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Ethical Consumerism and Effectiveness From a Cause-Related Marketing (CRM) Perspective

Ethical Consumerism and Effectiveness From a Cause-Related Marketing (CRM) Perspective
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Author(s): Soney Mathews (Department of Commerce and Management, St Joseph's College of Commerce (Autonomous), Bangalore, India)and Suja R. Nair (Educe Micro Research, Bangalore, India)
Copyright: 2020
Pages: 20
Source title: Handbook of Research on Contemporary Consumerism
Source Author(s)/Editor(s): Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus)and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-5225-8270-0.ch008

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Abstract

There is a growing public awareness of ethical issues along with rising disposable income and increase in education and knowledge. This is triggering the ethical conscience of consumers and leading them to ethical consumerism. Ethical consumerism has grown out of the consumer interest and concern on issues and the practical application of marketing ethics to their purchase behaviors. Consumers are gradually accepting this phenomenon of ethical consumption as part of the lifestyle. In order to bring a change in the attitude of consumers towards ethical consumerism, corporates have started taking an initiative by incorporating a new method of marketing activity and tool called cause-related marketing (CRM). Ethical consumerism based on CRM campaign needs to be effective to build a corporate image. This study is an attempt to understand ethical consumerism and its effectiveness from the perspective of CRM and how it benefits the businesses.

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