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GfK NOP, the market research group, made a five-country study of consumer beliefs about the ethics of large companies. The countries surveyed were Germany, the United States, Britain, France, and Spain. More than half of respondents in Germany and the US believed there is a serious deterioration in standards of corporate practice.
Many brands have tried to use ethics to make themselves look responsible, often spinning environmental claims which has led to the term "greenwash". In research consumers have shown to have even less trust of ethical claims in ads than ordinary ads. As a result, media attention on ethics has resulted in many top brands suffering consumer boycotts.
Positive marketing ethics looks at the statement "what is" when it comes to examining marketing practices, an example would be to research fraudulent advertising and keep a record of the violations. Normative marketing ethics looks at theories that dictate how moral marketing should take place.
Ethical Consumer Research Association Ltd (ECRA) is a British not-for-profit publisher, research, political, and campaign organisation which publishes information on the social, ethical and environmental behaviour of companies and governments and issues around trade justice and ethical consumption. [1]
Business ethics operates on the premise, for example, that the ethical operation of a private business is possible—those who dispute that premise, such as libertarian socialists (who contend that "business ethics" is an oxymoron) do so by definition outside of the domain of business ethics proper.
This concept contains the five principles: consumer-oriented marketing, innovative marketing, value marketing, sense-of-mission marketing and societal marketing. [1] In consumer-oriented marketing, the company "organizes its marketing activities from the consumer's point of view." Marketing activities focus on the needs of a defined user set.
Most consumers agree that while achieving business targets, companies should engage in CSR efforts at the same time. [28] Most consumers believe companies doing charity work will receive a positive response. [29] Somerville also found that consumers are loyal and willing to spend more on retailers that support charity.
Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior.The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner.