Volume 55, Issue 12, December 2025

Articles

• Green Marketing Dynamics : Analyzing Greenwashing, Brand Trust, and Consumer Purchase Intentions

  Udipta Shankar Hazarika, Sujata Khandai, Harpuneet Singh Kohli

  9-25

  • Requires Subscription or Fee PDF (INR 450)

  DOI: https://doi.org/10.17010/ijom/2025/v55/i12/175865

• Green Choices : A Qualitative Study of Online Personal Care Products’ Purchasing Behavior

  Nikita Panwar, Dasharathraj K. Shetty, Sandeep S. Shenoy, Anuj Kumar

  26-41

  • Requires Subscription or Fee PDF (INR 450)

  DOI: https://doi.org/10.17010/ijom/2025/v55/i12/175866

• Brand Value Co-Creation and Brand Evangelism : A Study on Sustainable Skincare Products

  Simra Mujahid, Sujata Khandai, Umashankar Venkatesh

  42-58

  • Requires Subscription or Fee PDF (INR 450)

  DOI: https://doi.org/10.17010/ijom/2025/v55/i12/175867

• Prompt-to-Purchase : Leveraging Generative AI to Revolutionize E-Tail (Electronic – Retail) Customer Engagement

  Arunangshu Giri, Wendrila Biswas

  59-70

  • Requires Subscription or Fee PDF (INR 450)

  DOI: https://doi.org/10.17010/ijom/2025/v55/i12/175246