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.
Author(s): Subrata Chattopadhyay, Sundeep Singh Sondhi, Arunava Dalal
Series: Routledge Studies in Marketing, 28
Publisher: Routledge
Year: 2022
Language: English
Pages: 344
City: London
Cover
Half Title
Series Page
Title Page
Copyright Page
Table of Contents
Contributors
PART I: Sustainable Consumer Culture
1 Understanding the Nuances Influencing Sustainable Consumer Online Brand Engagement
PART II: The New Consumption Patterns
2 Towards Sustainable Practices during COVID-19: Addressing Consumer Attitudes and Preferences towards Food Waste Prevention in Restaurants under the “New Normal”
3 A Study on the Consumers’ Satisfaction of FinTech Solutions Provided by an Indian Major Bank during COVID Times
PART III: Green Marketing
4 Young Consumers’ Green Purchasing Behavior with Reference to Green Marketing
5 Green Marketing: A Study of Consumer Perception with the Help of Demographic Factors in Kolkata, West Bengal
PART IV: Post COVID – Marketing Values
6 Factors Triggering Panic Buying Behaviour among Indian Consumers during COVID-19 Pandemic
7 Factors Influencing the Growth of E-Pharmacy during Pandemic Times in India
8 When the Going Gets Tough, the Tough Gets Going – A Study on Healthcare, Societal and Financial Challenges Faced by Survivors of COVID-19
PART V: Sustainable Opportunities
9 Sustainability Consciousness: Exploring Consumer’s Commitment to Sustainability Ideals and Its Role in the Purchase of Sustainable Beauty Products
10 Building Skills for Sustainable Development – A Key for Business Excellence
11 A Study to Understand the Behaviour of Indian Consumers towards the Sustainable Attributes of Hotel Industry
12 Primer on the Sustainable Consumption
13 Understanding Bullwhip Effects in Vegetable and Fish Supply Chain and Providing Sustainable Marketing Solutions: A Study on the Cachar District of Assam
14 Exploring the Determinants toward Sustainable Growth in Handicraft Sector
PART VI: Sustainable Business Strategy
15 Scope and Issuance of Green Bonds in India and Abroad (So Far) – An Introspection toward the Existing Literature
16 Value Chain Analysis of Agri-commodities: A Systematic Review of Mangoes in India
17 A Cognitive Study of Sustainable Strategy Restructuring and Business Value Development for Travel and Tourism Industry in the Light of “Airbnb” Catastrophe
18 Factors of Self-congruity and Personality Traits in Conjunction and Its Impact on Buying Behavior of Gen Z toward Personal Care Beauty Products
19 Ecologisation in Marketing: A Realm of Disaster Risk Reduction and Business Continuity
20 Mystery Behind the Success Story of ‘Mad-At-You (MAY)’- Musings from World Class Viral Marketing Efforts-(Capsule Ensemble of Select Events during 2009–2015)
21 Factors Affecting the Diffusion of Private-Label Brands: A Review of Literature
22 Integration of Sustainability in Business through Finance
23 A Study on Sustainable Working Capital Composition and Financing Pattern of Non-Financial Industries in India
Index
