Products for conscious consumers : developing, marketing and selling ethical products

著者

    • Ogunyemi, Kemi
    • Burgal, Vanessa

書誌事項

Products for conscious consumers : developing, marketing and selling ethical products

edited by Kemi Ogunyemi and Vanessa Burgal

Emerald, 2022

  • : print

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注記

Print on demand edition

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

  • 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

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