The study aimed to explore the role of creativity and proactive personality on management student’s entrepreneurial intention. The study also proposed entrepreneurial self-efficacy to mediate the effect of proactivity and creativity on entrepreneurial intention. The data were collected from 484 management students using a structured questionnaire which were further analysed using structural equation modelling in Amos 20.0. The results showed that entrepreneurial self-efficacy was the strongest predictor of entrepreneurial intention. Proactive personality was also found to influence entrepreneurial intention significantly, though the effect of creativity on intention was very marginal. Finally, the results of the mediation analysis (bootstrapping method) showed that the relationship between creativity and entrepreneurial intention was fully mediated by self-efficacy while the effect of proactivity on entrepreneurial intention was partially mediated. The findings of the study produced interesting and significant implications which are discussed in the article.

The emergence of high-speed internet (5G) services and the demonetization of the Indian currency by the Government of India in the year 2016 served as catalysts for the growth of banking services, such as internet/mobile banking. The main objective of the study was to investigate the role of perceived financial cost, perceived risk, and trust in the adoption of mobile banking services by users. The study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain the adoption of mobile banking services by young Indian customers. The data from 253 users of age between 18–30 years were collected through a survey questionnaire and were analyzed using structural equation modeling with Amos 22.0. The results revealed that performance expectancy, effort expectancy, social influence, and perceived financial cost exhibited a significant positive influence on behavioral intentions. However, the facilitating conditions were found to exert no effect on actual use. In addition, the results demonstrate that both perceived risk and perceived trust moderate the relationship between behavioral intention and the actual use of mobile banking. The results of the study provide some novel insights into how perceived risk and perceived trust shape the interplay between behavioral intention and the actual use of mobile banking services. The inferences drawn from the study may enhance the understanding of the transformation of behavioral intention into the adoption and actual use of mobile banking services.

Purpose: Based on the essence of the legitimacy and agency theories, this study empirically investigates the influence of corporate governance attributes and ownership structures on sustainability reporting of companies listed on the National Stock Exchange (NSE), India.Design/methodology/approach: The study is based on panel data regression analysis of sustainability reporting practices of 53 environmentally sensitive companies drawn from NIFTY100 Index at NSE. All data pertaining to sustainability information disclosure, ownership structure and corporate governance characteristics were sourced from sustainability report, business responsibility report, annual report and Centre for Monitoring Indian Economy (CMIE) database for the years 2015–2019.Findings: The empirical result reveals that sustainability reporting scenario has been consistently improving in India. This study documents that government ownership and frequency of board meetings are the two most important factors significantly influencing the extent of sustainability information disclosure of companies. However, the present study failed to find any significant impact of board size and big4 auditing on sustainability reporting practices. Unexpectedly, a higher number of independent directors does not improve sustainability disclosure of companies in India.Originality/value: This study is one of the first studies to investigate how the nature of ownership and corporate governance characteristics contribute to or impede sustainability reporting practices of companies in India. This study offers important insights to regulators, practitioners and investors to analyze whether sustainability disclosure of companies is influenced by corporate governance attributes. It also provides a perspective for regulators and corporate strategists to assess the impact of recent corporate governance reforms in India and consider how corporate governance mechanism can be used to improve sustainability reporting practices.

Due 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.

Amid rising concern about protecting environment and reducing carbon emission, marketers do not just need to advertise their product to inform and persuade the consumers, rather they are required to convince the consumers that their product is environment friendly and do not cause any harm to the environment. Celebrity Advertising has been very popular among the marketers, as these celebrities help to generate favourable attention towards the product. While choosing an endorser/celebrity, his/her credibility plays a crucial role in persuading and convincing consumers. The present paper attempts to assess the effect of celebrity’s credibility on consumer’s attitude towards advertisement, brand and purchase intention in the context of green advertising. The study was conducted with a 2x2 factorial design (high v/s low) (celebrity’s credibility v/s corporation’s credibility) with an advertisement of a hypothetical company producing environment friendly ACs called, Sora. Data were collected from 252 college students by randomly exposing them in small group, to four different advertisements. The results confirmed a significant impact of celebrity credibility on attitude towards green advertisement. However, it had no direct impact on attitude towards brand or intention to purchase green products. Moreover, the effect of celebrity credibility on purchase intention was reported to be mediated through attitude towards advertisement and attitude towards brand.

Purpose: This paper aims to explore the role of source credibility while purchasing environment-friendly products using Ajzen’s (1991) theory of planned behavior as underpinning model. Design/methodology/approach: The proposed theoretical model was empirically tested with the data collected from 334 respondents using structural equation modeling. Findings: The results gave empirical support to the addition of source credibility to the original theory of planned. Moreover, consumer attitude was found mediating the effect of corporations’ credibility on purchase intention. Also, attitude and perceived behavioral control were found as the most important predictors of consumer’s intention to purchase environment-friendly products. Practical implications: This study provides valuable insights for the marketers engaged in sustainable business practices. Amid, ever-increasing carbon emission, promoting the use of environment-friendly products has become the need of the time. Credibility plays a crucial role while promoting and communicating an organization’s sustainable practices among its stakeholders including consumers. Therefore, the marketer should formulate appropriate marketing communication strategy to communicate the consumer about the green practices and environment-friendly products they produce. The results suggest that corporation’s credibility shapes consumer attitude and influences intention to purchase environment-friendly products. Earning trust of the consumer is pivotal to achieve success in the market. Therefore, results may help the marketers to better understand consumer’s response toward their marketing strategies and further convince and persuade them to buy their products. Social implications: The findings of this study may be useful for marketers, strategists, policymakers and government while formulating promotional strategies to make consumer aware, educate and persuade them to purchase products which do not cause harm to the environment. Originality/value: The study is novel in terms of exploring role of source credibility and extending theory of planned behavior in the context of sustainable consumption.