Sustainability Marketing — DU B.Com. (Hons.) Previous Year Question Papers

1. 2. (a) Define sustainability in the context of marketing and explain the key environmental, social, and economic issues associated with it? (9) Define sustainable marketing and explain its evolution in the context of changing business and consumer priorities. (9) Critically examine the key challenges of sustainable marketing. (9) What is Sustainable Marketing environment and explain the components of Sustainable Marketing environment? (9) 3. 4. (b) What is Marketing Segmentation in sustainability marketing? Explain the various types of Marketing Segmentation. (9) (c) Explain how firms create value through sustainability initiatives. Illustrate your answer with examples of companies that have successfully aligned environmental or social goals with customer value creation. (9+9) “Unsustainable lifestyles are driven by consumption patterns, technological choices, and societal norms.” Critically analyse the types and impacts of unsustainable lifestyles with suitable real-life examples. (18) “GreenBrew Café,” a popular urban coffee chain, has actively promoted sustainability by offering discounts for reusable cups, using eco-friendly packaging, and highlighting its ethical sourcing practices. Customer surveys reveal that most consumers express strong support for sustainability and claim to prefer environmentally responsible brands. However, the café observes that only a small percentage of customers actually bring reusable cups, and a large amount of packaging waste still ends up in regular trash bins. The management is concerned about this gap between what customers say and what they actually do. Based on the case: (a) Identify and discuss the possible causes of the attitude-behaviour inconsistency among consumers. (9) (b) Analyse the consequences of this inconsistency for both businesses and the environment, and suggest suitable marketing strategies to bridge this gap. (9) (a) Explain the importance of sustainable marketing communication. Also discuss its major demerits, including issues such as greenwashing and astroturfing. (9) (b) Discuss the key opportunities and challenges associated with implementing sustainable supply chains. (9) (c) Examine the role of the 3R’s (Reduce, Reuse, Recycle) promoting sustainable behaviour. (9) 5. (d) (a) Analyse the major challenges in adopting sustainable behaviour and suggest suitable strategies to reinforce sustainable behaviour. (9) Discuss the sustainability legal framework in India with reference to key legislations such as the Environment (Protection) Act, 1986 and the Energy Conservation Act, 2001. Explain their role in promoting sustainable development. (9+9) (b) Write short notes on : (i) Sustainable branding (ii) Corporate Social Responsibility (CSR) (iii) National Green Tribunal Sustainable Marketing Sustainable Marketing Environment Marketing Segmentation (Subility Legal Framework (i) an f (Sustainable branding) i # { { (National Green Tribunal - NGT)