1st Edition
Sustainable Marketing and Customer Value
Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which markets can be reached sustainably delivering value to people, planet and create prosperity.
Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability. It addresses dominant areas of research of sustainability from the marketing perspective, the origin of interest in sustainability, as well as the practice of deprioritising sustainability ideas in pursuit of short-term business goals.
Research scholars and business students will find this book of primary relevance, but it is also written for marketing academics and professionals, especially those in large corporations.
I. SUSTAINABLE CONSUMER CULTURE
Chapter 1. Understanding the nuances influencing sustainable Consumer Online Brand Engagement
Subhajit Bhattacharya and Subrata Chattopadhyay
II. THE NEW CONSUMPTION PATTERNS
Chapter 2. Towards Sustainable Practices during Covid-19: Addressing Consumer Attitudes and Preferences towards Food Waste Prevention in Restaurants under the ‘new normal’
Samuel S Mitra, Shivaji Banerjee and Peter Arockiam. A
Chapter 3. A study on the consumers’ satisfaction of fintech solutions provided by an Indian major Bank during covid times
Ajay Kumar Ganguly and Subrata Chattopadhyay
III. GREEN MARKETING
Chapter 4. Young Consumer’s Green Purchasing Behaviour with Reference to Green Marketing
Udit Chawla, Sonam Choudhary and Varsha Mishra
Chapter 5. Green Marketing -: A Study of Consumer Perception with the help of demographic factors in Kolkata, West Bengal
Jyoti Shawa, Aditya Vikram Singh, Vishal Chowdhary and Ayus Mehta
IV. POST COVID – MARKETING VALUES
Chapter 6. Factors Triggering Panic: Buying Behaviour among Indian Consumers during CO Kamalika Dasgupta and Indrani Dasgupta
Chapter 7. Factors Influencing the Growth of E-Pharmacy during Pandemic Times in India
Niharika and Vinod Sharma
Chapter 8. When the Going Gets Tough, the Tough Gets Going – A Study on Healthcare, Societal and Financial Challenges Faced by Survivors of Covid-19
Mitali Sengupta, Arijit Roy, Saikat Gupta, Satyajit Chakrabarti and Indraneel Mukhopadhyay
V. SUSTAINABLE OPPORTUNITIES
Chapter 9. Sustainability Consciousness: Exploring Consumer’s Commitment to Sustainability Ideals and its role in Purchase of Sustainable Beauty Products
Kavya Yandamuri
Chapter 10. Building Skills for Sustainable Development - A key for business excellence
Sushmita Choudhury and Anirban Datta
Chapter 11. A Study to understand the behavior of Indian Consumers towards the Sustainable attributes of Hotel Industry
Srishti Agarwal, Priyanka Kokatnur and Ajitha Prabhakar
Chapter 12. Primer on the Sustainable Consumption
Sadia Islam
Chapter 13. Understanding Bullwhip Effects in Vegetable and Fish Supply Chain and providing sustainable marketing solutions: A study on the Cachar District of Assam
Dhritiman Chanda, Nilanjan Mazumdar and D. Ghosh
Chapter 14. Exploring the Determinants towards Sustainable Growth in Handicraft Sector
Dilip Kumar
VI. SUSTAINABLE BUSINESS STRATEGY
Chapter 15. Scope & Issuance of Green Bonds in India and Abroad (So Far)- An Introspection Towards the Existing Literature
Suchandra Bose and Joysri Datta
Chapter 16. Value Chain Analysis of Agri-commodities: A Systematic Review of Mangoes in India
Aurobindo S Kiriyakere and Pratika Mishra
Chapter 17. A Cognitive Study of Sustainable Strategy Restructuring and Business Value Development for Travel and Tourism Industry in the light of "Airbnb" Catastrophe
Shivaji Banerjee, Mohua Banerjee and Tripshita Saha
Chapter 18. Factors of Self congruity and personality traits in conjunction and its impact on buying behavior of Gen Z towards Personal care beauty products.
Kadheeja Faheema, A.S.Suresh and Vinod Sharma
Chapter 19. Ecologisation in Marketing: A Realm of Disaster Risk Reduction and Business Continuity
Rajib Gupta and Arup Barman
Chapter 20. Mystery behind the Success Story of ‘Mad-at-You (MAY)’- Musings from world class Viral Marketing Efforts
Rajib Dutta
Chapter 21. Factors affecting the Diffusion of Private-Label Brands: A Review of Literature
Subhanan Dey and M Rajkumar
Chapter 22. Integration of Sustainability in Business Through Finance
Mahesh Kumar.T and Manjari Sharma
Chapter 23. A Study on Sustainable Working Capital Composition and Financing Pattern of Non-Financial Industries in India
Pinku Paul
Index
Biography
Subrata Chattopadhyay is an MSc, MBA, PhD from IIT-ISM Dhanbad. Adept at innovative teaching practices he is highly networked with the industry. He not only teaches but also practices and his students’ do adore him for the same. He has contributed in more than 30 International Journals and has published more than 23 papers in seminars and conferences. Besides, he has authored 3 books on Computations in Estate Management, Transport Management and Values and Ethics for Engineers and Managers. He is associated as life member with ISTD, CMA, PRSI, NIPM, NHRD, NFED, ISABS and does mentoring and consulting for various Organisations.
Sundeep Singh Sondhi is Head of Department of the Business Administration Department of UEM Kolkata, India.
Arunava Dalal is an Assistant Professor within the Business Administration Department of UEM Kolkata, India.
