Ethical Marketing: A Systematic Literature Review

Introduction

In today's environment doing business and sustaining in the long run is a very crucial task as it possesses both opportunities and challenges that need to be overcome. Nowadays consumers have their ongoing changing variability in their demands and are becoming more informed and educated day by day. Therefore, a business now cannot focus on the purpose of production only, but they need to be duly ethical in their practices and processes of doing the business to sustain.

Sustainability goals should be set in all countries and societal stakeholders should be involved. However, this leads to challenges in different environments, marketing systems, and corporate goals. The conceptualization of sustainable marketing and sustainability marketing are different and reflect the evolution of sustainability in marketing (Tian & Kamran (2023)). A business can adopt its ethical practices by providing good packaging of the products. Packaging for goods needs to meet different requirements for consumers, society, producers, and trade. Ukraine's development prompts socially responsible consumption and ethical marketing. 70% of purchasing decisions are made by consumers, making package design important. It is a profitable way of investing. Packaging should neutralize harmful effects on the environment Lialiuk et al. (2019). Contemporary society expects ethical and sustainable conduct from companies, and consumers value an organization's social responsibility. Cause-related marketing (CRM) is a manifestation of corporate responses to stakeholder expectations and has become increasingly popular among organizations over the last three decades. CRM campaigns contribute to product value creation through active customer participation, lending a participative attribute to CRM (Shanbhag et al. (2023)).