Impact of Social Marketing on Consumer Behaviour

332 Pages·2015·6.66 MB·English

KINDLER
THE JOURNAL OF ARMY INSTITUTE OF MANAGEMENT KOLKATA
(FORMERLY NATIONAL INSTITUTE OF MANAGEMENT CALCUTTA)

V XVII ❏ N 2 ❏ ISSN 0973-486 ❏ J -D 2017
OLUME UMBER ULY ECEMBER

Page No.

The Impact of Determinants of Sustainability on Green Purchasing Intention 07 – 15
— Dibyendu Chattaraj & Ataus Samad

An Empirical Study to Gauge Consumers’ Perception towards Homestays in Nainital District 16 – 27
— Dr. Ravi Chatterjee & Manshul Bhatt

The Role of Flexible work Timing in Determining the Efficiency of Employees of Organized Retail Industry 28 – 39
— Faryas Kausar Ansari

Will E-Commerce be the Aladdin’s Magic Lamp to Rural Women Entrepreneur? 40 – 48
— Pritha Gayen & Dr. Samiran Sur

An Insight into the Marketing Effectiveness of Bhilai Steel Plant With Respect to the Indian Railways 49 – 60
— Dr Swapna Datta Khan & Krishna Gusain

A Comparative Analysis of Performance between Public Sector Banks and Private Sector Banks in India 61 – 74
— Deepabali Dutta

Impact of E Word of Mouth Publicity on Destination Selection – A study of Gwalior 75 – 90
— Dr. Ashoke Kumar Sarkar & Unnati Gupta

Impact of Entry of Low Cost Carriers on the Aircraft Operations of Indian Scheduled Carriers 91 – 100
— Abhik Kumar Mukherjee

Perception of Individual Investors to Different Avenues with Special Reference to Mutual Funds 101 – 117
— Ami Jain & Dr Saswati Chaudhuri

Impact of Social Marketing on Consumer Behaviour 118 – 132
— Soma Nath & Soulina Banerjee

Impact of trade openness and currency depreciation on the inflow of Foreign Direct 133 – 144
Investment in India in the post reform era
— Dr Rupam Mukherjee

Role of Visual Merchandising on the Retail Sales- A Case Study of Indian Retail Scenario 145 – 159
— James Hussain

Performance of Indian Automobile Insurance Sector 160 – 168
— Madan Mohan Dutta & Gautam Mitra
Page No.

Social Media Orientation in B-Schools : A Comparative Study on Student Culture 169 – 179
— Gautam Sardar & Saroj Kumar Datta

An Empirical Study on the Ecological Attitude/ World View Aamong Physicians in Eastern India 180 – 192
— Supti Mandal

Women Health Policies : A Critical Evaluation of Existing Policies and Future Required Strategies 193 – 214
— Debasmita Dutta, Pooja Shukla, Praveen Kumar & Dr. A.K.Sarkar

Women and Economic Reforms in India : An Empirical Perspective 215 – 227
— Arundhati Ray

To Study Gender as A Factor Impacting E-Word of Mouth amongst E-Retail Consumers in West Bengal 228 – 235
— Abhishek Duttagupta

A Study to Analyse Capital Market Efficiency with Specific Emphasis on Sensex, 236 – 246
Reliance Industries Limited and Tata Consultancy Services
— Sujoy Kumar Dhar

A Contrive on the Complexity of Financial literacy Among Y Generation with 247 – 253
Special Reference to University Students
— Preeta Sinha & Dr Sweta Rani

Impact of Ecotourism in Preserving Bio-Cultural Diversity and Facilitating Sustainable Development 254 – 267
— Dr Abhijit Pandit

Analyzing the Customer’s Attitude towards Online Cab Booking Services in Kolkata 268 – 278
— Dr Namrata Maheshwari

Impact of Foreign Direct Investment on Food & Beverage Sector in Indian Economy 279 – 288
— Asmita Basu & Nikki Gupta

A Comparative Study on Selected Global and Indian Crowd-Funding Platforms 289 – 299
— Dr Upasana Sharma & Dr Dilpreet Sahni

Setting an Enterprise Vis-A-Vis Procurement of Job in the Perspective of Indian Professional Students 300 – 310
— Dr Ashoke Kumar Sarkar & Purusotam Vishwakarma

Viability Assessment of Indian Power Sector 311 – 316
— Sharadindu Bikash Majumdar, Dr Susmita Chatterjee & Dr Jadab Krishna Das

E-Banking-Its Challenges in the Indian Banking System 317 – 328
— Abhishek Bhattacharjee & Anindya Saha
Editor’s Note

In the area of business management, queries are multitude from why online
consumers do not always engage deliberative processes, and often depend on
intuition (Neufeld & Roghanizad, 2018) to how firms manage the rather intriguing
Peter Principle (Benson, Li, & Shue, 2018). The systematic search for answers
to questions that interest the inquisitive mind has always contributed to the
vibrancy in life in science, humanities and business management.
This issue, like the previous one showcases the research contributions made
at the National Conference on Contemporary Management Practices, 2018 at
Army Institute of Management, Kolkata on 21 Apr. An amalgamation of varied
business research, it contains empirical and theoretical possible answers to
research queries in business. I do wish that it generates as many queries (if
not more) as it seeks to answer.

Dr Swapna Datta Khan
NOTE FROM ASSOCIATE EDITOR, KINDLER

As a bi-annual journal, Kindler provides a scope for researchers across the
globe to share their research inputs. The journal aims at covering vast domain
of inter-disciplinary studies with an objective to attract thoughtful scholarship
that is of relevance to corporate, academic and society at large. The NCCMP
2018 special issues covers articles that are conceptual, theoretical and empirical
and covers general management, marketing, finance, economics, business
accounting, quality, human resource management, IT, diversity, sustainable
development to name a few. The papers selected have undergone a strict double
blind peer review process. I wish all contributors and readers a very rich and
rewarding experience.

Dr. Ayan Chattopadhyay
Associate Professor (Marketing)
Convener - NCCMP 2018 &
Associate Editor, Kindler
LIST of External Reviewer and Editorial Team for this Issue of Kindler

External Reviewer: Dr Sonali Gadekar, G. S. College of Commerce and Economics,
Nagpur, Maharashtra; Email: [email protected]; Ph: 9890496869
Editorial Team:

Maj Gen Deepak Dhanda, SM (Retd), M.Sc in Def Studies, M.Phil (Madras Univ),
MMS (OU), Director, Army Institute of Management, Kolkata
Col Sushen Chakraborty (Retd), Registrar & Head of Administration, Army
Institute of Management, Kolkata

Dr. Malini Majumdar, MA (Annamalai Univ), MBA (CU),Ph.D (CU)

Prof Protik Basu, BE (JU), PGDBM (IIMC)

Dr. Ayan Chattopadhyay, B.Tech (CU), MBA (Visva-Bharati),, PhD (NSOU),,
MIMA,FISBM

Dr. Swapna Datta Khan, M.Sc. (Univ of Roorkee), M.Stat (ISI),, M.Phil (MKU),
Ph.D (Univ of Pune),, UGC-NET Lecturership

Dr. Ravi Chatterjee, B.C.A, GNIIT (NIIT), MBA (WBUT), Ph.D (Barkatullah Univ)
Dr Debaleena Chatterjee, M.Sc (CU), MBA(CU), Ph.D (IIT-Kgp), UGC – NET
Dr. Sweta Rani, PGDM (IIBM), M.Phil (TGOU), Ph.D (Magadh Univ)

Mr Sayan Palit, M.A.(Eco), M.L.I.S., UGC – NET
Mr Rajeev Karmakar, MBA(SMU), MCA(IGNOU)
Prof Sougata Majumder, MBA (Visva-Bharati)
Prof Anindya Saha, B.Tech (WBUT), MBA (WBUT)
Prof Asmita Basu MBA (W BUT)
Prof Surajit Malakar, MBA (Kalyani Univ)

Prof Abhishek Bhattacharjee, MBA (WBUT)
Prof Archita Chatterjee, MBA (SMU)
Ms Puja Singh Ghosh, MBA (SMIT)

Prof Somarata Guha Chakraborty, M.Sc (CU), PGDM (AIMA)
Prof Preeta Sinha, MBA (Magadh Univ), UGC-NET

The Impact of Determinants of Sustainability on
Green Purchasing Intention
Dibyendu Chattaraj* & Ataus Samad**
ABSTRACT
Purpose
Growing environment conscious among the consumers around the world is paving the way for
infusing the concept of sustainability in every sphere of business including marketing. This
study was carried out to determine the impact of sustainability on green purchase intention and
to examine the moderating effect of demographic factors (education & income) on the relationship
between the determinants of sustainability and green purchase intention.
Methods
A total number of 150 self-administered close ended questionnaires using seven point Likert
scale were distributed to the respondents in Kolkata, India. Non-probability Judgmental sampling
was adopted to collect data. Determinants of sustainability were developed and analyzed through
Multiple Regression Analysis (MRA) to measure the impact on green purchase intention. Then
Education & Income were analyzed using Hierarchical Regression Analysis (HRA) to find out
moderating effect on green purchase intention.
Findings
The Multiple Regression Analysis measured that green purchasing intention depends on three
determinants of sustainability. The standardized slope coefficient beta for three determinants
indicated a relatively strong positive relationship with green purchasing intention. The results of
hierarchical regression analysis showed the relationship of education & income as moderator
on the independent variables and green purchase intention.
Implications
The concept of sustainable development across the world is an important strategic goal both for
the governments and large companies. It is high time to improve green marketing strategies to
attain greater consumption of green products. This study focuses on a new perspective of
green consumption considering the key determinants which will help corporate to design
sustainable or green marketing strategies.
Originality
The study is based on extant literature survey which examines the significance of self developed
determinants of sustainability in green purchasing intention in Indian context.
Key Words : Sustainability, Sustainable Product, Green Manufacturing, Sustainable Packaging,
Green Purchasing Intention
* Assistant Professor, Department of Business Management, Institute of Engineering & Management –
Ashram Campus, Kolkata 700091; Ph: 9830318903; EMail: [email protected]
** Final Year BBA (H) Student, Department of Business Management, Institute of Engineering & Management
– Ashram Campus, Kolkata 700091; Ph: 8420917176; EMail: [email protected]
Kindler Vol. XVII  No. 1  Jan-Jun 2017 7
INTRODUCTION
In the era of globalized economy proliferation of products throughout the world is
leading to a single most important issue ‘Sustainability’ in every domain of business.
People should think about the sustainable environment. Considerations of sustainability
of environment especially in the marketing domain lead to the emergence of Green
marketing. Because of growing importance, green marketing nowadays become a
major trend in today’s business world (Wahid, Rahbar & Tan, 2011).
Due to the continuous awareness on issues like the environment, consumer behavior
and practice as well as industries in production sector also changed (Barber et al.,
2012). There has been information deficit regarding consumers’ green purchase
intention. Thus both local and international marketers are striving to formulate strategies
of that particular country (Aman, Harun & Hussein, 2012).
Environmental concern, environmental knowledge, green purchasing behavior and their
relationships preceded by consumer demographic profile have been focused by Saleki
and Seyedsaleki (2012). Being a complex one green consumption behavior research
finding might have different possible outcomes (Ali, Xiaoling, Sherwani & Ali, 2012).
Objectives of companies shifted from profit maximization to being sensitive towards
the society as well (Boztepe, 2012). With limited resources and unlimited human
wants, it is necessary for marketers to use resources efficiently to achieve
organizational objectives without waste of resources and not harming the earth.
Sustainability was the most profound and significant development in green marketing
which categorically promotes the concept of enjoying a material standard of living today,
but not at the expense of the standard of living of future generations (Peattie, 2001).
Studies show various determinants of sustainability in relation to green marketing. The
concept of sustainability which influences the green purchasing intention can be best
explained by the three important determinants namely sustainable product, green
manufacturing process and sustainable packaging. This study is an elementary search
on the role of sustainability with reference to these three determinants on the green
purchasing intention. Consumers’ demographic profile moderates the green purchasing
intention. In this study education and income are considered as the demographic factors
which are playing the role of moderating variables towards green purchasing intention.
OBJECTIVES OF THE STUDY
 To evaluate the impact of determinants of sustainability on green purchase
intention.
 To examine the moderating consequence of demographic factors (education &
income) on the relationship between the determinants of sustainability and green
purchase intention.
LITERATURE REVIEW
Green purchasing is nothing but the behavioral determinants including favorable
behavior towards the environment of the consumers (Dietz, Stern, & Guagnano, 1998).
Purchasing or buying the environmental-friendly products or products those have
reduced harmful environmental impacts are called green purchasing.
8 Kindler Vol. XVII  No. 1  Jan-Jun 2017