Subrahmanyam Annamdevula

• MBA, PhD
• Professor (Associate) at GITAM University

Purpose When a company practices greenwashing, it breaks consumers’ trust by purposefully misleading them about its environmental practices or the benefits of its products/services. This study aims to contribute to the literature by testing the effect of perceived greenwash on green purchase intention through green trust, green perceived value and...

Purpose The aim of this paper was to delve into the underlying mechanism of the relationship between environmental knowledge and green purchase intentions, using an extended model based on the knowledge-attitude-behaviour (KAB) theory. Design/methodology/approach The parallel and serial mediation effects of environmental concern, green perceived v...

Abstract Purpose – This study aims to intend to contribute to the literature by testing the effect of scepticism on green consumer behaviour through environmental concern, knowledge, value and willingness to pay more in the Indian context. Thus, the comprehensive model with new directions of antecedents of green consumer purchase behaviour and dire...

Purpose This study aims to extend the theory of planned behaviour (TPB) model to explain youth’s recycling behavioural intentions in India. Perceived moral obligation (PMO) to perform such pro-environmental activities is incorporated in the TPB model. The study also aims to validate the extended version of TPB models with direct and indirect relati...

Purpose The study ascertains the antecedents of student satisfaction and tests the interrelationships between student satisfaction, motivation and loyalty. Design/methodology/approach The study used survey research design and collected valid sample 738 from the three oldest public universities in the state of Andhra Pradesh, India. Findings Th...

Purpose This paper aims to identify and test four competing models with the interrelationships between students’ perceived service quality, students’ satisfaction, loyalty and motivation using structural equation modeling (SEM), and to select the best model using chi-square difference (Δχ2) statistic test. Design/methodology/approach The study u...

Purpose This paper attempts to develop and validate a service quality instrument called HiEduQual to measure the perceived service quality of students in higher education institutions. This paper aims to propose a structural model by examining the theoretical and empirical evidences on the relationships between students’ perceived service quality...

Purpose Student loyalty in higher education sector helps college administrators to establish appropriate programs that promote, establish, develop and maintain successful long-term relationships with both current and former students. The purpose of this study is to propose the use of mediation model that links service quality and student loyalty vi...