Volume 56, Issue 4, April 2026

Articles

• Smart Immersion in Marketing : A Study of Technology Convergence and Purchase Intention

  Arhita Uppal, Sonali Banerjee, Vaishali Agarwal, Priyanka Chadha

  10-29

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  DOI: https://doi.org/10.17010/ijom/2026/v56/i4/175975

• Analyzing Solar Adoption Using Lemons Market Problem with Diffusion of Innovations Theory

  Kimaya Nahar, Madhura Ranade

  30-46

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  DOI: https://doi.org/10.17010/ijom/2026/v56/i4/175444

• Consumer Ethnocentrism and Generational Purchase Intentions for Indigenous Products

  Richa Chauhan, Vidhi Kaul, Sapna Yadav, Tanushree Sanwal, Sandhya Avasthi, Gaurav Shah

  47-63

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  DOI: https://doi.org/10.17010/ijom/2026/v56/i4/175296

• Sustainable Marketing in Action : A Multi-Theoretical Model of Consumer Transformation Toward Energy-Saving Behavior

  Sowmiya R., M. Velavan

  64-86

  • Requires Subscription or Fee PDF (INR 450)

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  DOI: https://doi.org/10.17010/ijom/2026/v56/i4/175414