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The purpose of this paper is to argue for an integrative model of social enterprises (SE) and social marketing (SM) to usher in desirable change, instead of the currently adopted either/or approach. We offer the shadow framework to integrate these two paradigms in the context of peace-building organizations.

Using purposive sampling strategy, 19 cases of peacebuilding initiatives were identified and reviewed from secondary sources. Ashoka Fellows working in the domain of peacebuilding, along with a few other exemplary cases across the globe were considered.

We found an emerging typology of three forms in the organizational responses to peacebuilding initiatives: (a) pure charity-driven work, (b) dual structure of charity plus business enterprises, and (c) social enterprises with distinct revenue model.

Building upon previous theoretical research, we find a lot of merit in SEs adopting the SM toolkit. We contribute to theory building by showing the interaction between paradox theory and stakeholder marketing in the context of SEs dealing with wicked problems such as peacebuilding. Consequently, we propose a shadow social marketing (SSM) model that would camouflage the real offering of peace through an apparent offering that would be non-controversial in nature and result in moderate-importance small wins for the multiple stakeholders involved with conflicting interests.

From a managerial perspective, chances of success of the desired social change increases by complementing the efforts of SEs through the SM toolkit. Organizationally, although all the three forms of peacebuilding initiatives can benefit from systematic usage of the SSM, they need to reframe their efforts toward those that are not pro-peace, rather than preach to the converted. Consequently, the answer may lie in efforts at building cultural sensitivity to promote entrepreneurship amongst such target groups amongst such target groups in conflicting communities, with an organizational form that successfully marries SEs and SM.

Though previous scholarship mentions the need for finding complementarities between social marketing objectives and social enterprise missions, no paper yet has suggested a roadmap for achieving it. This paper highlights an integrative plan that, in this specific case of peacebuilding initiatives, or social enterprises in general, can leverage to evolve better organizational practices, improve financial sustainability and measurable impact to effect the desired social change.

The purpose of this paper is to attempt to understand the frequent clothing purchase behavior of undergraduate urban college‐goers of India aged 18‐23 years and empirically prove the value‐psychographic traits‐clothing (VPC) purchase behavior hierarchy.

A stratified systematic sample of 275 respondents was used to test the hierarchy. The List of Values (LOV) scale was submitted to exploratory factor analysis (EFA) with principal components analysis and varimax rotation. Confirmatory factor analysis (CFA) was used to validate EFA results. Next, structural equation modeling (SEM) with maximum likelihood estimation (MLE) was used to empirically prove VPC of the urban Indian college‐goers.

The study finds that EFA of the LOV scale yielded two dimensions‐ outer‐directed values and inner‐directed values. Outer‐directed values influenced the psychographic traits – fashion‐consciousness and innovativeness positively, while fashion‐consciousness and innovativeness positively influenced clothing purchase frequency. Thus, VPC hierarchy is empirically proved with the help of SEM.

In the context of frequent clothing purchases of college‐goers, values affect behavior indirectly through psychographic traits of fashion‐consciousness and innovativeness. Psychographic traits of fashion‐consciousness and innovativeness act as intervening variables between values and clothing purchase behavior. EFA and CFA were done on the same sample thereby limiting the scope of the study.

The marketer of clothing for college‐goers should frame his/her product and communication strategy in such a way that it appeals to the fashion‐conscious and innovative consumers with outer‐directed values.

An attempt has been made for the first time to prove the VPC hierarchy empirically in the context of frequent clothing purchases of young college‐goers.

This article seeks to understand whether Indian consumers are likely to move from traditional kirana stores to large organized retailers while shopping for groceries.

Two hypotheses were proposed: H1: customer patronage differs for different grocery store attributes and H2: customer perceptions of grocery store attributes differ for kirana stores and organized retailers. The study was carried out across four Indian cities‐ two major and two smaller cities with around 100 respondents from each city. Stratified systematic sampling design with a sample size of 409 was used for the study. Multivariate statistical techniques were used to analyze the data collected with the help of a structured questionnaire.

Customer patronage to grocery stores was found to be positively related to location, helpful, trustworthy salespeople, home shopping, cleanliness, offers, quality and negatively related to travel convenience. Kiranas do well on location but poorly on cleanliness, offers, quality, and helpful trustworthy salespeople. The converse is true for organized retailers.

Kiranas have major disadvantages on all customer perception scores except location. These scores being less important determinants of patronage compared with location, in the short run kiranas may not be ousted out of customers’ favour. However, in the long run if they do not work on these other factors, they would face oblivion.

Kiranas need to upgrade their facilities to be able to compete with the organized retailers, who are expected to improve their location scores rapidly in the near future.

The paper predicts whether the foray of large organized grocery retailing would close down millions of kirana shops and result in loss of livelihood, suggesting measures to counter the onslaught.