Environmental friendly products and packaging are necessary for survival and competing in the current markets. This paper examines the effect of green skepticism on green purchase intentions in the context of Indian households. The study proposed a model with relationships between the antecedents of green purchase intentions. The primary data (n345) is collected through a structured self-administered questionnaire, establishing validity and reliability through confirmative factor analysis (CFA). The results of structural equation modelling (SEM) support that green skepticism does not affect green purchase intentions directly but through environmental knowledge and concern. Environmental knowledge and concern have a robust direct positive effect on green purchase intentions. The study summarizes consumer skepticism as an essential indirect input to green purchase behaviour. The research contributes to the marketing literature by supporting the contention that consumer skepticism plays a vital role in green purchase behaviour and added further evidence.

This article provides a detailed investigation and assessment of publication trends, authors productivity, citation impact, keyword frequencies, and co-citation networks in studies related to market orientation in the iron and steel industry from 1964 to 2024. The analysis was conducted using Biblioshiny and Nvivo, based on 19 documents sourced from the Scopus database. Additionally, the study examines common buzzwords beyond marketing and economic aspects, with a particular focus on the iron and steel industry. Co-citation networks are analyzed to understand the connections between researchers and their contributions. The results highlight the interconnectedness of various research areas and the significance of specific topics in shaping academic discourse and influence within the industry. This study provides insights into the research dynamics and intellectual landscape of the field, emphasizing key processes, market strategies, environmental, and economic elements. It offers valuable information for academics, policymakers, and industry participants seeking to understand the development and impact of research in this area.