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This study aims to understand the association between the fear of missing out (FOMO) and its impact on psychological well-being (PWB). The mediating effect of anxiety and moderating effects of social media engagement (SME) and resilience on the association mentioned above are also examined.

The study used a mix of attachment theory and cognitive-motivational-relational theory to understand the hypothesized relationship using a diverse sample of international respondents from South Asia, South East Asia and the Middle East. The data from 612 respondents was collected using SurveyMonkey. The authors have used Hayes’ PROCESS Macro to test the hypothesised relationships.

The results revealed that anxiety acts as a mediator between FOMO and PWB, while SME and resilience act as moderators in reducing the impact of FOMO on anxiety and the impact of anxiety on PWB, respectively.

The work extends the existing theorization and points out the merits of using SME and resilience as moderators and anxiety as a mediator for understanding the association between FOMO and PWB.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.