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Environmentalism has become an important social and corporate issue during the twenty-first century. Consumers are becoming more environmentally conscious and are demanding green products from manufacturers. This has resulted in the emergence of new concepts like green marketing and green consumerism. Over the years various studies have investigated the concept of green consumer behaviour and have listed out factors that work as either barriers or enablers when it comes to consumer adoption of environmentally sustainable products or lifestyles. The present study aims to identify and evaluate the enablers that facilitate consumer adoption of green products. Using Interpretive Structural Modelling a series of initial relationships was established that predict how the joint effect of these enablers affect green consumer behaviour and green product adoption.

Purpose – This study aims to identify various enablers and the inter-relationships among them in adopting social sustainability measures in the supply chain. Social sustainability in the supply chain has received growing attention in the recent years, due to growing awareness on equity, health and safety, education, child and bonded labor and ethical practices in corporates. Design/methodology/approach – Various enablers and their contextual relationships were identified. The enablers were classified based on dependence and driving power (DP) with the help of MICMAC analysis. In addition to this, a structural model of the enablers to the social sustainability problem has been put forward using the interpretive structural modeling technique. Findings – In this study, 14 relevant enablers were identified from literature review and subsequent discussions with experts from academia and the industry. Competitive pressure leads at the bottom of the digraph with high DP, followed by customers ' requirements, financial liquidity and social concern. Social sustainability awareness was found to be at the last level with less DP. Research limitations/implications – Enablers were developed based on literature survey and expert opinions. Hence, the model is not statistically validated. This model also does not quantify the adverse effect of each of the variables on social sustainability practices in the supply chain. Practical implications – The development of a hierarchy not only helps the supply chain managers to understand the enablers better, based on their importance, but also helps in decision making in the supply chain, which in turn enables the corporations to be competitive. Social implications – Findings of this article will help the corporations to be more socially sustainable by understanding the various enablers and their contextual relationships in the supply chain. Originality/value – The structured social sustainability model helps supply chain managers and experts to understand interdependence of the enablers. This also helps in identifying different enablers with different degree of importance, which will be very much useful in adopting social sustainability measures in the supply chain.

Purpose – The purpose of this paper is to explore the drivers of customer participation for value co-creation among bottom of the pyramid (BOP) customers. In addition, the difference, if exists, between the perception of customer and marketers belongs to this segment about the drivers of customer participation is also studied. Design/methodology/approach – Qualitative study has been conducted to investigate the drivers of customer participation for value co-creation in BOP market. Data collection are done through in-depth interviews from BOP customers and marketers. Spearman rank correlation is used to find out the relationship between the BOP customers and marketers responses. Findings – The findings enrich understanding of value co-creation in the BOP market by suggesting the various drivers that instigate BOP consumers to participate in value co-creation activities. The study also shows a strong relationship between the customers and marketers perspective on what drives BOP customers to participate in value co-creation. Research limitations/implications – The study is conducted qualitatively hence results cannot be generalized. The sample used for data collection is limited to one state of India. Practical implications – Twenty-seven factors are identified that an organization can leverage or develop to successfully practice value co-creation in the BOP markets. Originality\value – The paper provides a comprehensive view to help organizations manage value co-creation through customer participation in BOP market. According to author's knowledge, no prior study in BOP as well as on value co-creation literature discusses empirically the drivers of customer participation in value co-creation.