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Purpose: This study explores the growing significance of environmentalism and sustainability in the contemporary business landscape. Focussing on aligning industries with evolving consumer expectations, the research seeks to understand the awareness surrounding environmental conservation, sustainable development, and the adoption of an environmentally conscious lifestyle.

Need for the study: With environmental consciousness on the rise, understanding the initiatives taken by organisations and the utilisation of digital platforms for environmental advocacy becomes crucial. The study addresses the need to unwind the cultural shift towards sustainability and assess the effectiveness of green marketing practices in the digital age.

Methodology: A triangulation approach is employed, integrating secondary data from literature research with information from company reports and databases. The literature survey provides extensive insights into green marketing practices, forming the basis for an in-depth analysis. The comparative analysis and integration of findings from both sources aim to draw a comprehensive picture, identifying areas of agreement and disagreement.

Findings: The study provides robust evidence supporting the effectiveness of green marketing practices in the digital age. Convergence between academic literature and real-world corporate practices underscores the consistency in approaches adopted by companies in leveraging digital technology to advance environmental sustainability.

Practical implications: The findings suggest that theory and practice converge on various aspects of green marketing, indicating its profound impact on culture, behaviours, and strategies. This research informs businesses and policymakers about the tangible benefits and shared responsibility of incorporating green practices in corporate strategies, fostering a sustainable future.

The racialized gendered body in consumer culture invokes the construction of identities and representation of beauty through embodiment practices. As companies hone in on consumer racial marker distinctions to enhance uniqueness as otherness for profit, an analysis of hair products marketed for Black hair textures provides an opportunity to analyze how products use these at the intersection of race, gender, and beauty. This study uses constructivist grounded theory to analyze the product names and long descriptions for 124 shampoos marketed for Black hair textures on the websites of two major retailers to answer the following questions: What message does the discourse of shampoo product descriptions marketed to Black hair textures communicate about beauty? What message does the discourse of shampoo product descriptions marketed to Black hair textures communicate about Blackness? How does this discourse define the embodiment of Black beauty through hair? The results reveal that the racialized gendered body in consumer culture invokes the construction of identities and representations of beauty through embodiment practices. Through advertisements and product descriptions, beauty companies create ideal images of the lived experiences achieved through consuming beauty products. By constructing visual interpretations of racial signifiers through text, marketing strategies encourage the consumption of otherness, creating a racialized space for Blackness consumption. Combining the five senses with the descriptions of shampoo products marketed for Black hair textures helps us see how beauty embodiment practices reinforce racialized and gendered practices to subjugate the Black body.

This chapter deals with the principal features of the International Code of Direct Selling 2013 prepared by the International Chamber of Commerce on Marketing and Advertising. Having identified the Basic Principles of Direct Selling and the Ideal Conduct towards Consumers, this Code also details the conduct which should be shown towards direct sellers; in addition to their responsibility to and in the event of any breach thereof, the responsibility to be discharged by the direct sellers. That is why this Code of Conduct provides for special training for familiarisation of the important provisions of this Code. This Code intends to achieve a number of objectives, namely (a) the importance of responsibility and good practice in direct selling in any jurisdiction; (b) to respect consumer preferences and privacy and the need for consumer protection – as the days of caveat emptor are over – the onus of consumer protection has been passed on to the sellers of products and services; and (c) direct selling should be done with social and professional responsibilities.

Purpose: The study focusses on the systematic review of the greenwashing literature to present the research gaps to researchers for future studies.

Design/methodology/approach: The systematic review has been used to analyse past studies on ‘greenwashing’. The 325 research articles of the previous 10 years (2014–2023) were downloaded from the Scopus-indexed database using the keyword ‘greenwashing’.

The findings: There is a need for a study on greenwashing in developing countries like India. An attempt should be made to analyse the research with a large sample size.

Research limitations: The scope of the data used in this study is limited by the source of retrieval, that is, the Scopus. The current source adequately serves the study’s purpose, as the Scopus database is one of the most significant citation databases. This study analyses data from the years 2014 to 2023 to improve credibility and reduce biases.

Practical implications: The research findings will significantly help researchers, green marketers, and practitioners be aware of the emerging markets of greenwashing and consumers’ rising greenwashing perception of green products.

Originality/value: This study is a novel attempt to explore a better understanding of greenwashing for researchers. The study is original; work has yet to be performed on this topic.

Purpose: Green consumerism is on the rise in the 21st century, impelling businesses to prioritise environmental awareness and expand eco-products to keep up with the growing demand. This research examines how social media (SM) and moral obligations (MO) affect consumer views and their propensity to make eco-friendly choices.

Methodology: Data were gathered from 508 participants using an adaptive questionnaire. The proposed model was tested using ‘structural equation modelling’.

Findings: The results show that electronic word-of-mouth (EWOM) and the intent to acquire green goods favourably impact consumer behaviour. MO positively influences attitudes and intentions to make green purchases (GPI), with attitudes acting as a mediator between MO and GPI.

Implications: This research is of utmost importance for marketers wanting to enhance their SM communication strategies to influence consumers’ opinions of green products and raise the possibility that they would make environmentally conscious purchases.

Research suggests that high employee engagement (EE) leads to high performance. The old notion of considering Corporate Social Responsibility (CSR) as a mode of corporate philanthropy has now changed to use CSR as a strategic investment for the organization. Thus, the purpose of the present study was to examine how the key dimensions of CSR impact the different dimensions of EE in a sample of employees from selected manufacturing organizations of Delhi NCT region. Data were collected from a sample of 300 employees working at different levels from 15 selected manufacturing organizations of Delhi NCT region. The structural model and the measurement model developed to understand the relationship between three sub-dimensions of employee perception of CSR activities, and the dimensions of EE were examined using AMOS 21. The results supported the proposed hypothesis indicating that positive perception of the employees regarding the three dimensions of CSR, i.e. philanthropic activities, ethical and environmental aspects of the organization does lead to intellectual, social and affective engagement amongst employees. The study results suggest that the organizations should realign their processes to develop a positive perception in employees about its CSR activities to affect the dimensions of EE in a positive way. The study contributes by exploring the linkage between employee perception of the CSR dimensions and dimensions of EE. This study enriches the current literature in the area of EE by highlighting the role played by employee perception of CSR dimensions.

Introduction: The circular economy is observed as a good sustainability practice that has gained importance recently. The effects of this practice specific to the financial industry are examined in the context of green accounting, finance, and sustainability reporting standards and needs.

Purpose: This chapter aims to analyse the impact of the circular economy on the finance industry based on three research questions: (1) What benefits and challenges does the circular economy bring to the financial industry? (2) What should be the financial industry’s strategic roadmap and business model for transitioning from a linear economy to a circular economy? (3) What are the differentiating aspects of ecosystem accounting and environmental accounting in its structure and use in the financial industry?

Methodology: The method of our work is based on a ‘strategic road map for circular economy’ implementation and a ‘sustainability business model framework’ relevant to the finance industry. Thus, we systematically present the ‘value generation process’ considering the industry trends and dynamics and regulatory challenges regarding ‘green business model’ management with a strategic approach.

Findings: To coordinate the transition to a circular economy based on systematic knowledge about the state of ecosystems and their interactions with society, it is necessary to design monitoring, accounting and reporting systems that adapt to the new business operating environment. This chapter provides recommendations from the perspective of the financial sector.

Capitalism is under siege (Porter & Kramer, 2011), and business schools are under fire (Amann et al., 2013). So, management and leadership education in higher education institutions should be reinvented under the more challenging era of capitalism. How then can business schools cope with these challenges and contribute to global endeavor for making sustainable capitalism? In this context, there is thus reason for the following three core concerns that new understanding of management and leadership education is required. First, shortcomings of contemporary capitalism lead to failures of responsible management. Second, ethical failure of management leadership is a pressing issue. Third, academic responsibility under the new capitalism remains unexamined. Based on these three core concerns, we seek to generate inclusive insights into the educational embeddedness of management and leadership members and the consequences of such embeddedness on managerial processes, structures, and outcomes under contemporary capitalism.

In this chapter, the most important regulatory measures required for rural marketing and sales have been identified – why protection of consumers' interests should be maintained; why rural development is important; the role of Code of Conduct, particularly on Advertising and Marketing Communication Practice 2011, and the role of Codes, in general, but in particular, International Code of Advertising Practice 1986, the Code of Marketing Practice, the International Code of Sales Promotion 1987, etc. have received attention.