IIM Indore seeks to be a contextually-relevant business school with world-class academic standards that develops socially-conscious managers, leaders and entrepreneurs. IIM Indore is committed to: Excellence in management education, research, and training, Use of contemporary participant-centric pedagogies and teaching methods, A presence in emerging segments of management education.

IIM Indore

There is an enhanced awareness among the firms regarding the impact of their marketing and business activities on the environment and society largely due to consumer education, the role of activists and aftermath of some disasters. The firms have started to look at these issues in a more holistic manner which is evident from the sustainability practices undertaken by them. In spite of such efforts, their outcomes regarding sustainability efforts are not in line with the expectations, raising the bigger question whether the firms are displaying and enacting right set of behavior towards sustainability. In view of this background, this paper explores the multifaceted behavioral dimension along with its drivers that contribute towards sustainability in a firm. It also endeavours to develop a measure of sustainability for the firms by including behaviour at the firm level as an additional dimension apart from the economy, social and environmental dimension from triple bottom line perspective. The paper also proposes the relationship between sustainability of the firms and performance metrics including marketing metrics. This paper aims to delineate directions for marketers and policy makers with regard to sustainability marketing. Key

Marketing

World University root node

Broadening the Concept of Sustainability and Measuring its Impact on Firm 's Performance

This study examines the purchasing behaviour for environmentally sustainable products using the framework of the Theory of Planned Behaviour. It investigates the determinants of the purchase intention for environmentally sustainable products leading to the purchase behaviour for the same. The data collected for the study was analyzed using Structural Equation Modelling (SEM). The result of the study indicates that environmental knowledge has a significant positive relationship with the attitude towards environmentally sustainable products. The strength of significant relationship between attitude and purchase intention is greater compared to the significant relationship between perceived behavioural control and purchase intention. Subjective norm was not found to be significantly related to purchase intention. A significant positive relationship was also found between purchase intention and purchase behaviour. The study has helped in understanding the relative strength of determinants of purchase intention with regard to environmentally sustainable products which lead to purchase behaviour for the same. The findings have important implications for marketers as well as for policy makers.

IIM Ahmedabad Working Paper Series

Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products

This study examines the purchasing behaviour for environmentally sustainable products using the framework of the Theory of Planned Behaviour. It investigates the determinants of the purchase intention for environmentally sustainable products leading to the purchase behaviour for the same. The data collected for the study was analyzed using Structural Equation Modelling (SEM). The result of the study indicates that environmental knowledge has a significant positive relationship with the attitude towards environmentally sustainable products. The strength of significant relationship between attitude and purchase intention is greater compared to the significant relationship between perceived behavioural control and purchase intention. Subjective norm was not found to be significantly related to purchase intention. A significant positive relationship was also found between purchase intention and purchase behaviour. The study has helped in understanding the relative strength of determinants of purchase intention with regard to environmentally sustainable products which lead to purchase behaviour for the same. The findings have important implications for marketers as well as for policy makers.