Purpose of the study: The global buzz around sustainability is flourishing hotfooted in recent ye... more Purpose of the study: The global buzz around sustainability is flourishing hotfooted in recent years, particularly because of its potential aptness to influence consumers’ view and, consequently, their buying choices. Sustainable transportation with effective carbon management has become first choice of contemporay consumer. This averment can be a leveraged by cab aggregators by adopting it in their marketing strategies. A green innovative business model that strives to deliver efficiency, mobility, speed, and overall sustainability will prove as a blue ocean for cab aggregators. Based on this cogitation, the paper aims to identify and consolidate the various relevant factors affecting consumers’ green services purchase intention on cab aggregators. It also attempts to propose green ocean marketing strategy for cab aggregators. Methodology: To achieve these objectives, the researchers have done an exhaustive review of extant literature and designed a questionnaire to capture primary...
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Papers by Mredu Goyal