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Marketers have increased decision‐making responsibility when they work either directly or indirectly with children and adolescents; a vulnerable sector of the population. These young consumers are the target of much‐criticised practices. The objective of this paper is to lay the foundations of a code of ethics for the marketing industry.

First, the stakes for marketers are outlined, in addition to an overview of the epistemological and historic foundations of the marketing discipline; materialism, pragmatic utilitarianism and liberalist individialism.

Finds that each of these concepts is subject to allegations of suspicious and outright immoral marketing practices.

The paper gives food for thought on morality, professional deontology, ethics and individual decision‐making responsibility. This code of ethics is designed to serve as a pragmatic paradigm and it is destined for marketers who are both decision‐makers and social stakeholders.

The purpose of this study is to identify the key criteria from the perspective of handmade, authenticity and sustainability for purchasing craft items by Indian consumers.

An exploratory qualitative research was conducted on the buying behaviour of Assamese muga mekhela chador (MMC). Data were collected using purposive sampling and video-recorded focus group discussions (FGDs). Output transcripts were content-analysed using the R package RQDI.

Indian consumers largely define crafts as handmade. Results indicate the crucial role of craft design and price. Craft authenticity, craft knowledge and social identity evolved as the key criteria for buying crafts. State intervention in craft certification is demanded. Indian craft consumers lack awareness about sustainable consumption.

India is home to millions of craftspeople and craft buyers. Most of the earlier craft studies focused on the problems of craft production in India. This study contributes to the consumption literature, from the standpoints of authenticity and sustainability, which are often limited to Western consumers. Understanding its own domestic craft market will help Indian policymakers and organisations to reduce export dependency and to tap potential local craft demand.