Analyzing the Influence of Ethical Marketing Practices on Consumer Purchase Behaviour (original) (raw)
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Ethical consumer behaviour in marketing
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Over the past few decades, marketing theory and practice have paid increasing attention to the phenomenon of ethical consumer behaviour. There is no doubt that the modern consumers are sophisticated and prepared for different types of actions to protect rights which are considered to belong to them. On the other hand, numerous reports on sales trends of so-called ethical products and services do not record significant growth and participation in the total consumption. As this issue still contains many controversies as to whether declarative nature of ethical demands of consumers in the market are supported with their actual behaviour and purchase decisions, this article attempts to point out some directions of thinking and future research, based on experience from the Republic of Serbia.
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In recent years business ethics and social responsibility have gained great importance in marketing practices, especially in societal marketing practices. Businesses infinitely struggle to indicate their contributions to society. Consumers consciously evaluate this contribution. Manipulated consumer choices and unethical marketing applications can affect purchasing behavior. Particularly intense competition, globalization and societal consciousness transform businesses into social organizations and lead them into marketing efforts offering social value. Although business ethics and social responsibility of businesses have gained more attention in recent years, defining consumers' perceptions on ethical issues is still minimal. This study presents an empirical research of consumer perceptions on ethical issues. Reflection of this perception on purchasing behavior is also another important issue to be considered.
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Indian Journal of Psychology, 2024
Companies are dedicated to being sustainable organizations through building long-term shareholder value while being a responsible corporate citizen. It is globally believed that the only way to achieve that is to incorporate economic, social and environmental codes of conduct into business strategy. The study is aimed at evaluating the attitudes of the managers towards Ethical marketing practices in selected companies in Pune region. The subjects for this survey were limited to the managers who were currently employed with the companies for more than a year. The respondents were surveyed using questionnaires voluntary participation. Ethical thinking also may lead to customer, workers and citizen satisfaction. They also enhance reputation and goodwill of the organization. With ethics, the business can have inner strength and outer strength.
Ethical Marketing Practices a Pivot for the Survival of Businesses and Consumers Satisfaction
This research work is an empirical study of ethical marketing practices as a pivot for the survival of businesses and consumers satisfaction. Ethical marketing entails making honest claims and satisfying the needs of potential and existing customers. Hence this research paper is anchored on re-emphasizing the need for marketers, companies and other businesses to be ethically oriented in their marketing practices for the benefits of all. To achieve the predetermined objectives, the researchers administered 362 questionnaires to respondents in order to solicit responses, and the model specification for testing all the hypotheses formulated was the Analysis of variance (ANOVA). The result of the findings indicated that marketers and other practitioners' products and services will not generates the desired profit if they refuse to practice and imbibe ethical marketing behaviour or culture and institutionalize it in their marketing offers. The result is in conformity with the scholarly research work of Osuagwu (2004), Siham (2013) and Agbonifoh, et al., (1998). The other major exposition was that practitioners (marketers, businesses, organizations) may not survive the vulnerability and intense competition that exist in the marketing field and create the desired market share if they hesitate to embrace and inculcate ethical marketing practices in their marketing pragrammes. This finding also is in line with earlier work of Shelby (2006), that firms struggled to increase their market share and profitability but negative ethical marketing behaviour posed more problems. The last hypothesis substantiated the fact that ethical marketing does not encourage deceptive acts or behaviour, misleading and false information, to indulge in the sale of fake and adulterated products to mention but a few. The result gave credence to the prominent research work of Siham (2013), Laczniak (2008) and Osuagwu (2004) for all of them emphasized transparency, trust worthiness, honesty as against the above mentioned vices. In conclusion practitioners are encouraged to be more proactive in dealing with marketing issues that are premised on ethical standard and norms, especially as dictated by the society. This is one of the major ways businesses can continue to survive and function in a highly competitive market that different brands of products are seeking for consumers' attention and patronage.
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Refereed Proceedings, Seventeenth Annual South Dakota International Business Conference, September 30 – October 3, 2010, pp. 400 – 415, Copyright 2010, ISBN 1-883120-36-5/ 978-1-883120-36-8, Rapid City, South Dakota , USA. , 2010
“Environment and Marketing : A Study of Ethical Response Behavior in Indian Consumers”, Refereed Proceedings, Seventeenth Annual South Dakota International Business Conference, September 30 – October 3, 2010, pp. 400 – 415, Copyright 2010, ISBN 1-883120-36-5/ 978-1-883120-36-8, Rapid City, South Dakota , USA. (With Karamjeet Singh, and Andy Bertsch)
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Journal of Marketing Development and Competitiveness, 2012
This is an age where many members of society are becoming more affluent than ever before. Coupled with the increased competition which results from globalization, consumers are now presented with more power over their purchasing decisions than ever before. Changes in communication and technology have also led to changes which mean that the general public is more aware of societal issues across the world. In particular, consumers may be becoming increasingly aware of how the behaviour of certain organisations either contributes to or alleviates these issues. This paper discusses the ethical decision making process, introduces the various elements of societal expectations, and discusses how these various expectations may influence the corporate marketing of the organisation.
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Today, the focus of corporate marketing is how to achieve customer loyalty. This should be reflected in the brand, consumer, and product and consumer relationships. In some cases, companies only focus on the pursuit of profit, resulting in a reputation loss. There is an opinion that consumers demand ethics from the company and their responsibility to the stakeholders, in this case, are consumers. Consumers can provide feedback related to company marketing ethics, so this article will examine through a literature review the extent to which marketing ethics and consumer ethics influence consumer behaviour and decisions to buy products. And from this study, it is concluded that marketing and consumer ethics have a share in influencing consumers to choose to purchase products and the responses given after making a purchase or going through a transaction experience with a company.
Ethical Response Behavior: A Study of Indian Consumers
Journal of Strategic Innovation and Sustainability, Vol. 7(3), 2012, pp. 16 – 34, North American Business Press, Atlanta – Seattle – South Florida – Toronto, ISSN 1718-2077.(With Karamjeet Singh, and Andy Bertsch) , 2012
Questionnaires covering issues on the environment and marketing of products were collected from 374 respondents. The study reveals that respondent awareness of the extent of damage done as a result of economic activity is steadily growing. Consumers are becoming conscientious of adverse effects and are willing to pay more for eco-friendly products. Evidence exists that Asian Indians are aware and concerned about the environment but commitment to take proactive individual action is moderate.
The Impact of Ethical Considerations in Purchase Behavior: a propaedeutic to further research
Many organizations assume that having a good ethical reputation often has an impact on consumers' responses to a service or product. The research reported in this paper sought to confirm this intuition by investigating: 1) consumers' attitudes about the ethics of corporate behavior in relation to stockholders, customers (middlemen and ultimate consumers), suppliers, employees, and host communities; 2) consumer willingness to reward ethical firms through purchase decisions; and 3) the impact of the consumers' attitudes towards corporate ethical behavior on company behavior. The results indicate that the consumers do care about corporate ethical behavior towards all groups of people and they will reward the firms that behave ethically via their purchase decision. This suggests that corporate ethics is important to the consumers and provides ethical firms with a marketplace advantage.
Do consumers care about ethics? A cross-cultural study
Revista Eletrônica de …, 2010
Discussion towards an understanding about ethical and social responsible corporate behaviours has increased over last two decades. Both marketers and academicians emphasize the interest of the topic. Developed research has been focusing the understanding of a few organizational practices, but consumer's dyad of the problem calls for further investigation. This work presents some of the main theoretical contributions about consumer ethics, emphasizing the way how purchase attitude may be influenced by consumers' perceptions about firms' behaviour. The study aims to fill two important gaps in the burgeoning literature on marketing ethics: by looking at the consumer side of the marketing exchange dyad, and comparing consumer perspectives on ethics across cultures. As such, levels of consumer ethical awareness and expectations, and their impact on purchasing behaviours are measured in the contexts of Portugal and Cape Verde, one of its former colonies in Africa. Both qualitative and quantitative analyses were developed.