The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between the situational self-consciousness and involvement was also investigated.

The research study focuses on the Factors influencing Consumer Purchasing Behavior of Organic Skin Care Products in Sri Lanka. The researched has carried out a quantitative study using a structured questionnaire taking the sample size as the customers who are in the Western Province of Sri Lanka.Customer knowledge and value have an association on purchase intent, according to the study. As a result, it's clear that product knowledge, prior experience, environmental awareness, and health awareness all play a role in customers' decisions to buy organic skincare products in Sri Lanka. The study's findings aid top executives in setting strategic goals while concentrating on new product positioning areas that improve financial performance. As a result of this research, organic products can be tailored to meet the needs of customers, encouraging them to adopt a more organic lifestyle.

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La recherche se propose d’introduire en sciences de gestion le concept de cherté de la vie du point de vue des consommateurs. Pour ce faire, la recherche propose, dans un premier temps, de définir le concept de cherté de la vie tel qu’évalué par les consommateurs et d’en identifier son contenu. Dans un second temps, la recherche pose la question des antécédents de cette évaluation et de ses conséquences sur le comportement d’achat des consommateurs.La démarche empirique s’appuie sur une Mixed Methods Research. Il s’agit là d’une méthode de recherche qui implique de combiner à la fois les éléments d’une approche quantitative et d’une approche qualitative à des fins de compréhension et de corroboration. Dans cette optique, deux principales études empiriques ont été réalisées : (1) une étude exploratoire qualitative composée de plusieurs méthodes de collecte de données (entretiens semi directifs, netnographie, sondage en sortie de supermarché) et (2) une étude quantitative confirmatoire menée auprès de 700 résidents de l’île de La Réunion.L’étude qualitative permet (1) de déterminer les causes de cette cherté de la vie du point de vue des consommateurs, (2) de définir l’évaluation de la cherté de la vie et de structurer son contenu et (3) d’analyser les conséquences de cette évaluation sur le comportement d’achat des consommateurs. A la lumière de ces premiers résultats et de la revue de la littérature, une série d’hypothèses ainsi que le modèle de la recherche qui en découle sont alors formulés. Hypothèses et modèle testés lors de la phase quantitative.L’étude quantitative permet quant à elle (1) de valider un instrument de mesure de l’évaluation de la cherté de la vie, (2) de mettre en évidence l’influence de l’évaluation de la cherté de la vie sur les comportements d’achat des consommateurs, et (3) de souligner le rôle modérateur de la préoccupation du maintien du pouvoir d’achat (PPA). La recherche a comme principaux apports la conceptualisation de la cherté de la vie du point de vue des consommateurs et la mise en exergue des conséquences de cette évaluation sur les habitudes de consommation des individus. Les résultats permettent ainsi d’alimenter la réflexion sur la nécessité, pour les managers, de tenir compte de / The research proposes to introduce the concept of high cost-of-living from customers’ point of view into managementscience. In order to do this, the research first proposes to define the concept of high cost of from customers’ point of viewand to identify its content. Secondly, the research focuses on the antecedents of the concept and its consequences onconsumers' purchasing behavior.The empirical approach is based on a Mixed Methods Research. This is a research method that involves combining boththe elements of a quantitative and qualitative approach in order to understand the high cost-of-living from customers’point of view. Two main empirical studies have been carried out: (1) a qualitative exploratory study composed of severalmethods of data collection (semi-directive interviews, netnography, survey at the exit of a supermarket) and (2) aquantitative confirmatory study with a sample of 700 residents of Réunion Island.The qualitative study allows (1) to determine the causes of this high cost-of-living from customers’ point of view, (2) todefine the concept and to structure its content and (3) to analyze the consequences of this evaluation on consumerpurchasing behavior. From the results of the qualitative study and the literature review, a series of assumptions and themodel of research are formulated. The assumptions and the model are tested during the quantitative study.The quantitative study allows (1) to validate a measuring instrument of evaluation of the high cost-of-living, (2) todetermine the influence of this evaluation on consumer buying behavior, and (3) to emphasize the moderating role ofPPA.The main contributions of this research are the conceptualization of the high cost of living from customers’ point of viewand the description of the consequences of this evaluation on consumer.

Purpose – The purpose of this study is to analyze the relationship between personal norms and pro environmental intentions of youth travelers in Sweden including the intention to involve in sustainable purchasing behaviors while travelling (IISPB), intention to involve in recycling activities while travelling (IIRA) and intention to preserve natural and local resources while travelling (IPNLR). Also the study aims to test the moderating impact that the environmental awareness and ascribed responsibility have on the relationship between personal norms and pro environmental intentions considered. Design/Methodology/Approach- The study distributed an online questionnaire among university students in Sweden employing non probability sampling methods of volunteering sampling and snowball sampling methods. Answers of 293 completed questionnaires were subjected to the analysis, employing structural equation modelling, muli group structural equation modelling. Findings – The results indicated positive and substantial relationships between personal norms and each pro environmental intention considered in the study (IISPB, IIRA & IPNLR). Both environmental awareness and ascribed responsibility could not be tested for its moderating influence on the relationship between personal norms and each pro environmental intention due to the existence of metric variance in the measurements. Practical Contribution –Considering the highly influential impact of personal norms on pro environmental intentions, the study proposes the destination marketing organizations across Sweden to address the moral obligations of young travellers to ensure environmentally friendly behaviors within their destinations. The study proposes to do this via implementing advertising and awareness campaigns, devised to activate the personal norms of young tourists. Value/Originality- This study contributes to the existing gap in tourism literature regarding the application of Norm Activation Model as a moderator model in pro environmental intentions of young travellers in Sweden.