Rambabu Lavuri’s research while affiliated with Indian Institute of Management Ahmedabad and other places

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Publications (31)


Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry
  • Article

May 2024

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30 Reads

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2 Citations

Journal of Product & Brand Management

Rambabu Lavuri

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Rajendra Kumar Gopi

Purpose This study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with product knowledge acting as a moderator and information processing, and uncertainty reduction theory contributing as the theoretical foundation. Design/methodology/approach In total, 371 responses were collected from fashionable consumers who had recently purchased fashion products via a purposive sampling approach, and the data were analyzed using structural equation modeling and PROCESS macro. Findings The results illustrated that product complexity had a significant impact on product involvement and product diagnosticity, and consumer attitude. Attitude, in turn, had a favorable impact on webrooming behavior. Likewise, product diagnosticity and product involvement had a positive mediating association between product complexity and consumer attitude. Product knowledge significantly moderated the relationship between product complexity, product involvement, and consumer attitude, but it exhibited a negative moderation association between product complexity, product diagnosticity, and attitude. Originality/value This study represents a novel research endeavor, shedding light on webrooming from the perspective of product attributes in fashion retailing. It contributes to the growing body of literature on fashion marketing by analyzing the rapidly evolving phenomena of webrooming behavior within the multichannel context of the fashion industry.


Exploring the roles of green marketing tools and green motives on green purchase intention in sustainable tourism destinations: a cross-cultural study

May 2024

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171 Reads

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15 Citations

Umair Akram

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Rambabu Lavuri

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Muhammad Bilal

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[...]

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Jaemun Byun



Quick-commerce: green initiatives on customer brand engagement Park Thaichon

February 2024

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152 Reads

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1 Citation

Asia Pacific Journal of Marketing and Logistics

Purpose The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude). Design/methodology/approach The study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis. Findings The findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM). Originality/value This study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.


Exploring consumer webrooming behaviour in the emerging fashion market: an integrated approach and forthcoming research

December 2023

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63 Reads

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1 Citation

Journal of Fashion Marketing and Management

Purpose The purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry, with mediating (attitude [ATT]) and moderating (product involvement [PT]) effect. We used the stimulus– organism–responses theory as a theoretical underpinning. Design/methodology/approach We collected 307 responses from fashionable consumer who was purposed fashion products recently through convenience sampling approach and analysed the data with structural equation modelling and PROCESS macro. Findings The results illustrated that AC and consumer empowerment had a significant impact on consumer attitude and their WB. Likewise, consumer attitude had a positive mediating association between AC, consumer empowerment and WB. PI significantly moderated the relationship between ACs, consumer empowerment with attitude and attitude with WB. Originality/value This study is one of the new research works of its kind, which examines the role of AC and consumer empowerment on WB in the fashion industry. This study contributes to the growing amount of literature on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry.


Identifying factors influencing purchase intention of sustainable luxury retailing products

December 2023

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147 Reads

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6 Citations

International Journal of Retail & Distribution Management

Purpose-This study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-OR) model. Design/methodology/approach-The data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data. Findings-Consumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism-response relationship. Practical implications-As a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands. Originality/value-This study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the SO -R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.




Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics

July 2023

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99 Reads

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10 Citations

Marketing Intelligence & Planning

Purpose The study examines the extrinsic variables, namely store environment, promotional activities (PA), product features and stimulation factors that encourage compulsive purchasing in emerging markets. Design/methodology/approach The data were collected from customers with recent compulsive shopping experiences at an online retail store. This study collected 469 original survey responses employing purposive sampling and data analyzed with covariance-based structural equation modeling and used segmentation analysis. Findings The study results indicated that extrinsic (stimulus) factors, such as shop environment, PA and stimulation factors positively impacted shoppers’ impulsive buying tendency (IBT), whereas product characteristics did not affect shoppers’ IBT. Similarly, IBT (organism) influenced compulsive purchase, as did a favorable mediating relationship between extrinsic factors (stimulus factors) and shoppers’ compulsive purchase (response factor). Moreover, segmentation results showed that female consumers had more IBT and compulsive buying behavior than male respondents. Originality/value This research adds to the corpus of information concerning impulsive and compulsive buying behavior. As this study incorporates the Stimulus-Organism-Response paradigm, new findings emerge; using this paradigm allows for the testing of new linkages to better understand consumers’ impulsive and compulsive behavior.


Citations (25)


... Contemporary studies of consumer behavior (e.g. Lavuri and Gopi, 2024;Ma et al., 2022;Wang et al., 2024) draw attention to a shift away from global assessments such as adoption or purchase intention and consumer satisfaction to more diverse assessments such as hesitation, ambivalence and webrooming behavior. This shift addresses the oversimplification and lack of diversity in understanding consumer behavior (Audrezet and Parguel, 2018). ...

Reference:

How to mitigate fashion subscription hesitation: two-step exploration using theory-based causal modeling and machine learning predictive modeling
Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry
  • Citing Article
  • May 2024

Journal of Product & Brand Management

... Tourism consumption is characterized by high experiential value, significant consumption levels, and prominent cultural attributes [17], making the relationship between MC and green purchase intention for tourism particularly distinctive. For instance, green products at tourist destinations not only reflect the environmental attributes of the products themselves, but also embody the local ecological values and cultural concepts. ...

Exploring the roles of green marketing tools and green motives on green purchase intention in sustainable tourism destinations: a cross-cultural study
  • Citing Article
  • May 2024

... Ride-hailing services have gradually gained prominence in recent years, emerging as a crucial component of the urban transportation system [1][2][3]. However, their origins can be traced back to the early 20th century, when the first taxi services emerged. ...

Hey boomer, “your ride has arrived”: Are you willing to continue using the ride-hailing app?
  • Citing Article
  • March 2024

Journal of Retailing and Consumer Services

... Others (Al-Adwan, 2019; Al-Tit, 2020) stress how important trust is when predicting customer loyalty. and customer loyalty (Kapoor et al., 2023), the perceived value of green initiatives by q-commerce on consumer brand engagement (Lavuri et al., 2024), and factors influencing usage intention (Luhukay et al., 2023;Deepthi & Bansal, 2023). This study will be among the leading studies that integrated logistics service quality and policy service quality to examine their impact on customer trust and satisfaction, which serve as antecedents to customer loyalty. ...

Quick-commerce: green initiatives on customer brand engagement Park Thaichon
  • Citing Article
  • February 2024

Asia Pacific Journal of Marketing and Logistics

... Acquisition subsidies have created a market distortion [9][10][11]. It is expected that the end of subsidies will bring a renewed dynamism to the second-hand EV market due to a wider price gap between used and new EVs. ...

Electric vehicles’ choice behavior: An emerging market scenario
  • Citing Article
  • March 2024

Journal of Environmental Management

... Also, Holmqvist et al. (2020) focus on hedonic escapism and emphasize luxury consumption experiences that represent pleasurable escapes from everyday life. Escapism plays a significant role in consumer decisions and evaluations regarding hedonic, luxury experiences versus luxury goods, as well as sustainable products (Holmqvist et al., 2020;Hwang et al., 2023;Lavuri et al., 2023). ...

Identifying factors influencing purchase intention of sustainable luxury retailing products
  • Citing Article
  • December 2023

International Journal of Retail & Distribution Management

... Sustainable consumer behavior is shaped by many factors, such as product attributes, the consumer value system and economic, social and demographic parameters (Lavuri, Roubaud, & Grebinevych, 2023;Simiyu, Kariuki, Ombaba, & Otuya, 2022;Wong, Wan, Huang, & Qi, 2021). However, in recent years, researchers are increasingly emphasizing consumer consciousness (such as environmental, health and social consciousness) as drivers of sustainable consumer behavior in a variety of different purchasing contexts (Dionela, Evangelista, Lansang, Sato, & V. U., 2022;Hosta & Zabkar, 2021;Huang, Lin, Lai, & Lin, 2014;Singh & Verma, 2017). ...

Sustainable consumption behaviour: Mediating role of pro-environment self-identity, attitude, and moderation role of environmental protection emotion
  • Citing Article
  • October 2023

Journal of Environmental Management

... Bandura defines self-efficacy as an individual's awareness of their belief in their ability to organize and perform tasks successfully (Al Darayseh, 2023;Bandura, 1994;Lee & Lee, 2014). Simply put, it reflects a person's confidence in their ability to accomplish tasks and achieve goals (Akram et al., 2023). ...

Havocs of social media fake news! Analysing the effect of credibility, trustworthiness, and self-efficacy on consumer’s buying intentions
  • Citing Article
  • September 2023

... In studies concerning sustainable consumption, individual identity or self-concept lays a solid foundation for predicting pro-environmental intentions [53,54]. Previous research indicates that individuals who identify as green consumers manifest this identity through concrete actions, engaging in environmentally friendly behaviors [55,56]. When everyday products are closely linked to an individual's identity, these items are more likely to be recycled than discarded, as discarding products associated with one's identity may be perceived as a denial of self-concept [57]. ...

Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics
  • Citing Article
  • July 2023

Marketing Intelligence & Planning

... Additionally, attitudes toward eco-friendly products and environmentally friendly purchasing behavior may be mediated by the intention to buy eco-friendly products [48]. Emotions also play a role in strengthening the relationship between behavioral purchase intentions and actual purchasing behavior for eco-friendly products [49]. In addition, the intention to purchase green products may be influenced by factors such as subjective norms, perceived control over behavior, and level of environmental knowledge. ...

Unveiling ways to examine the purchase intension of green products in emerging markets
  • Citing Article
  • July 2023

Benchmarking An International Journal