All Outputs (26)

A Quantitative study on the consumption of organic fruits and vegetables in Vietnam (2025)
Journal Article
Thuy, N. N., Saxena, G., Bhattarai, K., & Anh, H. H. (2025). A Quantitative study on the consumption of organic fruits and vegetables in Vietnam. SAGE Open, 15(2), https://doi.org/10.1177/21582440251348843

This study explores the key factors that shape Vietnamese consumers' intentions to purchase organic fruits and vegetables, with a particular focus on the role of consumer trust. Analysis of data collected from 330 randomly sampled individuals in Ho C... Read More about A Quantitative study on the consumption of organic fruits and vegetables in Vietnam.

Exploring Social Identity and Responsible Consumption Behaviour Paradox Among Muslim Households: Food Waste During Ramadan (2024)
Thesis
Mohamed, H. (2024). Exploring Social Identity and Responsible Consumption Behaviour Paradox Among Muslim Households: Food Waste During Ramadan. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/5088340

Food waste has emerged as a critical global issue exacerbated by climate change and food insecurity. While research has extensively examined food waste behaviours in developed economies, limited attention has been given to Muslim communities, especia... Read More about Exploring Social Identity and Responsible Consumption Behaviour Paradox Among Muslim Households: Food Waste During Ramadan.

Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships (2023)
Journal Article
Elsharnouby, M. H., Jayawardhena, C., & Saxena, G. (online). Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships. Management & Sustainability: An Arab Review, https://doi.org/10.1108/MSAR-07-2023-0037

Purpose
Avatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands... Read More about Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships.

A critical review of entrepreneurial marketing strategies and entrepreneurs’ identities – Case insights from women-owned Micro and Small Enterprises in Vietnam (2023)
Thesis
Phuong Minh Tran, N. (2023). A critical review of entrepreneurial marketing strategies and entrepreneurs’ identities – Case insights from women-owned Micro and Small Enterprises in Vietnam. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4923181

The link between behaviour and identity has long been an essential query in social psychology but has only recently been applied in the field of entrepreneurship. Yet, despite the increasing interest in this research area, the discussion of the link... Read More about A critical review of entrepreneurial marketing strategies and entrepreneurs’ identities – Case insights from women-owned Micro and Small Enterprises in Vietnam.

An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers (2023)
Thesis
Kinawy, R. N. Z. An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4260894

Building on social identity theory, this study develops and investigates a conceptual model that assesses the effect national identity has on the willingness to pay for local origin products. A systematic literature review highlighted the the... Read More about An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers.

Critical evaluation of the impact of multi- stakeholders’ practices on food waste management in the Garki districts of Abuja, Nigeria– a qualitative study (2022)
Thesis
Ogunbiyi, V. O. Critical evaluation of the impact of multi- stakeholders’ practices on food waste management in the Garki districts of Abuja, Nigeria– a qualitative study. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4247304

This research focuses on the main causes of food waste and strategic approaches that can be applied in reducing food service sector waste in the context of the Garki district of Abuja, Nigeria. Food waste (FW) is a global concern which is intricately... Read More about Critical evaluation of the impact of multi- stakeholders’ practices on food waste management in the Garki districts of Abuja, Nigeria– a qualitative study.

An Investigative Study for Corporate Social Responsibility Practices and Sustainability in The Tourism Supply Chains in Egypt (2022)
Thesis
Abouhashish, N. (2022). An Investigative Study for Corporate Social Responsibility Practices and Sustainability in The Tourism Supply Chains in Egypt. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4912571

Sustainable supply chain management ‘SSCM’ has emerged as an important standard for companies to achieve better profit, market share and competitiveness. With sustainability, companies are increasingly taking steps towards better environmental, socia... Read More about An Investigative Study for Corporate Social Responsibility Practices and Sustainability in The Tourism Supply Chains in Egypt.

Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage (2022)
Journal Article
Zaky, A., Mohamed, H., & Saxena, G. (2022). Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage. European Journal of Marketing, 56(12), 3313-3346. https://doi.org/10.1108/EJM-11-2020-0796

Purpose-This study aims to conceptualise the panic buying behaviour of consumers in the UK during the novel COVID-19 crisis, using the assemblage approach as it is non-deterministic and relational and affords new ways of understanding the phenomenon.... Read More about Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage.

Role of Sundarbans bagh bidhwa entrepreneurs in tourism (2022)
Journal Article
Rajoana, J., & Saxena, G. (2022). Role of Sundarbans bagh bidhwa entrepreneurs in tourism. Annals of Tourism Research, 97, Article 103486. https://doi.org/10.1016/j.annals.2022.103486

This study sheds light on the role bagh bidhwa (tiger widow) entrepreneurs play in engendering sustainable rural tourism in the Sundarbans area of Bangladesh. According to the data collected in 2017 by author from the Bangladesh Forest Department, an... Read More about Role of Sundarbans bagh bidhwa entrepreneurs in tourism.

Study of new technological implications to improve food productivity and security in Ghana : case insights into the use of drones in cocoa farming (2022)
Thesis
Afranie, S. B. Study of new technological implications to improve food productivity and security in Ghana : case insights into the use of drones in cocoa farming. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4224464

Since the early 1980’s, in developed countries such as Japan and the United States of America, several technological applications have been used experimentally to boost food production and enhance farming practices, especially in areas which are not... Read More about Study of new technological implications to improve food productivity and security in Ghana : case insights into the use of drones in cocoa farming.

Spiritual capital (Adhyatmik Shompatti) – a key driver of community well-being and sustainable tourism in Cox’s Bazar, Bangladesh (2020)
Journal Article
Saxena, G., Mowla, M. M., & Chowdhury, S. (2020). Spiritual capital (Adhyatmik Shompatti) – a key driver of community well-being and sustainable tourism in Cox’s Bazar, Bangladesh. Journal of Sustainable Tourism, 1-27. https://doi.org/10.1080/09669582.2020.1745216

Abstract
In this paper, we examine two dimensions of social interface as key contributors to spiritual capital in the coastal community of Cox’s Bazar in Bangladesh. These include an extended set of interactional networks or meaning-making processes... Read More about Spiritual capital (Adhyatmik Shompatti) – a key driver of community well-being and sustainable tourism in Cox’s Bazar, Bangladesh.

“From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women (2020)
Journal Article
Rangwala, S., Jayawardhena, C., & Saxena, G. (in press). “From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women. European Journal of Marketing, https://doi.org/10.1108/EJM-02-2019-0135

Purpose – This study aims to explore consumption practices of new middle-class Indian women to explicate how they are challenging traditional social norms and redefining their identity through their consumption practices.

Design/methodology/approa... Read More about “From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women.

Participative co-creation of archaeological heritage: Case insights on creative tourism in Alentejo, Portugal (2019)
Journal Article
Ross, D., & Saxena, G. (2019). Participative co-creation of archaeological heritage: Case insights on creative tourism in Alentejo, Portugal. Annals of Tourism Research, 79, Article 102790. https://doi.org/10.1016/j.annals.2019.102790

This paper focuses on the creative ingenuity of tourism providers in storying and providing varied readings of archaeological sites that have been physically lost. In conceptualising providers' efforts in mobilising (in)tangible aspects of archaeolog... Read More about Participative co-creation of archaeological heritage: Case insights on creative tourism in Alentejo, Portugal.

The ethical dimension in political market orientation: a framework for evaluating the impact of India’s Look East policy on regional income convergence (2019)
Journal Article
Choudhury, H., Kopacsi, Z. L., Saxena, G., & Mishra, N. (2021). The ethical dimension in political market orientation: a framework for evaluating the impact of India’s Look East policy on regional income convergence. Journal of Business Ethics, 168(2), 353–372. https://doi.org/10.1007/s10551-019-04169-w

In this paper, we employ what we term as ‘the ethical dimension in political market orientation (PMO)’ framework to underline how an integration of information from relevant stakeholder groups can inform the formulation of market-oriented, yet ethica... Read More about The ethical dimension in political market orientation: a framework for evaluating the impact of India’s Look East policy on regional income convergence.

Scarborough based study on bodies’ affective capacities (2017)
Journal Article
Saxena, G. (2017). Scarborough based study on bodies’ affective capacities. Annals of Tourism Research, 68, 100-110. https://doi.org/10.1016/j.annals.2017.12.002

This paper conceptualises leisure-seekers’ sociality using Deleuze and Guattari’s framework of Body without organs (BwO). Data, collected in Yorkshire’s coastal town of Scarborough, indicate how the ‘beach’ acts both as a magnet and a protective shel... Read More about Scarborough based study on bodies’ affective capacities.

An investigation of the influence of luxury values perception in China : insights of theory of planned behaviour (2017)
Thesis
Sivapathy, A. An investigation of the influence of luxury values perception in China : insights of theory of planned behaviour. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4224305

This thesis aims to investigate the effect of luxury values on Chinese consumer’s purchasing intention-behaviour predicting by attitudes towards the behaviour, subjective norms, and perceived behavioural control and consumer knowledge in China.

Th... Read More about An investigation of the influence of luxury values perception in China : insights of theory of planned behaviour.

Archaeological tourism : a creative approach (2017)
Journal Article
Ross, D., Saxena, G., Correia, F., & Deutz, P. (2017). Archaeological tourism : a creative approach. Annals of Tourism Research, 67, 37-47. https://doi.org/10.1016/j.annals.2017.08.001

This theoretical paper conceptualises the role of tourism providers in facilitating creative tourism experiences by focusing on their ingenious enterprise, which we argue can help capture the tourism potential of intangible archaeological heritage. I... Read More about Archaeological tourism : a creative approach.

Marketing rural tourism: Experience and enterprise (2016)
Book
Saxena, G. (2016). Marketing rural tourism: Experience and enterprise. Edward Elgar Publishing. https://doi.org/10.4337/9781784710880

Gunjan Saxena seeks to encourage a fuller understanding of rural tourism marketing by uncovering the lived experiences and enterprise of different actor groups as they respond to the impact of tourism on their communities and cultural identities. In... Read More about Marketing rural tourism: Experience and enterprise.

An investigation of tourism stakeholder networks and cluster sustainability in Samui Island, Thailand (2016)
Thesis
Nisarat Thaithong. An investigation of tourism stakeholder networks and cluster sustainability in Samui Island, Thailand. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4218388

This research focuses on main challenges and opportunities in developing sustainable tourism in Samui Island, one of the well-known tourist destinations in Thailand. The island is rich in environmental and cultural resources as well as being a popula... Read More about An investigation of tourism stakeholder networks and cluster sustainability in Samui Island, Thailand.

A study of viability and the management of knowledge in community enterprises in Thailand (2015)
Thesis
Wisontheera Mettanont. A study of viability and the management of knowledge in community enterprises in Thailand. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4224024

This research is related to the viability and management of knowledge in community enterprises (CEs) in Thailand. CE is a term that represents a range of business activities which are founded and operated by local people in order to strengthen econom... Read More about A study of viability and the management of knowledge in community enterprises in Thailand.