Overview
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.
Full Product Details
Author: Kemi Ogunyemi (Pan-Atlantic University, Nigeria) ,
Vanessa Burgal (Pan-Atlantic University, Nigeria)
Publisher: Emerald Publishing Limited
Imprint: Emerald Publishing Limited
Dimensions:
Width: 15.20cm
, Height: 1.90cm
, Length: 22.90cm
Weight: 0.502kg
ISBN: 9781802628388
ISBN 10: 180262838
Pages: 264
Publication Date: 06 July 2022
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Hardback
Publisher's Status: Active
Availability: In Print
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Reviews
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.
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, shouldnt 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.
Author Information
Kemi Ogunyemi, Associate Professor, holds a degree in Law from the University of Ibadan, an LLM from University of Strathclyde, and MBA and PhD degrees from Pan-Atlantic University. She teaches business ethics, managerial anthropology, self-leadership, and sustainability at Lagos Business School. She is also the director of Christopher Kolade Centre for Research in Leadership and Ethics. Vanessa Burgal is a Faculty from the Marketing department at Lagos Business School, Pan-Atlantic University, Nigeria. She earned her bachelor’s degree and MBA from ESADE Business School in Barcelona, Spain. She also has the CEMS Master from HEC Business School in Paris, France. Prior to her academic career, she worked in Global Marketing positions for Heineken International, Coca-Cola and Mars, among others. She is specialised in consumer-packaged goods brand management, market research and category management.
