Systematic Literature Review on Promoting Ethical Buying Behavior

Running Head: SYSTEMATIC LITERATURE REVIEW
Topic- Systematic Literature review: How to promote to ethical consumers?
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INTRODUCTION
Project aim and objectives: The paper aims at performing a systematic literature review on articles related to ethical buying for
ethical consumers and ways of ethical product and service promotion to ethical customers. For the case study of ShopHere, the
Australian multi-channel retailer, a generalized perspective of the same is drawn to consider the ultimate end results. The main
objective of this study is to provide a well framed structural outlook of the various aspects of ethical consumer buying and how
promotion of the same can be supported extensively. It aims to answer the main research question with supporting literary theories and
discussion papers1.
Research questions: At present the consideration of ethical linkage to product and service delivery is extensively linked to the
respective consumers’ buying behavior. In most cases it is seen that in spite of having ethical codes of conduct, business firms are
neglecting them and are taking a number of unethical steps to increase their ultimate bottom-line. And buyers are not taking this stand
of business firms ethically and their buying behavior are impacted considerably. The main research question is- How to promote
products and services to ethical consumers?
Purpose and focus of review: The main focus of the literature review is that it tries to find the exact relationship between ethical
product delivery and ethical buying behavior in consumers and reviewing already researched articles on the same. Is promotion of
ethical product and service really important while studying buying behavior of consumers? Do consumers value ethical products or
1 Creswell, John W. A concise introduction to mixed methods research. Sage Publications, 2014.

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ethical products has no role to play on the buying behavior of the consumers. Supporting articles with their literary relevance is
considered in drawing the final conclusion about the ethical consumer buying prospects2.
DESCRIPTION OF SEARCH PROCESS
The pragmaitc search process provides value to the systematic
literature review development. A collection of almost relevant 15
peer-reviewed journals were finalized among a number of searched
articles. The criteria for selection was recent dated (2017 and
onwards), relevance to the topic of literature review, empirical,
written in english and should be proquest issued papers. Various
2 Easterby-Smith, Mark, Richard Thorpe, and Paul R. Jackson. Management and business research. Sage, 2015.
keeping track of literature review citations
managing and documenting the process
selection of relevant information source
data base searching tools and techniques
planning the search
overview of systematic review and search process

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online database (here proquest) is searched explicitly with key terms relevant to the dicsussion paper. The whole journal is extracted
and saved to have a better insight into the literature review and critical analysis support3. A summary table is developed based on
article title, year of publication, key terms, final results and findings and their implications. This will be helpful in the next part of the
study.
CRITICAL ANALYSIS OF THE LITERATURE
The thematic approach of critical analysis for the literature review is considered here. A compact analysis of the various journals is
conglomerated here and a cumulative conclusion is drawn on the same. The main thesis statement for the paper is promotional needs
to ethical consumers. A number of assertions with their evidence and text support are discussed here.
First and foremost, due to increased environmental consciousness present day sellers are in dilemma of whether they should focus on
eco-friendly packaging or should continue their over-packaging techniques of the past and focus on ultimate bottom-line.
3 Creswell, John W. A concise introduction to mixed methods research. Sage Publications, 2014.