The present study aims at identifying the social entrepreneurial intention among undergraduate students in Indian context by using the theory of planned behaviour as the research framework. A 72 item questionnaire was responded by 390 students of premier technical universities of India. A method of sampling used was systematized random sampling. 69% (N = 269) of the respondents were male and 31% (N = 121) were female and the average age of the respondents was approximately 20 years. The questionnaire measured emotional intelligence, creativity, and moral obligation, attitude toward becoming a social entrepreneur, subjective norms and perceived behavioural control. The result shows that the proposed model in the present study explains 47% of the variance, explaining the social entrepreneurship intention. Creativity showed a strongest positive relationship followed by emotional intelligence. This research study contributes to the social entrepreneurship literature by introducing emotional intelligence and creativity as new antecedents that also explains social entrepreneurial intention formation.

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Purpose The purpose of this paper is to identify the role of cognitive styles (CgStys) and self-efficacy (SEff) in the formation of social entrepreneurial intentions (SEIs) among the students of a premier multi-campus technical university in India using the theory of planned behaviour as the research framework. Design/methodology/approach A 54-item questionnaire was responded by 550 students. The data were collected by employing a systematic random sampling method. In the total sample of the respondents, 67 per cent (n=368) were male and 33 per cent (n=182) were female and the average age of the respondents was 20 years. Structural equation modelling has been used for data analysis. Findings The results of the study support that the relationship between antecedents (CgStys and SEff) and SEIs was mediated by the attitude towards becoming a social entrepreneur, subjective norms and perceived behavioural control. Findings of this research study also suggest that students with high level of SEff are more inclined towards social entrepreneurial activities. Research limitations/implications The study was confined to the students from a technical university, and it may not give the generalized findings for students from the non-technical stream. Practical implications The finding of this research study will facilitate policy makers and educators for promoting social entrepreneurial activities at the university level. Based on the results and findings of the study, the educators may improve upon the support system to help and motivate students to opt social entrepreneurship as their career choice. Originality/value This is one of its kinds of research conducted in the Indian context. Findings of this research will be helpful in predicting how the intention process of Indian students is affected by their CgStys and SEff.

Purpose The purpose of this paper is to understand the role of materialism and brand consciousness in determining the luxury consumption among the young Indian consumers. Design/methodology/approach In order to measure materialism, brand consciousness, attitude toward luxury brands and purchase intention, pre-established scale items were used to design the self-administered questionnaire. A valid sample of 342 respondents was collected through mall intercepts, in-store intercepts, luxury brands exhibitions and festivals and international airports. The relationship was tested using regression analysis. Findings The findings support that the materialism and brand consciousness are positively related to the luxury consumption in India and play an important role in predicting the behavior of the young luxury buyers. The Indian youth is buying expensive luxury brands as symbols of status success and wealth in order to fulfill their materialistic goals. The desire to own and possess the well-known and expensive brand names demonstrates the importance the consumers attach to the social and symbolic value of the luxury brands. Practical implications The study reveals that the young Indian luxury buyers choose to buy brands that are most advertised. Creative advertisements enhancing luxury brands’ symbolic and social value can be effective. The study has implications for the international luxury brands, as they are expensive, well known and famous among the global consumers. Originality/value The key contribution of the study is the establishment of materialism and brand consciousness as important antecedents in the development of attitude toward luxury brands among the young Indian consumers.

Purpose There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments. Research limitations/implications The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features. Originality/value This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.