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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.

This study aims to investigate the consumption pattern of aerated drinks and examine its determinants among adolescents’ boys and girls (15–19 years) in India.

The fifth round of National Family Health Survey (2019-2021) data was examined applying sample weights. Pattern of consumption and its determinants was analysed separately for boys and girls using binary logistic regression and calculating adjusted odds ratio (AOR) at 95% confidence interval.

The daily, weekly and occasionally consumption of aerated drinks was 4.4%, 22.7%, 63% for boys and 2.9%, 14%, 70.8% for girls, respectively. Factors such as secondary/higher education [Boys AOR = 1.5, (1.2–1.9) (p = 0.001); Girls AOR = 1.2, (1.1–1.2) (p < 0.001)]; rich wealth index [Boys AOR = 1.8, (1.6–2.1) (p < 0.001); Girls AOR = 1.3, (1.3–1.4) (p < 0.001)]; fried food consumption [Boys AOR = 11.1, (9.5–12.9) (p < 0.001); Girls AOR = 11.5, (10.8–12.3) (p < 0.001)]; and watching television [Boys AOR = 1.5, (2.3–1.7) (p < 0.001); Girls AOR = 1.3, (1.3–1.4) (p < 0.001)] were found significant predictors of aerated drink consumption among adolescents.

The authors noted differences in consumption pattern between adolescents’ boys and girls. A shift to occasional consumption from weekly and daily was also observed. A further decrease in consumption may requires gender and region-specific health-promotion interventions. Rationalising sugar-sweetened beverages taxation adhering World Health Organisation’s recommendation to reduce affordability may be further researched in the Indian context. Furthermore, sale and consumption of traditional and locally available fruits, vegetables and healthy beverages may be warranted.

The search for luxurious hospitality experiences increasingly coincides with the imperative to mitigate negative impacts in the pursuit of greater sustainability. This is a task often understood as being complex particularly in the context of luxury hospitality which often resonates with conspicuous consumption. This chapter uses a case study approach to analyze the complex relationship between luxury tourism and sustainability. The study focuses on the development of “luxury” from a materialistic perspective toward an experience economy and relates this to the concept of sustainability and agreements relevant to the tourism industry. The environmental impact of luxury hospitality is then discussed. The case study on properties in Costa Rica, South Africa, the Maldives, Vietnam, and French Polynesia focuses on philosophy, facilities, energy and waste consumption, food and beverage, conservational and educational activities, and alignment to the United Nations Sustainable Development Goals (UN SDGs). The focus is on the properties and shows limitations in that it is not applicable to the whole tourist journey and experience. All properties understand luxury as based on experiences and involvement in nature. Measures to mitigate environmental impact and foster conservational and educational activities are mainstream practices. Comparing the cases with academic literature on luxury, sustainability, ecotourism, and environmental policies underline that sustainability-driven luxury hospitality shows valuable steps toward a more sustainable product but is ultimately faced with the dilemma of taking into consideration and ultimately mitigating the impacts of the entire travel value chain.

This study aims to explore and understand the challenges and opportunities presented by the rising demand for organic products in the context of toddy consumption and marketing.

This research examines consumer behaviour and decision-making patterns using decision tree analysis. A survey questionnaire based on established theories was distributed to individuals above the legal drinking age of 23 in Kerala, India, using purposive and random sampling.

The study found that people's fondness for toddy shop food plays a crucial role in their food choices. When the fondness is low, subjective norms can override personal preferences. But when the fondness is high, individual perceptions take precedence.

Using machine learning techniques, we created a compass to guide marketing strategies and cultural preservation efforts in toddy shops by considering the complex factors that influence consumer decisions.

The increasing accumulation of synthetic plastic waste in oceans and landfills, along with the depletion of non-renewable fossil-based resources, has sparked environmental concerns and prompted the search for environmentally friendly alternatives. Biodegradable plastics derived from lignocellulosic materials are emerging as substitutes for synthetic plastics, offering significant potential to reduce landfill stress and minimise environmental impacts. This study highlights a sustainable and cost-effective solution by utilising agricultural residues and invasive plant materials as carbon substrates for the production of biopolymers, particularly polyhydroxybutyrate (PHB), through microbiological processes. Locally sourced residual materials were preferred to reduce transportation costs and ensure accessibility. The selection of suitable residue streams was based on various criteria, including strength properties, cellulose content, low ash and lignin content, affordability, non-toxicity, biocompatibility, shelf-life, mechanical and physical properties, short maturation period, antibacterial properties and compatibility with global food security. Life cycle assessments confirm that PHB dramatically lowers CO₂ emissions compared to traditional plastics, while the growing use of lignocellulosic biomass in biopolymeric applications offers renewable and readily available resources. Governments worldwide are increasingly inclined to develop comprehensive bioeconomy policies and specialised bioplastics initiatives, driven by customer acceptability and the rising demand for environmentally friendly solutions. The implications of climate change, price volatility in fossil materials, and the imperative to reduce dependence on fossil resources further contribute to the desirability of biopolymers. The study involves fermentation, turbidity measurements, extraction and purification of PHB, and the manufacturing and testing of composite biopolymers using various physical, mechanical and chemical tests.

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

In this paper we examine the validity of the J-curve hypothesis in four Southeast Asian economies (Indonesia, Malaysia, the Philippines and Thailand) over the 1980–2017 period.

We employ the linear autoregressive distributed lags (ARDL) model that captures the dynamic relationships between the variables and additionally use the nonlinear ARDL model that considers the asymmetric effects of the real exchange rate changes.

The estimated models were diagnostically sound, and the variables were found to be cointegrated. However, with the exception of Malaysia, the short- and long-run relationships did not attest to the presence of the J-curve effect. The trade flows were affected asymmetrically in Malaysia and the Philippines, suggesting the appropriateness of nonlinear ARDL in these countries.

The previous research tended to examine the effects of the real exchange rate changes on the agricultural trade balance and specifically the J-curve effect (deterioration of the trade balance followed by its improvement) in the developed economies and rarely in the developing ones. In this paper, we address this omission.

This study aims to assess dietary choices of pregnant women and its relationship with their anaemia status.

A mixed-method study comprising a survey and three focus group discussions (FGDs). The survey included 380 adult pregnant women with data collected on food choices, preferences and haemoglobin (Hb) status.

More than 50% of women in the study had Hb concentration < 11.0 g/dl; mean Hb was 10.24 g/dl (SD = 1.59). Univariate analysis was used to generate descriptive tabulations for socio-demographic characteristics of respondents, dietary choices for women and anaemia status. T-test and bivariate analysis between dietary diversity score of the women among the food groups consumed as well as their anaemia (Hb) status. This showed that women with high dietary diversity score had improved Hb status (P = 0.003), and those who consumed meat and fish as well as dark leafy vegetables had significantly high diversity scores (P = 0.031 and P = 0.049). Thematic analysis was used for analysing qualitative data.

The sample used in the study is unlikely to be fully representative of pregnant women in the Accra Metropolis. In addition, this study used a cross-sectional study design, making it difficult to establish causal associations between nutritional status and food choice of pregnant women. It does not also show variation in dietary practices by seasons of the year. The scope of the study did not allow for a detailed analysis, and this should be considered in future studies. Also, the study did not explore an obstetric factor like past bleeding history as well as the menstrual cycle of these pregnant women, as these factors are likely to interfere with the anaemia status of the pregnant women.

This paper contributes significant value by specifically focusing on and clarifying the complex relationship between dietary choices and aneamia among pregnant women. It also provides insights into the distinct dietary patterns and preferences of pregnant women, which may be contributing to the high prevalence of aneamia. The results of the study can inform the development of localized, evidence-based interventions to address this critical public health concern, ultimately leading to improved maternal and foetal health outcomes.

Tourism acts as a stimulant in rural poverty reduction and inclusive socioeconomic development. Sustainable tourism can significantly contribute to the economic diversification and local economic development of rural areas with its ability to create jobs and encourage infrastructural development focusing on preserving the environment, culture and indigenous groups. The detrimental effects of tourism on the economy, society and culture have shifted attention to sustainable travel. As a result, terms like ‘tribal tourism’, ‘ecotourism’ and ‘sustainable tourism’ have become popular. Inclusive engagement is a crucial agenda item in future tourism development and a major concern of many international organisations, including the United Nations. This chapter focuses on exploring the tribal communities and their involvement in sustainable tourism initiatives with an overarching focus on the role of the indigenous community and their skill sets in creating sustainable livelihoods through tribal tourism. Apart from creating direct and indirect employment opportunities, tribal tourism will support the growth of locally produced goods and have significant multiplier effects as capability-building initiatives will give impetus to the community's socioeconomic development.

Additionally, the sector offers notable advancements in the development of the tribal region. Tribal tourism will help people comprehend the significance of the ecosystem, local biodiversity and emission control activities on a deeper level (Thanikkad & Saleem, 2021). This chapter explores the indigenous tribes of Kerala and their ethnic skill sets, capabilities and means of livelihood. Further, the discussion on how the tourism domain promotes inclusive engagement of these tribes and aids in mapping skill sets, livelihood and inclusive engagement through tourism initiatives is explored.

According to the Ministry of Tourism and Creative Economy, there are 7,275 indigenous tourism enterprises in Indonesia. However, only 0.5% of these are certified as a sustainable tourism village. One of them is the Karangrejo village in Borobudur, Indonesia. This village is able to sustain their enterprise, which is a unique and rare context. This study aims to address this gap by examining the sense of place value created from the collaboration between actors, mapping the actors and their resources who have crucial roles in indigenous tourism enterprise, and examining the relations between actors, mapping the characteristics and efforts made by the indigenous tourism enterprise. The novelty of this research is the unique context that it takes place, and the use of comprehensive theoretical perspectives combining architecture, sociological social psychology and marketing/business theories in tourism context, which is uncommon for research in this area.

Participants in this study were 17 individuals, comprising Village Chief, accompanying state-owned enterprises, tourists, owners of micro, small and medium enterprises, village economic center manager and village-owned enterprises manager. Data were collected from interviews and field recordings using purposive sampling technique. The study design was a case study. The data were coded in two steps: first cycle and second cycle coding. Member checking with research participants was conducted to ensure data credibility.

This study revealed several novel findings. First, sense of place value was not merely perceived as material and nonmaterial components, but also as networks between actors that were involved in creating such components within (value) exchange framework. Second, the actors involved in the exchange were provider actor, external supporter actor, internal supporter actor, collaborator actor and consumer actor. Each of these actors owned one or a combination of material and nonmaterial values that are exchangeable. Mapping of the actors involved was discussed using a combined perspective of consumer-centric and balanced network. Third, exchange relations that occurred between actors could be balanced or imbalanced, depending on the amount of resource owned by each actor. Nonetheless, imbalanced relations because of discrepancies in the value contributions could still have positive impact because it was motivated by the intention to help others. Fourth, this study identified the importance of having characteristics as resource integrator/gatherer for indigenous tourism enterprise (provider actor) to ensure the economic sustainability of their business.

This study was conducted during the COVID-19 pandemic, where governments imposed strict travel restrictions. Consequently, data from tourists were limited in particular, the lack of perspectives from international tourists. During the data collection, the government were still limiting international travelers to visit the country, hence only domestic tourists were able to visit. The perspectives of international tourists would have added valuable data. Because of pandemic, the data collection process was initially conducted online, which was then followed by in-person data collection. Online data collection is common in research; however, in-person data collection would have been more preferred, where possible, so that the researchers could directly observe the situation in context. Future research could be conducted after the pandemic ends. Furthermore, findings of this research asserted the importance of actors’ motives, situations, quality of the values and relational attributes, but had not discussed these in detail, especially from the perspective of each actor. Future research could address this limitation.

Enhancing material and nonmaterial sense of place value would involve multiple actors. Therefore, mapping of the resources owned by these actors as well as their roles is critical. To create sense of place value, synergy between actors is essential and could not be achieved by a single actor. Every actor is influenced by motives and circumstances when interacting with the other actor. Awareness of such motives and circumstances where the exchange takes place is necessary, to ensure that the cultivated relationship aligns with the goals and expectations. As exchange relations could be balanced or imbalanced, every actor also needs to be aware of their position and continuously evaluate it to avoid being constantly in a powerless position. Indigenous tourism enterprise could not singlehandedly provide every resource needed. Therefore, developing a character as a gatherer/resource integrator becomes crucial to gain access to all necessary resources. Currently, there are no tools available for identifying actors, resources and relational attributes. This could be a potential avenue for academics in this area. Further, the government should identify the best practice from the successful indigenous tourism enterprises, not only giving recognition awards or certifications to these enterprises.

Findings from this study have several contributions; among others, it discussed sense of place value of indigenous tourism enterprise more comprehensively, as the essential actors who exchange resources were identified. This study also underlined positive power imbalance, which had been generally seen as a negative dynamic. Moreover, this study highlighted that indigenous people, despite living by communal value (non-transactional) in their daily lives, would need to engage in transactional relations and develop resource integrator characteristics to maintain tourism enterprise. Indigenous people have often been seen from their communal side, while their transactional (non-communal) side has been rarely seen.