Khare, Arpita - In: Marketing Intelligence & Planning 32 (2014) 1, pp. 2-20
through mall intercept technique in six cities across India. Findings – ECCB and CSII scales were applicable in Indian context … findings can be of immense use to firms marketing green brands in India. Social group acceptance and conformance is important … conscious behaviour are upcoming research areas in India. There is limited research to understand Indian consumers’ concerns …
