation based on the “attitude–intention–behaviour” approach in the Indian context. Therefore, the present study endeavours to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers' segments profile by incorporating environmental cognitive factors from both the perspectives; “consumers” inner stimuli' and “external green marketing cues”, especially in the indigenous Indian setting. © 2020, Emerald Publishing Limited.
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage
(Emerald Group Holdings Ltd., 2022) Deepak Jaiswal; Vikrant Kaushal; Ashutosh Mohan; Park Thaichon
Purpose: The main objectives of this study are (1) to identify the determinants of pre- and post-adoption dynamics of mobile wallets (m-wallets) usage; (2) to propose and test the linkage framework of pre-adoption and post-adoption dynamics to understand consumers' psyche of m-wallets usage and (3) to examine the moderation of select demographic variables in the path of consumers' continued usage of m-wallets. Design/methodology/approach: The study considered a cross-sectional approach using a questionnaire survey method. The research model encapsulating pre- and post-adoption dynamics of the m-wallet was examined using a sample of 574 users. The analysis also comprised mediation, moderation and multi-group analysis (MGA). Findings: The results identified key antecedents of confirmation, such as performance expectancy, effort expectancy, facilitating conditions and individual mobility. Findings also confirmed the partial mediation effects of satisfaction between confirmation and continuance intentions. Results also confirmed the moderating effects of age and education on the relationship between confirmation and satisfaction. Originality/value: The key contribution of the study is in the form of research progression related to m-wallet usage to test the extended expectation-confirmation model (EECM) in the Indian context by linking the pre-adoption paradigm of extended (unified theory of acceptance and use of technology) UTAUT with individual mobility and post-adoption dynamics of the ECM. The considered framework study also draws support for the role of select demographic variables. © 2022, Emerald Publishing Limited.
What drives electric vehicles in an emerging market?
(Emerald Group Holdings Ltd., 2022) Deepak Jaiswal; Vikrant Kaushal; Arun Kumar Deshmukh; Rishi Kant; Pradeep Kautish
Purpose: The study aims to investigate the consumers' adoption of battery electric vehicles (BEVs) using socio-cognitive perceptions and socio-demographic moderators in an emerging sustainable mobility market. Design/methodology/approach: The conceptual model is analyzed via path analysis using online survey data collected from Indian respondents. Findings: The findings substantiate to a greater extent the linkage of social-cognitive perceptions-attitude-intention with the moderation of socio-demographic variables and mediation of attitude towards BEV. Research limitations/implications: The study advocates several interesting theoretical and policy implications offering guidance to academics, policymakers and corporate professionals to encourage the adoption of BEVs in the milieu of the budding transportation industry. Originality/value: The study is built upon a social-psychological linkage framework of ‘perceptions-attitude-intention’. Previous studies have overlooked the impact of social-psychological attributes and the socio-demographic moderators in envisaging the adoption of BEV, which largely remained understudied in the Indian backdrop. © 2022, Emerald Publishing Limited.