Purpose - This study tries to explain the customer adoption of smartwatches by considering the perceived benefits and perceived costs. Through this study, the authors aim to determine the factors affecting behavioural intentions towards smartwatches. Design/methodology/approach - The authors...

The ongoing transition in consumer attitudes toward organic products may lead to the rise of organic food; therefore, it is critical to study customers' purchasing intentions toward organic food in a developing country like India. The main objective of this study is to examine what motivates...