Post-Covid 19, Online consumer purchase behavior in Pakistan

Since Covid-19, there has been a rise in e-commerce and online brands' influence on consumer buying behavior. It is crucial to investigate the factors that impact online consumer purchase behavior. Applying the theory of reasoned action (TRA), our study seeks to assess the extent to which customer satisfaction and perceived risks build trust and how trust, consumer engagement, and ease of purchase would act as reasons for consumers to engage in e-commerce in Pakistan. Using data gathered from 400 respondents via a questionnaire, we have demonstrated the precise relationship between these six constructs. Results indicate that customer satisfaction positively influences trust while perceived risks negatively affect it and that trust and consumer engagement positively and directly impact purchase behavior. Online retailers should improve these factors and modify the online environment to increase sales from their e-channels and improve customer retention

Genetic Response of Citrus Rootstocks Against Selected Abiotic Stresses

Climate change is a change in the statistical distribution of weather patterns when that change lasts for an extended period. Climate change and agriculture are interrelated processes and effect in number of ways. Pakistan has long spells of drought which, experts believe, are a result of climate change. Citrus fruits are one of the largest fruit crops in the world. In Pakistan ample availability of natural resources provides the favorable regime for the development of citrus industry. Citrus problem faces several problems including biotic and abiotic stresses. Role of rootstocks in citrus is one of the most debatable and discussed issues and its selection is a major consideration under planning any citrus orchard. Present research was planned for genetic characterization and evaluation of modern rootstocks tolerant/resistant to selected abiotic stresses i.e., drought and high temperature. Experiments were conducted to screen out various modern citrus rootstocks including local commercial rootstocks (Rough lemon and Sour orange) against high temperature and water stress. Drought was induced based on field capacity of citrus rootstock relative to water requirement of citrus, high temperature stress was applied with relative to five years maximum temperature range. Four-month-old uniform seedlings were selected for the stress treatments. Gas exchange parameters were recorded at four different times. Horticultural parameters, plant water status and chlorophyll fluorescence at different wavelength was recorded of stresses. From overall results it was concluded that Brazilian sour orange and Keen sour orange showed tolerance against selected stresses and Savage citrange and Yuma citrange were susceptible against the stresses. For the confirmation of tolerance, expression of stress related genes was tested. Proper detailed bioinformatic analysis were performed for the selection of primer related to heat shock protein and major intrinsic proteins. One tolerant (Brazilian sour orange) and one susceptible (Savage citrange) was selected for the genetic expression analysis against the heat shock proteins (CsHsp70, CsHsp70.1 and CsHsp90) and major intrinsic proteins (CsPIP2, CsTIP2 and CsTIP1). Genetic expression of genes showed Brazilian sour orange with high expression level of Hsp70 and Hsp90 against the temperature stress. MIP such as P1P and T1P depicted high expression against the water stress and both Hsp and MIP expression under combined drought and temperature stress. It can be concluded from the study that Brazilian sour orange was tolerant against high temperature and water stress, but Savage orange was susceptible.