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This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and social influences, which can lead to panic buying. The goal of this research is to ascertain how COVID-19 influences the buying decisions of customers. Additionally, the study aims to identify consumer consumption trends for a spectrum of products and services, including fast-moving consumer goods (FMCGs), entertainment, pharmaceuticals, travel and tourism. A comprehensive review of different research papers is done to conclude. The papers considered are from 2020 to 2022. Different keywords are used to search the relevant papers such as ‘pandemic’, ‘COVID-19’, ‘behaviour’, ‘impulsive’, etc. TCCM framework has been applied while reviewing the articles. During the isolation, consumer behaviour moved to panic buying and stockpiling, favouring organic basics, and encouraging e-commerce, as well as economic nationalism favouring made-in-India products. This study helps in knowing the reasons for change in consumers' behaviour for different products and services due to unforeseeable situations like COVID-19 and can find possible ways to deal with them. Business owners learn about changing consumer purchasing behaviours and how to modify products. The government can change policies to improve medical tourism and social protection.

Blogs are websites that contain posts about a wide range of topics, often written by fashion enthusiasts referred to as bloggers. With the increasing prevalence and popularity of digital media and social media, fashion bloggers help to attract business and influence and engage various stakeholders, especially customers. The present exploratory study provided valuable insights regarding fashion consumption, preference, and buying behavior of young women consumers of metropolitan cities of India like Delhi, Hyderabad, Bangalore, Pune, and Mumbai. The study was conducted under the domain of exploratory study. Snowball and Purposive random sampling techniques were employed to identify and reach respondents of both categories – women consumers and bloggers. A conscious attempt was made to include women from different demographics such as age, marital status, income, area of residence, employment status, etc. Primary data were collected with the help of questionnaires. The findings of the research revealed bloggers through their blogs are the new trendsetters and influence fashion adoption, especially by the young social media savvy consumers. Their blogs impact public perceptions of fashion and sometimes are precursors of new fashion trends. The findings of the study interestingly brought forth the fact that millennial women buying decision is significantly influenced by fashion blogs for the purchase of clothing and accessories. The findings also clearly indicated that blogs significantly influenced respondents’ attitude toward the purchase of branded merchandise. Fashion bloggers besides providing information and inspiration to the blog readers, also at times assist and/or give consultation to their followers.

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.

Purpose: This chapter aims to evaluate the significant impact of Gandhian values on sustainable consumption behaviour (SCB) by applying the value-attitude-behaviour (VAB) framework. This chapter contributes by incorporating Gandhian values as one influencing factor for SCB.

Need for the Study: Values are considered as guiding principles in people’s lives. Studies suggest that values and other social and psychological factors can be vital in determining consumers’ behaviour towards sustainable consumption. There needs to be more empirical research on consumer behaviour facets of sustainable consumption for markets in India.

Methodology: The study uses partial least square structural equation modelling to empirically test proposed hypotheses and the research model of the relationship. The study results are based on data collected by administering a survey through a questionnaire confined to India.

Findings: The results indicated that Gandhian values, attitude, and sustainable consumption intention significantly influence SCB. Intention acts as a mediator between both outward and inward environmental attitudes and behaviour. The study provides directions for further research.

Practical Implications: This research study is helpful for researchers, marketers, and policymakers.

Behind the source of environmental problems lie many factors. If we do not wish to ruin the world for future generations after making our own world uninhabitable by abusing the resources, we need to think and question many issues starting from our philosophy of science to our ways of consumption and from alternative technologies to the madness of the consumer society. The economic model applied today is the linear economy model which was developed after the industrial revolution. This model is based on the production and consumption process, which is entirely based on the take–make–dispose understanding in industry, agriculture and trade. The first priority in this cycle is the industry rather than the environment. However, the population is expected to increase gradually in half a century that will cause lack of food and shelter problems in every sense. As an alternative to linear economy, circular economy is defined as an economic approach that the value of products, materials and resources are kept as long as possible in the economy whereas the amount of waste is the lowest. The concept of circular economy is based on a transition to restorative industrial economy, renewable energy, reducing the use of toxic chemicals meanwhile avoiding waste. In this context, the consumer movement consisted of individuals who have high awareness and consciousness of the environment, reshapes consumption decisions and correspondingly initiatives are created. Adopting an understanding called lifestyle of health and sustainability, the consumers prioritize by making their consumptions sustainable, protecting green marketing practices and the ecological system for future generations.

This chapter will introduce circular economy and cradle to cradle models of sustainable production. It will reflect on the key blockages to a meaningful sustainable production and how these could be overcome, particularly in the context of business education. The case study of the course for bachelor’s students within International Business Management Studies (IBMS) program at three vocational schools, and at University College in The Netherlands will be discussed. Student teams from these schools were given an assignment to make a business plan for a selected sponsor company in order to advise them how to make a transition from a linear to circular economy model. These case studies will illustrate the opportunities as well as potential pitfalls of the closed-loop production models. The results of case studies’ analysis show that there was a mismatch between expectations of the sponsor companies and those of students on the one hand and a mismatch between theory and practice on the other hand. Helpful directions for future research and teaching practice are outlined.

The study aims to study the extent of research done in luxury marketing in an emerging economy like India by conducting a bibliometric analysis. A period of 21 years has been considered to present a comprehensive picture for results and analysis. Key findings indicate the gaps and scope of further research for academics in India and abroad. The findings indicate a dearth of research by scholars and academicians in luxury, counterfeit and masstige, especially when there is a surge of the upper middle class in India. More specifically, Indian-grown luxury brands also present a massive scope for future research.

The purpose of this study is to look at the factors that drive people to participate in the sharing economy (SE). Based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the study proposes a mathematical model. The study’s ultimate objective is to help businesses attract more involved customers and promote collaborative consumption as a sustainable alternative to typical consumption patterns. The study offers a conceptual framework established via a thorough literature review to examine Indian customers’ use behavior toward SE platforms. A one-sample two-tailed t-test is used to assess the framework’s efficacy. The research fills gap in the literature on the SE by investigating the factors that determine subjective norms (SN), attitudes (A), and perceived behavioral control (PBC). A framework is provided that takes behavioral intention (BI) contemplated as a mediating variable. The research improves TAM and TPB by including new factors such as technical characteristics. This research adds to the body of knowledge on the digital SE by underlining the relevance of usage behavior in comprehending Indian customers, where A, SN, and PBC are important aspects. The research presents a paradigm for better understanding customers’ attitudes and behaviors toward various SE platforms, which might help academics, practitioners, and policy makers situate their initiatives within the larger field of sharing. The study’s categorizations of Indian consumers’ A, SN, PBC, and BI toward the SE might potentially advise on future research and government policies.

With a population of 472 million, Generation Z in India is the largest in the world. This chapter studies the demographic breakdown of the members of Generation Z, their political and social concerns, their career aspirations, their workplace preferences, and the changing consumer attributes. The research design for this study incorporated a qualitative approach comprising of four focus group discussions (see Appendix). Members of Generation Z in India show common behaviours and preferences with their counterparts around the world. However, members of Generation Z in India have clear opinions and ideas of how youth can contribute to a developing nation like India.