1st Edition
Sustainability in Marketing Practice Strategies for Industry 4.0
Consumers prefer businesses that support sustainability. This volume delves into the nuts-and-bolts of sustainable marketing and the promotion of environmentally and socially responsible products, practices, and brand values, taking a deep dive into how to integrate sustainability into a marketing strategy and how to develop, broaden, and maintain a sustainable marketing strategy that appeals to the values of the general public.
The book contains three parts with the first section detailing sustainable consumer culture, examining consumer personality traits and purchasing behavior and how to influence those purchasing decisions and gain brand loyalty. The volume also reviews sustainable business strategy practices through various studies from the banking, fashion, hospitality and tourism, and other industries. The use of artificial intelligence and machine learning in sustainable marketing is also touched upon. The final part focuses on green marketing and details the new consumption patterns prevalent in the market today.
FOREWORD by Philip Kotler
PART I: SUSTAINABLE CONSUMER CULTURE
1. Influencing Consumer Decisions through Nudge Marketing: Evidence from the Indian Fashion Industry
Kamalika Dasgupta, Joysri Datta, and Udit Chawla
2. Commodity-to-Brand Transformation: A Review and Research Agenda
Dibyendu Nandy and Sudipta Majumdar
3. Influence of Personality Traits on the Purchase Behavior of Consumers in Kolkata
Debarati Banerjee and Sudipta Majumdar
PART II: SUSTAINABLE BUSINESS STRATEGY PRACTICES
4. A Conceptual Framework to Decode the Engagement and Satisfaction of Banking Consumers in Digital Space: A Review-Based Study
Ajay Kumar Ganguly, Subrata Chattopadhyay, and Subhajit Bhattacharya
5. An Empirical Study to Understand the Parameters Affecting Customers’ Satisfaction towards Fashion Brands Following Sustainable Practices
Varsha Mishra, Jyoti Shaw, Ankita Singh, Aditya Vikram Singh, and Hena Iqbal
6. Using Sentiment Analysis to Identify Consumers’ Emotions in the Hotel Industry
Vinod Sharma, Manohar Kapse, Jeanne Poulose, and Vaishali Mahajan
7. An Introspection on Fame India Scheme in the Light of Non-Incentivized Electric Private Four-Wheelers: Potentials and Possibilities
Tripshita Saha, Shivaji Banerjee, and Mohua Banerjee
8. Application and Sustainability of AI and Machine Learning in the Various Stages of the Value Chain in Online Fashion Retail: A Conceptual Review
Radhika Pillarisetty and Pratika Mishra
PART III: SUSTAINABLE OPPORTUNITIES
9. An Empirical Study in Analyzing Customer Preferences and Adoption of Electric Vehicles
M. A. Jabbar, Udit Chawla, Varsha Mishra, Hena Iqbal, Harsh Vikram Singh, and Sarabjot Singh
10. A Study on the Growth Prospects of Q Commerce and Its Role Play in eCommerce Business in Present-Day India
Joysri Datta and Suchandra Bose
11. Key Factors Influencing Customer Preference Regarding Ecotourism from a Data Analytics Perspective
Debolina Chakraborty, Ayush Kumar Singh, Kirti P. Sharma, Shivam Prem Sharma, and Swecha Ram
12. What Factors Do Zoomers Consider While Buying Private Label Products: A Conceptual Model
Dey, Subhanan, and M. Rajkumar
PART IV: GREEN MARKETING AND THE NEW CONSUMPTION PATTERN
13. Exploring Buying Intention and Brand Loyalty of Millennials and Gen Z towards Sustainable Beauty and Personal Care Products Using a Green Mix Approach
Deboshree Barman Seal, Sudin Bag, and Kousik Mandal
14. Ecotourism: A Study of the Relationship between Demographic Factors and Satisfaction among Customers towards Ecotourism Using the Chi-Square Application
Amaan Singh, Shubham Kumar Shaw, Sahil Shaw, Priyank Kumar Agarwal, and Ayus Mehta
15. Why Do Consumers Behave . . . the Way They Do! (A Bird’s-Eye View on the Heuristics and Biases in Consumerism)
Rajib Dutta
16. Impact of Consumers’ Knowledge and Use of Food Labels on Willingness to Pay Using SmartPLS
Meha Saxena, Ankita Jain, and M. K. Sharma
17. Occupancy Monitoring to Prevent Spread of COVID-19 in Public Places Using AI
Harshrim Pardal, Manohar Kapse, Vinod Sharma, and Elangovan, N.
Biography
Subrata Chattopadhyay, PhD, MBA, is presently working as Professor, Business Administration Department, University of Engineering & Management, Kolkata, India. He is well versed in cutting-edge teaching techniques and has extensive industry connections. He has published more than 23 articles in more than 30 international journals and has presented his work at seminars and conferences. In addition, he has authored three books: Values and Ethics for Engineers and Managers, Transport Management, and Computations in Estate Management.
Udit Chawla, PhD, MBA, is presently working as Associate Professor of Business Administration at the University of Engineering & Management, Kolkata, India. He is an accomplished educator and has expertise in the programming languages R, SPSS, SAS, Python, etc. His areas of interest include business analytics, data science, machine learning, and artificial intelligence. He has published articles in international conferences and contributed to more than 15 international journals.
"This book well describes how organizations need to manage their resources and goals in turbulent times. . . . Marketers need to recognize the role of limited resources, high environmental costs, and the growing warming of our planet. Marketers need to modernize their procedures for pricing, distribution, branding, and product creation. The purpose of the marketing team is to achieve good profits within a strong policy and practice of sustainability. Companies must adopt the mantra of "reduce, reuse, and recycle" in developing their products, services. and marketing plans. We need to advance green marketing as a core task. Support for a healthy planet should be part of your regular brand messaging."
—From the Foreword by Professor Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus), Kellogg School of Management, Northwestern University
