Purpose: This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR. Design/methodology/approach: This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings: Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention. Practical implications: To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy. Originality/value: This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention. sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra

The job seeker value proposition (JSVP) can be defined as a set of benefits or values a firm promises its job seekers to deliver once they join it, signifying an indicator of its employer brand as well as focusing on job seeker attraction because it carries some information that helps the decisionmaking process of the prospective employees. In this concern, the job choice theory interprets the actual factors of a job seeker’s decision-making process, and therefore, it could be effectively used in conceptualising the JSVP. However, it is claimed that, in most cases, the job choice theory is not considered the basis for developing the construct of the JSVP. Therefore, taking the job choice theory into consideration, this paper aims to develop a framework for conceptualising the JSVP from a new perspective. Thus, through a systematic literature review, eight factors that explain the conceptual domain of the JSVP are discovered and, on the basis of them, eight propositions are made in developing a measurement scale for the JSVP. This study discusses the theoretical and practical implications of the proposed factor-based structure for the JSVP. Subsequently, the limitations in the present research are discussed, and suggestions are made for future research concerning JSVP constructs.

Much research has used general attitudes and behavioural models in terms of values, beliefs and norms as the predictors of green purchase intention. Green purchase intention refers to the willingness of a person to give preference to products having eco-friendly features in their purchase considerations. However, there is a dearth of studies that investigate this in relation to customers’ self-regulatory mindset. Hence, the present study aims to elucidate how customers’ moral self- identity as a measure of regulatory perception guides individual decision making on green product purchase in Sri Lanka with special reference to green based Fast Moving Consumable Goods (FMCG). From extant literature, a conceptual model was formulated. It hypothesized that consumers’ moral self-identity is a positive predictor of their green purchase intention and in turn green purchase intention as a positive predictor of actual green purchase behaviour. A structured questionnaire was administered to a representative sample of 300 modern-trade retail customers. The data analysis comprised of linear regression analysis to test the hypotheses. The reliability of the measures was also tested. Customers’ moral self- identity was found to be a significant positive predictor of green purchase intention for FMCG in Sri Lanka. Further, it was evident that green purchase intention is positively associated with actual green purchase behaviour. The findings have theoretical and practical implications for both academia and practitioners.

Introduction: Self-gifting has emerged as a distinctive consumption practice in which individuals intentionally purchase or consume goods and services for themselves as a way to reward, comfort, or regulate their inner states. Despite more than three decades of scholarly interest, research on self-gifting remains fragmented across conceptual, qualitative, and quantitative traditions, with limited integration between theoretical foundations and measurement practice. This paper presents a systematic literature review that synthesizes prior work on self-gifting with three interrelated aims: (i) to map the theoretical lenses that have been used to conceptualize self-gifting; (ii) to evaluate construct validity evidence for existing self-gifting scales; and (iii) to identify priorities for future scale development and refinement. Method: Drawing on peer-reviewed articles from marketing, psychology, and consumer behaviour journals. Results: The review identifies four dominant perspectives on self-gifting, highlights tensions between hedonic, mood-regulatory, and identity-related interpretations, and critically assesses the Self-Gifting Consumer Behaviour scale and related instruments. Conclusion: The paper concludes with an integrative agenda for advancing the conceptual clarity and empirical measurement of self-gifting in diverse cultural contexts.