Table Of Content

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 mar- kets can sustainably deliver value to people and the environment, 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 on sustainability from the marketing perspective, the origin of interest in sustainability as well as the practice of deprioritizing 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 for those in large corporations. Subrata Chattopadhyay received his MSc, MBA and PhD from IIT-ISM Dhanbad. Adept at innovative teaching practices, he is highly networked with the industry. He not only teaches but also practises, and his students do adore him for the same. He has contributed to more than 30 international journals and has published more than 23 papers in seminars and conferences. Besides, he has authored three books on computations in estate management, transport management and values and ethics for engineers and managers. He is associated as a life member with ISTD, CMA, PRSI, NIPM, NHRD, NFED and ISABS and does mentoring and consulting for various organizations. Sundeep Singh Sondhi is the Head of the Business Administration Depart- ment of UEM Kolkata, India. Arunava Dalal is an Assistant Professor in the Business Administration De- partment of UEM Kolkata, India. Routledge Studies in Marketing This series welcomes proposals for original research projects that are either single- or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice. It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing “mix” – from product development, consumer behaviour, marketing analysis, branding and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing. 24 The Dynamics of Influencer Marketing A Multidisciplinary Approach Edited by José M. Álvarez-Monzoncillo 25 Consumer Ethnocentrism, Country of Origin and Marketing Food Market in Poland Paweł Bryła and Tomasz Domański 26 European Consumers in the Digital Era Implications of Technology, Media and Culture on Consumer Behaviour Edited by Małgorzata Bartosik-Purgat and Nela Filimon 27 Artificial Intelligence for Marketing Management Edited by Park Thaichon and Sara Quach 28 Sustainable Marketing and Customer Value Edited by Subrata Chattopadhyay, Sundeep Singh Sondhi and Arunava Dalal For more information about this series, please visit: www.routledge.com/ Routledge-Studies-in-Marketing/book-series/RMKT Sustainable Marketing and Customer Value Edited by Subrata Chattopadhyay, Sundeep Singh Sondhi and Arunava Dalal First published 2023 by Routledge 4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 605 Third Avenue, New York, NY 10158 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2023 selection and editorial matter, Subrata Chattopadhyay, Sundeep Singh Sondhi and Arunava Dalal; individual chapters, the contributors The right of Subrata Chattopadhyay, Sundeep Singh Sondhi and Arunava Dalal to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library ISBN: 978-1-032-00244-6 (hbk) ISBN: 978-1-032-00245-3 (pbk) ISBN: 978-1-003-17331-1 (ebk) DOI: 10.4324/9781003173311 Typeset in Times New Roman by codeMantra Contents Contributors ix PART I Sustainable Consumer Culture 1 1 Understanding the Nuances Influencing Sustainable Consumer Online Brand Engagement 3 SUBHAJIT BHATTACHARYA AND SUBRATA CHATTOPADHYAY PART II The New Consumption Patterns 21 2 Towards Sustainable Practices during COVID-19: Addressing Consumer Attitudes and Preferences towards Food Waste Prevention in Restaurants under the “New Normal” 23 SAMUEL S. MITRA, SHIVAJI BANERJEE AND PETER AROCKIAM, A. 3 A Study on the Consumers’ Satisfaction of FinTech Solutions Provided by an Indian Major Bank during COVID Times 41 AJAY KUMAR GANGULY AND SUBRATA CHATTOPADHYAY PART III Green Marketing 57 4 Young Consumers’ Green Purchasing Behavior with Reference to Green Marketing 59 UDIT CHAWLA, SONAM CHOUDHARY AND VARSHA MISHRA vi Contents 5 Green Marketing: A Study of Consumer Perception with the Help of Demographic Factors in Kolkata, West Bengal 77 JYOTI SHAW, ADITYA VIKRAM SINGH, VISHAL CHOWDHARY AND AYUS MEHTA PART IV Post COVID – Marketing Values 93 6 Factors Triggering Panic Buying Behaviour among Indian Consumers during COVID-19 Pandemic 95 KAMALIKA DASGUPTA AND INDRANI DASGUPTA 7 Factors Influencing the Growth of E-Pharmacy during Pandemic Times in India 106 NIHARIKA AND VINOD SHARMA 8 When the Going Gets Tough, the Tough Gets Going – A Study on Healthcare, Societal and Financial Challenges Faced by Survivors of COVID-19 120 MITALI SENGUPTA, ARIJIT ROY, SAIKAT GUPTA, SATYAJIT CHAKRABARTI AND INDRANEEL MUKHOPADHYAY PART V Sustainable Opportunities 131 9 Sustainability Consciousness: Exploring Consumer’s Commitment to Sustainability Ideals and Its Role in the Purchase of Sustainable Beauty Products 133 KAVYA YANDAMURI 10 Building Skills for Sustainable Development – A Key for Business Excellence 147 SUSHMITA CHOUDHURY AND ANIRBAN DATTA 11 A Study to Understand the Behaviour of Indian Consumers towards the Sustainable Attributes of Hotel Industry 160 SRISHTI AGARWAL, PRIYANKA KOKATNUR AND AJITHA PRABHAKAR 12 Primer on the Sustainable Consumption 167 SADIA ISLAM Contents vii 13 Understanding Bullwhip Effects in Vegetable and Fish Supply Chain and Providing Sustainable Marketing Solutions: A Study on the Cachar District of Assam 177 DHRITIMAN CHANDA, NILANJAN MAZUMDAR AND D. GHOSH 14 Exploring the Determinants toward Sustainable Growth in Handicraft Sector 187 DILIP KUMAR PART VI Sustainable Business Strategy 201 15 Scope and Issuance of Green Bonds in India and Abroad (So Far) – An Introspection toward the Existing Literature 203 SUCHANDRA BOSE AND JOYSRI DATTA 16 Value Chain Analysis of Agri-commodities: A Systematic Review of Mangoes in India 212 AUROBINDO KS AND PRATIKA MISHRA 17 A Cognitive Study of Sustainable Strategy Restructuring and Business Value Development for Travel and Tourism Industry in the Light of “Airbnb” Catastrophe 229 SHIVAJI BANERJEE, MOHUA BANERJEE AND TRIPSHITA SAHA 18 Factors of Self-congruity and Personality Traits in Conjunction and Its Impact on Buying Behavior of Gen Z toward Personal Care Beauty Products 241 KADHEEJA FAHEEMA, A.S. SURESH, VINOD SHARMA 19 Ecologisation in Marketing: A Realm of Disaster Risk Reduction and Business Continuity 258 RAJIB GUPTA AND ARUP BARMAN 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) 270 RAJIB DUTTA 21 Factors Affecting the Diffusion of Private-Label Brands: A Review of Literature 282 SUBHANAN DEY AND M. RAJKUMAR viii Contents 22 Integration of Sustainability in Business through Finance 300 MAHESH KUMAR T AND MANJARI SHARMA 23 A Study on Sustainable Working Capital Composition and Financing Pattern of Non-Financial Industries in India 309 PINKU PAUL Index 319 Contributors Srishti Agarwal is a Marketing Professor with a doctoral degree in the sub- ject of marketing who also plays the role of marketer, marketing pro- fessional, researcher, consultant and content writer. She has been in the education industry for more than eight years. She has qualified UGC NET and received her MBA (dual major specialization in marketing and HR) and PhD in marketing from Banasthali University, Rajasthan. She is an experienced researcher and a PhD supervisor. Peter Arockiam, A. is the Vice-Principal, Department of MCom, BCom (Evening) and BMS at St. Xavier’s College (Autonomous), Kolkata. He is also the Financial Administrator of St. Xavier’s College, Kolkata, and is simultaneously pursuing his doctoral degree in commerce (management). Prior to joining St. Xavier’s College (Autonomous), Kolkata, he also served St. Xavier’s School, Burdwan, as the Principal, and St. Xa- vier’s Collegiate School, Kolkata, as the Deputy Vice-Principal. He has published several papers in high-quality journals and also has five Best Paper Awards in international conferences to his name. Mohua Banerjee completed her MCom in accountancy and PhD in commerce – marketing from University of Calcutta. She has over 15 years of teaching experience and teaches courses on marketing management, retail marketing, sales and distribution, and marketing communication in India. As a Visiting Professor in foreign universities like University of Bordeaux, University of Tours and Celsa-Sorbonne University in France, she has taught courses on the Indian perspectives of digital marketing, consumer behaviour, international retailing and supply chain management in their master’s programmes. Shivaji Banerjee is currently the HOD (Head of the Department, Commerce (Morning)) at St. Xavier’s College (Autonomous), Kolkata. He received his PhD from the University of Burdwan in 2012 for his contribution to the domain of stress management. His thesis entitled “An Empirical Study of Personality Types and Stress Propensities of College Teachers in Kolkata District of West Bengal” has been widely acknowledged in aca- demic circles and is strongly recommended for publication. His current