Socially Responsible Consumption and Marketing in Practice : Collection of Case Studies

The book provides an overview of socially responsible consumption and marketing, as well as a collection of teaching cases that discuss and emphasize how 21st-century organizations, both for-profit and non-profit, are addressing socially responsible consumers and meeting their changing needs while remaining profitable. Consumers, governments, academics, and practitioners are becoming more interested in promoting positive social changes through consumption. As a result, this book aims to understand the practice of marketing in bringing about positive social change through real-life case studies. Consumption by socially responsible consumers who care about the social good is unique, not only because of its inter-disciplinary and substantive subject matter but also because it presents challenges and pushes organizations to make significant changes in the ways they have been accomplishing organizational activities in the twenty-first century, from procurement to production to sales and services. The book goes beyond individual consumers and their lifestyles to promote the scope of discussing marketing strategies. It seeks to comprehend how people consume and how socially responsible consumption is conceived. The case studies present and pursue integrated solutions for more sustainable consumption. This is a must-read for marketers who want to reach out to socially responsible consumers. Acknowledgments Contents About the Editors An Overview of the Socially Responsible Consumption and Marketing An Introduction to Socially Responsible Sustainable Consumption: Issues and Challenges 1 Sustainable Consumption 2 Achieving Sustainable Consumption 3 Issues and Challenges with Sustainable Consumption 4 Conclusion 5 Organization of the Book References Succeeding with Responsible Marketing a Framework and Three Short Cases 1 Introduction 2 The Emergence and Meaning of Responsible Marketing 2.1 A Genesis and Dimensions of Responsible Marketing 2.2 The Responsible Marketing Mix 3 Examples of Responsible Companies in Canada 3.1 Message Factory 3.2 Attitude 3.3 Rachelle Béry 4 Implications for Future Responsible Marketing Agenda 4.1 Company perspective 4.2 Consumer perspective 4.3 Regulatory And Governance Perspective 4.4 The Way Forward for Responsible Marketing 5 Limitations and Future Research Directions 6 Conclusion References Understanding and Raising Consumers’ Normative Motivation for Sustainable Consumption 1 Introduction 2 Consumers’ Normative Motivation for Sustainable Consumption 2.1 Factors Influencing the Activation of Normative Motivation 2.2 Factors Influencing the Deactivation of Moral Motivation 3 Implications for the Marketing of Sustainable Products and Services 3.1 Activating Consumers’ Conscience for Sustainability 3.2 Approaches to Prevent Consumers’ Conscience Deactivation 4 Conclusion 5 Lessons Learned References Collaborative Fashion Consumption: A Contemporary Marketing Trend 1 Introduction 2 Collaborative Consumption 2.1 Collaborative Fashion Consumption 3 Collaborative Fashion Consumption Modes 4 An Overview of the Collaborative Fashion Consumption Market 5 Conclusions, Limitations, and Future Research Directions References Sustainable Consumption Practices of Rural India 1 Background 2 Way of Living in Rural India 3 Sustainable Development in Rural India 4 Sustainable Consumption Practices and Rural India 5 Quality of Life in Rural India 6 Theoretical Framework 6.1 Theory of Reasoned Action and Planned Behavior 6.2 Conservation of Resource (COR) Theory 6.3 Gemeinschaft and Gesellschaft 6.4 Structural Functional Approach 7 Integrating Theoretical and Conceptual Framework 8 Limitations 9 Implications 9.1 Practice 9.2 Research and Intervention 10 Conclusion References Teaching Case Studies RangSutra Crafts India: The Story of Colored Threads and Weaving Artisans 1 Learning objectives: 2 Introduction 2.1 Indian Handloom and Handicrafts Industry 2.2 Background 2.3 Current Perception of the Brand 2.4 People, Collaborators, and Revenue 2.5 RangSutra on Social Media 2.6 Challenges Due to COVID-19 2.7 New Developments 2.8 What is Next? 3 Case Exhibits 4 Conflicts of Interest/Competing Interests 5 Lessons Learned 6 Teaching Notes 6.1 Synopsis 7 Pedagogy of Case Study 8 Objectives 9 In-Class Activities References Mindful Consumption and Universal Love: A Case Study of Sri Lankan Consumer Activists 1 Learning Objectives 2 Introduction 3 Key Lessons Learned and Implications 4 Lesson Learned 5 Declaration of Conflicting Interests Appendix References Shhh!! It’s a Taboo Don’t Touch!! Pickles Go Sour! Sweets Become Inedible! Meals Become Impure! Plants Die! 1 Introduction 2 Period Poverty 3 Women Hygiene 4 Fact Check 5 Sanitary Pads in India 6 Initiatives by Sanjana 7 The Products Launched by the Pink Box: 8 Plans for Future 9 Other Issues 10 Conclusion 11 Lessons Learned References Deepika Store: A Dilemma of Being Sustainable or Profitable 1 Learning Objectives 2 Introduction 3 Case Opening 4 Early Thoughts 5 Deepika Store 6 Target Market 7 Competitive Profile 8 Retail Marketing Mix of Deepika Store 9 Sustainable Tryst 10 Going Forward 11 Lessons Learned 12 Discussion Questions 13 Project/Exercise 14 Additional Content 15 Synopsis 16 Learning Objectives 17 Case Positioning 18 Research Methods 19 Assignment Questions 20 Additional Materials 21 Suggested Core Readings 22 Teaching Plan and Timing 23 Analysis of Assignment Questions 24 Key Learnings 25 Postscript 26 Exhibits Appendix Appendix 1 Details of Sales, Number of Customers, Ticket Size–Averaged for Month Appendix 2: Categories at Deepika Store and Contribution % in Sales Appendix 3: Category Wise Shelf Allocation for Display Appendix 4: Layout of Deepika Store References Lacoste: Save Our Species Campaign 1 Introduction 2 Lacoste—The Company 3 Save Our Species (SOS) 4 The Way Forward 5 Lessons Learned References CUBO Modular Inc. Trailblazing Green Housing in the Philippines 1 Introduction Appendix Teaching Note Combating Bullying and Judgment Through Socially Responsible Marketing 1 Introduction 2 Planet Fitness 2.1 Company Background 2.2 Origin and Expansion 2.3 Corporate Social Impact of the Company 3 Home of the ‘Judgement Free Zone®’ 3.1 How Does It Work? 3.2 Judgement Free Generation®: Combating Bullying and Judgement 4 Summary of the Major Problem 5 Discussion 6 Conclusions 7 Lessons Learned 8 Declaration of Conflicting Interests 9 Credit Author Statement 10 Discussion Questions 11 Activity-Based Assignment 12 Additional Content Appendix: Graphic Content Teaching Note References Managing Sustainable Food Consumption: A Case Study of a Food Bank in Malaysia 1 Introduction: Food Waste as a “Wicked” Problem 2 The Case Study 2.1 The Food Rescue Group 2.2 The Food Consumption and Food Sharing Initiatives in Malaysia 3 Challenges in Food Sharing Initiatives in Malaysia 3.1 Food Waste Management and Government Support 3.2 Securing Supply of Food and Fund 3.3 Managing Customer Expectation 3.4 Sourcing and Managing Manpower 4 Discussion 5 Lessons Learned Teaching Note References ViveChachapoyas.Com: Encouragement of Sustainable and Responsible Consumption of Community Rural Tourism Through Digital Transformation 1 Introduction 2 An Entrepreneurial Traveling Spirit 2.1 A Trip Without Operators or Deadlines 2.2 San Bartolo: Treasure Key in Chachapoyas 2.3 The Entrepreneurial Intention in CRT 3 From Asian Initiative to Peruvian Inspiration at CRT 3.1 Tourism as Economic Growth Potential 3.2 Peru, Latin American Inspiration in CRT 4 From Traditional Tourism to Digital Tourism 4.1 Community Rural Tourism—CRT 4.2 Digital Tourism or eTourism 5 A Digital Transformation Plan in Chachapoyas 5.1 Need for Marketing Strategies Aligned to CRT 5.2 Role of Digital Platforms 6 From the Theory to the Practice 6.1 Many Roads, One Destination 6.2 Impact of the Cable Car in Nuevo Tingo 7 Value proposition of ViveChachapoyas.com 8 Discussion: A Viable Business Model 8.1 Tourist Segments 8.2 Convergences 9 Lessons Learned Appendix Appendix 1. Sustainable Development Goals Appendix 2. 2017 World Travel and Tourism Competitiveness Ranking Appendix 3. Latin American Countries in the Travel and Tourism Competitiveness Index 2017, with the presence of CRT enterprises Appendix 4. eTourism intermediaries framework Appendix 5. Progress in information technology and tourism management: New trends Appendix 6. Interaction between factors and measurement variables Appendix 7. Market Research Matrix Appendix 8. Location of Chachapoyas (Peru) Appendix 9. Tripadvisor ranking of attractions in Chachapoyas Appendix 10. Historic Center of Chachapoyas (Peru) Appendix 11. Kuelap Fortress, Chachapoyas (Peru) Appendix 12. Gocta Falls, Chachapoyas (Peru) Teaching Note References Internal and External Marketing Nexus and Corporate Social Responsibility: The Case of an airline’s Rescue Mission to Wuhan During COVID19 1 Introduction 2 CSR Strategy Implementation Through Internal and External Marketing 3 The Case 3.1 Company Overview 3.2 Corporate Social Responsibility of the Airline: Strategic Intervention to Infuse Employee Agility 3.3 The Crisis Situation 3.4 The Rescue Mission 3.5 Activating Social Consciousness to Enhance Employee Agility Through CSR Intervention During a Crisis 3.6 Enhanced Public Image of the ‘Carrier with a Heart’ After the Rescue Mission 4 Lessons Learned and Implications for Practice 5 Discussion Questions References How “Dieselgate” Changed Volkswagen: Rushing to Erase the Traces of Greenwashing 1 Learning objectives 2 Introduction 3 VW Group Company Background: “Made in Germany” 4 Collaboration & Transformation Toward Sustainability 5 Strategic Partnerships with Microsoft, Ford, and Amazon: Transformation Toward e-mobility and Digitalization 6 VW Group Environmental Policy Statement 7 VW’s Compliance with United Nations’ 2030 Agenda for Sustainable Development 8 ID Stands for Intelligent Design, and VW Presented ID.3 as “World First” Overall Carbon–Neutral Electric Car 9 Discussion 10 Lessons Learned Synopsis Teaching Objectives Research Methods Assignment Questions and Answers Additional Materials Suggested Core Readings Teaching Plan and Timing Key Learnings Interesting Facts Complexity Academic Level References Beautification of Death: A Case Study of Green Oasis Coffins (Made) in Bangladesh 1 Introduction 1.1 Eco-Friendly or Green Burial 2 Oasis Coffins: An Overview 2.1 Vision, Mission, and Values 3 Background of the Market 4 Environmental Operations of the Company 5 Social and Environmental Performance 6 Future Plans Case Summary Learning Objectives Theoretical Framework: Sustainable Business Teaching Strategy References A Case Study on Socially Responsible Consumption with Opportunities for Australian Clothing Retailers 1 Learning Objectives 2 Introduction 3 Situation Faced 3.1 Fast and Slow Fashion 3.2 Clothing Consumption and Disposal Pattern in Australia 3.3 Purchasing Behaviour, Evaluation of Wardrobe Management and Style in Australia 3.4 Responsible Clothing Consumptions and Conscious Capitalism 4 Actions Taken by H&M for Leveraging Closed-Loop Supply Chain for Textile and Clothing 5 Results Achieved 5.1 Understanding Purchasing Behaviour and Wardrobe Management and Style of Local Consumers 5.2 Implications for Big Clothing Retailers 5.3 Opportunities for SMEs and Partnership with Non-Profits 5.4 Implications for Responsible Clothing Consumption and Sustainability 6 Lessons Learned References Advances in Knowledge of Socially Responsible Consumption and Marketing Consumer Attitude and Intention Toward Avoiding Food Waste: The Role of Perceived Risk 1 Learning Objectives 2 Introduction 3 Conceptual Background 3.1 Financial Risk 3.2 Physical Risk 3.3 Performance Risk 3.4 Psychological Risk 3.5 Social Risk 4 Methodology 5 Analysis and Results 6 Discussion 7 Implications 8 Limitations and Future Research References Electric Vehicles as a Means to Sustainable Consumption: Improving Adoption and Perception in India 1 Introduction 2 Methodology 3 Factors, Perceptions, and Theories: Global EV Adoption Experience 3.1 Popular Theories in Literature Related to EV Adoption and Consumer Buying Behaviour 4 Customer Perception and Buying Behaviour Regarding EVs in India 5 Handling the EV Policy Challenge in India: Solutions for Different Stakeholders 6 Conclusion 7 Limitations of the Study 8 Future Research Directions 9 Lessons Learned References Pedagogical Directions and Best Practices: Imparting Socially Responsible Consumption and Marketing Competencies Using Live Briefs in Marketing Education: How to Increase Student Employability by Blending Sustainability and Internationalization 1 Introduction 2 Employability Discourse in Higher Education 3 Sustainable Consumption in Marketing Education 4 Feedback from the Students 5 Limitations and Future Research Avenues 6 Lessons Learned References