Purpose: This research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C e-commerce segment. It investigates the mediation effect of e-customer satisfaction, e-trust and perceived value on repurchase intention. It also examines the moderating role of prior online experience.Design/methodology/approach: Based on the adapted questionnaire, pre-recruited enumerators collected the data from five leading business universities of Karachi. They distributed 425 questionnaires and received 415 questionnaires. The study has used Partial Least Square-Structure Equation Modeling (PLS-SEM) technique for data analysis.Findings: We have tested 20 hypotheses, of which our results do not support five, including two direct, two mediating. Our results support all the direct hypotheses except the following two: (1) delivery service affects e-satisfaction (2) customer services quality effect on trust. We did not find support for the following two mediating hypotheses (1) e-satisfaction mediates delivery services and repurchase intention, (2) service quality mediates customers' service quality and repurchase intention. Our results do not support one moderating relationship. Prior online experience moderates e-perceived value and repurchase intention.Research limitations/implications: This research provides valuable information to the online retailers of B2C e-commerce, which can help them make strategies based on their consumers' behavior and encourage them to make repeat purchases from online retailing stores. It allows future researchers to replicate the model in cross-cultural studies in different product categories.Originality/value: We have examined the moderating effect of prior online experience between (e-satisfaction, e-trust and perceived value) on the repurchase intention.

In light of the increasing recognition among modern business communities regarding the importance of implementing environmentally sustainable practices, this study thoroughly examines the concept of green recruitment (GR) and its subsequent impact on organizational sustainability performance (OSP). Situated within the shift from conventional to contemporary organizational frameworks that prioritize capacity, this study emphasizes the crucial importance of integrating sustainability into recruitment processes. This alignment ensures that human resource practices are in line with both environmental and organizational goals. The primary purpose emerges as a thorough examination and identification of sixteen critical factors that intersect GR and OSP, using insights from both the current literature and expert viewpoints, so this fills a crucial gap in the existing research. This study utilizes an integrated ISM-DEMATEL strategy to systematically reveal the hierarchical and relational patterns that are inherent in the connections between GR and OSP variables. This technique allows for a thorough comprehension of how these variables interact with each other. The findings highlight several important variables, emphasizing the complex network of interdependencies among the elements studied. The suggested model in this research encapsulates its originality, as it not only sheds light on the interdependent interactions for policy- and decision-makers but also establishes a foundation for future research in this field.

Purpose: The purpose of this paper is to extend the theory of reasoned action and the theory of planned behaviour to measure the effects of ethical and moral antecedents (e.g. integrity, moral judgement, extrinsic religiosity and intrinsic religiosity, and ethical concern) on attitudes towards counterfeit luxury products. Additionally, it also measured the effects on attitudes towards purchase intention.Design/methodology/approach: The scope of the study is the Chinese market. The sample size for the study was 412 participants, and data were collected through established scales and measures. Structural equation modelling was used to test the developed model.Findings: All the developed hypotheses were accepted. All the antecedents negatively affect attitudes towards counterfeit luxury products. At the same time, attitude has a positive effect on purchase intention. The results are consistent with those of earlier studies.Research limitations/implications: Samples were gathered from just a single region in southwest China, which limits the generalisability of the discoveries. As past research in fake goods buying has done, future investigations relating to this situation in the domain of ethical reasoning should accumulate samples from other regions of China as well, as customer perception relating to profound morality and counterfeit Purchase Intention may change from region to region.Practical implications: A few customers hold the opinion that luxury brands are lucrative because of the excessive costs of their products and therefore feel vindicated in buying counterfeits (Penz and Stottinger, 2005). Combatting this conviction requires luxury brand managers to endorse effective moral ideals and social commitment messages to prevail upon purchasers.Social implications: A few customers trust that they are helping local people, such as the peddlers who offer the fakes or the producers who make these goods, suggesting in a way that a few individuals have positive attitudes towards these type of counterfeit goods sold locally. For such customers, there can be marketing messages that can show them the other side of the issue, such as the lost sales and loss caused to the organisations, which result in people becoming jobless because of their actions.Originality/value: The primary goal of the study is to explore the relationship between the moral measurements of consumers and their attitudes and purchase intentions in the Chinese market.

Purpose: The purpose of this paper is to examine the relationship between personality factors (i.e. neuroticism, agreeableness, extroversion, conscientiousness and openness), cultural factors (individualism and collectivism) and store stimuli (window display and sales promotion) on impulsive buying behavior.Design/methodology/approach: The sample size for the study was 350 with a response rate of 96 percent. The questionnaire was adapted from the established scale and measures. SmartPLS was used for statistical analysis. After reliability and validity analysis, the structural model was tested, and it fitted very well.Findings: Of the nine hypotheses, five were accepted, and the other four were rejected. The results suggest that neuroticism, openness, individualism, collectivism and sales promotion significantly affect impulsive buying behavior. Marketers can use these results in developing appropriate marketing strategies.Research limitations/implications: Implications for managers were drawn from the results. In this study, only two cultural factors were considered. Future studies could use all the cultural factors in their model. Additionally, the developed model can be extended for comparative studies.Originality/value: Impulsive buying behavior, on the one hand, is problematic for consumers, but, on the other hand, is used as a tool by retailers for increasing sales. Comparatively, this study examined the effects of personality factors, cultural factors and store stimuli on impulsive buying behavior. These three factors have rarely been used together in one study.

Purpose: The study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food purchase intention. Also, it examines the effect of ecological conscious consumers' behavior (ECCB) on green intention and behavior.Design/methodology/approach: The study has focused on the upper-middle-class segment of Karachi. The authors have used area sampling for collecting the data. Six recruited enumerators distributed 450 questionnaires in five areas of Karachi and received 423 filled-in questionnaires. The study has used the Smart PLS version for data analysis.Findings: The study found that biospheric egoistic and hedonic values affect attitudes toward green products, and altruistic values have no effect on attitude. Also, the authors did not find any association between attitude and green purchase intention, but found that attitude stimulates ECCB. Subjective norms and perceived behavior control strongly affect green purchase intention and ECCB. The results also suggest that pro-environment self-identity and ECCB are significant predictors of green purchase intention. The authors also found that green purchase intention stimulates green food behavior.Originality/value: The authors have taken a holistic approach by investigating 13relationships. The authors also examined the association between hedonic values and green purchase intentions, which in the past studies have contradictory results.