Products for Conscious Consumers by Ogunyemi, Kemi; Burgal, Vanessa;

Rövid leírás:

Products for Conscious Consumers is a guide for academics, students and professionals who want to measure and influence responsible consumer behaviour and attain genuine Green Marketing.

Hosszú leírás:

Consumers are becoming more conscious of the ethical footprint of the products they buy. In the age of hyper-connectivity and globalisation, numerous consumers are aware of what companies do and how they produce. Thus, sustainability and CSR can no longer be used as "greenwashing" strategies to attract customers and improve a company image. Products for Conscious Consumers is a guide for academics, students and professionals who want to influence responsible consumer behaviour and attain genuine Green Marketing.

Written by researchers and marketing professionals, each chapter explores the relationship between the consumer and the marketer, discussing their relative responsibilities towards reaching a sustainable world. Illustrated with real cases, Products for Conscious Consumers helps marketers understand how they can inspire consumers towards more ethical behaviour by educating and nudging their choices using examples from different sectors and world regions to identify factors that influence sustainable consumption, from poverty to personal values. Products for Conscious Consumers guides the reader from ethical product development and marketing plans to eco-friendly production and responsible marketing mix execution, thereby encouraging a sustainable value chain and ethical profitability.

In the face of grand challenges like climate change and the urgent need to reform unethical supply chains, it is easy to forget that it is not only firms that need to change but consumers as well. Calling for more attention to ethical marketing, Products for Conscious Consumers provides a timely new perspective that is comprehensive in scope and packed with practical examples. It deserves to be widely read.

Tartalomjegyzék:

PART A. ETHICAL MARKETING

Chapter 1: Products for Conscious Consumers ? A General Introduction; Vanessa Burgal

Chapter 2. Ethical Marketing: Concepts and Reasons; Rehema Kagendo-Kiarie

Chapter 3. Ethical Marketing: from Product Ideation to Commercialisation; Adriana Aschl

Chapter 4. The Value of Consumer Awareness and Corporate Social Responsibility in Marketing: An Overview; Chibueze Clinton and Sarvjeet Kaur Chatrath

PART B. CONSUMER ETHICS

Chapter 5. The Relationship Between Marketing and Consumer Choices; Mario di Giulio, Maria Angela Maina, Kimberly Muriethi, Livia Canepa, and Sophie Gai

Chapter 6. Dimensions of Conscious Consumption; Julia N. Solovjova, Oksana Yuldasheva, and Olga Konnikova

Chapter 7. Nudging and Boosting towards Sustainable Food Choices ? A Systematic Literature Review of Cognitively Oriented Measures; Julia Winterstein

PART C. ENVIRONMENTAL MARKETING

Chapter 8. Considering the Short-term and Long-term Impact of Products and Services on the Planet; Okechukwu Amah and Segun Jones

Chapter 9. Marketing Sustainability ? A Critical Consideration of Environmental Marketing Strategies; Madhavi Venkatesan

Chapter 10. CSR: A Business Gimmick?; Fadwa Chaker

PART D. MARKETING FOR SOCIETY

Chapter 11. Ethical New Product Development: A Case of Digital Loans Products in Kenya; Thaisaiyi Zephania Opati

Chapter 12. Developing Good Goods and Services that Serve the Consumer; James Ngugi Njuguna

Chapter 13. Learning as We Go: Responsibility, Sustainability, and the Marketing Function; Kemi Ogunyemi