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The study seeks to explore why despite growing concern for the environment, consumers’ intention to purchase organic foods remains relatively low. In addition, the study also seeks to investigate the role of perceived marketplace influence (PMI) and moral norms in organic food consumption.

Data collected from 330 young consumers chosen with non-probability sampling were analysed using structural equation modelling in Amos 22.0.

The results of the parallel mediation analysis confirmed that environmental concern influences purchase intention indirectly through attitude, subjective norms, perceived behavioural control and perceived marketplace influence. In addition, moral norms were found to moderate the effect of perceived behavioural control on purchase intention. Moreover, the results also indicated that the impact of environmental concern on consumers’ attitude toward organic foods was also moderated by moral norms. Further, the results of moderated mediation showed that the indirect effect of environmental concern on purchase intention (through attitude and perceived behavioural control) was moderated by moral norms.

The study contributes to the existing literature by investigating the inconsistency between environmental concern and purchase intention. In addition, the study also investigate role of perceived marketplace influence and moral norms in stimulating organic food consumption intentions.

The emergence of perceived marketplace influence as an important determinant of organic food consumption shows that every individual needs to realise the importance of their environment friendly actions to promote organic food consumption. In addition, the study also highlights the pivotal role of moral norms in the promotion of organic food consumption. Thus, markets, policy-makers, family, friends, society all should promote and inculcate the spirit of contributing in the cause of safeguarding the environment to the young children specially by promoting consumption of organic foods.

The study examines the role of perceived marketplace influence as predictor of purchase intention towards organic foods which is rarely explored specially in the domain of organic food consumption. In addition, the results also produced some novel insights into the moderating role of moral norms.

The subject area is entrepreneurship.

Graduate and executive education level in leadership, entrepreneurship and strategic management are used to discuss leadership, entrepreneurship and strategy in health services.

This case talks about the passionate journey of a pediatrician practicing in the Mumbai city of India, who as an individual private practitioner is contributing to the fulfilment of the global health agenda and the fourth Millennium Development Goal (MDG) – “reduce child mortality”. His vision is to make quality and affordable expert pediatric care accessible to all the individuals, right from pre-birth to adulthood. Surya Mother and Child Care Hospital (SMCH) is being strengthened as a nation-wide network of mother and child hospital offering patient/consumer-centric integrated collaborative quality care, and it needs to be seen how this model can be made sustainable as it enlarges in scale for the future.

The case is structured to achieve the following learning outcomes: to understand about effectuation as a logic for entrepreneurial success through the lens of Dr Avasthi and his venture SMCH; To understand and apply Porter’s Principles of value transformation that essentially focus on outcome-driven cost-efficient work practices in a collaborative integrative fashion, where transformation must come from within (some practices suggested can be applied to the Indian Healthcare Services Delivery systems); to critically analyze the overall strategic position of SMCH as an organization and its competitive environment; to discuss the factors influencing health-care delivery capacity build up, given the MDGs 2015, Every Newborn Action Plan and Indian Newborn Action Plan framework, as applicable to India; and to discuss and analyze mechanisms for future sustainable service delivery options for SMCH. Although each of these principles is important, possibly, the instructor could emphasize and encourage more discussions on potential models of shared partnerships that can help quality health-care services reach the unreached and the incorporation of technology in achieving this. The learning process can also facilitate discussions about leadership qualities in the creation of health-care entrepreneurs, for the “Change That They Would Want To See”.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS:3 Entrepreneurship.

In line with global initiatives, the state of Kerala in southern India is actively working towards formalizing its informal solid waste management (SWM) sector. Despite this, there is a dearth of studies on formalization processes, particularly focusing on the conditions of workers within this sector. This study addresses the gap by examining the challenges faced by women workers operating within the formalized framework of Kerala’s SWM sector. It aimed to investigate challenges faced by grassroots women workers in Kerala’s SWM sector during its transition from informal to formal, identifying gaps in the process through their experiences. Using a qualitative methodology, the research gathered data from 10 women workers in the SWM sector in Kozhikode, Kerala, who were part of the Haritha Karma Sena (green task force). Thematic analysis of in-depth interviews revealed two major challenges faced by these women. Firstly, there was a negative societal perception towards them, and secondly, there was a lack of appropriate state response to their needs and requirements. These challenges were attributed to gaps and pitfalls in the formalization process, leading to a lowered socio-economic status for the women, increased vulnerability to health hazards, and societal stigma. The findings underscore the need for significant improvements in the formalization process of Kerala’s waste management sector. The study advocates for targeted policy interventions to enhance the working conditions of SWM workers, emphasizing the importance of expediting and streamlining the formalization process. This, in turn, would contribute to the overall effectiveness of the SWM system in the state.

Today, financial viability and the creation of social value form the main axis for the operation of inclusive firms. However, depending on who offers the ideas for inclusive enterprises, there can be questionable presumptions regarding what is promised in relation to poverty. One dubious premise is that all poverty can be solved by the market. Markets may be a prerequisite but not sufficient condition for resolving social problems. Financial inclusion through microfinance is a crucial facet of social inclusion. At the World Summit for Social Development (WSSD) in March 1995, governments made a commitment to eradicate poverty on a global scale, citing it as a moral, social, political and economic imperative. One of the three main objectives of the WSSD was the eradication of poverty. Microfinance provides financial services for persons living below the poverty line and for small businesses that lack access to traditional banking services and related products. Microcredit is the lending of small amounts of money to underserved consumers. Microfinance succeeded where institutional financing failed, but its viability is in question. An all-encompassing approach is required to support the growth of the new microfinance sector and manage the balance that must be struck between outreach and sustainability. It is well known that only efficient institutions can greatly lower the long-term expense of serving irregular and low revenues.

The purpose of this study is to understand consumers in the emerging wine market of India to ensure the best services. To this end, factors were identified to describe Indian wine consumer behavior and further segments for consumers were created based on the factors identified.

The research design is descriptive in nature and based on primary data. Data was collected by a structured questionnaire from 232 respondents in five major cities of India (Mumbai, Delhi NCR, Bangalore, Pune and Hyderabad). The scale was mainly adopted from wine-related lifestyle approaches.

The principal component factor analysis resulted in six factors, namely, drinking ritual, consumption reason (social), consumption reason (mood, enjoyment and relaxation), consumption practice, consumption planning and quality. Cluster analysis resulted in a three-cluster solution. These clusters were named as cautious social drinker, loner regular drinker and highly engaged drinker based on the attributes possessed.

The segmentation of urban Indian wine consumers will be helpful for marketers to identity and describe the differences in attributes and behaviors, to create customized promotions to match the needs.

After reading and discussing the case, the participants would be able to:▪ articulate the challenges associated with retailing of organic products.▪ suggest paid, owned and earned digital marketing tools to Manav Chetna Vikas Kendra (MCVK);▪ suggest a digital marketing budget;▪ discuss essential elements of a good website design; and▪ discuss various website analytics metrics.

This case describes the challenges faced by the founder, Ajay Dayama, and members of MCVK, who believed in the concept of sustainable community living through the production and marketing of organic food products. They believed that they would be able to share their philosophy of sustainable living through their products reaching out to a larger population rather than just being consumed by community members. This paved the way for the creation of a brand by the name SATT offering products under the lifestyle, nutriment and wellness categories. Marketing and sales of SATT products came with a bundle of challenges, and it was not easy to convince customers about the authenticity, quality and pricing of these products. Many organic products sold by competitors were available on e-commerce platforms, while SATT relied on direct marketing. Low customer acceptance for SATT products would weaken the sustainability dream of the community. How MCVK could increase awareness and acceptance of SATT products was a big area of concern for Ajay.

This case is suitable for students enrolled for full credit course on Digital Marketing at postgraduate level. The case can be discussed towards the middle of the course.

Teaching Notes are available for educators only.

CSS 8: Marketing.