SUSTAINABLE BUSINESS MODEL FOR CAB AGGREGATORS: A CONFIRMATORY FACTOR ANALYSIS

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 data from the 663 valid respondents from the population of Jaipur City, India. The sampling method used was convinient sampling. To test the relation between constructs and confirm the research hypotheses Confirmatory Factor Analysis followed by Structural Equation Modelling was used. Main Findings: The study identifies the main factors affecting green service purchase intentions of consumers. Applications of this study: The study suggests practical implications for an effective green ocean marketing strategy. Novelty/Originality of this study: The proposed model of effective green ocean marketing strategy for cab aggregators will assist marketers to design their marketing strategies effectively.