Identification and Role of Ethical Consumer Behaviour in the Overall Marketing Strategy
Identification and Role of Ethical Consumer Behaviour in the Overall Marketing Strategy

Author(s): Nadezhda Dimova
Subject(s): Marketing / Advertising, Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Marketing strategy; Ethical consumer behavior; Market; Identification
Summary/Abstract: The success of a modern marketing strategy largely depends on taking into account the changes and dynamics of consumer behavior. Crucial to this reporting is identifying ethical consumer behavior and distinguishing it from unethical consumer behavior. Marketing managers should monitor the ever-increasing intensity of changes in consumer behavior, especially those that reflect the creation of unethical behavior. This process is two-way, and in many cases, changes in marketing strategy influence consumer choices and whether to be ethical or unethical, because companies themselves can be ethical.

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