Archana Shrivastava, Nagendra Nath Sharma and Nitika Sharma
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…
Abstract
Learning outcomes
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.
Case overview
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.
Complexity academic level
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.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
Management science.
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Nitika Sharma and Arminda Paço
This study aims to explore the impact of Own, Others and Outer influences (O3) on green purchasing behaviour in e-commerce. The study uses the O ZONE model and…
Abstract
Purpose
This study aims to explore the impact of Own, Others and Outer influences (O3) on green purchasing behaviour in e-commerce. The study uses the O ZONE model and Stimulus–Organism–Behaviour–Consequence (SOBC) framework to analyse the impact of green intentions, green product awareness and green self-efficacy.
Design/methodology/approach
This study collected data from 405 respondents through a self-administered questionnaire and analysed the data via partial least squares structural equation modelling and necessary condition analysis using the software SmartPLS.
Findings
The findings indicate that O3 factors significantly affect green product awareness among consumers, with “Own” having no impact in ecommerce. Furthermore, this study found that green self-efficacy fully mediates the relationship between green product awareness and purchasing intentions. Interestingly, the results suggest that e-commerce recommendations (others) and marketer persuasion (outer influence) have a greater impact on green product awareness, which in turn influences green buying intentions via green self-efficacy, compared to personal knowledge (own). Finally, it shows that green purchase intentions lead to green buying behaviour.
Practical implications
This study helps to understand how to create green product awareness through information transfer and ways to enhance green self-efficacy to motivate green buying behaviour. Hence, it offers valuable insights for practitioners, policymakers and managers in green and digital marketing, highlighting the importance of effective knowledge transfer to enhance green consumer behaviour. Marketers can better understand the factors influencing consumers’ awareness of green products, such as personal knowledge, online reviews, recommendations from e-commerce websites and marketing campaigns.
Social implications
The findings add new insights to the existing knowledge of green purchasing behaviour in e-commerce by highlighting the importance of understanding the factors that influence consumers’ green product awareness and self-efficacy. In addition, it underscores the relative impact of O3 factors on green purchasing behaviour, aiding the development of effective marketing strategies promoting green products in ecommerce platform.
Originality/value
Highlighting the ever-evolving nature of the e-commerce industry, this study stresses the importance of staying abreast of trends for marketer success. It reiterates the significance of adapting strategies to align with emerging industry practices and consumer preferences.
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Raysa Geaquinto Rocha, Slimane Ed-Dafali and Nitika Sharma
This study investigates the interactions between entrepreneurial orientation, strategic agility and corporate social responsibility (CSR) in influencing sustained competitive…
Abstract
Purpose
This study investigates the interactions between entrepreneurial orientation, strategic agility and corporate social responsibility (CSR) in influencing sustained competitive advantage in Moroccan small- and medium-sized enterprises (SMEs). Additionally, it analyzed the influence of competitive intensity, firm size and age on attaining sustained competitive advantage.
Design/methodology/approach
We employed a dual approach to analyze 300 Moroccan SMEs, joining partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). PLS-SEM was utilized to maximize the explained variance of endogenous constructs and handle mediation effects, aligning with the study’s explanatory purpose. The NCA was used to identify necessary conditions for sustained competitive advantage by examining the extent to which the conditions (i.e. entrepreneurial orientation, strategic agility and CSR) are present in all cases where sustained competitive advantage is present.
Findings
The PLS-SEM analysis found that entrepreneurial orientation positively influences sustained competitive advantage and CSR and strategic agility partially mediates the relationship between entrepreneurial orientation and sustained competitive advantage and between entrepreneurial orientation and CSR. The NCA results imply that CSR, entrepreneurial orientation and strategic agility have small but significant effect sizes, indicating they are necessary conditions for achieving higher levels of sustained competitive advantage. Additionally, firm age and size are not necessary conditions.
Originality/value
This study provides a more comprehensive understanding of entrepreneurial orientation influencing sustained competitive advantage in SMEs. It challenges previous beliefs regarding the impact of CSR on sustained competitive advantage, particularly in the Moroccan SME context. Contrary to expectations, the findings indicate that CSR does not significantly impact sustained competitive advantage or mediate the relationship between entrepreneurial orientation and sustained competitive advantage. The NCA results further develop these findings by revealing that CSR is a necessary condition only for achieving upper levels of sustained competitive advantage in Moroccan SMEs.
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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…
Abstract
Purpose
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.
Design/methodology/approach
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
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.
Research limitations/implications
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.
Practical implications
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.
Social implications
It is crucial for marketers and society to understand the reasons behind non-green consumerism and accordingly cope up with the situation.
Originality/value
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.
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Nitika Sharma, Raiswa Saha and Rudra Rameshwar
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Social implications
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.
Originality/value
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.
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Nitika Sharma, Arminda Paço and Pradeep Kautish
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…
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Marketing.
Abstract
Subject area
Marketing.
Study level/applicability
This case is suitable for MBA/MS courses for students of services marketing; courses such as sustainable development of business and integrated marketing communications.
Case overview
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.
Expected learning outcomes
The case is designed for class discussions and in understanding the following concepts: the service gaps model; service pricing; and integrated service marketing communications.
Supplementary materials
Teaching notes are available. Consult your librarian for access.
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Ali Vafaei-Zadeh, Davoud Nikbin, Kheoh Seong Zhen and Haniruzila Hanifah
This study aims to explore the determinants of green electronics purchase intention in Malaysia by extending existing knowledge on green consumer behavior and contributing to the…
Abstract
Purpose
This study aims to explore the determinants of green electronics purchase intention in Malaysia by extending existing knowledge on green consumer behavior and contributing to the field of sustainable consumption.
Design/methodology/approach
A quantitative research approach was adopted, with data collected from 250 Malaysian consumers. The proposed model was tested using partial least squares structural equation modeling to assess the relationships between various determinants and green purchase intention.
Findings
The results demonstrate that perceived consumer effectiveness, green advertising and monetary cost positively affect environmental attitudes, which subsequently influence green purchase intention. The study also identifies that brand image and information quality significantly enhance green brand trust (GBT), leading to stronger intentions to engage in green purchasing. Additionally, it finds that environmental knowledge and environmental concern shape perceived behavioral control, which further impacts green purchasing intention.
Research limitations/implications
The study focuses on Malaysian consumers, which may limit the generalizability of the findings to other cultural contexts. Future research could expand the scope to include cross-cultural comparisons to validate the model in different settings.
Practical implications
By providing insights into the key factors driving consumers’ intention to purchase green electronics, the study offers valuable guidance for marketers and manufacturers to develop targeted strategies that promote sustainable consumption and capitalize on the growing demand for green products in Malaysia.
Originality/value
This study is unique in measuring the influence of green attitude, GBT and perceived behavioral control on green purchase intention specifically within the electronics sector, offering a novel contribution to the literature on sustainable consumer behavior.
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Rajasshrie Pillai and Brijesh Sivathanu
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…
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.