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This study investigates Gen Y luxury consumers’ webrooming
                                                                      behaviour. A total of 402 usable responses were collected
                                                                      using questionnaire surveys from the millennials in India.
                                                                      Confirmatory factor analysis (CFA) and PROCESS Macro were
                                                                      run to test the hypotheses. The findings show that the link
                                                                      between perceived usefulness of searching online,
                                                                      perceived ease of searching online, and webrooming
                                                                      intention is significantly mediated by attitude toward
                                                                      webrooming. Results also indicate that online risk perception
                                                                      moderates the association of attitude toward webrooming
                                                                      with webrooming intention. The results of this research will
                                                                      help luxury marketers in formulating effective channel
                                                                      strategies to maximize their reach via both offline and online

              Jain, S., & Shankar, A. (2021). Exploring Gen Y         channels. This study provides several contributions to the
                                                                      luxury marketing and retailing literature by examining luxury
              Luxury Consumers’ Webrooming Behavior: An               consumers’ webrooming intention using an integrated
              Integrated Approach. Australasian Marketing             Technology Acceptance Model (TAM)–Theory of Reasoned

              Journal, 18393349211022046.                             Action (TRA) framework.

        This study aims to examine the role of trend affinity, emotional
        value, and past sustainable practices on consumers’ sustainable           Joshi, Y., Yadav, R., & Shankar, A. (2021). The
        consumption  behaviour. The  research  employed  a  survey
        approach to collect responses; 282 usable responses were                  interplay of emotional value, trend affinity
                                                                                  and past practices in sustainable
        received. Results established trend affinity, emotional value, and
                                                                                  consumption: an application of theory of
        supportive behaviour towards environmental organisations as
        significant determinants of individuals’ sustainable consumption          reciprocal determinism. Journal of Strategic
        practices. Using Theory of Reciprocal Determinism (TRD)
                                                                                  Marketing, 1-19.
        framework and integrating personal, behavioural and social
        factors, the study provides a novel perspective to understand
        sustainable    consumption      behaviour.    Policymakers     and
        practitioners can use the outcome of the study to promote
        sustainable consumption behaviour among individuals to
        minimise damage to the environment.

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