The Impact of Embarrassment to Product Purchase and Brand Influence on the Perceived Benefits and Availability of Ayurveda Products in the COVID-19 Era: an Investigation by SEM Approach

Mhatre, Krupa; Singh, Ankit

doi:10.1080/00185868.2021.1948375

Cited by 6 publications

(12 citation statements)

References 20 publications

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“…Also, during the pandemic, the Government often emphasized and praised the work, commitment and sacrifice of medical workers, which additionally influenced the strengthening of consumer confidence in domestic medicine in general. The result is consistent with a study conducted by Mhatre & Singh (2021) and Chakraborty et al (2022). The result for the beauty and care products can be explained by the fact that consumers are most loyal to cosmetic brands they use regardless of their origin.…”

Section: Discussionsupporting

confidence: 91%

“…In other words, consumer ethnocentrism is higher during the pandemic. The obtained result is in line with the assumptions and results of previous research showing that ethnocentric tendencies are much higher during a pandemic (Ben Hassen et al, 2020;Kock et al, 2020;Migliore et al, 2021;Miftari et al, 2021;Mhatre & Singh, 2021;Verma & Naveen, 2021;Chakraborty et al, 2022). The results related to purchasing different domestic products and services gave somewhat different conclusions.…”

Section: Discussionsupporting

confidence: 89%

“…As for many other product categories, the need for product security and the disruption of the supply chains encouraged consumers to buy medical products manufactured by domestic companies. Related to the above mentioned, Mhatre & Singh (2021) in the research concluded that during the pandemic period, consumer interest for the purchase of domestic alternative medicine products in India increased, to which the Indian population otherwise has low preferences. The same result is achieved by Chakraborty, Siddiqui, Siddiqui & Alatawi (2022), with the results of their study showing that consumer concerns about health are influenced by ethnocentrism, which encourages them to buy more domestic alternative medicine products during the pandemic.…”

Section: Covid 19 Virus Pandemic Effects On Consumer Ethnocentrismmentioning

confidence: 95%

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Consumer ethnocentrism under the circumstances of the COVID-19 virus pandemic

Marinković¹,

Lazarević²,

Marić³

2023

Strategic Management

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Background: The new circumstances of life due to the proclamation of the COVID 19 virus pandemic have caused numerous changes both in general people's lives and in consumption. Purpose: The aim of this paper is to identify changes in the degree of consumer ethnocentrism when choosing products during the COVID 19 virus pandemic, compared to the period before its occurrence. In addition, differences in consumer preferences for certain domestic products and services before and during the pandemic were analyzed. The paper also deals with differences in ethnocentric tendencies during the pandemic between different socio-demographic consumer segments. Study design/methodology/approach: The primary data were collected from 176 respondents by using the survey method. A paired samples t test is used for hypotheses testing. Independent samples t test and Anova, post hoc Scheffe test, were conducted for analysing differences in ethnocentric tendencies between observed consumer segments during the pandemic. Findings/conclusions: Higher level of consumer ethnocentrism is confirmed in period during the pandemic, especially when it comes to choice of domestic medical products. On the other hand, lower level of consumer ethnocentrism is observed for fashion products and insurance during the pandemic. Older consumers and pensioners exhibit stronger ethnocentric tendencies during the pandemic. Limitations/future research: The main limitation of the paper relates to the use of only a few of the 17 statements within the CET scale for measuring ethnocentric tendencies before and during the pandemic. Also, the research did not cover all categories of domestic products and services. According to the limitations, future studies are recommended to fully apply the CET scale for measuring consumer ethnocentrism. Also, the recommendation is to observe higher number of categories of products and services, and to break down the categories into several subcategories. Finally, future studies can also include some of the determinants of consumer ethnocentrism in the research model.

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Section: Discussionsupporting

confidence: 91%

Section: Discussionsupporting

confidence: 89%

Section: Covid 19 Virus Pandemic Effects On Consumer Ethnocentrismmentioning

confidence: 95%

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Consumer ethnocentrism under the circumstances of the COVID-19 virus pandemic

Marinković¹,

Lazarević²,

Marić³

2023

Strategic Management

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“…Moreover, research on purchase intention of Ayurveda products is rare in the extant literature. The current studies have studied different aspects of Ayurveda products such as Brand awareness (Chandran et al, 2020); healthy food consumption habits (Khalikova, 2020); ethnocentrism (Mhatre & Singh, 2021); indigeneity (Tripathy, 2019), yet the drivers of the consumption of Ayurveda products is lacking in the present scholarships. This dearth of research has deprived scholars and businesses of insights into the possible drivers of consumer acceptance of Ayurveda products; we found this gap in literature worth studying.…”

Section: Introductionmentioning

confidence: 95%

“…The current studies probe the factors such as ethnocentrism, corporate social responsibility (Misra et al., 2018); satisfaction and price (Misra et al., 2020); brand awareness and product satisfaction (Chandran et al., 2020). Some recent researchers also examined the benefits, availability and brand influence (Mhatre & Singh, 2021) while other study focused specifically on the Luxury Ayurveda Skin care products (Pasricha & Jain, 2019). Recent addition to literature is in the context of satisfaction in Ayurveda healthcare (Suhail & Srinivasulu, 2021).…”

Section: Introductionmentioning

confidence: 99%

Can initial trust boost intention to purchase Ayurveda products? A theory of consumption value (TCV) perspective

Chakraborty

Siddiqui

2022

Int J Consumer Studies

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The demand for Ayurveda products has been increasing over the last decade, and consumption values are critical in understanding the driving forces behind the success of these products. This study examines an initial‐trust–mediated model using theory of consumption values (TCV) to predict consumer's intention to purchase Ayurveda products. The conditional, functional, emotional, epistemic, and social values in the TCV were used to build an initial‐trust–mediated model. The proposed model was analyzed using a sample of 440 usable responses. The outcomes revealed that the five consumption values used in the model influenced initial trust. Intention to purchase Ayurveda products was found to be influenced by the four consumption values, except social values. Initial trust strongly mediated the effect between consumption values and intention to purchase Ayurveda products. This study provides theoretical, practical, and managerial implications for marketers and other professionals in the natural, eco‐friendly, and green products sector.

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Does the pandemic affect the lifestyle and dietary intake? A comparative investigation during the pandemic and new normal situation

Dogra,

Kaushal

2024

BFJ

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PurposeThe study attempts to investigate the role of social media in spreading awareness regarding ayurvedic immunity boosters (AIB) and changes in diet. Further, the study examines the factors affecting the willingness to pay for ayurvedic immunity boosters (WPIB) during the pandemic and new normal situation with the moderating effect of the “fear of COVID-19 infection.”Design/methodology/approachThe data were collected from millennials in two phases, i.e. the first phase (1 July–August 2021) with 300 respondents and a second phase with (June–August 2022) 257 respondents. An online questionnaire was shared with millennials using the snowball sampling technique. Descriptive statistics with SPSS and SmartPLS 4.0 software were applied to analyze the data.FindingsThe results found a variation in AIB content sharing on social media during 2021 and 2022. Results found that respondents reported significant changes in their lifestyle and diet, like consuming honey, khada, tulsi tea, etc. In 2021, health consciousness and trust significantly affected WPIB, whereas in 2022, only health consciousness was substantially affected. Fear of COVID-19 infection moderates the relationship between health consciousness, perceived fear and willingness to pay for ayurvedic products, whereas the effect on consumer preference and trust remains insignificant.Research limitations/implicationsResults could help ayurvedic product manufacturing companies understand the consumers' mindset and the factors that stimulate consumers to buy these immunity boosters. Ayurvedic advertisers should design unambiguous messages that focus on health consciousness and have trustable components to encourage consumers to adopt a healthy lifestyle.Originality/valueThis is one of its kinds of studies that presents the contrasts of how the COVID-19 crisis has significantly changed individuals' dietary intake and affected lifestyle patterns.

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The Impact of Embarrassment to Product Purchase and Brand Influence on the Perceived Benefits and Availability of Ayurveda Products in the COVID-19 Era: an Investigation by SEM Approach

Cited by 6 publications

References 20 publications

Consumer ethnocentrism under the circumstances of the COVID-19 virus pandemic

Consumer ethnocentrism under the circumstances of the COVID-19 virus pandemic

Can initial trust boost intention to purchase Ayurveda products? A theory of consumption value (TCV) perspective

Does the pandemic affect the lifestyle and dietary intake? A comparative investigation during the pandemic and new normal situation

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