Advertising, children

, 29

Airbus

, 8

Airtel Money

, 199

Amazon

, 156

American Marketing Association (AMA)

, 28

Apple

, 156

Applying ethics

, 9

Authentic environmental marketing

, 10

Authentic policies

, 51, 55–56

Bayer

, 5

B Corporation

, 144–145, 156–157, 162

Bixar

, 144–146

Boosts

, 55

defined

, 115

melamine

, 24

nudging

, 114, 116–117

Bouchee

consumption technology and culture

, 102

customer interaction model

, 103

pricing

, 103

product and distribution

, 101–102

sustainable branding

, 103–104

Brand image

, 10, 51–52, 143, 155–156, 168, 189

Brand manager

, 9, 47

Briefing

, 39–40

communication and PR

, 46

distribution

, 46–47

press release and messages

, 45

price

, 45

British Petroleum

, 170–171

Building legitimacy

, 169

Business models

, 38, 171, 187, 212–213, 230

Business process reengineering (BPR)

, 207–208

Business Roundtable (BRT)

, 156

Caveat emptor/buyer beware

, 25

Central Bank of Kenya (CBK)

, 186, 189–190, 192–193, 195, 198–199

‘Choose Happiness’ campaign

, 22

Climate change

, 4, 143

natural drivers

, 138

North Face

, 155–156

Coca-Cola

, 6–7, 31, 99

‘Choose Happiness’ campaign

, 22

Diet Coke

, 24

obesity and

, 23

recycling

, 142

Code of ethics

, 28

Coffee shop

, 101–104

Cognitive orientation

, 70, 94

Commercialisation

, 4, 206, 229

briefing

, 39–40

innovation process

, 36–38

product/service brief

, 38–39

sustainable

, 40–42

Common good

, 47, 226, 228–229

Common unethical marketing practices

, 9

Communication

, 17, 45, 74, 104, 140, 189

business

, 216–218

consumer

, 56

Corporate Social Responsibility

, 172

and PR

, 46

product

, 18

promotions and marketing

, 19

Company credibility

, 10

Compound annual growth rate (CAGR)

, 69

Confidence and trust

, 10

Conscious Coffees

, 31

Conscious consumption

, 227

case studies

, 101–108

consumption patterns

, 90–97

developing countries

, 6–7

sustainable value propositions

, 98–100

Conscious consumption pattern

authority and experts

, 22

evolution of

, 92–93

hedonic

, 91–93

sustainable (conscious)

, 93–97

traditional (patriarchal)

, 91

transformation mechanisms of

, 97–98

Consumer awareness

, 50, 52, 155–156, 224

corporate social responsibility

, 4, 50, 56–57

marketer’s responsibilities

, 226–227

marketing

, 52–55

Consumer behaviour

, 56–57, 68, 226–227

consumption patterns and

, 90

customer value

, 213

marketers

, 70–75

psychological factors

, 74

social factors

, 72

Consumer choices

, 70–77

Consumer education

, 6, 54, 158

Consumer ethics

, 9–10, 229–230

Consumer knowledge

, 50, 58, 68

Consumer-led product

, 54–55

Consumer needs

, 54–55, 206, 226–227

marketing role

, 4

organisations endeavour

, 220

Consumer occupation

, 73

Consumer power

, 5–6

Consumer purchasing decision

, 27, 44–45, 69, 114, 153

consumer occupation

, 73

gender

, 73

lifestyle

, 73

personality and self-concept

, 73

Consumer rights

, 51

ethical behaviour and

, 56

privileges

, 200

sugar-sweetened beverages

, 23

Consumer's point of view

, 16, 44, 74, 190

Consumption

, 51, 152, 214

authority and experts

, 22

conscious. See Conscious consumption; Conscious consumption pattern

food

, 114

gross domestic product

, 152

infant formula

, 31

marketing and

, 153–158

meat

, 117

negative effects

, 20

sugar-sweetened beverages

, 23

sustainable

, 95–96, 226–227

Control risk management

, 169–170

Corporate financial performance (CFP)

, 168

Corporate social responsibility (CSR)

, 7–8, 155

consumer awareness and

, 55–57

dangerous side

, 173–175

eco-friendly organisations

, 142–143

economic rationale

, 169

Exxon Mobil

, 176–177

legitimacy and governance

, 169

opportunistic side

, 171–173

planet and business

, 168–170

practices

, 170–171

programs

, 170–171, 173

reputation and risk management

, 169–170

stakeholder theory

, 57–58

superficial side

, 170–171

sustainability and green agenda

, 143

Corporate strategy

, 206–211

Country regulations

, 10

COVID-19

, 210

Creating and sustaining customer value

, 207–208, 213, 215

Credit Reference Bureau (CRBs)

, 186, 191, 193, 197–199

CSR. See Corporate social responsibility (CSR)

Cultural factors

, 71

Customer-centric

, 205, 208, 225

Customer Relationship Marketing (CRM)

, 215–216

Customer satisfaction

, 197–198

Danone

, 7–8, 31, 156

Deceptive branding

, 28–29

Deceptive pricing

, 18

Descriptive labelling

, 126

Digital loans

, 225

consumer rights infringements

, 194–195

customer satisfaction levels

, 197–198

default rates and blacklisting

, 190–191

ethics theories

, 187–188

inclusion

, 190

Kenya

, 189–199

loan appraisal

, 196–197

loan disbursement

, 199

loan recovery

, 198

marketing

, 195–196

pricing model and short loan tenures

, 191–194

product/service development process

, 188–189

regulation

, 198–199

Dimensions of conscious consumption

, 89–90

Bouchee

, 101–104

consumption patterns. See also Conscious consumption pattern

, 90–97

Enjoy the Run

, 104–106

sustainable value propositions

, 98–100

Eco-consumption

, 96–97

Eco-labelling

, 96–97

Ecological Union

, 96–97

Educating consumers

, 6

Emotional marketing

, 22

Empathy

, 22

Eni

, 8

‘Enjoy the Run’

, 104–106

Environment

, 141–142

conserve water

, 141

install renewables

, 141

market strategies and tactics

, 142

reduce, reuse, recycle

, 142

Environmental friendliness

, 102

Environmental marketing

, 144, 146, 152–153, 158, 162, 230

Environmental Working Group (EWG)

, 136

Equity Bank

, 212–213

Ethical communication campaign

, 9

Ethical duties

, 75–77

Ethical issues

delivery channels:

, 20

marketing research

, 19

pricing

, 19

product management

, 19

promotions and marketing communications

, 19

sales personnel

, 19

target market audience

, 19

Ethical marketing

, 9

benefits of

, 26

challenge

, 27

concepts

, 18–19

customer satisfaction levels

, 197–198

defined

, 16

dilemmas

, 224–226

distribution and sales

, 18

emotional marketing and

, 22

ethical issues

, 19–20

ethical theories

, 20

food industry

, 22–25

influences affecting

, 21–22

marketing research

, 17–18

need for

, 20–21

pillars of

, 21

price advertisement

, 18

product communication

, 18

product ideation to commercialisation

, 35–36, 38–40, 42, 47

stakeholders

, 27

stimulus

, 52–53

upholding practices

, 26–27

Ethical product development. See also Digital loans

, 98

Ethical products

, 68

Ethical relativism

, 20

Ethical theories

, 20

Ethics

distribution and sales

, 18

marketing research

, 17–18

price advertisement

, 18

product communication

, 18

Evaluative labelling

, 126

Exxon Mobil

, 176–177

Facebook

, 5, 190

brand relationship

, 6

Fashion

brands

, 4, 68

ethical issues in

, 77

market

, 69

sustainability

, 76–77

Fashion industry

, 8, 69

gender

, 73

macro-issues

, 77

Food industry

, 6, 40

beef sale, in Kenya

, 23

chicken sandwich with fifty percent DNA

, 23

horsemeat scandal

, 24

infant formula scandal

, 24–25

melamine, in milk powder

, 24

sugar-sweetened beverages

, 23–24

unethical marketing

, 25–26

Food labels

, 10

Governance

, 169

Government of Kenya (GoK)

, 189–190

Green marketing

, 5, 56, 69, 136–137, 227

Greenwashing

, 7–8, 76, 227

Gross domestic product (GDP)

, 152–154, 162–163, 212

Health hazards

, 25

Hedonic consumption

, 91–93

Heineken

, 22

H&M

, 9–10, 76

Horsemeat scandal

, 24

Human-centred business

, 102

Ideal product

, 9

Ideation. See also Ethical marketing

, 229

Impact on society

, 10, 69, 155, 187

Incentive to act correctly

, 10

Infant formula scandal

, 24–25

Informing and educating consumer

, 6

Innovation process

, 36–38

capability

, 37

feasibility (project viability)

, 37

ideas

, 36–37

launch

, 37–38

Instrumentalising CSR

, 175, 228

Interdependence

, 157

Kenya. See also Digital loans

, 219

beef sale

, 23

Credit Regulatory Bodies (CRBs)

, 193

digital industry

, 189–199

horse meat scandal

, 25

preserved mangoes in

, 54

Kenya Breweries

, 216

Koppert Cress

, 41–42

Labor standards

, 161

Legitimacy

, 169

Levi Strauss

, 158–159

influencers and partners

, 160

social and sustainability marketing

, 159–162

sustainability

, 162

Lifebuoy

, 6

Life cycle assessment (LCA)

, 100

Loan appraisal

, 196–197

Loan disbursement

, 199

Loan recovery

, 198

Long-term

, 21, 114

micro-issues

, 77

new product/service development process

, 188

profit first

, 21–22

unethical products/services

, 140–141

L’Oréal Group

, 80–83

Lush

, 94

Marketer/project leader

, 47

Marketing concepts. See Ethical marketing

Marketing consultancy

, 230

Marketing ethics. See also Ethical marketing

ethical relativism

, 20

greater good (utilitarianism)

, 20

quality of life marketing theory

, 20

universal ethics

, 20

virtue ethics

, 20

Marketing for practitioners

, 162–163, 188

Marketing for society

, 187, 206, 210–211

Marketing mix strategy

, 5, 46, 227–228

Marketing role

, 4–5

Marketing strategy

, 4

appropriate

, 54

Coca-Cola

, 23

cultural factors

, 71

Levi Strauss

, 161–162

L'Oréal Group

, 80–83

sustainable value proposition

, 98

Marketing teaching and research

, 229–230

Market share

, 10, 22–23, 70, 168, 211, 215

Marocaine Des Jeux et des Sports (MDJS)

, 173–174

Mars

, 51–52

McDonald’s

, 29, 137, 208

Melamine

, 24

META

, 6

Milk powder

, 24

Mindful consumption

, 95–96

Misleading information

, 28–29

Mobile loans

consumer rights infringements

, 194

loan appraisal

, 196–197

monthly and annual percentage rate (APR)

, 192

Mobile money transfer (MMT)

, 198

Modern-day marketing philosophy

, 207–208

Mondelēz

, 51–52

Monsanto

, 5, 11

Moral actions

, 20

M-Pesa

, 196, 199, 212–213

Nestlé

, 24–25, 51–53, 139–140

Neuralink

, 177–178

New product development (NPD)

, 185–186, 188, 225

core venture

, 186–187

digital lenders

, 200

digital loans

, 195

efficiency and effectiveness

, 186

ethical practices

, 187

Kenya

, 186

marketing practitioners

, 188

New Service Development (NSD)

, 188

Non-fully informed consumers

, 11

Non-regulated industry

, 11

Nudges

, 114–115, 226–227

vs. boosting

, 116–117

educative

, 117

systematic literature review (SLR)

, 114–115

Patagonia

, 5, 142, 156

People for the Ethical Treatment of Animals (PETA)

, 76

PepsiCo

, 142

Personal factors

, 72–73

Personal values

, 10, 20

Place

, 18, 40–41, 50–51, 138, 153, 190, 207–208

Planet

, 7–8, 137–138, 140, 144, 161, 168, 170, 225

Positive impact

, 143, 169

Positive social impact

, 10

Predatory pricing

, 18

Price

, 45

adjustment

, 45

advertisement

, 18

Bouchee

, 103

competitive

, 70

discrimination

, 18

gouging

, 19

gross domestic product

, 152

Producing low-cost

, 9–10

Product development. See also New product development (NPD)

, 9, 98, 193

Product information

, 9

Product launch

, 9, 186–187

Production

, 4, 76, 186–187

agriculture

, 114

Bouchee

, 104

cotton

, 159

distribution cost

, 214

environment

, 141

factories and

, 41–42

gas

, 100

gross domestic product (GDP)

, 152

mass and serial

, 91

oil

, 140

Product launch

, 9, 186–187

Product more sustainable

factories and production processes

, 41–42

ingredients

, 40–41

legal

, 42

people

, 42

quality and safety

, 42

recipe composition

, 40

suppliers

, 41

Products and services

, 188–189

adoption

, 53

brief

, 38–39

consumer awareness

, 50–51

consumer occupation

, 73

consumer power

, 5

development/improvement

, 54–55

ethical duties

, 75–77

globalisation

, 70

marketing role

, 4

short-term and long-term impact

, 136–137, 139, 141–144, 146

Profitable decisions

, 9

Profit first

, 21–22

Rainforest Action Network (RAN)

, 139

Rainforest Alliance

, 41, 44

Raw materials

, 8, 36, 93–94

Regulating marketing

, 25–26

Respecting consumer rights

, 51, 194–195

Responsibility. See also Corporate social responsibility (CSR)

, 51, 154

ethical marketing

, 224

Responsible consumer

, 56–57, 216

Responsible price

, 9

Return-on-investment

, 171–172, 200

Right place

, 9

Risk management

, 169–170

Round-table on Sustainable Palm Oil (RSPO)

, 139

Ryanair

, 212–213

Safaricom

, 193, 196, 199, 212–213

Samsung

, 100

Sanlu Group

, 24–25

Satisfying the customer needs

, 189

Schiphol

, 115

Segmentation, targeting, and positioning (STP) strategies

, 212

Self esteem

, 22

7-Eleven

, 71

Shell

, 140, 170–171, 176

Short-term impact

, 139–140

Small and medium-sized enterprises (SMEs)

, 208

Social consequences

, 11

Social factors

, 72

Social impact

, 11, 69, 187

Social intervention initiative

, 142–143

Social responsibility. See also Corporate social responsibility (CSR)

, 16

pecuniary benet

, 168

Societal costs

, 26

Sports Club

, 10

Stakeholders

, 16, 196, 214–215, 226

business owners and

, 138–139

ethical marketing

, 27

organisation

, 21

quality of life marketing theory

, 20

theory

, 57–58

Subway

, 23

Sugar-sweetened beverages

, 23–24

Supply chain

, 27, 172

responsibility

, 153–154

sustainable food choices

, 117

Sustainability

, 6, 171–172

business

, 215

corporate

, 153

economic transformation

, 154

food

, 114

Google

, 76

green consumerism and

, 69

innovation process

, 36

marketing

, 227–228

operationalising

, 155

packaging

, 41

questionnaire results

, 78–79

short-term effects

, 139

social marketing and

, 159–162

suppliers

, 41

Uniqlo

, 155

Zara

, 155

‘zero-waste’ and

, 76

Sustainable consumption patterns

, 93, 97, 117, 172, 226–227

Sustainable development goals (SDGs)

, 138–139

Sustainable/ethical fashion

, 69, 76–77

Sustainable food choices (SFC)

, 117–118, 229

Sustainable marketing

, 4–5, 156, 228

corporate interest

, 157

marketing practitioners

, 162–163

sustainable value propositions

, 98

Sustainable policies

, 9

Sustainable value proposition

, 90

comparative analysis

, 101

conscious consumers

, 98–100

promotion strategy

, 98

typology of

, 99

Sustainable world

, 172

Systematic literature review (SLR)

, 114–115

conducting

, 119

planning

, 118–119

reporting and dissemination

, 119

Tesla

, 100, 177

The North Face

, 155–157

Tiffany's

, 5

Tradewind Bank

, 210, 218–219

Traditional consumption

, 91

TV test

, 27

Typologies

, 98–100

Unethical marketing practices

, 7–8, 18–19

beef sale, in Kenyan

, 23

conscious consumer

, 21

emotions

, 21

food industry

, 25–26

Nestlé’s marketing

, 52

sugar-sweetened beverages

, 23

Unilever

, 6

United Nations Conference on Environment and Development (UNCED)

, 90

Universal ethics

, 20

Upholding ethical marketing practices

, 26–27

Value chain

, 98, 136–137

corporate social responsibility (CSR)

, 171

palm oil

, 139

product

, 224–225

Virtue ethics

, 20

Visibility enhancement

, 126

Volkswagen

, 170–171

Walmart

, 212–213

Worker well-being

, 161

Zara

, 9–10, 76, 155