Rambabu Lavuri
@iimj.ac.in
Assistant Professor, marketing
Indian Institute of Management- Jammu
Dr RAMBABU LAVURI is an assistant professor at the Indian Institute of Management, Jammu. Prior to that, he was a Post Doctoral Fellow in the Dept. of Business Management, Osmania University, Hyderabad; He is a passionate academician and researcher in the field of Management studies with more than 10 years of accomplished experience in teaching and research. He received his PhD from the Dept. of Business Management, Osmania University; he qualified for UGC-JRF & NET. He has published 22 research papers in ABDC, Scopus, Web of Science, UGC Approved Journals, Peer journals, and Refereed Journals. He is an editorial member and Reviewer of the Indonesian Journal of Sustainability Accounting and Management (ABDC-C, Web of Science), American Research Journal of Business and Management, USA, and Journal of European Business & Management, USA.
EDUCATION
MBA, MA, PGDSRD, PhD, PDF-ICSSR, (MSc-Psy)
RESEARCH INTERESTS
Green marketing, sustainability, luxury products, media, advertising
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Umair Akram, Rambabu Lavuri, and Swati Mathur
Elsevier BV
Rambabu Lavuri, Shilpa Kokatnur, and Park Thaichon
Emerald
PurposeThe study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude).Design/methodology/approachThe study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis.FindingsThe findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM).Originality/valueThis study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.
Rambabu Lavuri, David Roubaud, and Oksana Grebinevych
Elsevier BV
Rambabu Lavuri, Umair Akram, and Zubair Akram
Wiley
AbstractThe paper examines the sustainable consumption behavior of two emerging countries, China and India. The conceptual framework incorporates egoistic value, social consumption motivation, altruistic values (stimulus factors), pro‐environmental self‐identity, attitude (mediators and organism factors), sustainable consumption behavior (response factor), and environmental protection emotion as a moderating factor, using stimulus‐organism‐response theory. We collected 658 original survey data from China (n = 337) and Indian (n = 321) customers via convenience and purposive sampling methods and analyzed the data with structural equation modeling. Intriguingly, the results show that (a) stimulus factors such as egoistic and altruistic values and social consumption motivation had a positive influence on pro‐environment self‐identity and attitude and sustainable consumption behavior in both countries, (b) pro‐environment self‐identity had a positive effect on the attitude of both countries' consumers (c) while mediation factors (pro‐environment self‐identity and attitude) had a significantly positive mediation relationship between stimulus and response factors, and (d) environmental protection emotion significantly moderated the relationship between stimulus, organism factors, and response factors of two countries. The study contributes to the current body of knowledge in sustainable marketing by examining the rapidly growing phenomenon of sustainable consumer behavior in two Asian countries.
Rambabu Lavuri, Jaspreet Kaur, and Park Thaichon
Emerald
PurposeThis study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic.Design/methodology/approachThe study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by structural equation modeling.FindingsThe findings reported that the perceived ease of use correlates positively with perceived usefulness. Similarly, perceived ease of use, usefulness, perceived utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude significantly positively impacted millennials' impulsive mobile shopping.Practical implicationsThis study's results will help e-retailers establish novel techniques and efforts to enhance market volume and build solid connections with mobile customers by ensuring secure purchase habits. The results would also help companies develop customer satisfaction-focused business strategies.Originality/valueThis study contributes to the body of literature by finding a significant impact of attitude, trust and shopping values on impulsive mobile shopping. These constructs have not been explored as factors impacting mobile impulsive shopping, especially when it comes to a pandemic.
Rambabu Lavuri and Park Thaichon
Emerald
PurposeThe study examines the extrinsic variables, namely store environment, promotional activities (PA), product features and stimulation factors that encourage compulsive purchasing in emerging markets.Design/methodology/approachThe data were collected from customers with recent compulsive shopping experiences at an online retail store. This study collected 469 original survey responses employing purposive sampling and data analyzed with covariance-based structural equation modeling and used segmentation analysis.FindingsThe study results indicated that extrinsic (stimulus) factors, such as shop environment, PA and stimulation factors positively impacted shoppers’ impulsive buying tendency (IBT), whereas product characteristics did not affect shoppers’ IBT. Similarly, IBT (organism) influenced compulsive purchase, as did a favorable mediating relationship between extrinsic factors (stimulus factors) and shoppers’ compulsive purchase (response factor). Moreover, segmentation results showed that female consumers had more IBT and compulsive buying behavior than male respondents.Originality/valueThis research adds to the corpus of information concerning impulsive and compulsive buying behavior. As this study incorporates the Stimulus-Organism-Response paradigm, new findings emerge; using this paradigm allows for the testing of new linkages to better understand consumers’ impulsive and compulsive behavior.
Jaspreet Kaur, Rambabu Lavuri, Park Thaichon, and Brett Martin
Emerald
PurposeThe purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.Design/methodology/approachThe study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.FindingsThe results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention.Originality/valueThe study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.
Rambabu Lavuri
IGI Global
The study aims to explore the continuous usage intention of ride-hailing apps by millennials utilizing the TAM model with the mediation role of service quality. Purposive sampling was employed to collect primary data from 277 Indian millennials, and structural equation modeling was utilized to analyze the data. The findings showed that perceived ease of use boosted perceived usefulness, attitude, and hedonic value, while perceived usefulness substantially affected utilitarian value and perspective. It was shown that utilitarian and hedonic values strongly impacted millennials' opinions and continued the desire to use ride-hailing applications. Service quality seems to significantly moderate impact attitudes, utilitarian and hedonic values, and ride-hailing applications' continuous intention.
Rambabu Lavuri
Emerald
PurposeIn an emerging market, understanding shoppers' behavior in an online market is essential to developing online retail strategies. This research study examines the effects of intrinsic factors, namely, perceived utilitarian, hedonic value, materialism, fashion interest and enjoyment, on impulsive online shopping with mediating role of trust and online shopping attitude in the Indian emerging market.Design/methodology/approachData are collected from 443 Indian respondents, using purposive and snowball sampling. The data were analyzed using the IBM Statistical Product and Service Solutions (SPSS) and Analysis of Moment Structures (AMOS) package using structural equation modeling.FindingsThe results showed that perceived utilitarian, hedonic value, materialism and enjoyment factors significantly impacted perceived trust and online shopping attitude, but fashion interest had no effect. Mediating factors positively impacted impulsive online shopping and showed a significant association between intrinsic factors and impulsive online shopping.Research limitations/implicationsThe geographical area of study was limited to only India. Consequently, the findings and conclusions of the study had their limits. The research used the information continuum with a purposive and snowball approach that does not necessarily generalize the findings of the analysis. This work looked at factors stimulating the impulsive online shopping pattern of Indian shoppers in an emerging market.Practical implicationsThis research would help e-retailers develop new strategies and plans to increase sales volume and create strong relationships with online customers by providing trustworthiness and security in buying practices.Social implicationsThis study helps to understand the consumer impulsive buying during coronavirus disease 2019 (COVID-19), and it helps e-retailers to adopt a new online store to draw the attention of the consumers and enhance their online sales.Originality/valueIn this COVID-19 situation, this study explores the inherent factors influencing impulsive online shopping in the emerging Indian market. As a result, it contributes to visual identity literature by expanding the field of impulsive online shopping behavior.
Rambabu Lavuri, Abhinav Jindal, Umair Akram, Bhukya Koteswara Rao Naik, and Alrence Santiago Halibas
Wiley
Rambabu Lavuri, Deepak Jaiswal, and Park Thaichon
Emerald
PurposeThe present study operationalizes and tests the impact of extrinsic (store environment, promotional activities) and intrinsic (hedonism, materialism) variables on impulsive buying during the COVID-19 period. It also considers the dual-factor approach (panic and impulsive buying tendency) using the “Stimulus-Organism-Response” approach and “Dual-Factor Theory”.Design/methodology/approachPurposive sampling was used to obtain data from 362 responses from retail shoppers and analyzed by path analysis. The moderation of novel constructs (scarcity and COVID-19 pandemic) examines the backdrop of retail impulse shopping.FindingsThe store environment has a detrimental effect on panic and impulsive buying. Promotional activities have a beneficial effect on impulsive buying tendency. Similarly, hedonism and materialism have a substantial positive effect on panic and impulsive buying tendencies. Between stimulus (intrinsic and extrinsic) and response variables, organism factors (panic and impulsive buying inclinations) influenced positively (impulsive buying); in terms of moderation, scarcity and the COVID-19 pandemic exhibit substantial moderation between organism and response.Originality/valueThe results contribute substantially to the existing domain of customers’ panic and impulsive purchasing behavior for the scarcity of essential items during the COVID-19 epidemic. Research in this field is limited, varied and inconclusive. New insights were obtained as this research blends the “Stimulus-Organism-Response” and Dual factor theories.
Rambabu Lavuri, Dimple Kaul, Geetha Mohan, Nirma Sadamali Jayawardena, and Park Thaichon
Emerald
PurposeThis study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.Design/methodology/approachThe data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data.FindingsConsumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism–response relationship.Practical implicationsAs a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands.Originality/valueThis study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the S-O-R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.
Rajendra Kumar Gopi, Rambabu Lavuri, and K Francis Sudhakar
Emerald
PurposeThe purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry, with mediating (attitude [ATT]) and moderating (product involvement [PT]) effect. We used the stimulus– organism–responses theory as a theoretical underpinning.Design/methodology/approachWe collected 307 responses from fashionable consumer who was purposed fashion products recently through convenience sampling approach and analysed the data with structural equation modelling and PROCESS macro.FindingsThe results illustrated that AC and consumer empowerment had a significant impact on consumer attitude and their WB. Likewise, consumer attitude had a positive mediating association between AC, consumer empowerment and WB. PI significantly moderated the relationship between ACs, consumer empowerment with attitude and attitude with WB.Originality/valueThis study is one of the new research works of its kind, which examines the role of AC and consumer empowerment on WB in the fashion industry. This study contributes to the growing amount of literature on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry.
Umair Akram and Rambabu Lavuri
Wiley
AbstractThis research aims to examine luxury shoppers' webrooming intention, mediating (utilitarian value and hedonic value), and moderating (online perceived risk and reviews) effects. We used the stimulus‐organism‐response theory to provide a solid and holistic understanding of the concept. We collected 431 original survey data from Indian luxury shoppers who recently purchased luxury products and used structural equation modeling for data analysis. Results show that consumer traits (need for interaction and need for touch) had a positive impact on the perceived values (hedonic and utilitarian value) and webrooming intention. Channel‐related factors such as perceived ease of use had a direct impact on the hedonic value, while perceived usefulness had a direct impact on utilitarian value. Perceived values (hedonic and utilitarian values) positively mediated the channel and consumer traits factors and webrooming intent. Online perceived risk and reviews significantly moderated the relationship between perceived value and webrooming intent. This study adds to the knowledge of luxury marketing by analyzing webrooming and channel flipping.
Umair Akram, Rambabu Lavuri, Aisha Rehman Ansari, Ratri Parida, and Muhammad Junaid
Informa UK Limited
Rambabu Lavuri, Ratri Parida, and Sonia Singh
Emerald
PurposeThis research study uses the theory of planned behavior to investigate the factors such as environmental concern, perceived control behavior and subjective norms that foster green purchasing intention in the developing market, with the moderating influence of environmental knowledge.Design/methodology/approachConvenience and purposive sampling were used to obtain data from 418 respondents, which were analyzed using structural equation modeling.FindingsThe findings revealed that environmental concern had a significant impact on the subjective norms, green attitude and perceived behavioral control; subjective norms had a positive impact on the green attitude, did not on perceived behavioral control and green purchase intention directly; perceived behavioral control had a significant impact on green attitude directly but did not green purchase intention; green attitude had a significantly impacted the green purchase intention. Environmental knowledge had a strong moderation association between green attitude and green purchase intention.Originality/valueThe study explores the complex relationships between various factors, including environmental concern, subjective norms, perceived behavioral control, green attitude and environmental knowledge, and their impact on green purchase intention which can provide a more nuanced understanding of the drivers for sustainable consumption. Additionally, the study's finding on the moderating effect of environmental knowledge on the relationship between green attitude and green purchase intention may be a novel contribution to the existing literature.
Rambabu Lavuri and Umair Akram
Informa UK Limited
Jaspreet Kaur, Rambabu Lavuri, Ratri Parida, and Sujay Vikram Singh
IGI Global
The purpose of this manuscript is to understand how the elements of the game apps impact the intention of purchase of a consumer with the mediating effect of perceived enjoyment, hedonic value, and social interaction to derive benefits designed in terms of marketing strategies. Quantitative data obtained from the non-probability sampling via a standardized questionnaire in the design of exploratory analysis was done to examine the effect of gamification on behaviour intention by adopting mechanic-dynamics-aesthetics (MDA) framework. The findings of the research indicated that fun as a sub-element of mobile gamification can significantly affect social interaction, and storytelling has a significant impact on perceived enjoyment. The study identifies perceived enjoyment as an important antecedent of consumer intention to involve gamification. This provides managers and developers to focus on dynamics, mechanics, and proper feedback systems with the emergence of new technologies.
Rambabu Lavuri, Abhinav Jindal, and Umair Akram
Emerald
Purpose The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk. Design/methodology/approach Convenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data. Findings The results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect. Practical implications This research reveals a high degree of hedonic and utilitarian values, as well as low-risk features that might improve consumer attitudes about online impulsive behavior. Originality/value This research will aid e-retailers in building new strategies and plans to increase sales volume and strengthen relationships with online customers via the provision of trust and security throughout the purchase process.
Rambabu Lavuri
Elsevier BV
Jaspreet Kaur, Ratri Parida, Sanjukta Ghosh, and Rambabu Lavuri
Emerald
Purpose This study aims to examine the impact of the three dimensions of materialism, namely, possessiveness, envy and non-generosity along with attitude on the purchase intention of sustainable luxury products. Design/methodology/approach The research study contains a descriptive approach to research with a quantitative analysis done with exploratory and confirmatory factor analysis with 229 respondents. Findings The findings of the results contribute to research by extending the model of the theory of planned behavior with the material dimensions as an add-on. Research limitations/implications The same could have been extended to all major metro cities of Indian where luxury brands are present in malls. Practical implications This shows that the consumer with a high level of materialism trait would be a very prospective segment for sustainable luxury brands. Originality/value The study shows that the three dimensions of materialism do impact the purchase intention of sustainable luxury producers and these findings will be crucial for devising consumer behavior-based strategies for sustainable luxury brands.
Indrila Goswami Varma, Bhawana Chanana, Rambabu Lavuri, and Jaspreet Kaur
Emerald
PurposeThe unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due to economic insecurity and fears of death have resulted in a paradigm shift away from consumer materialism and toward consumer spiritualism. The present study examines the effect of various dimensions of “spirituality” on consumers’ conspicuous consumption of fashion. The study employs a descriptive empirical research design to determine the impact of multiple dimensions of spirituality on the conspicuous consumption of Generation Z in India. These dimensions include General spirituality belief, Global personal spirituality and reincarnation spirituality. Additionally, the moderating effect of dispositional positive emotion on the relationships mentioned above has been investigated.Design/methodology/approachThe data were accumulated through purposive sampling from 517 Generation Z consumers and analyzed using structural equation modeling.FindingsReincarnation, general personal and global personal spirituality had a direct positive impact on conspicuous consumption of fashion. Dispositional positive emotion had a positive moderation effect between the reincarnation, general personal and global personal spirituality and conspicuous consumption.Originality/valueThe study will assist fashion brands and retailers in better understanding consumer behavior and associated opportunities and threats post COVID-19. For merchants and business owners in emerging countries, this study will help them to apply new techniques for keeping customers. It is useful to evaluate a shopper’s views towards spirituality, disposition and conspicuous consumption.
Rambabu Lavuri and Vidyadhar Reddy Aileni
Informa UK Limited
Rambabu Lavuri, Charbel Jose Chiappetta Jabbour, Oksana Grebinevych, and David Roubaud
Elsevier BV
RECENT SCHOLAR PUBLICATIONS
MOST CITED SCHOLAR PUBLICATIONS
Publications
1. Kaur, Jaspreet; Parida, Ratri; Ghosh, Sanjukta; LAVURI, R. (2021). Impact of Materialism on Purchase Intention of Sustainable Luxury Goods: An Empirical Study in India. Society and Business , ABDC-B Category, SCOPUS-Q2). Accepted (EMERLAD)
2. LAVURI, R, (2021). Extending the theory of planned behaviour: Factors fostering on millennial intention to Purchase of Eco-Sustainable Products in an emerging market. Journal of Environmental Planning and Management. . (ABS, ABDC-B Category, SCOPUS-Q2). Accepted (Taylor & Frncis)
3. LAVURI, R. (2021). Intrinsic factors affecting online impulsive shopping during the Coivd-19 in emerging markets. International Journal of Emerging Markets. Vol. ahead-of-print No. ahead-of-print. . (ABS, ABDC-B Category, SCOPUS-Q2, Web of Science). Accepted: (EMERLAD)
4. LAVURI, R, Eddy JUSUF, Ardi GUNARDI (2021). Green Sustainability: Factors Fostering and Behavioural Difference Between Millennial and Gen Z: Mediating Role of Green Purchase Intention. Economics and Environment (ISSN: 0867-8898), 13(9), 8-38:(SCOPUS: Q3, Web of science)
5. Erni Rusyani; LAVURI, R; Ardi Gunardi (2021). Purchasing eco-sustainable products: Interrelationship between environmental knowledge, environmental concern, green attitude, and perceived behavior. Sustainability, 13(9), 4601.(SCOPUS: Q2, Web of science) .