01
Original Article
Subscription
Green Marketing Dynamics : Analyzing Greenwashing, Brand Trust, and Consumer Purchase Intentions
Udipta Shankar Hazarika, Sujata Khandai, Harpuneet Singh Kohli
· pp. 9–25
DOI: 10.17010/ijom/2025/v55/i12/175865
Green marketing has gained more and more popularity as companies advertise green products, but greenwashing as a phenomenon has put tremendous challenges on the creation of consumer confidence. Purpose: The research question examined in this paper explored greenwashing, green brand …
Keywords:
consumer behavior, green marketing interaction, eco-friendly purchasing, sustainable brand strategies
02
Original Article
Subscription
Green Choices : A Qualitative Study of Online Personal Care Products’ Purchasing Behavior
Nikita Panwar, Dasharathraj K. Shetty, Sandeep S. Shenoy, Anuj Kumar
· pp. 26–41
DOI: 10.17010/ijom/2025/v55/i12/175866
Purpose: This study examined the antecedents of green purchase behaviour in e-commerce for personal care products. Given the increasing importance of sustainable consumption and the relatively low adoption of GPCPs online, the study sought to develop a deeper behavioural understanding …
Keywords:
green purchase behaviour, online shopping, thematic analysis, e-commerce, SDG12, responsible consumption and production, personal care
03
Original Article
Subscription
Brand Value Co-Creation and Brand Evangelism : A Study on Sustainable Skincare Products
Simra Mujahid, Sujata Khandai, Umashankar Venkatesh
· pp. 42–58
DOI: 10.17010/ijom/2025/v55/i12/175867
Purpose: The objective of the current research was to examine the impact of brand value co-creation on brand evangelism with an emphasis on the serial mediating roles of brand love and brand commitment. As customers became more participatory and value-oriented, …
Keywords:
brand value co-creation, brand evangelism, brand love, brand commitment
04
Original Article
Subscription
Prompt-to-Purchase : Leveraging Generative AI to Revolutionize E-Tail (Electronic – Retail) Customer Engagement
Arunangshu Giri, Wendrila Biswas
· pp. 59–70
DOI: 10.17010/ijom/2025/v55/i12/175246
Purpose: The study depicted the revolutionary approach of generative artificial intelligence (GAI) in e-tail that has boost customer engagement with tailored support, co-creation outcomes, predictive insights, and dynamic mapping of their shopping journey. The research identified crucial touch-points of the …
Keywords:
prompt-to-purchase, generative AI (GAI), e-tail (electronic – retail), customer engagement
