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• W4200310969 endingPage "102889" @default.
• W4200310969 startingPage "102889" @default.
• W4200310969 abstract "The research intended to study the consumer's buying behaviour of Ayurveda products by examining factors that influence consumer's buying decision. Stimuli-Organism-Behaviour-Consequence (SOBC) framework was deployed to test 1316 responses collected using a structured questionnaire. Analysis was performed using CB-SEM method while demographic variables were used as moderator. The four dimensions used in the study, including Stimuli (Health consciousness, Product attribute); Organism (Product availability. Ethnocentrism and Environmental and Sustainability Orientation); Behaviour (Customer beliefs and Purchase intention) and Consequence (Buying behaviour) were found to hold positive association as hypothesized. House-hold income and educational qualification moderated the relationship between organisms and behaviour as well as behaviour and consequence. SOBC model is unique in context of traditional/culture oriented products. The constructs incorporated in the SOBC model provides novelty to the study. Inclusion of Ethnocentrism and Product Availability as Organism have not been examined in the previous studies. The study adds to current literature on consumer behaviour specifically in the context of traditional products. Identifying Health Consciousness in the context of generic Ayurveda products with a unique set of variables contributes to the literature. The identification of stimuli causing behaviour such as health consciousness and product attribute and organisms that influence behavioural response including product availability ethnocentrism as well as environmental and sustainability orientation provide consumer insights to marketers and firms dealing in traditional products. The perspective on consumer beliefs provide directions of policy formulation to governments." @default.
• W4200310969 created "2021-12-31" @default.
• W4200310969 creator A5001287636 @default.
• W4200310969 creator A5043171814 @default.
• W4200310969 creator A5062036387 @default.
• W4200310969 creator A5088095124 @default.
• W4200310969 date "2022-03-01" @default.
• W4200310969 modified "2023-09-23" @default.
• W4200310969 title "Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework" @default.
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