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The case will help students to understand the challenges faced by the organisations with respect to implementing social reforms; develop an understanding in creating sustainable solutions to the social problems; identify leadership challenges faced by such enterprises; and understand grassroots challenges of establishing such enterprises in India.

The case deals with the dilemma and challenges of Col. Nirban Singh, in-charge of Midday meal of QRG Foundation at Alwar. The foundation was based on the vision of creating a positive impact in communities through social service. They follow a socially positive agenda and work consistently to contribute to the betterment of the society and its future. Their initiatives revolve around their concerns for the nutrition, health and education of children. It was decided that out of the three programmes on environment, sanitation and the mid-day meal (MDM) for school going children, the later will be the flagship CSR activity of Havells. The programme began with coverage of 1,500 students in 2005. In 2015, ten years since inception, the Havells MDM scheme catered to over 58,000 students from 688 schools every day in the Alwar region of Rajasthan. Till February 2017, Havells has served over 66 million meals to students and impacted lives of millions of Children (Source: Havells). The case illustrates innovative model of automation in food preparation and cooking operations adopted by the company with minimum human intervention, to maintain hygiene and thereby with the help of special vans owned by the company quickly distribute freshly cooked food to schools at lunch time. The case highlights the purpose behind this initiative, challenges that company face in day-to-day activities and the impact of this initiative on the children in Alwar district at Rajasthan. QRG is at the crossroad: Col. Nirban must identify the way forward without compromising on the quality of the services provided. His available options are replicate the programme in the new state, upscale their services in Rajasthan and focus on the existing project and work on the ways to make it sustainable.

The case can be used in both undergraduate and graduate levels in entrepreneurship, management and leadership classes to discuss corporate social responsibility, social entrepreneurship, NGO and responsible business. The case provides practical challenges faced by the social enterprises/NGOs in running the programme, implementing the policies on the ground, replicating and sustaining it. The case can be used in strategy, innovation and ethic classes.

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Management science.

This study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among consumers, and how they attain self-exoneration because of the moral dilemma if any exist.

The present study is based on semi-structured interviews, using constructivist grounded theory, which offers a platform to investigate, explore and discover psychosocial mechanism that operates among the consumers regarding the dimension of morality and green practices. In-depth exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on the study.

Findings of the study shed light on the moral dilemma arising from internal and external inefficacy of consumers and disengagement of morality to save consumers from self-condemnation. Also, the study proffers the potential conceptual framework of moral inefficacy, moral disengagement and green buying behaviour of consumers. Eventually, the study mapped the morality matrix to explore the consequents of moral inefficacy and moral disengagement.

The idiographic nature of qualitative research, particularly grounded theory may be considered as a research limitation as it follows limited generalizability. Moreover, the present research work is exploratory in nature and depends on the candour of researchers’ reactivity and understanding.

The study subjectively concludes the green behaviour of consumers and discusses the rationality behind green intentions and behaviour gap. Marketers can strategize consumer morality as an approach to enhance green buying behaviour of consumers by removing moral inefficacies and disengagements.

It is crucial for marketers and society to understand the reasons behind non-green consumerism and accordingly cope up with the situation.

The study has been designed in a way to discuss the philosophy of morality and psychology of consumers on green consumption. To elicit the crux and conceptualization of morality and green purchasing framework using constructivist grounded theory is the exclusivity of this study. This paper explores green consumption pattern using moral orientation and processes in detail.

The rationale of viewpoint is to comprehend green consumption (GC) and sustainable consumption (SC). The purpose of this study is to understand how the phenomenon of sustainable and green consumers perceives in an everyday perceives in an everyday/routine life in modern today’s dynamic world society, where consumers clients are highly encouraged towards use and practicing sustainability, also to understand people’s personal lived experiences in this affair of green and SC processes. The adoption of sustainable business strategies has been a well-thought-out plan which act as a foremost driver for the socioeconomic development.

Present study is based on phenomenological interviews, using interpretative phenomenological approach (IPA) which has offered a platform to investigate, explore and discover to talk about latent prime aspects (causes to procure or adopt green products, its category, expression of feeling about perceived product self-assurance, readiness to pacification and consolation, familiarity of environmental-friendly products, reflection of alternatives, make use of and abandonment). Semi-structured exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on their viewpoint.

The findings classify bewilderment of how sustainability applies in routine style for sustainable and GC followed by the consumers with respect to his/her behaviour and challenges of SC over GC, predominantly for ecological and environmental issues, and there was cynicism concerning higher pricing order of green and sustainable products available in market. Interestingly in findings framework, the analysis designates that green consumers represent a non-natural segment and offer auxiliary experiential description of sustainable development or sustainability as a measure of sustainable market and its orientation concept.

The idiographic nature of IPA, particularly phenomenological approach, may be considered as a research limitation. Well-presented research work is exploratory in nature; and a research team is followed by well-known guidelines in order to make certain impartialities. Though, the research conclusions are limited to Indian GC and a replication or limitation into different nations would aid in the direction to get rid of several probable nation partiality.

In a nutshell, here findings exemplify that green or sustainable consumers are shifting sustainable ideology from one situation to another, and that by speaking about sustainability, these consumers possibly will obtain a competitive lead.

The results or findings reveal green or sustainable consumers’ augmented association with sustainability and the role expected from them to create better society and world.

The research work exclusively places green or sustainable consumers’ dependence on heuristics to show sustainable preferences or choices, due to the lack of information and awareness, and it entails that sustainable concepts and sustainability are becoming popular nowadays; ever more included into their everyday behaviours and practicing. Very limited research studies have been done to investigate the GC and SC; measuring consumers’ actions using qualitative research approaches through IPA approach. This paper explores their consumption pattern and processes in detail.

This study intends to contribute to the literature of eco-innovation by examining the pro-environmental intentions and behaviour among consumers through their understanding of eco-innovation. Thus, the relationship among eco-innovation, general pro-social attitude, generativity, environmental concern, purchasing intentions and buying environmentally friendly products and the differences of the relationship between high and low emotional loyalty and Generation Y and Z were investigated via structural equation modelling (SEM).

Data were collected through an online questionnaire directed to Indian consumers, and analysis was done through partial least square structural equation modelling (PLS-SEM) in two stages, i.e. measurement model and structural model.

Results confirm the relationships established in the proposed model, and some differences were found between the levels of emotional loyalty and the Generations Y and Z. The research shows that individualistic norms and perceived marketplace influence play a purposeful role in transforming environmental concerns into buying behaviour towards eco-innovation-driven products.

From a policy and management perspective, the results not only imply the importance of continuous performance and environmental improvement but also those policies hindering diffusion and adoption need to be addressed. Green buying is an elusive task but can be opportunely attained by marketers by adding elements of eco-innovations and understanding mindsets of consumers to create win–win situations for themselves and consumers.

The results reinforced that emotional loyalty and Generations Y and Z vitally impact consumers' green buying decision within the framework of eco-innovation and cognitive factors.

Marketing.

This case is suitable for MBA/MS courses for students of services marketing; courses such as sustainable development of business and integrated marketing communications.

Cordlife Limited entered the Indian market for cord blood banking in 2006 and by 2011 held third place in market share. However, the management of Cordlife had identified a major problem as a lack of awareness of the potential of cord blood banking among the Indian middle class, and the lack of a proper infrastructure for transportation of biological packages. Cordlife undertook several marketing initiatives to spread awareness. Marketing such a sophisticated service like cord blood banking called for heavy investments. The case provides an opportunity to closely examine various marketing activities in detail and understand how problems associated with intangible services can be managed. In addition to marketing of services the case highlights the existence of several gaps in designing a delivery in a service. The scope of the case can also be extended to the concept of service pricing and also integrated services marketing communications.

The case is designed for class discussions and in understanding the following concepts: the service gaps model; service pricing; and integrated service marketing communications.

Teaching notes are available. Consult your librarian for access.

The purpose of this paper is to investigate the adoption of Internet of Things (IoT) in the agriculture industry by the farmers' in India using the theoretical lens of the behavioral reasoning theory (BRT).

A survey on farmers was conducted to examine the adoption of IoT in agriculture industry (IoT-A) using BRT. The data analysis of the primary survey was done by applying the structural equation modelling (SEM) technique.

The ‘reasons for’ adoption of IoT-A were as follows: Relative advantage, social influence, perceived convenience, and perceived usefulness. The ‘reasons against’ adoption were as follows: Image barrier, technological anxiety, perceived price and perceived risk. The BRT theory provides the platform to discuss the psychological processing of acceptance of IoT in agriculture industry by the farmers.

This research has unique implications as it studies the rural consumers’ behavior of innovation adoption namely IoT in agriculture. It provides the specific reasons ‘for’ and ‘against’ IoT adoption in agriculture, which will give directions to the marketers of IoT technology to develop suitable marketing strategies to improve the adoption in rural areas.

This research takes the first step in the direction toward deliberation of the adoption of IoT-A by farmers in an emerging Indian economy using the BRT theory, which discusses the ‘reasons for’ and ‘reasons against’ adoption in a proposed model.