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Sustainability And Ethical Considerations In Customer Relations And Trust

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Pdf) Ethical Issues In The Assurance Of Sustainability Reports: Perspectives From Assurance Providers

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By Jung-Yong Lee Jung-Yong Lee Scilit Preprints.org Google Scholar 1 and Chang-Hyun Jin Chang-Hyun Jin Scilit Preprints.org Google Scholar 2, *

International Business Environment

Received: 13 October 2019 / Revised: 10 November 2019 / Accepted: 13 November 2019 / Published: 20 November 2019

This study examined ethical marketing elements such as product, price, location, and promotion using an ethical perspective of consumer-brand relationships and product quality awareness in B2C (business to consumer). It examined whether the quality of the consumer relationship with the brand and the perceived product quality of the consumer influence the company’s brand loyalty. Data from a group of 1,200 consumers with multiple experiences with the company’s products and brands were used to test the hypotheses, which were supported by structural equation modeling. The results support the proposed research model with statistical significance. A company’s marketing mix strategy related to ethical issues is very important in building consumer brand relationships and product quality awareness, which is influenced by the company’s brand loyalty. However, the results related to each area of ethical marketing practices through the relationship between mediating variables and dependent variables differ by business type and other characteristics. Without considering this aspect, it is difficult to summarize the current results. Therefore, further analysis is needed in future studies. However, this study identifies factors that influence relationship building which include ethical marketing practices, relationship quality and brand loyalty in B2C transactions. Finally, this study proposes implications for companies on ethical marketing practices (not) should be strengthened to achieve brand loyalty of the company. This study confirmed the important relationship between marketing mix strategy and ethical issues that are the basis of transactions and relationship quality.

The company’s marketing program is primarily aimed at gaining consumer loyalty. Such loyalty is often expressed through a favorable attitude toward the company in consumer interactions with brands and product evaluations. The main goal is to increase the competitive advantage in the market. In today’s rapidly changing marketing environment, building strong consumer relationships and brand loyalty is increasingly important for companies. Several studies have argued that companies should communicate their brand messages and sell their products to consumers with social and environmental issues in mind. A strategy that focuses on common issues increases consumer interest in purchasing products or services from similar companies [1].

Corporate Social Responsibility Assessment Definition

Maintaining consumer relationships and building brand loyalty is a major challenge in today’s marketing environment [2]. Today’s highly competitive market makes these challenges more daunting. For example, modern society requires companies to act responsibly and ethically to those involved [3, 4].

Research on ethical marketing strategies designed to gain competitive advantage has been conducted in almost all business sectors [5, 6]. Ethical marketing practices of companies influence the daily consumption activities of consumers [7]. The ethical marketing practices of all companies are closely related to the purchase of goods or services, whether the company knows the strengths and weaknesses of the purchasing power of consumers [8]. Company managers and marketers have recognized the importance of ethical practices in promoting business sustainability [7, 9, 10], promoting ethical management [6], and general marketing issues (such as product safety, pricing, and advertising) [11]]. A company’s ethical or unethical business behavior is synonymous with its overall reputation and reputation; It also indicates important factors for companies to remain competitive in the market [7, 9, 10, 12].

Despite the obvious importance of ethical marketing practices in building relationships, product evaluation and strong brand loyalty, only a few studies have examined marketing mix strategies such as product, price, place and promotion from the perspective of ethical issues. is an important influence on the formation of consumer attitudes (such as product evaluation and brand loyalty). That is, how the “marketing mix strategy from ethical issues” works reflects the consumer’s product evaluation, brand awareness and brand loyalty.

Sustainable Consumer Behaviour And Lifestyle 2023

The hypothesis or framework of this article is to examine marketing mix elements from an ethical perspective and their impact on consumer relationships and perceived brand and product quality in B2C transactions. We also examine whether consumer-brand relationship quality and consumer-perceived product quality influence corporate brand loyalty. The theoretical and practical implications of the findings and the limitations of the research and directions for future research are discussed at the end of the paper.

In the literature, the word “ethics” refers to a set of moral standards, principles, or values, as well as the characteristics and foundations of morality that guide human behavior, such as moral judgments, standards, and rules of conduct [13, 14]. The word “unethical” or “ethical” describes a person’s moral judgment about right/wrong or good/bad. By nature, moral feelings can be expressed neutrally or negatively / positively [7]. Shay argued that “Ethics is a discipline that deals with truth and error [15]. Marketing ethics comes from the relationship of marketing managers with organizational members, consumers, competitors, and various parties and includes public opinion in the exchange process” [16]. On the other hand, business ethics is an important topic for academics and practitioners [17, 18]. Corporate ethics requires the establishment and maintenance of minimum standards of responsibility and behavior that companies must follow or a system of corporate responsibility to perform ethical roles [19].

From recent research in business ethics, many studies have focused on the relationship between ethical management and ethical performance. Ethics is also closely related to social responsibility, because social responsibility related to ethics involves social relations within the society in which business operates [ 20 , 21 , 22 , 23 ]. Consumers in today’s society continue to demand higher-quality products, and when evaluating similar products, they prefer socially-reputable brands, even at higher prices [24]. Ethical marketing practices provide managers and marketers with guidance on what to do when faced with ethical issues [25]. Gaskey defined “ethical marketing as a code of ethics and conduct used in marketing practices” [26]. Some scholars define it as “a systematic study of how ethical standards are applied to marketing decisions” [27]. Continuous marketing involves ethical and moral practices [11, 28]. Ethical marketing practices include product ethics, price ethics, place ethics, and promotion ethics.

Sustainable Development Through Ethical Design

Product ethics include product safety, product liability, and product counterfeiting, which are subject to legal regulations. Ethical issues in marketing mix strategies have been pointed out by several researchers [1, 21, 28, 29, 30, 31, 32, 33]. Mogan argued that ethics and legal topics are discussed more in the process of developing new products to gain competitive advantage, as well as to determine whether these products are harmful to consumers [34]. Ethics related to prices include the principle of proportionality and the principle of fairness. The ethics of the price should be equal or proportional to the benefits that the consumer perceives [35, 36] (p. 22). The principle of proportionality states that the price level should be proportional to the amount or importance of benefits derived from goods or services. Unreasonable prices can affect the structure of competition [37, 38]. Place-related ethics primarily arise in dynamic interactions with distribution channels. Organizations that play an important role in the process of distributing goods and services, from manufacturers to wholesalers to retailers and finally to consumers, sometimes allow unethical behavior such as using their power [36, 39]. Ethical issues related to advertising can be analyzed through advertising and personal selling [36]. Promotional ethics includes moral issues related to advertising, sales promotion, and public relations. Such ethical issues may involve advertising itself or sponsors or organizations. Salespeople may face moral dilemmas in the process of dealing with customers. Other examples include sales promotion issues for consumers, brokers, and retailers, as well as issues arising in relationships with media organizations for advertising purposes [37, 40, 41]. In light of this discussion, research should be examined to create a theoretical model that explains the relationship