Browsing by Author "Singh, Rubee"
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- Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-IdentityPublication . Kumar, Rakesh; Kumar, Kishore; Singh, Rubee; Sá, José Carlos; Carvalho, Sandro; Santos, GilbertoDue to environmental degradation, using environment-friendly products has become necessary to reduce carbon emissions. However, the consumption of such products is still below expectations because these products are usually costlier than their traditional counterparts. The current study aims to investigate consumer behavior towards environment-friendly products using Ajzen’s theory of planned behavior as a theoretical model. The study seeks to examine the role of the key determinates of environmentally conscious purchase behavior, such as ethical obligation and green self-identity. A total of 386 responses were collected from consumers living in a few major cities of northern India using purposive sampling. The data were analyzed using structural equation modeling in Amos 22.0. The results demonstrated that attitudes towards environment-friendly products perceived behavioral control and green self-identity as the major determinants of green purchase intentions. In addition, attitude was reported to mediate the effect of ethical obligation on green purchase intentions and green self-identity was found to moderate the effect of attitude on green purchase intentions. Additionally, green self-identity was also reported to moderate the relationship between ethical obligation and attitude. The study adds value to the existing literature by signifying the role of green self-identity and ethical obligation in stimulating consumers’ green purchase intentions. The findings of the study are also meaningful for marketers and policymakers.
- Modelling of Determinants of Logistics 4.0 Adoption: Insights from Developing CountriesPublication . Khan, Shahbaz; Singh, Rubee; Sá, José Carlos; Santos, Gilberto; Pinto Ferreira, LuísWith the emergence of industry 4.0, several elements of the supply chain are transforming through the adoption of smart technologies such as blockchain, the internet of things and cyber physical systems. Logistics is considered one of the important elements of supply chain management and its digital transformation is crucial to the success of industry 4.0. In this circumstance, the existing logistics system needs to be upgraded with industry 4.0 technologies and emerge as logistics 4.0. However, the adoption/transformation of logistics 4.0 is dependent on several determinants that need to be explored. Therefore, this study has the prime objective of investigating the determinants of logistics 4.0 adoption in the context of a developing country, specifically, India. Initially, ten determinants of logistics 4.0 are established after a survey of the relevant literature and the input of industry experts. Further, a four-level structural model is developed among these determinants using the Interpretive Structural Modelling (ISM) approach. In addition, a fuzzy Matrix of Cross-Impact Multiplications Applied to Classification (MICMAC) analysis is also conducted for the categorization of these determinants as per their driving and dependence power. The findings show that top management supports, information technology infrastructure and financial investment are the most significant determinants towards logistics 4.0 adoption. This study facilitates the supply chain partners to focus on these high-level determinants for the effective adoption of logistics 4.0. Moreover, the findings lead to a more in-depth insight into the determinants that influence logistics 4.0 and their significance in logistics 4.0 adoption in emerging economies