Sustainability in Marketing Practice

Subrata Chattopadhyay, PhD, MBA, is presently working as Professor, Business Administration Department, University of Engineering & Management, Kolkata, India. He is well versed in cutting-edge teaching techniques and has extensive industry connections. He has published more than 23 articles in more than 30 international journals and has presented his work at seminars and conferences. In addition, he has authored three books: Values and Ethics for Engineers and Managers, Transport Management, and Computations in Estate Management. Udit Chawla, PhD, MBA, is presently working as Associate Professor of Business Administration at the University of Engineering & Management, Kolkata, India. He is an accomplished educator and has expertise in the programming languages R, SPSS, SAS, Python, etc. His areas of interest include business analytics, data science, machine learning, and artificial intelligence. He has published articles in international conferences and contributed to more than 15 international journals.

"This book well describes how organizations need to manage their resources and goals in turbulent times. . . . Marketers need to recognize the role of limited resources, high environmental costs, and the growing warming of our planet. Marketers need to modernize their procedures for pricing, distribution, branding, and product creation. The purpose of the marketing team is to achieve good profits within a strong policy and practice of sustainability. Companies must adopt the mantra of "reduce, reuse, and recycle" in developing their products, services. and marketing plans. We need to advance green marketing as a core task. Support for a healthy planet should be part of your regular brand messaging."—From the Foreword by Professor Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus), Kellogg School of Management, Northwestern University

• FOREWORD by Philip Kotler PART I: SUSTAINABLE CONSUMER CULTURE 1. Influencing Consumer Decisions through Nudge Marketing: Evidence from the Indian Fashion Industry 2. Commodity-to-Brand Transformation: A Review and Research Agenda 3. Influence of Personality Traits on the Purchase Behavior of Consumers in Kolkata PART II: SUSTAINABLE BUSINESS STRATEGY PRACTICES 4. A Conceptual Framework to Decode the Engagement and Satisfaction of Banking Consumers in Digital Space: A Review-Based Study 5. An Empirical Study to Understand the Parameters Affecting Customers’ Satisfaction towards Fashion Brands Following Sustainable Practices 6. Using Sentiment Analysis to Identify Consumers’ Emotions in the Hotel Industry 7. An Introspection on Fame India Scheme in the Light of Non-Incentivized Electric Private Four-Wheelers: Potentials and Possibilities 8. Application and Sustainability of AI and Machine Learning in the Various Stages of the Value Chain in Online Fashion Retail: A Conceptual Review PART III: SUSTAINABLE OPPORTUNITIES 9. An Empirical Study in Analyzing Customer Preferences and Adoption of Electric Vehicles 10. A Study on the Growth Prospects of Q Commerce and Its Role Play in eCommerce Business in Present-Day India 11. Key Factors Influencing Customer Preference Regarding Ecotourism from a Data Analytics Perspective 12. What Factors Do Zoomers Consider While Buying Private Label Products: A Conceptual Model PART IV: GREEN MARKETING AND THE NEW CONSUMPTION PATTERN 13. Exploring Buying Intention and Brand Loyalty of Millennials and Gen Z towards Sustainable Beauty and Personal Care Products Using a Green Mix Approach 14. Ecotourism: A Study of the Relationship between Demographic Factors and Satisfaction among Customers towards Ecotourism Using the Chi-Square Application 15. Why Do Consumers Behave . . . the Way They Do! (A Bird’s-Eye View on the Heuristics and Biases in Consumerism) 16. Impact of Consumers’ Knowledge and Use of Food Labels on Willingness to Pay Using SmartPLS 17. Occupancy Monitoring to Prevent Spread of COVID-19 in Public Places Using AI