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1379. Exploring subscription-based online services (SOS) for sustainable businesses of indigenous cottage products: a behavioural study on cottage textile subscription via SEM

Invited abstract in session WD-18: Developing Countries and Sustainable Humanitarianism , stream OR for Development and Developing Countries.

Wednesday, 14:30-16:00
Room: 42 (building: 116)

Authors (first author is the speaker)

1. SHIVAM SINGH
Department of Mechanical Engineering, Indian Institute of Technology Delhi
2. Nomesh Bolia
Department of Mechanical Engineering, Indian Institute of Technology (IIT), Delhi

Abstract

SOS is an e-commerce format that is getting popular across many products like apparel, food, medicine, baby care, cosmetics, and more. Many brick-and-mortar firms are adopting SOS as their revenue model. SOS can efficiently provide sustainable revenue to industries facing economic sustainability issues, like the cottage industry, and help contribute to SDG 8. However, it is crucial to analyse customer's intention to subscribe to any SOS.
Thus, using the structural equation modelling method, this study analyses factors related to consumer attitude, motives, and barriers affecting the intention to subscribe (ITS) to handcrafted textiles that face sustainable revenue issues. This study is novel as the variables include product consumption and subscription viewpoint. Multiple theories from the literature support the model, which improves the model's generalizability. Results show that consumers' attitudes and motives towards consumption and subscription positively affect ITS. In contrast, perceived risks, market and consumption barriers negatively affect ITS. This work finds availability and cost issues as significant obstacles to cottage textile consumption. SOS's doorstep availability and reasonable price attributes can shift such consumers towards availing cottage textile subscriptions. SOS retailing thus indicates a positive market outlook. The results are checked for demographic and psychographic group differences that enhance the market implications of this study.

Keywords

Status: accepted

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