This research has been conducted in order to identify the relationship between impulse buying, hedonic consumption and fashion involvement. For this, primary research has been conducted and data has been collected from 212 students belong to private universities of Karachi. Mediation analysis...

Green purchase behavior (GPB) is not constant and vary in different contexts. This study aims to analyze the mediation impact of green advertisement (GA) on the relationship between the environmental concern (EC), social influence (SIN), self image (SIM), and GPB. 458 responses considered to...

This study was initiated with the aim is to examine the impact of a human trait – innovativeness along with the constructs of Technology Acceptance Model on the embracement of web as a shopping medium in Pakistan. A sample size of 252 Pakistani consumers who never shopped online before has...