Products for Conscious Consumers
Developing, Marketing and Selling Ethical Products
Kemi Ogunyemi editor Vanessa Burgal editor
Format:Hardback
Publisher:Emerald Publishing Limited
Published:6th Jul '22
Currently unavailable, and unfortunately no date known when it will be back
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.
In the face of grand challenges like climate change and the urgent need to reform unethical supply chains, it is easy to forget that it is not only firms that need to change but consumers as well. Calling for more attention to ethical marketing, Products for Conscious Consumers provides a timely new perspective that is comprehensive in scope and packed with practical examples. It deserves to be widely read.
-- Caleb Bernacchio, Assistant Professor of Management and Ethics at California State University, Monterey Bay, USA.The question of responsibility runs deep in “Products for Conscious Consumers”. Should marketers’ responsibility go beyond the sale of a product and include the awareness of and the response to its social and environmental impact?. At the same time, in a “pull marketing” era, shouldn´t consumers, who decide what to shop and recommend, think twice before buying?. This book is rife with insights, practical examples and food for thought on how the marketing function, and the role of marketers, should evolve as we face fundamental challenges. On a different note, it will also help companies reflect on how to best organize themselves, as in many cases the responsibility for driving sustainable development still sits in organizational areas other than marketing. -- Jorge Paradela, Chief Business Officer Sevilla FC, former Corporate Affairs Director Europe, HEINEKEN NV.
I truly enjoyed reading Products for Conscious Consumers. The multiple corporate examples provided, coupled with the cry for attention on the need for ethical marketing, make it a thought provoking lecture. The complexity of the climate crisis requires all stakeholders to contribute to finding solutions and this book is a great tool to develop calls to action as only a joint effort may yield results.
-- Maria Aguado Cabrera, Heritage and Innovation Director, BaISBN: 9781802628388
Dimensions: 229mm x 152mm x 19mm
Weight: 502g
264 pages