Responsible Marketing Research Articles

OPEN INNOVATION AS A COMPLEX MECHANISM OF MODERN INNOVATIVE DEVELOPMENT

Purpose. The aim of the article is to study the regularities of open innovations in the process of modern innovative development and development of a complex model that explains the cause-and-effect mechanism of the development of open innovations in the multiplicity of their manifestation. Methodology of research. The following research methods were applied to achieve the goal: to identify the essence of the concept of “open innovation” – methods of analysis and synthesis; for the accumulation of disjointed, but causally connected facts, concepts – methods of induction and deduction in their dialectics; for the formulation of theoretical generalizations – the abstract and logical method; for visualization of research results – graphic method; for the definition and classification of approaches to the interpretation of the studied category – the method of systematization. Findings. The essence of the concept of "open innovation" was investigated. The available interpretations of “open innovations” in the economic literature are summarized and the key markers of the analysed concept are identified. The classification of the principles of open innovation was further developed. A matrix of comparison of the properties of related methods of the openness paradigm in the innovation process was obtained. A dynamic system model of the open innovation development mechanism was developed. Originality. The theoretical aspects of innovative development in the open innovation paradigm, which characterize the development of the principle of openness in a variety of related methods, have gained further development. Practical value. The results of the conducted research can be applied to ensure further systematic research of the modern innovation process in the paradigm of open innovation and the formation of effective programs and tools to ensure their development in Ukraine. Key words: open strategy, open innovation process, open innovation, innovative development, crowdsourcing, co-creation, socially responsible marketing.

Project management in the context of environmental marketing

The aim of the work is to develop a methodology for an environmentally oriented marketing project in the restaurant business and the choice of tools for its implementation. In accordance with this goal, the areas of project management in the field of restaurant marketing are considered, the advantages of implementing an environmentally oriented project approach in the restaurant business are revealed, the dynamics of the ecological state of the environment and indicators of the development of the restaurant market in the Russian Federation are analyzed, examples of projects of the restaurant industry of the country with reference to the implemented environmental strategy are given, the methodology of project marketing management has been developed taking into account the ecological orientation of the restaurant and the tools of project management of sustainable marketing of the restaurant have been proposed. The practical significance of the research results lies in the possibility of implementing a project approach to marketing management of sustainable development in the restaurant business. The theoretical significance lies in the elaboration of the methodology of environmentally responsible project management, the assessment of the possibility of applying a particular environmental strategy in the restaurant industry, the applicability of individual project management tools in the implementation of the principles of environmentally responsible marketing.

ОЦІНЮВАННЯ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА НА ЗАСАДАХ ХОЛІСТИЧНОГО МАРКЕТИНГУ

The article is devoted to the consideration of the use of the concept of holistic marketing in the activities of companies. The conditions of operation of modern enterprises are given. The need to take into account constant changes in consumer interests and requests is substantiated. This can be done by comprehensive coverage of one's own activities for proper and effective functioning in market conditions.Examples of companies that have market success due to the use of marketing as a holistic business function that covers all its components at the same time are given. It is proven that their activity is based on a symbiosis of integrated marketing, internal marketing, relationship marketing and socially responsible marketing. Each component of the holistic concept of marketing is considered. It has been confirmed that in modern market conditions, holistic marketing is a quality tool for conducting effective marketing activities of companies. Methodical principles of using various marketing tools for evaluating each component of holistic marketing are proposed. Approaches to evaluating the development of long-term trust relations of the enterprise with partners and consumers are presented. Factors affecting the state of the client base when choosing a partner are named. It can be competence, a high image, a wide and diverse assortment, market position. Reliability, commitment to fair trade principles, trust, adherence to the principles of transparency and honesty are factors influencing the continuation of cooperation. The stability of the company's relations with key customers and consumers was assessed. The use of elements of socially responsible marketing is analyzed. The areas of social responsibility on the part of the company in relation to domestic and foreign partners, stakeholders, consumers, and society as a whole have been clarified. The need to consider the environmental consequences of companies' activities in the context of social responsibility has also been proven. The tools of integrated and internal marketing of the enterprise are considered. Evaluation indicators of each component of holistic marketing are proposed. A scale was developed for interpreting the results of calculations to determine the level of use of holistic marketing elements in the activities of enterprises (high, medium, low).

АСПЕКТИ МАРКЕТИНГУ ЦІНОСТЕЙ В КОНТЕКСТІ КЛАСИФІКАЦІЙНИХ ПІДХОДІВ ДО ФОРМУВАННЯ ТА ОЦIНКИ ЛЮДСЬКОГО КАПІТАЛУ

Of the marketing of values combines’ individual and public interests is based on the study of structural components of human capital as a source of their origin and formation of systems of needs and features of market demand. The analysis of the terminology of the concept of the "marketing of values" and the study of its structure proved that there is no single generally accepted definition; there is no specification of the content and a single general approach to its structure. The formation of the marketing of values takes place in accordance with the defined object, subject, requirements, which are put forward by the project orientation of the development of human capital. During the formation of the marketing of values, a complex of directions represented by innovative marketing, ecological marketing, aesthetic marketing, socio-ethical marketing, and integrated marketing was identified in the research process. They are implemented because of holistic and integrated marketing. In socio-ethical marketing as a component of value marketing, such directions as: innovation marketing, relationship marketing, socially responsible marketing, social marketing and ethical marketing are highlighted. Managing the development of human capital under the influence of value marketing measures, establishing the nature of interdependencies and the dynamics of changes requires the specification of needs in terms of the structure of human capital, the justification of the directions and parameters of the marketing of values, the system of evaluating human capital and of the marketing of values, methods of assessing their mutual influences. The marketing of values complex is represented by quantitative estimates, and first of all, the quantity of goods and price. Modeling of changes in the components of human capital under the influence of the marketing complex is based on consideration of the interpretation of the marketing of values, human capital and methodical approaches to assessment. Quantitative assessment of human capital and its structural elements provides an opportunity to determine and evaluate the main directions and components of the marketing of values during project modeling. Marketing of values, considered as a factor influencing the development of human capital and increasing the level of well-being of an economic entity, is focused on the elements of the structure of human capital, which provides an opportunity to carry out combinatorial modeling by types of markets, by the level of management and entrepreneurship, by the resulting effect at the level of the formation of the marketing of values for different levels of potential consumers. The considered interpretations, structure and methods of human capital assessment create a basis for their further use in variant modeling of the marketing of values, design and effectiveness of measures to influence the development of human capital.

Research on Social Responsibility Marketing of Suzhou Branch of Industrial and Commercial Bank of China under the Background of "Double Carbon"

This article takes "Double Carbon" as the background to carry out a social survey to investigate the current effectiveness of social responsibility marketing in Suzhou Branch of Industrial and Commercial Bank of China. After collecting questionnaires, SPSS data is used to analyze the questionnaire survey to make descriptive analysis, reliability analysis and validity analysis, and analyze the problems in Suzhou Branch of Industrial and Commercial Bank of China in social responsibility marketing: Insufficient promotion leads to low awareness of corporate social responsibility marketing, less disclosure of negative information leads to incomplete social responsibility information, and the internal system needs to be improved due to poor supervision and supervision of enterprises. After a comprehensive comparison of the situation of Industrial and Commercial Bank of China Suzhou Branch and other commercial banks in social responsibility marketing, combined with the concept and practice of social responsibility marketing of ICBC Suzhou Branch, targeted and practical optimization strategies are proposed from three aspects: marketing, media supervision, and mechanism.

SOCIALLY RESPONSIBLE MARKETING: AN GNOSEOLOGICAL APPROACH

In the conditions of globalization changes and transformations, consideration of the issue of the formation of socially responsible marketing, analysis of conceptual views regarding the development of this issue is becoming more and more relevant. The dynamism of increasing the role of the open introduction of business is radically changing the dominants of human development. Business is increasingly aware of the relevance of implementing social programs in marketing to achieve its short-term and long-term goals, implements sustainable development marketing measures to increase competitiveness and maintain market positions. The concept of socially responsible marketing changes the understanding of the role of business as a social institution, forms a new approach to the evaluation of efficiency and its productive activities. Pure metamorphoses of social valuables and priorities generate changes of well-established practices, providing integrating process and instruments of socially responsible marketing. Increasing social awareness in the future will lead to the minimization of risks, which will make it possible to achieve high productivity and profitability of enterprises. The article examines the problems of formation and development of the concept of "socially responsible marketing"; the gnoseological approaches of socially responsible marketing are characterized. The article examines the problems of formation and development of the concept of "socially responsible marketing"; the gnoseological approaches of socially responsible marketing are characterized.

Pixels and columns: tracing the symbiotic evolution of digital graphics and contemporary architecture

Technological advancements have rewritten the perspective and functionality of all fields, including art and architecture. This paper delves into the evolution of the symbiotic relationship between digital graphics and contemporary architecture, highlighting their profound impact on architectural representation, design processes, and visual communication. By tracing the historical development of digital graphics in architecture, from initial implementations to the transformative effects of Computer-Aided Design (CAD), we examine how digital graphics have reshaped architectural representation techniques, empowering architects to create realistic renders, animations, and virtual reality applications. The integration of digital graphics into architects' design workflows, especially through parametric design and algorithmic tools, enables the realization of dynamic, responsive architectural forms. Through case studies of iconic structures, the pivotal role of digital graphics in shaping architectural projects is demonstrated. Furthermore, we explore the influence of architectural aesthetics on digital graphics in various industries, such as video games and advertising, emphasizing the importance of ethical considerations in the responsible representation and marketing of architecture. Looking to the future, upcoming technological advancements, including augmented and virtual reality, real-time rendering, and generative design, are predicted to steer architectural innovation and redefine the future of digital design. The seamless interplay between pixels and columns will continue to inspire architects to create innovative, sustainable, and visually striking architectural experiences for future generations.

Socially responsible marketing in pandemic times at CoKarma

Learning outcomes After reading and discussing the case, the participant would be able to: comprehend the ethics in marketing strategies that were displayed by an entrepreneur in the challenging times of the Covid-19 pandemic; appreciate how the marketing was executed in a socially responsible manner through digital means when there was a conflict between the business and the social interest; and understand how the innovative services or products can be developed that turn the trouble into an opportunity. The case shall also enlighten the students on how to create suitable marketing messages in digital times. The purpose of this paper is to let the students appreciate how they can carry out marketing efforts for a business while keeping customer needs and aspirations at the core, how the marketing campaigns can be designed and executed in a socially responsible manner and how the product portfolio can be suitably altered to make it more valued to the customer. After reading and discussing this case, the students will also be able to appreciate that it is important to identify and address the customer’s pain which may be stated or unstated by the customer. The case intends to teach students how to identify and reap the opportunities that get created from time to time and to make them appreciate that businesses can contribute significantly towards societal gains by committing minimal resources. Case overview/synopsis The mainstream marketing discipline focuses on excessive consumerism as opposed to the concept of “socially responsible marketing” which advocates that business initiatives should be supported by ethical considerations. The coworking industry was one of the worst affected industries by the pandemic since their customers started working from their homes during and post the lockdowns, leading to a loss in revenues. The protagonist in the case had a strong belief that the business interests would be secondary to the overall interest of society, and therefore, he advised the customers on how they could work productively, safely and stress-free from their homes. As the lockdown was un-eased, the marketing campaigns were launched and executed in a very ethical manner, while designing innovative service offerings were designed. Complexity academic level The case is relevant for the students pursuing undergraduate and graduate studies in the field of business and management. Supplementary material Teaching notes are available for educators only. Subject code CSS 8: Marketing.

The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer Responses

Cause-related marketing (CM), which links corporate donations to consumer purchases, has ongoing momentum in marketing. As the magnitude and direction of consumers’ response to CM are inconclusive, this meta-analysis synthesizes evidence on main and moderator effects from 237 studies. On average, the authors find a moderate effect for attitudinal response (d = .458) and a weak effect for behavioral response (d = .283; both ps < .001), both with high underlying heterogeneity. A multivariate meta-regression on CM moderators grounded along four conceptual pillars—transparency, signals of sincerity, purchase context, and consumers’ emotional attachment to CM—shows that attitudinal effects hinge mostly on emotional attachment. Suboptimal execution and poor communication of the donation appeal in particular can even have detrimental effects on attitudes. In addition, various moderators from other pillars play a relevant role. For behavioral outcomes, both emotional attachment and signals of sincerity are equally important. The visual prominence of the donation is the most relevant individual moderator, with only a few others related to the two pillars following at some distance. Therefore, CM requires different priorities depending on corporate objectives. This research further compares the effects of CM with those of discounts and other corporate social responsibility marketing instruments, simulates practical examples, and provides avenues for further research.

Corporate social responsibility and firm market performance: the role of product market competition and firm life cycle

PurposeThis study empirically investigates the role of product market competition and mature-stage firm life cycle on the relation between corporate social responsibility (CSR) and market performance in an emerging market context – Malaysia.Design/methodology/approachThe authors construct a comprehensive CSR index toward the economy, environment and society (EES) and apply both Ordinary Least Squares (OLS) and Two-Stage Least Squares (2SLS) instrumental variables (IV) approaches to test the hypotheses of the study.FindingsThe authors find that EES-based CSR generally enhances firms' market performance; however, the level of product market competition undermines the market performance of socially and economically responsible firms. In addition, the study results indicate that mature-stage firm life cycle with more involvement in CSR activities shows better market performance. However, the endogeneity check of CSR suggests that both CSR and mature-stage firms are mutually exclusive in influencing market performance. The study findings are robust to alternative measures and different identifications of high and low default risk situations of sample firms.Practical implicationsThis study carries practical policy implications for the listed firms, regulators and stakeholders in general. For example, regulatory bodies may promote greater involvement in CSR activities by listed companies in the Malaysian stock market. Investors and other market participants should be aware of factors influencing socially responsible firms' market performance such as the corporate life cycle and the level of competition in product markets.Originality/valueThis research work responds to the call of regulatory bodies in Malaysia at a time when the Malaysian economy is under threat of environmental distraction practices by the palm oil industry and import ban by the largest export market, i.e. the European Union by 2030. The study also contributes to the theoretical literature by refining the moderating role of product market competition and mature-stage life cycle on the relationship between CSR and market performance from the perspectives of resource-based and stakeholder theories in emerging economy settings.

CURRENT ASPECTS OF SUSTAINABLE BUSINESS DEVELOPMENT ACCORDING TO ESG STANDARDS IN UKRAINE

Purpose. The study aims to determine the relationship between the integrated ESG index and the company's financial performance. Based on the set goal, our tasks were: the approbation of the toolkit to confirm the hypothesis regarding the presence of a positive relationship between the ESG index and the company‟s return on assets (ROA). Also, we seek to confirm or refute the hypothesis that companies with a higher return on assets more often implement initiatives based on ESG principles and are more socially responsible market participants than their competitors. Design/methodology/approach. The methodological basis of the work was an empirical study of a sample of open data of 56 enterprises that operated in Ukraine in 2020. The source of obtaining panel data is the “Report on the level of transparency of Ukrainian companies” and the indicators of the enterprises included in the sample, obtained by the authors from the database: e-data. Summarize the advantages and disadvantages of contributions to the entity‟s paid capital as a source of financing investment activities. Mathematical and statistical processing of the results was carried out by the authors using correlation and regression analysis methods. Findings. As a result of assessing the relationship between the integrated ESG index and the profitability of the company's assets, we can state a moderate positive relationship between these features. A higher value of the return on assets contributes to an increase in the ESG index. In the analyzed sample, we can see that a higher value of the return on assets indicator encourages enterprises to more actively direct investments in projects and programs oriented to ESG initiatives. It is also worth noting that the ESG integral index level is influenced by other characteristics we did not evaluate in this study. Practical implications. The obtained results have a practical orientation and can use in forming the company's strategy and making investment decisions by owners, top management, and investors. Originality/value. Our study evaluates the impact of ROA on the activity of investments in projects and programs oriented to ESG initiatives. We hypothesized that this relationship intensifies as the company's profitability increases. As part of the data analysis, we test the hypothesis about the relationship between the profitability indicator: ROA and the integrated ESG index

Socially Responsible Marketing (SRM): Broader, Deeper, and Ever Greater

In 2021, the authors offered a macro-level and normative based definition of Socially Responsible Marketing (SRM) that could serve as the basis for a doctrine of ethical, conscientious marketing. This essay offers a synthesis of ideas and further expands thinking on Socially Responsible Marketing, in reply to thoughtful comments shared by nine leading scholars invited by the Journal's editor to discuss “Toward a Doctrine of Socially Responsible Marketing (SRM): A Macro and Normative-Ethical Perspective”. We are hopeful the ideas shared in this special section generate further discussions on broader, deeper and greater social responsibility in marketing, and reveal fresh opportunities for macromarketing research, teaching, policy, constructive engagement and professional practice.

Digital marketing of online food delivery services in a social media platform before and during COVID-19 pandemic in Brazil.

To describe the promotion of food and beverage and marketing strategies used by online food delivery services (OFDS) in a social media platform before and during the pandemic in Brazil. Publicly available data were extracted from OFDS Instagram accounts. Posts published 6 months immediately before and after the first case of COVID-19 in Brazil were randomly sampled. Two independent authors coded the posts' content. Food and beverage items featured in posts were classified according to the NOVA food system classification. Marketing strategies were coded according to protocols from previous studies. Top three OFDS Instagram accounts in Brazil. Posts published in the period studied (n 304). During the pandemic, the proportion of posts featuring at least one food item decreased from 71·6 % to 40·2 %, and the proportion of ultra-processed foods decreased from 57·6 % to 27·9 %. Before the pandemic, the most widely used marketing strategies were branding elements (80·7 %), product imagery (unbranded) (48·9 %) and partnerships/sponsorship (35·2 %). While during the pandemic, branding elements (62·2 %) continued to be the most applied, but were followed by the use of videos/graphics interchange format/boomerangs (34·1 %) and corporate social responsibility (31·7 %). The most frequent COVID-19 marketing strategies were 'social responsibility in the pandemic' (30·5 %), 'combatting the pandemic' (28·0 %) and 'accelerating digitalisation' (20·7 %). OFDS advertisements on a social media platform placed less emphasis on food items, but improved the nutritional quality of foods and beverages featured in posts. A COVID-washing approach was highlighted, especially through the use of social responsibility marketing during the pandemic.

Socially Responsible Marketing: Toward AligningDharma(Duties),Karma(Actions), andEudaimonia(Well-Being)

Laczniak and Shultz, in their recent article in the Journal of Macromarketing, provide a robust framework and a comprehensive definition of socially responsible marketing (SRM) anchored on macro-normative ethical perspectives. The explicit purpose of offering this framework and definition is to provide a roadmap to create a better world. Recognizing that marketing has a vital role in enabling the societal goal of achieving well-being and thriving, we offer some additional perspectives in this commentary. Essentially, we suggest how the SRM doctrine can be enriched and enlarged by explicitly aligning societal goals of eudaimonia (well-being) with marketing's moral duties and actions. To do so, we reconcile ethical ideas in Asian and Western philosophies as to how they may help us clarify the requisite SRM behavior. We also look at the developments in evolutionary psychology and developmental biology as to the proper criteria for evaluating the success of SRM behavior.

Quantification of some additives in energy drinks using high-performance liquid chromatography

Introduction: Energy drinks (EDs) are products in the form of a beverage or concentrated liquid designed to increase both mental and physical stimulations. Their popularity has grown tremendously, especially among children and adolescents, regardless of the growing number of undesirable health consequences associated with their consumption. This study aimed to evaluate the content of additives in EDs available in the Bosnian and Herzegovinian (B&H) markets. Methods: Twenty-two EDs from 15 brands were analyzed. The contents of quinine (QUIN), caffeine (CAF), benzoic acid (BZA), and sorbic acid (SA) were determined by high-performance liquid chromatography. Results: The median value of QUIN, CAF, SA, and BZA was 0.15 ppm, 309.05 ppm, 75.35 ppm, and 90.80 ppm, respectively. The highest CAF content variation was found in EDs of brand 4, and the lowest was in brand 6. A statistically significant difference was found between the obtained values in relation to the recommended daily intake of CAF for adolescents by the Centers for Disease Control and Prevention and the American Academy of Pediatrics (p < 0.001). Conclusion: The CAF content in EDs deviates by 10% from the content stated in the product declaration. All EDs on the B&H market should carry a clear warning: “High CAF content must not be mixed with alcohol and is not recommended for children, pregnant and/or lactating women, and CAF-sensitive individuals.” Given the behavioral trends associated with the potential risks of excessive CAF consumption, particularly among youth, national agencies in B&H should recognize areas of intervention such as responsible marketing and advertising, and education and awareness-raising. Further research and monitoring would be needed to determine the effectiveness of the various aspects of the proposed risk management approach.

Are We All in This Together? CSR as a Marketing Strategy in Times of COVID-19 Crisis

How can we help? This study is to propose how companies can provide help through corporate social responsibility (CSR) marketing strategies in the time of COVID-19 crisis. More specifically, the purpose of this research is to explore the relative effects of three common types of CSR initiatives (philanthropic donation, purchase-triggered donation, and sponsorship-linked marketing) on consumer attitudes (CSR image and consumer identification) and responses (e-WOM and purchase intention) in different stages of COVID-19 pandemic. This research also proposes the moderating effects of COVID-19 related cause type (health and human service), contribution type (money and in-kind donations), and perceived severity of COVID-19 on the relative effectiveness of each CSR initiative. In doing so, this research implies possible practical directions for companies to determine their CSR marketing strategy as well as fills the research gap, especially in the time of COVID-19 or environmental turbulences.

A Context Dependent Nature Effects on Choices of Corporate Social Responsibilities and Consumer Behaviors

Given that how consumers perceive a corporate social responsibility (CSR) marketing strategy will influence their responses, this study hence enriches the knowledge about CSR marketing strategy by proposing the relative effectiveness of philanthropic marketing, sponsorship-linked marketing, and purchase-triggered donation on consumer attitudes and behavioral responses. This research also proposes the highly context-dependent nature of CSR marketing strategy that may help explain such relative influences, including perceived severity and vulnerability of the CSR issue, contribution type, and type of CSR issue. Literature reviews linked with theories lead to propositions. In doing so not only is such research important in terms of filling literature gaps to the existing literature of CSR, but also for providing directions to practitioners when considering CSR as a marketing strategy, when a chosen CSR marketing strategy may ultimately shape images of the company.

Service Quality Strategy Based On Sustainable Marketing To Increase Consumer Loyalty To Msmes In Rural

Many MSMEs have been disadvantaged during the Covid-19 pandemic, so MSMEs are required to be creative and independent. MSME actors must understand the service quality strategy properly and correctly based on sustainable marketing. Where it emphasizes socially and environmentally responsible marketing activities to be able to meet the needs of consumers and business people so as to optimize sales turnover during the pandemic. The implementation of a service quality strategy based on sustainable marketing will increase consumer loyalty, while maintaining customer loyalty, sales turnover will be optimal. The aim of this research is to determine a Service Quality Strategy Based on Sustainable Marketing to Increase Consumer Loyalty to MSMEs. The data analysis tools used are Importance-Performance Analysis, Cause-and-Effect Diagram (Fish Bone Diagram), Formulation of Service Quality Strategy Based on Sustainable Marketing using SWOT analysis. The strategy used to increase customer loyalty is first, the SO strategy consists of improving service quality and research and development. Second, the W-O strategy consists of raising capital, promoting, and developing the quality of human resources. Third, the ST Strategy consists of optimizing services. Fourth, the WT strategy consists of community development, cooperation with suppliers and other MSMEs.

Greenwashed word of mouth (GWWOM): a vibrant influence on customer green behaviour

PurposeThe purpose of this study is to examine the role of greenwashed word of mouth (GWWOM) originating from trickery and misleading green marketing practices on customer behavior. The outcomes of this study are expected to contribute in the domain of responsible green marketing. The significance of this study lies in its ability to provide useful recommendations to marketers, policymakers and customers toward accomplishment of sustainable development goals through usage and adoption of environment-friendly products.Design/methodology/approachThis study is primarily descriptive in nature, as it attempted to investigate the implications of customers' reactions toward greenwashed practices prevailing in the fast-moving consumer goods (FMCG) market. The information gathered through a self-administered online questionnaire was analyzed using Smart PLS software package to verify the proposed hypotheses. The consistency and validity of the measurement and structural models proposed were tested using inferential statistical procedures.FindingsThe results significantly confirmed the mediating role of GWWOM in shaping the relationship between green skepticism and shift in green behavior. It was verified from the results that customers’ futuristic behavioral patterns toward green products are negatively influenced by misleading and false claims of marketers through GWWOM communications.Practical implicationsThe primary implications of this study are for marketers in understanding the role of GWWOM on organizations’ reputation. The policymakers may contribute by implementing appropriate changes in regulations to control greenwashed practices. Finally, customers may become more aware about the unethical marketing practices and act responsibly in the market place.Originality/valueThis study revealed an intriguing finding in the sense that customers, who feel cheated by erroneous and mislead green claims of the marketers, are expected to communicate their experiences through variety of channels. Therefore, it is very likely that they may influence others to change their behaviors while going for environmentally safe products and may have significant consequences on the sustainable consumer behavior.

Perspectives on socially responsible marketing: the chasm widens

Perspectives on socially responsible marketing: the chasm widens