Sustainable marketing and customer value

Table of Contents

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

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.