Purpose – The purpose of this paper is to explore congruency between the self-identity of Baby Boomer, Generation X and Generation Y consumers with the generational label and popularised identity of each generational cohort. Design/methodology/approach – Data were collected using a mixed...

Purpose – The purpose of this paper is to study the usefulness of neural network to explain the gap between behavior intention and actual behavior in the consumption of green products. The paper draws the base from theory of planned behavior (TPB) and social dilemma theory....

Purpose – The purpose of this paper is to identify factors impacting the adoption of m-banking. Design/methodology/approach – To attain the above objective a conceptual model was developed based on Technology Acceptance Model (TAM) and diffusion of innovation (DOI). Primary data were...

Purpose The purpose of this paper is to test the cross-cultural validity of the Technology Readiness Index (TRI) (Parasuraman, 2000) and explore how demographics and attitudinal variables may help to explain adoption and use of technology-based products and services. Design/methodology/approach...

Purpose – The purpose of this paper is to report the findings of a research study that sought to identify the key dimensions of luxury from a UK consumers’ perspective. Design/methodology/approach – The project was empirical in nature and based on a two-stage methodology that involved a...

Purpose – The purpose of this paper is to understand how and why environmentally conscious consumers rationalise their non-green purchase behaviour. Design/methodology/approach – Seven focus groups were conducted. A total of 51 people, aged 19-70 years, participated in the study. Theoretical...

Purpose The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of such a product. It then examines whether appreciation of the product’s aesthetics influences their...

Purpose – The purpose of this paper is to examine the influence of extrinsic attributes and package design attributes on consumer preferences of high‐risk products. Design/methodology/approach – An explorative conjoint analysis is conducted. A small‐scale sample, consisting of 18...

Purpose – The purpose of this paper is to determine the difference between service quality dimensions of supermarkets and discount stores. Design/methodology/approach – The paper focuses on service quality dimensions of customers in supermarkets and discount stores. The study has selected...