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This paper aims to understand the meanings, motivations and practices of green motherhood and, in particular, how green mothers incorporate this lifestyle into their consumption practices.

To address the research questions, a survey and focus group were conducted. Survey responses and transcribed focus group statements comprise the data.

Several variables explain the adoption of green motherhood for one consumer segment. Results showed the mothers’ greater concern about their own family’s health and safety, and a desire to reduce risk and gain some control over their world, rather than concern about the environment at large, drives their choices.

The paper identifies and explores the consumption and mothering practices of a segment of “light green” moms and uncovers their motivations. Limitations include relatively small sample sizes.

“Green mothers” are an important, emerging segment of green consumers, but they often face conflicting roles and expectations. The research adds to the literature on green consumerism by expanding the authors’ knowledge of the nuances and limitations of the green motherhood movement and delving deeper into the decision processes these mothers use. This information can help marketers seeking to target this segment with easy-to-use, convenient products which appeal to their concerns about controlling their environment and improving their family’s health.

Understanding green consumption practices can help marketers or governmental organizations reach consumers who are motivated to be “green”, which, in turn, can lead to an improved environment.

The identification of the “light green” consumer segment is novel, and the paper uses a unique mixed methods approach. Greater understanding of the meaning and limitations of green motherhood is obtained.

The learning outcomes of this study are as follows:▪ to explain the marketing of products that fall under “stigmatised” products;▪ to develop a multi-segmentation strategy and identify variables used in segmentation;▪ to identify the target segments;▪ to draw a value proposition canvas;▪ to construct positioning statements; and▪ to decide the product portfolio based on segmentation, targeting and positioning (STP).

This case considers the dilemma faced by Deep Bajaj, CEO of Sirona Hygiene Pvt. Ltd., a company in the female menstrual and intimate hygiene products space, in May 2021. During an investor meeting, an investor questions Sirona’s focus on menstrual cups (MCs) and advises Deep to expand instead the sanitary pads category. While the company has been growing at more than 100% year-on-year and has also been profitable for the last three years, the case considers how Deep can better participate in the bull run in the Indian menstrual hygiene market. Should he discard menstrual cups from Sirona’s product portfolio and concentrate on sanitary pads – India’s most highly accepted menstrual hygiene product? Alternatively, should he discard sanitary pads from his product portfolio and focus on MCs – his flagship product? Or, could he tap the large and growing menstrual hygiene market to “have his cup and pad too”?

This case is suitable for a class of 90 min in an undergraduate course or an extended session of two 90-min classes in a graduate MBA course. It can be studied as part of the STP module in a Marketing Management course. It may also be used in a strategic management course within a graduate MBA program to provide an understanding of the value proposition canvas as part of the module on business model canvas.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to investigate the factors affecting anti-consumption behavior of the consumers toward organic food purchase: in particular, how do individual beliefs about trustworthiness of organic foods, normative structure of social pressure and self-efficacy affect individual intentions to make organic food purchases and actual purchasing behavior? To answer this question, a theoretical framework of the theory of planned behavior (TPB) as its foundation has been established. Using measurement scales in order to measure different aspects of trustworthiness, normative structure, self-efficacy, attitude, perceived behavioral control (PBC) and subjective norms, a survey instrument has been developed to examine the several associations implied by the model of TPB.

In doing so, data on a structured questionnaire were collected from various parts of a city based on convenience random sampling procedure. The respondents were interviewed face-to-face to collect information on a structured questionnaire. Data (n=337) were analyzed using a research framework formulated based on the TPB through the structural equation modeling procedure.

The findings of the study indicate that among the seven independent variables of trustworthiness, normative structure, self-efficacy, attitude, subjective norm and PBC, only subjective norm has not been statistically significant to influence organic food purchase behavior.

The result implies that various sociopolitical forces and skewed monthly incomes are inhibiting the consumers (anti-consumption) to increasingly buy the organic food products.

In this regard, government, policy planners, academia as well as media have profound roles to play to encourage people to buy more organic food for their health safety and overall consumer well-being.

This research is based on primary data collected from the respondents of a sub-urban areas of a metropolitan city. The findings will help formulate a sound food policy for ensuring social well-being of the consumers.

The purpose of this research is to gain deeper understanding on how the stakeholders' relationship is incorporated in multinational corporations' (MNCs') corporate social responsibility (CSR) approach.

Stakeholder theory by Freeman was used as the theoretical framework of this research. A case study of two established MNCs in Penang, Malaysia, were conducted and analysed through within‐case and cross‐case analysis. Three research questions focusing on aspects of CSR (internal and external), concerns of primary and secondary stakeholders based on Carroll's three‐domain approach and factors that influence CSR practices within each stakeholder group were developed.

A main theoretical contribution of the study found that MNCs in developing countries are increasingly addressing new ways to incorporate CSR internal and external aspects in their operations which will eventually alter the fundamental process of evaluation among their stakeholders. Given the tendency among developing countries to regard all forms of CSR concerns, economic, ethical and legal concerns are equally important. Another main theoretical contribution of this study highlighted that different locality between home country and foreign country operation does affect the CSR work. Findings of this study show that the view of increasing investor clout on CSR in the country where they do business does not affect the MNCs and the influence of CSR activist as top CSR issues does not directly influence MNCs' actual CSR work.

The study has clearly projected the use of stakeholder theory by Freeman. Internal and external aspects of CSR were supported by these organisations as their standard practices. MNCs need to assume these concerns (economic, ethical and legal) for meeting the obligations towards their stakeholders. Stakeholders are significant drivers of CSR which can affect, or is affected by, the achievement of the organisations' objectives.

The study presents practical implications for policy makers and MNCs in developing countries on new ways of incorporating CSR internal and external aspects in their operations and various concerns (economic, ethical, legal) of stakeholders that have been accepted as necessary for the proper functioning of business.

This research paper provides a strong base for MNCs and academicians to understand the various aspects, concerns and factors that influence CSR practices within each stakeholder group.

The purpose of this study is to identify the key criteria from the perspective of handmade, authenticity and sustainability for purchasing craft items by Indian consumers.

An exploratory qualitative research was conducted on the buying behaviour of Assamese muga mekhela chador (MMC). Data were collected using purposive sampling and video-recorded focus group discussions (FGDs). Output transcripts were content-analysed using the R package RQDI.

Indian consumers largely define crafts as handmade. Results indicate the crucial role of craft design and price. Craft authenticity, craft knowledge and social identity evolved as the key criteria for buying crafts. State intervention in craft certification is demanded. Indian craft consumers lack awareness about sustainable consumption.

India is home to millions of craftspeople and craft buyers. Most of the earlier craft studies focused on the problems of craft production in India. This study contributes to the consumption literature, from the standpoints of authenticity and sustainability, which are often limited to Western consumers. Understanding its own domestic craft market will help Indian policymakers and organisations to reduce export dependency and to tap potential local craft demand.