<< Back

DR. BHUVANESH KUMAR SHARMA

Title: Examining the role of celebrity credibility in the consumption of organic products in a developing nation: a pragmatic evidence from India
Authors: Omvir Gautam, Pooja Agrawal and Bhuvanesh Kumar Sharma Journal: International Journal of Technology Transfer and Commercialisation Vol. 18, No. 3 Publication date: 2021 Publisher: Inderscience URL: click here Abstract The present article explores consumer desire for purchasing and consumption of organic products in developing nations like India. The theory of planned behaviour (TPB) model has been incorporated with celebrity credibility. This study also includes constructs like celebrity credibility, desire, intentions to purchase a part of TPB elements in measurement model. In this study convenience sampling was employed for 196 consumers, who purchased organic products. Analysis explained that subjective norms, attitude and perceived behavioural control, celebrity credibility had a pivotal impact on users' desire to purchase the organic products. Moreover, frequency of previous purchase behaviour and desire of consumers played a meaningful role in influencing on consumers' intentions. The study supports the incorporation of celebrity construct as a pivotal factor along with TPB model which further improved suitability of the conceptual model for consumers' desires. The limitation of the current study is that only Indian consumers were considered. Moreover, futuristic researchers may incorporate hedonic needs with variable celebrity credibility for buying organic products.

Title: Examining the role of celebrity credibility in the consumption of organic products in a developing nation: a pragmatic evidence from India

Authors: Omvir Gautam, Pooja Agrawal and Bhuvanesh Kumar Sharma

Journal: International Journal of Technology Transfer and Commercialisation Vol. 18, No. 3

Publication date: 2021

Publisher: Inderscience

URL: click here

Abstract

The present article explores consumer desire for purchasing and consumption of organic products in developing nations like India. The theory of planned behaviour (TPB) model has been incorporated with celebrity credibility. This study also includes constructs like celebrity credibility, desire, intentions to purchase a part of TPB elements in measurement model. In this study convenience sampling was employed for 196 consumers, who purchased organic products. Analysis explained that subjective norms, attitude and perceived behavioural control, celebrity credibility had a pivotal impact on users' desire to purchase the organic products. Moreover, frequency of previous purchase behaviour and desire of consumers played a meaningful role in influencing on consumers' intentions. The study supports the incorporation of celebrity construct as a pivotal factor along with TPB model which further improved suitability of the conceptual model for consumers' desires. The limitation of the current study is that only Indian consumers were considered. Moreover, futuristic researchers may incorporate hedonic needs with variable celebrity credibility for buying organic products.

Name	Designation
Mr. Anand Singh	Administrative Officer
Ms. Jagriti Partho Goswami	Office Superintendent
Mr. Prasanna Pendke	Sr. Supervisor
Mr. Amit Marathe	Sr. Supervisor
Mr. Prakash D Karkar	Supervisor
Mr. Amit Shinde	Supervisor
Ms. Supriya Rahalkar	Supervisor
Ms. Poorva Zende	Supervisor
Mr. Yogesh S. Mane	Sr. Coordinator
Ms. Rucha Desai	Sr. Coordinator
Ms. Roma Kale	Sr. Coordinator
Ms. Deepti Gokhale	Sr. Coordinator
Ms. Margaret Dsouza	Sr. Coordinator
Mr. Gautam S. Mane	Coordinator
Mr. Prasad Bonde	Coordinator
Ms. Anuja Joshi	Coordinator
Mr. Pradeep Chaveria	Coordinator
Mr. Rohit Rane	Assistant Coordinator
Ms. Shilpa Ravalallu	P.A.to Director
Mr. Abhishek Kudale	Office Assistant
Mr. Rajesh Bagewadi	Network Engineer
Ms. Saee H. Gokhale	Sr .Lab Instructor
Mr. Nilesh S Kadam	Lab Instructor
Mr. Sumit Bhoinkar	Accountant
Mr. Avadhoot Joshi	Accountant
Ms. Shital Balkawade	Sr. Accounts Assistant
Ms. Deepti Velhal	Deputy Accountant
Mr. Mukesh Thopate	Office Attendant
Mr. Ashok Mankar	Office Attendant
Mr. Puran Walmiki	Sr. Office Attendant
Mr. Kailash Shinde	Sr. Office Attendant
Mr. Vasant Shitole	Sr. Office Attendant
Mr. Sanjay Takle	Sr. Office Attendant
Mr. Aniket Gugale	Office Attendant
Mr. Ravindra Supe	Office Attendant