Responsible Marketing Research Articles

ПРИНЦИПИ РОЗВИТКУ ІННОВАЦІЙНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВ В УМОВАХ ЕКСТРЕМАЛЬНИХ СИТУАЦІЙ

In times of crisis, it is crucial to define the principles that will guide the innovative strategy of enterprises. This is necessary to be prepared for unforeseen challenges and to successfully adapt to changes. These principles help manage resources, ensuring flexibility, swift reaction, and risk reduction. Such an approach also fosters the creation of a corporate culture focused on innovation and continuous learning, making the company attractive to talented employees and investors. Furthermore, clear formulation of principles ensures adherence to high standards of ethics and responsibility in the company's activities, promoting stability and development in complex situations. The analysis of the development of innovation activity of enterprises in extreme situations has shown that the proper implementation of specific principles is crucial for ensuring resilience, adaptability, and innovative capacity of organizations. It has been argued that flexibility and adaptability, risk anticipation, quick response, cooperation and partnerships, resilience orientation, innovation culture, continuous learning, as well as ethics and responsibility are key elements that contribute to preparing and providing adequate responses of companies to unforeseen changes. It has been reasoned that such principles facilitate successful resolution of crisis situations and provide companies with opportunities for innovative development and longterm growth. This is achieved through the creation of adaptive systems capable of quickly responding to external changes and through the formation of strategic partnerships that expand resources and competencies. Therefore, the comprehensive and systematic application of the mentioned principles allows companies to effectively adapt to modern challenges and actively shape the future, where innovation serves as a means of ensuring business resilience and social responsibility. The application of the presented set of principles for the development of innovative activities is critically important for ensuring the resilience of enterprises in extreme situations. Principles such as flexibility, collaboration, innovation culture, and continuous learning contribute to the survival of companies and their long-term development and innovative progress. Responsible and ethical approaches to innovation in times of crisis help companies establish themselves as reliable and responsible market participants.

Імперативи концепції соціально-відповідального маркетингу підприємства

The article is devoted to the study of the foundations of the conception of socially responsible marketing of enterprise. It is defined that currently there are a large number of approaches to understanding the essence of socially responsible marketing, and therefore it can be considered through the prism of the general conception of marketing or from the point of view of a certain type of activity of enterprise. A study is carried out between the spheres of activity of the enterprise, among which are allocated the production activity, marketing, commodity and communication policy, marketing pricing policy and relations with partners within the terms of social responsibility, arising in this sphere. Among the specific features of the conception of socially responsible marketing, the idea of ESG, compliance, transparency and ethics of marketing behavior, etc., are highlighted. In the course of the study, it was found that along with the classical set of marketing functions, an enterprise that is aimed at perspective development, should be guided in its activities by specific functions of socially responsible marketing, which combine the following functions: regulatory, social security, and system-transformative. The author systematizes the principles of socially responsible marketing, which are an important component of the conception of its implementation. It is proved that there are direct and inverse links between the elements of socially responsible marketing, such as socially responsible climate, social receptivity of the enterprise, socially responsible policy of the enterprise, socially responsible marketing strategy and corporate sustainability. The carried out research made it possible to allocate separate zones of socially responsible marketing, to propose methods of implementation and tools of influence in each of them.

Improvements of Autopilot Technology for Electric Vehicle: Case Study of Nio ES8 Crash on Highway

In recent years, the automotive industry has witnessed a significant surge in the popularity of electric and hybrid vehicles, particularly in the low to mid-level car market, attributed to their robust power output and enhanced comfort levels. Despite their current popularity, the initial introduction of these vehicles met with a tepid reception, largely owing to the radical shift in vehicle powertrain technology they represented. To bolster the market acceptance of these innovations, established and nascent automotive companies leveraged the allure of "automatic assisted driving" as a potent marketing strategy. However, this study highlights the early marketing tactics that often blurred the lines between "assisted driving" and "autonomous driving" through ambiguous linguistic representations, potentially misleading consumers regarding the actual capabilities of the technology at hand. As of now, the technology to facilitate fully autonomous vehicles remains undeveloped. This paper critically examines the repercussions of such marketing strategies, underscored by a significant traffic incident on China's Putian Expressway on August 12, 2021, which catalyzed a societal reevaluation of the reliability and safety of prevalent assisted driving systems. This research seeks to foster a nuanced understanding of the evolving dynamics in the automotive industry, emphasizing the imperative for clear, accurate marketing and the continuous development of reliable and safe assisted driving technologies. It serves as a clarion call for responsible innovation and marketing in the pursuit of a safer and more sustainable automotive future.

AI-Enhanced IMC: Leveraging Data Analytics for Targeted Marketing Campaigns

Data analytics to improve targeted marketing efforts examines how artificial intelligence (AI) transforms Integrated Marketing Communications (IMC). The main focus is AI technology's effects on customization, real-time marketing, and client segmentation. The secondary data-based study reviews academic literature, industry publications, and case studies from Netflix, Coca-Cola, Sephora, and Starbucks. Major studies show that AI improves customization, real-time optimization, and accurate targeting, improving engagement, customer happiness, and campaign performance. However, data privacy, algorithmic prejudice, and ethics are issues. The report emphasizes the need for robust data security and fair AI rules that balance innovation and consumer protection. Responsible AI marketing requires robust legal frameworks and ethical standards to address these difficulties.

Green marketing and corporate social responsibility: A review of business practices

Corporate social responsibility (CSR) and green marketing are crucial for promoting ethical and sustainable company practices. This review article offers a thorough examination of the relationship between green marketing and CSR, examining the historical progression, theoretical foundations, and tactical ramifications of green marketing for various businesses. It emphasizes the difficulties of "greenwashing," the significance of transparency, and the necessity of striking a balance between business objectives and sustainability aims. The study clarifies how government regulations and incentives influence green marketing and corporate social responsibility (CSR) practices, highlighting the significance of legal frameworks, tax breaks, and public‒private partnerships. With an emphasis on new tactics, projected shifts in consumer needs, and prospective areas for further study and development, future trends and prospects in green marketing and CSR should be investigated. With an emphasis on consumer behavior, innovative sustainable packaging, and the effect of CSR on staff engagement, more research and collaboration are needed to develop green marketing and CSR practices. Businesses looking to maximize their positive impact and governments trying to create inclusive and successful sustainability legislation can both benefit from its insightful advice. We can all contribute to a greener and more socially responsible world by making sustainability a core value and encouraging cooperation.

Navigating growth: Unraveling the interplay between marketing strategies and social media in the economic development of nations

This research article delves into the dynamic relationship between marketing strategies and social media in shaping the economic development of countries. In an era where globalization and digitalization are driving transformative changes, understanding the pivotal role of marketing and social media becomes crucial for policymakers, businesses, and academics alike. The study employs a multidisciplinary approach, drawing on insights from economics, marketing, and communication studies to analyze the impact of marketing practices and social media engagement on economic growth. The research explores how effective marketing strategies, including product differentiation, brand management, and targeted advertising, can stimulate economic activities and enhance the competitiveness of nations in the global market. Furthermore, the article investigates the amplifying effects of social media platforms on the dissemination of marketing messages, consumer behavior, and market trends. It examines how the interconnected nature of social media networks facilitates the rapid spread of information, influencing consumer preferences and fostering entrepreneurship. Moreover, the study investigates the potential challenges and ethical considerations associated with the intersection of marketing and social media in economic development. It scrutinizes issues such as privacy concerns, misinformation, and the digital divide, providing insights into mitigating risks and promoting responsible marketing practices.

The Importance of Personality Psychology in the Study of Prosocial Consumer Attitudes – Implications for Research in the Field of Socially Responsible Marketing

Theoretical background: This article is based, regarding the theoretical foundations, on selected issues of behavioral economy and economic psychology, which question the classical assumptions of the homo oeconomicus concept and the standard approach to studying the consumers’ attitudes and behaviors. Purpose of the article: The system of individual and socially shared consumer values undergoes evolutionary changes in the modern, turbulent socio-economic reality. The thesis has been put forward that in the post-pandemic realities, because of the re-evaluation of given values, psychological factors play an increasingly important role in shaping pro-social consumer attitudes, and the consumer’s personality largely determines favorable attitudes towards socially responsible marketing initiatives. The article is conceptual in nature. It provides a theoretical background for the authors’ planned empirical research. The main objective of this paper is to define the new research areas for socially responsible marketing, in which personality psychology could play a significant role in identifying consumers’ pro-social attitudes. Research methods: Given the need for an interdisciplinary approach to studying consumers’ pro-social attitudes, a review was conducted of the literature on the subject concerning the behavioral economy and economic psychology, with a special emphasis on the issue of personality. Main findings: The literature studies and observation of the socio-economic reality aimed at identifying new direction of empirical research in socially responsible marketing. Four main research areas were proposed to which the appropriate marketing types were assigned: post-COVID reality (social marketing and cause-related marketing); healthcare (social marketing); the reality of war (social marketing and cause-related marketing; ecology – green marketing). The empirical studies based on personality psychology in the areas indicated above could refer to the concept of goal-oriented behavior psychology and the Five Factor Model.

A hybrid causal machine learning to reveal driving factors responsible coal market: Case of the Chinese industry

To achieve carbon neutrality, China must grasp the intricate factors driving coal market, as it addresses coal consumption and reduces the carbon footprint. While previous studies have identified certain factors, they have largely overlooked the impact of the overall industry sector on the coal market. In this paper, a hybrid causal machine learning model was proposed that combine with least absolute shrinkage and selection operator (LASSO), multiple linear regression (MLR), peter and clark momentary conditional independence (PCMCI) and interpretable machine learning. The approach employed a complex network perspective to identify 10 key factors in China's coal market from three dimensions: industrial sector, foreign trade and energy market. The hierarchical pattern of these factors is classified into two levels: direct factors, primarily encompassing crude oil futures, exchange rates and architectural decoration, and intermediary factors, mainly including the chemical industry and building material. Interestingly, this paper reaffirms the roles of crude oil futures and exchange rates in the coal market, as identified in prior studies. Additionally, it uncovers new influential factors primarily driven by the chemical industry and architectural decoration, previously unexplored. Furthermore, this paper found a significant contemporaneous relationship between crude oil futures and coal price index (0.151) as well as coal consumption (0.102), and the strong relationship between coal consumption and the Indonesian Rupiah to Chinese Yuan exchange rate (0.063) was also confirmed. Among the emerging dominant factors, the coal price index and the chemical industry (0.145), along with coal consumption and building materials (0.250), also exhibit a strong contemporaneous relationship. These findings highlight the importance of considering the entire industry sector while analyzing the coal market and promoting a cleaner transformation of the industry in China, and the paradigm presented not only applicable to the coal market, but can be extended to other industries.

Responsible marketing and consumption: a teaching experience based on challenges and sustainability as cross-cutting themes

This study aims to determine whether marketing can be an effective tool to influence society towards responsible consumption while simultaneously contributing to social causes, and teaching higher education students the fundamentals of marketing through various practices implemented during the academic year. Focusing on the Writing Material Recycling Project at the University of Alicante (Spain), the research highlights how this project, initiated in 2014, has promoted sustainability and supported social causes through the recycling of disposable writing materials. The project employs active collaborative learning methodologies based on projects, challenges, action, and service. The results support that this approach has not only contributed to environmental and social causes but has also raised awareness among students about sustainability, helping them acquire skills such as critical thinking, teamwork, and creativity, among others, preparing them for future professional challenges. The study concludes that marketing and the Writing Material Recycling Project can play a crucial role in promoting sustainable consumption, supporting social causes, and educating students in the fundamentals of marketing, while promoting personal development and acquiring new skills among the student body.

Development of the potential of the digital economy of Russian regions through artificial intelligence humanisation

This paper is aimed at balancing the interests of business and society in the digital economy, to reduce the social risks of the Fourth Industrial Revolution. The goal of this paper is to study the experience and prospects of the humanisation of AI through the improvement of the practice of corporate social responsibility in Russia. By the example of the experience of Russian regions in 2021, we use econometric modelling to prove that the digital regional economy has a large potential in the sphere of humanisation of AI. The potential for the humanisation of AI in the digital economy of Russian regions is determined by responsible innovations, responsible production and logistics, as well as responsible marketing and sales, which contribute to the implementation of SDGs 9–12. The theoretical significance of the paper lies in its presenting smart region as a socio-economic environment for the humanisation of AI. The scientific novelty of the paper lies in its offering a new—meso-level—view of the humanisation of AI. The advantages of the new view include, first, consideration of socio-economic conditions for the humanisation of AI in a region; second, the most precise identification and correct measuring of the consequences of humanisation of AI for the quality of life in a region. The practical significance of the research results consists in the fact that the new proposed approach to the humanisation of AI, which implies public administration of this process at the level of a region, allows accelerating the considered process.

Pore Space as a Resource: A Discussion of the Policy and Regulatory Framework for Carbon Capture, Utilization, and Storage

Reinforced by the International Energy Agency (IEA), carbon capture, utilization, and storage (CCUS) is currently the only available group of technologies that reduce emissions in key hard to abate sectors and capture CO2 emissions that enable low carbon value chains such as hydrogen. Further, CCUS and carbon management play a critical role in achieving future global climate and energy goals. In fact, the Intergovernmental Panel on Climate Change and the IEA state that there is no viable path to net zero emissions without CCUS and other carbon management technologies. Due to concerns regarding energy security and an increase in energy demand, generation of energy from conventional hydrocarbon resources continues to be vital. In Alberta, CCUS is a necessary tool to align provincial climate change goals with the responsible and competitive market of energy production. Canada’s oil and gas sector has been an early innovator and adopter of CCUS. Given the petroleum and natural gas resources available in the Western Canadian Sedimentary Basin, and the decades-long energy industry expertise established in connection therewith, there is significant potential to further utilize CCUS to create a CCUS-based value chain. This article provides an overview of the current Canadian regulatory frameworks enabling CCUS, with a focus on the regulatory framework and development in Alberta. Specific topics include: (1) an overview of the regulatory frameworks governing CCUS in key jurisdictions in Canada, including Alberta; (2) an overview of the frameworks for the generation of offset credits from environmental attributes associated with a given project or activity, including both federal and provincial carbon credits and clean fuel credits; (3) a discussion of gaps in policy and legislation; (4) options for regulating “open access” CCUS hubs and CO2 pipelines; and (5) an overview of the various governmental incentives for CCUS projects, including federal and provincial tax credits.

The Research on the Influence of Fast Fashion Brands' Social Responsibility on Consumers' Purchase Intention: Taking H&M as an Example

Fast fashion companies are renowned for offering "affordable, fast, and fashionable" clothing, providing more consumers access to affordable fashion. With the advancement of corporate social responsibility globalization, more and more consumers are also concerned about the corporate social responsibility of fast fashion brands. Taking H&M Group's corporate social responsibility as an example, this paper examined the relationship between Chinese consumers' purchase intention and CSR, discussed the critical considerations for consumers to make purchase decisions for fast fashion products, reviewed the pertinent research on fast fashion, CSR, and elaborated on the interplay between the three and how they affect one another, with the hope of advancing the field of corporate social responsibility research in developing countries. The empirical findings of this study can aid decision makers in comprehending the attitudes of Chinese consumers toward corporate social responsibility, encouraging businesses to actively implement social responsibility strategies and assisting businesses in carrying out corporate social responsibility marketing. The 92 valid questionnaires collected in this study's questionnaire survey yielded the following findings: due to individual variances, the CSR of fast fashion brands affects consumers differently in China. Corporate social responsibility is crucial and can in some cases help to control consumers' intentions to make purchases.

Green Marketing and Its Influence on Consumer Purchasing Behaviour

As global environmental concerns continue to mount, businesses have increasingly turned to green marketing strategies to align with consumer demand for eco-friendly products and services. This study examines the intricate relationship between green marketing and consumer purchasing behavior, shedding light on the factors influencing environmentally-conscious consumer choices.
 The research explores the multifaceted dynamics of green marketing, considering various elements such as environmental messaging, sustainability labels, product design, and corporate social responsibility. It investigates how these factors impact consumer perceptions, attitudes, and behaviors toward green products, while also addressing the prevalence of green washing in the marketplace.
 Through a comprehensive review of existing literature and empirical studies, this research delves into the complexities of consumer decision-making processes in the context of green marketing. It examines the role of personal values, social influences, cultural factors, and trust in shaping consumer responses to sustainability-oriented marketing efforts.
 The study also highlights the long-term implications of green marketing, focusing on consumer loyalty to green brands and sustained environmentally responsible purchasing behavior. It emphasizes the potential for green marketing to drive lasting positive changes in consumer behavior and contribute to the broader sustainability agenda.
 Furthermore, the research considers the ethical and policy dimensions of green marketing, emphasizing the importance of transparent and responsible marketing practices. It discusses the role of government regulations and educational initiatives in fostering a marketplace where green marketing aligns with genuine environmental commitments.
 In an era marked by increasing environmental awareness and calls for sustainability, understanding how green marketing influences consumer choices is not only of academic interest but also holds significant practical implications for businesses, policymakers, and consumers themselves. This study provides valuable insights into the evolving landscape of green marketing and its transformative potential in promoting sustainable consumption patterns.

Corporate Social Responsibility and Sustainable Marketing: A Comparative Study

This research study delves into the intricate relationship between corporate social responsibility (CSR) and sustainable marketing, aiming to shed light on their distinct roles and implications for businesses and society. The comparative analysis reveals that while sustainable marketing seeks to modify consumer behavior for immediate organizational benefits, CSR represents a strategic, long-term commitment to enhancing a company's reputation and brand awareness. The essential context of sustainability underscores the significance of considering CSR actions within a broader environmental and societal framework. This study emphasizes the need for a holistic approach to addressing these challenges, taking into account both short-term outcomes and long-term effects. In sum, both sustainability and CSR beckon businesses and organizations to embrace responsibility for their environmental and societal impacts, underscoring the profound interplay between ethical conduct, economic growth, and societal betterment in the modern corporate landscape.

An Empirical Study on Sustainable Marketing Through Social and Environmentally Responsible Marketing Activities in The Restaurants In UAE

This paper investigates into the measures taken by the fast-food restaurants in the UAE to promote sustainable marketing through socially and environmentally responsible marketing activities and analyse the extent to which these fast-food restaurants have adopted sustainable marketing principles. The world population is facing problems like environmental pollution, increased carbon footprint, and unethical business practices. One of the causes of this pathetic state of affairs are the mushrooming fast-food restaurants which have contributed largely to the environmental footprint due to its wasteful packaging, inefficient waste disposal, and inefficient use of energy in its outlets. It was observed that the majority of the international fast-food restaurants were implementing sustainable marketing principles to a great extent. Though a few small local fast-food restaurants were aware of the sustainable marketing principles, however, they were finding it difficult to implement them in practice as these local restaurants were small business firms with low financial returns.

Effects of Holistic Marketing on Organizational Performance

This article examines the influence of holistic marketing strategy on organizational performance. Descriptive and analytical research designs were used in this study. Demographic and primary data were obtained through interviews and from questionnaires administered to one hundred and fifty (150) respondents made up of operators, customers and staff of three service sectors through simple random sampling method. Pilot survey and Cronbach’s Alpha were used to confirm the validity and reliability of the study respectively and their variables of measures. Correlation analysis, multiple regression analysis and multicollinearity test were used to analyze the data with the aid of statistical package for social sciences (SPSS). The results showed that the independent variables (Holistic marketing which consists of Social Responsibility Marketing, Internal Marketing, Relationship Marketing and Integrated Marketing) were significant joint predictors of organizational performance (R2=.630). Subsequently, recommendations were made to organizations, especially the ones in the private sectors that they should adopt holistic marketing strategy concepts in order to satisfy customers and sustain firms’ profitability locally and globally.

The effect of corporate reputation on customer loyalty in the Ghanaian banking industry: the role of country-of-origin

PurposeCustomer loyalty is of growing interest to many service firms due to the many tangible and intangible benefits it offers them. However, building customer loyalty is challenging for many service firms. This study aims to examine the impact of corporate reputation on customer loyalty. It also assesses the moderating role of the firm's country of origin in this relationship.Design/methodology/approachSurvey research design was used to collect data from 367 universal banks' customers. Data were analysed using structural equation modelling.FindingsThe findings shed light on several crucial aspects of corporate reputation that influence customer loyalty. Specifically, signals of corporate social responsibility, corporate credibility, product attributes and relationship marketing were found to have a substantial impact on customer loyalty. Additionally, the study uncovers a noteworthy insight that the firm's country of origin plays a moderating role in the relationship between corporate reputation and customer loyalty, particularly in the context of the banking sector.Originality/valueThis research stands out due to its utilisation of signalling theory, making it one of the pioneering works in the bank brand management literature. It presents a comprehensive corporate reputation framework and its profound implications for customer loyalty. Furthermore, the study underscores the significance of considering the strength of the country-of-origin effect in shaping customer loyalty relationships.

An impetus for the research paradigm of corporate citizenship and customer loyalty: imprints from scale construction

PurposeThe purpose of this research is to construct a logical, consistent and validated instrument to appraise the effect of corporate citizenship on customer loyalty, all-inclusive of possible factors.Design/methodology/approachTo attain this intent, a literature review is organized at the onset and then statements are created, improved and confirmed. In total, 384 customer-filled forms have been analyzed in parts, initially with exploratory factor analysis (EFA) and thereafter with confirmatory factor analysis (CFA).FindingsEFA outcomes obtain 26 items and three dimensions: corporate citizenship and customer acquisition, corporate citizenship and customer inclination, and corporate citizenship and customer patronization. The comprehensiveness, solidness, and judiciousness of the same have been tested by CFA.Research limitations/implicationsThis investigation would function as an impetus that can further evolve the empirical paradigm of corporate citizenship and customer loyalty by significantly impacting theory and practice.Practical implicationsIt presents the pragmatic perspectives of customers about modern-age citizenship endeavors for marketers, thus attuning their socially responsible marketing movements with upright citizenship actions.Originality/valueSince the discipline of corporate citizenship has received inadequate empirical understanding from the marketing outlook, possibly because of the lack of a confirmed and consistent instrument from the customers' angle, this developed scale can fill up that space.

Exhibiting the Complexities of Black Advertising History: A Review of "Let's March Forward Together"

Abstract: This article reviews the Let's March Forward Together exhibition held at Duke University's Hartman Center for Sales, Advertising & Marketing History between February and July 2023. The installation highlights Black advertising professionals who contributed to shaping representations of Blackness in US American advertising. This review addresses how the exhibit showcases the complexities of responsible marketing, efforts to diversify the industry, and the tension between specialist and generalist approaches to advertising. Through the lens of Black consumer boycotts and historical advertising campaigns, the article underscores the intricate intersections of race, representation, and activism in advertising history, revealing the dynamic nature of Black identity and aspiration within a consumer-driven society.

Do eco-labels trigger green product purchase intention among emerging market consumers?

PurposeThis study aims to explore the effect of eco-labels on green product purchase intention among consumers of electrical/electronic products in an emerging market context.Design/methodology/approachThis study adopted an extended theory of planned behaviour to assess the effects of eco-labels. To measure the key constructs, scales pertaining to the relevant literature were used to design a structured questionnaire for empirical examination. A final data set of 680 consumers was analysed using structured equation modelling.FindingsThe results indicate that eco-labels significantly impact perceived behavioural control, attitude, subjective norms and consumers’ willingness to pay higher prices for environmentally friendly green products.Practical implicationsThe findings not only complement research on green consumerism but also serve as an important direction for socially responsible marketers who aim to play an important role in propagating pro-social consumption among emerging cohorts of consumers. The importance of eco-labelling as an effective marketing tool is highlighted, with valuable insights for future research and practices pertaining to emerging consumer markets.Originality/valueThis study fills a void in contemporary research by examining consumers of electrical/electronic products that typically involve long-term usage, with potentially greater environmental footprints.