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The adverse environmental impacts of menstrual products are a significant concern because of their widespread use and non-biodegradability. With various global and regional initiatives on sustainability, there is now greater public awareness about environmental protection. This heightened awareness has resulted in the exploration of alternative methods to reduce waste, such as the development and use of sustainable menstrual products. This study aims to examine the factors that influence Indian women’s purchasing intention in relation to sustainable menstrual products. The study uses the Stimulus–Organism–Behavior–Consequence (SOBC) theory as the appropriate grounded theory to explain these determinants.

Cross-sectional data were collected from 720 women who have been using sustainable menstrual products. For analysing the model, the study performed structural equation modelling using AMOS.

The study’s results indicated that health consciousness, sustainability knowledge and environmental responsibility are positively associated with self-identity and mindfulness. Additionally, the study found that organism states have a positive impact on the purchase intention of sustainable menstrual products. Furthermore, there was a significant relationship observed between purchase intention and mindful consumption. The study also discovered significant positive relationships between satisfaction and key associations.

This study may be considered pioneering, as it establishes a connection between the usage of sustainable menstrual products and concepts such as mindfulness and mindful consumption.

This study aims to examine the influence of social media usage (SMU) on minimalist consumption and how the fear of missing out (FoMO) underlies this effect.

Four preregistered correlational/experimental studies (n = 1,763) are used. A pilot study (n = 436) examines the correlations between SMU, FoMO and minimalism. Studies 1 (n = 409), 2 (n = 415) and 3 (n = 503) further investigate the influence of SMU on minimalist consumption intentions, including mindful purchase, forgoing free products and decluttering, and test for evidence of mediation via FoMO by measuring or manipulating FoMO.

The results show that a high SMU makes consumers susceptible to FoMO, leading to impulsive purchases and careless product acquisition. However, when campaigners promote minimalism as a social media movement, they can activate FoMO, persuading consumers to practice decluttering.

Future research might examine how subjective age affects FoMO and minimalist consumption tendencies. Could campaigners use young social cues to make older consumers more susceptible to FoMO appeals? Could old social cues cause younger consumers to perceive greater social responsibility and to embrace minimalist consumption?

Minimalist lifestyles can promote sustainable consumption. This research provides insights into how SMU is a double-edged sword – it can cause FoMO users to disdain minimalism. However, it can promote minimalism if a minimalist campaign is strategically positioned as a social media movement using a FoMO-laden appeal.

Extant consumer behavior research on minimalism has just begun to investigate the antecedents of minimalist consumption. FoMO is conceptually related to minimalism, but the relationship between FoMO and minimalist consumption has not yet been empirically tested. This research fills these gaps by examining SMU and the associated FoMO as antecedents of minimalist consumption. Empirical evidence for the impact of SMU on various minimalist consumption behaviors and the mediating role of FoMO is provided.

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.

We conduct a multidisciplinary systematic literature review on climate neutrality in the supply chain. While carbon neutrality has gained prominence, our study argues that achieving carbon neutrality alone is not enough to address climate change effectively, as non-CO₂ greenhouse gases (GHG) are potent contributors to global warming.

We used multiple databases, including EBSCO, ProQuest, Science Direct, Emerald and Google Scholar, to identify articles related to climate neutrality in the context of non-CO₂ gases. A total of 71 articles in environmental science, climate change, energy systems, agriculture and logistics are reviewed to provide insights into the climate neutrality of supply chains.

We find that, in addition to CO₂, other GHG such as methane, nitrous oxide, ozone and fluorinated gases also significantly contribute to climate change. Our literature review identified several key pillars for achieving net-zero GHG emissions, including end-use efficiency and electrification, clean electricity supply, clean fuel supply, “GHG capture, storage and utilization,” enhanced land sinks, reduced non-CO₂ emissions and improved feed and manure management.

We contribute to the literature on climate neutrality of supply chains by emphasizing the significance of non-CO₂ GHG along with CO₂ and highlighting the need for a comprehensive approach to climate neutrality in addressing climate change. This study advances the understanding of climate neutrality of supply chains and contributes to the discourse on effective climate change mitigation strategies. It provides clear future research directions.

Amidst the rising awareness of sustainable consumption, this study aims to delve into the dimensions shaping individuals' preferences for traditional gastronomic delicacies taking an emerging economy’s perspective, India.

A qualitative research methodology in the form of a Grounded Theory Approach is used to develop theories. Important dimensions that drive attitude and intention towards experiencing traditional gastronomic delicacies are explored. Based on literary inputs and qualitative study, a research framework is developed and empirically validated thereon with SEM analysis using SPSS-AMOS.

Drawing on the Theory of Consumption Values and Stakeholder Theory, key influencers (consumption values) of traditional gastronomic delicacies were identified as Travel Motivation (Functional Values), Tourist Expectations (Emotional Values), Socio-economic Perspectives (Socio-economic Values), Mindful Consumption Practice (Epistemic Values), Community Awareness (Epistemic Values) and Sustainable Marketing Stimuli (Conditional Values).

This research has a multifaceted impact. At the macro-level, it supports stakeholders in Gastronomic Tourism (GT) – marketers, regional tourism bodies, policymakers and tour operators with distinct consumer values – in crafting regional culinary tourism, influencing economic policies and advocating for cultural conservation. At the micro-level, it aids scholars in initiating future research to elevate dining experiences, promote consumer education and tackle health and nutritional aspects within the evolving gastronomic industry.

This study makes a novel attempt to explore important drivers, categorizing the drivers into distinct consumer values that influence tourists and food connoisseurs towards traditional gastronomic delicacies by blending an innovative qualitative research methodology like grounded theory approach supported by the empirical validation process (quantitative). Additionally, it proposes a theoretical framework for future advancement of gastronomic literature.

The unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due to economic insecurity and fears of death have resulted in a paradigm shift away from consumer materialism and toward consumer spiritualism. The present study examines the effect of various dimensions of “spirituality” on consumers’ conspicuous consumption of fashion. The study employs a descriptive empirical research design to determine the impact of multiple dimensions of spirituality on the conspicuous consumption of Generation Z in India. These dimensions include General spirituality belief, Global personal spirituality and reincarnation spirituality. Additionally, the moderating effect of dispositional positive emotion on the relationships mentioned above has been investigated.

The data were accumulated through purposive sampling from 517 Generation Z consumers and analyzed using structural equation modeling.

Reincarnation, general personal and global personal spirituality had a direct positive impact on conspicuous consumption of fashion. Dispositional positive emotion had a positive moderation effect between the reincarnation, general personal and global personal spirituality and conspicuous consumption.

The study will assist fashion brands and retailers in better understanding consumer behavior and associated opportunities and threats post COVID-19. For merchants and business owners in emerging countries, this study will help them to apply new techniques for keeping customers. It is useful to evaluate a shopper’s views towards spirituality, disposition and conspicuous consumption.

The study explores and builds theories in Customer Perceived Values (CPVs) that drive counterfeit buying intention, using a Grounded Theory Approach (GTA) in an emerging market, India.

Counterfeit studies have either resorted to a survey approach or modelling approach in investigating various aspects and dimensions. This study, among a few, attempted a GTA in building theory on CPVs. Based on the observations and recorded responses that emerged through several Focus Group Discussions (FGDs); conducted in two metropolitan cities (India), newer insights into this illicit phenomenon of “Counterfeiting” were derived.

Adding to the counterfeit literature, the study presents a comprehensive view of the CPVs. Findings reveal economic, socio-normative, pleasure-based, euphemistic, acquisition-centrality, self-regulating, situational and sustainable consumption values that influence counterfeit attitudes and in turn impact counterfeit buying intentions. Although Economic Values (ECV) have been the primary motivation for counterfeit purchase, complex and newer values that emerged through this research study bears significance.

As a single point of reference, this study will provide impetus to scholars and academicians in expanding the counterfeit research domain. While aiding policymakers and marketers in further understanding this illicit practice, it will also guide brand managers in strategizing their offerings and reaching out to the masses with strong brand aesthetic values.

Based on a systematic literature review using the 4 Ws framework, this study is one of the few attempts that has adopted a GTA to explore and develop theories on CPVs in counterfeit research.

The constant population growth and inappropriate consumption patterns have led to abnormal use of the earth's capacities, destruction of natural resources, enormous spread of diseases, and increased waste materials. Thus, these issues should be highlighted to avoid serious problems for the earth. Accordingly, this study examines the effect of environmental knowledge (EK), environmental responsibility (ER), and environmental concern (EC) on sustainable consumption behavior (SCB), with the mediating role of customer attitude (CA).

The present applied study is descriptive-correlational. The statistical population includes customers of Hyperstar stores located in Tehran. Overall, a sample size of 384 people was selected based on Cochran's formula. The data were collected using standard questionnaires and analyzed using structural equation modeling and Smart PLS version 3 software.

The fit of the proposed model was confirmed at measurement, structural, and general levels. Thus, it indicates that the structural model has an acceptable fit. Furthermore, the findings emphasize that ER and EC have a positive effect on CA, and ER and EC have a positive impact on SCB. ER and EC have a positive effect on SCB through the mediation of CA, while EK does not have any significant effect on SCB but EK has an effect on SCB through the mediation of CA.

Given the growth of environmental destruction, it is necessary to consider the change of CA toward buying sustainable products. Therefore, this study pays attention to the mediating role of attitude and examines the effects of EK, EC, and ER that cause SCB among customers of Hyperstars.