Systematic Literature Review: Ethical Consumer Promotion Strategies

This report presents a systematic literature review examining the promotion of products and services to ethical consumers. It addresses the central research question: How can businesses effectively promote their offerings to consumers who prioritize ethical considerations? The review analyzes various aspects of ethical consumer buying behavior, including the impact of overpackaging, fair trade practices, and the influence of consumer demographics, especially Generation Y's green purchasing decisions. It explores the role of ethical sourcing, brand image, and the challenges of integrating ethical values into business practices. The report also discusses the double-edged sword of ethical nudges and the influence of environmental consciousness on consumer choices. The findings highlight the need for marketers to bridge the gap between academic research and practical application, considering factors like consumer perception, social and economic influences, and the importance of ethical commitment at a corporate level. The conclusion emphasizes the need for businesses to align their promotional strategies with the values of ethical consumers, fostering sustainability and building trust, and the report provides valuable insights for businesses seeking to cater to the growing market of ethically conscious consumers.

Running Head: SYSTEMATIC LITERATURE REVIEW
Topic- Systematic Literature review: How to promote to ethical consumers?
Student name
University name
Author notes

2SYSTEMATIC LITERATURE REVIEW
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.

3SYSTEMATIC LITERATURE REVIEW
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

4SYSTEMATIC LITERATURE REVIEW
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.

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Overpackaging raises a number of ethical considerations. Study revealed that poor packaging and non-overpackaged products have
negative impact on brand name of the product and consumers purchase intention is lowered considerably4. Only some non-
environmentally conscious consumers are adversely affected by non-overpackaging product. The attribution theory provides some
optimistic recommendations to market rulers to decide on the ethical dilemma related to overpackaging and ethical buying. The scope
of research on fair trade has been proliferated in recent years but a gap is still there. Fair trade consumption is a personal norm
approach. Three main theories include norm-activation model (NAM), value belief norm (VBN) and value identity personal norm
(VIP). The VIP model provides explanation to the highest purchase variance in fair trade products5. Personal norms are influenced by
a number of beliefs and fair-trade consumption specially for food items, has direct effect on ethical buying behavior of consumers6.
The increased focus on sustainability and ethical consumption has encouraged the marketers to work on their promotional activities so
that consumers could rely on them and their products. Purchase decisions were highly influenced by the current market trends and
more environment-friendly approaches. But market research strategies are not in line with academic researches and unless and until
4 Monnot, Elisa, Fanny Reniou, Béatrice Parguel, and Leila Elgaaied-Gambier. "“Thinking outside the packaging box”: should brands
consider store shelf context when eliminating overpackaging?." Journal of Business Ethics 154, no. 2 (2019): 355-370.
5 Schenk, P. "A Matter of Principle: Comparing Norm-Based Explanations for Fair Trade Consumption." Journal of Consumer
Policy (2019): 1-27.
6 O'Connor, Erin L., Lauren Sims, and Katherine M. White. "Ethical food choices: Examining people’s Fair Trade purchasing
decisions." Food Quality and Preference 60 (2017): 105-112.

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the gap is fixed fair ethical promotion will not be possible7. The determinants of Fair Trade and product purchase behavior are directly
related to each other and plays important role in shaping the ethical purchase considerations. The extended theory of planned behavior
incorporates both male and female buyers and it is found that female buyers are more impulsive and easily manipulated by market
trends8. Moral obligation and self-identity are major purchase indicators in both male and female consumers but the males are more
impacted by the subjective norm and ethical product choices are high on their list. They are ready to pay more for the strong ethically
valued product and women consumers are way more are flexible in this regard. Displaying ethical commitment at a corporate level is
tough as ethical consumerism is on the rise. Integrating ethical valuation in brand name, service quality, nature of services, touch
points is not an easy task and only service improvement is possible in this context9. Brand image is strongly influenced by the ethical
consumer perception and corporates need to improve brand heritage, brand image and brand equity in order to balance the pressure of
ethical value integration. After a series of some remarkable corporate scandals big corporates are now recognizing the importance of
7 Kossmann, Elena, and Mónica Gómez-Suárez. "Decision-making processes for purchases of ethical products: gaps between
academic research and needs of marketing practitioners." International Review on Public and Nonprofit Marketing 15, no. 3 (2018):
353-370.
8 Beldad, A., and S. Hegner. "Determinants of fair trade product purchase intention of Dutch consumers according to the extended
theory of planned behaviour." Journal of Consumer Policy 41, no. 3 (2018): 191-210.
9 Iglesias, Oriol, Stefan Markovic, Jatinder Jit Singh, and Vicenta Sierra. "Do customer perceptions of corporate services brand
ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits." Journal of Business
Ethics 154, no. 2 (2019): 441-459.

7SYSTEMATIC LITERATURE REVIEW
ethical sourcing in business and how it will have a positive impact on the targeted customers10. The approach of ethical sourcing is the
ultimatum in corporate social responsibility. Consumers trust on such companies is noteworthy. Ethical sourcing has positive
relationship with promotional marketing11. The companies facing corporate scandals lose customer trust easily and in-spite of having
ethical promotional tools they remain under the scrutiny of consumers trust and loyalty. A number of literature review and systematic
article review have provided a number of instances in this regard but knowledge is still evolving now. Decision making in case of
ethical purchasing is one major area of dilemma when consumer perception is considered12. Not the whole customer base but only a
section of customers is interested in making ethical purchase decisions13. Actually, a lot of factors play role in deciding upon the
ethical purchase decisions like social and economic factors. Countries where GDP is low consumers there will not obviously opt for
high priced ethical products. Academic researches may show consumers ethical buying behavior has improved but actual practitioners
10 Kim, Seongtae, Claudia Colicchia, and David Menachof. "Ethical sourcing: An analysis of the literature and implications for future
research." Journal of Business Ethics (2016): 1-20.
11 Chowdhury, Rafi MMI. "Emotional intelligence and consumer ethics: The mediating role of personal moral philosophies." Journal
of Business Ethics 142, no. 3 (2017): 527-548.
12 Kossmann, Elena, and Mónica Gómez-Suárez. "Decision-making processes for purchases of ethical products: gaps between
academic research and needs of marketing practitioners." International Review on Public and Nonprofit Marketing 15, no. 3 (2018):
353-370.
13 Shah, Syed Afzal Moshadi, and Shehla Amjad. "Consumer Ethical Decision Making: Linking Moral Intensity, Self-Consciousness
and Neutralization Techniques." Australasian Accounting, Business and Finance Journal 11, no. 1 (2017): 99-130.

8SYSTEMATIC LITERATURE REVIEW
find a considerable gap between the real scenario and the implied one. Hypocrisy induction in ethical consumer base is like the
double-edged sword comprising of ethical nudges. Environmental consciousness is one of the underlying factors for inducing the level
of hypocrisy14. Hypocrisy may induce favorable forces and may also induce unfavorable sources leading to ethical behavior. Some
people are flexible to changes and some are resistant to changes. Eco-citizenship is one modern concept and is the present topic of
hypocrisy in regard to neuromarketing and ethical consumerism15. Ethical consumption is one of the major aspects of ethical buying
by ethical consumers. It incorporates a number of consumer practices and include demographic, behavioral and psychographic
antecedents16. Ethical buying behavior in a varied demographic is dynamic in its approach and business firms need to include all
factors before deciding on the ethical prospect of a product. Lastly, the ‘Go Green’ slogan is one of the recent topics of consideration.
Generation Y is relying more on green initiatives and shifting to green purchasing decision. Green purchasing decision is related to
ethical buying and ethical product manufacturing as well. This Gen-Y has greatest purchasing power compared to the other
generations. Their environmental knowledge, awareness (though less effective), concerns, and green attitudes provide positive signal
14 Gamma, Karoline, Robert Mai, and Moritz Loock. "The Double-Edged Sword of Ethical Nudges: Does Inducing Hypocrisy Help or
Hinder the Adoption of Pro-environmental Behaviors?." Journal of Business Ethics (2018): 1-23.
15 Stanton, Steven J., Walter Sinnott-Armstrong, and Scott A. Huettel. "Neuromarketing: Ethical implications of its use and potential
misuse." Journal of Business Ethics 144, no. 4 (2017): 799-811.
16 Delistavrou, Antonia, Hristo Katrandjiev, and Irene Tilikidou. "Understanding Ethical Consumption: Types and
Antecedents." Economic Alternatives 4 (2017): 612-633.

9SYSTEMATIC LITERATURE REVIEW
to the green product makers and government as well in promoting green product development17. Green consumer society increase
sustainability and resilience largely. Food industry is also revolutionizing due to this ethical approach, vegan and organic food
purchase are on rise18. Green initiative has a deep impact on ethical buying behavior in ethical consumer groups.
IMPLICATION AND CONCLUSION
All the 15 peer-reviewed journals provide various aspects of ethical buying behavior and ethical consumerism. A wide analysis
approach is considered here and each article focuses on one main area of concern, be it consumption, behavioral pattern, eco-friendly
approach, Gen Y and ‘go green’ initiative, ethical hypocrisy, decision-making and dilemma, ethical sourcing and fair-trade practices
to name a few. All the articles provide their respective results and conclusions but the myth of ethical consumers is still vague concept
and no clear literary support is available to bust the myth. However, if the myth is considered true and ethical consumers do exist then
it is clear that business need to have ethical promotional approaches to attract ethical consumer base for their products and could gain
competitive advantage only if the marketing standards are improved. Promoting to ethical consumers is not a single driven force
concept but is a multi-dimensional concept of a number of factor combination and each factor has equal weightage in the promotional
prospect.
17 Azami, Nurnazurah, Vathana Bathmanathan, and Jegatheesan Rajadurai. "Understanding Generation Y Green Purchasing Decision
in Malaysia." Global Business and Management Research 10, no. 3 (2018): 1010.
18 Rana, Jyoti, and Justin Paul. "Consumer behavior and purchase intention for organic food: A review and research agenda." Journal
of Retailing and Consumer Services 38 (2017): 157-165.

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REFERENCE LIST
Azami, Nurnazurah, Vathana Bathmanathan, and Jegatheesan Rajadurai. "Understanding Generation Y Green Purchasing Decision in
Malaysia." Global Business and Management Research 10, no. 3 (2018): 1010.
Beldad, A., and S. Hegner. "Determinants of fair trade product purchase intention of Dutch consumers according to the extended
theory of planned behaviour." Journal of Consumer Policy 41, no. 3 (2018): 191-210.
Chowdhury, Rafi MMI. "Emotional intelligence and consumer ethics: The mediating role of personal moral philosophies." Journal of
Business Ethics 142, no. 3 (2017): 527-548.
Creswell, John W. A concise introduction to mixed methods research. Sage Publications, 2014.
Delistavrou, Antonia, Hristo Katrandjiev, and Irene Tilikidou. "Understanding Ethical Consumption: Types and
Antecedents." Economic Alternatives 4 (2017): 612-633.
Easterby-Smith, Mark, Richard Thorpe, and Paul R. Jackson. Management and business research. Sage, 2015.
Gamma, Karoline, Robert Mai, and Moritz Loock. "The Double-Edged Sword of Ethical Nudges: Does Inducing Hypocrisy Help or
Hinder the Adoption of Pro-environmental Behaviors?." Journal of Business Ethics (2018): 1-23.
Iglesias, Oriol, Stefan Markovic, Jatinder Jit Singh, and Vicenta Sierra. "Do customer perceptions of corporate services brand
ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits." Journal of Business
Ethics 154, no. 2 (2019): 441-459.
Kim, Seongtae, Claudia Colicchia, and David Menachof. "Ethical sourcing: An analysis of the literature and implications for future
research." Journal of Business Ethics (2016): 1-20.
Kossmann, Elena, and Mónica Gómez-Suárez. "Decision-making processes for purchases of ethical products: gaps between academic
research and needs of marketing practitioners." International Review on Public and Nonprofit Marketing 15, no. 3 (2018): 353-370.

11SYSTEMATIC LITERATURE REVIEW
Kossmann, Elena, and Mónica Gómez-Suárez. "Decision-making processes for purchases of ethical products: gaps between academic
research and needs of marketing practitioners." International Review on Public and Nonprofit Marketing 15, no. 3 (2018): 353-370
Monnot, Elisa, Fanny Reniou, Béatrice Parguel, and Leila Elgaaied-Gambier. "“Thinking outside the packaging box”: should brands
consider store shelf context when eliminating overpackaging?." Journal of Business Ethics 154, no. 2 (2019): 355-370.
O'Connor, Erin L., Lauren Sims, and Katherine M. White. "Ethical food choices: Examining people’s Fair Trade purchasing
decisions." Food Quality and Preference 60 (2017): 105-112.
Rana, Jyoti, and Justin Paul. "Consumer behavior and purchase intention for organic food: A review and research agenda." Journal of
Retailing and Consumer Services 38 (2017): 157-165.
Schenk, P. "A Matter of Principle: Comparing Norm-Based Explanations for Fair Trade Consumption." Journal of Consumer
Policy (2019): 1-27.
Shah, Syed Afzal Moshadi, and Shehla Amjad. "Consumer Ethical Decision Making: Linking Moral Intensity, Self-Consciousness
and Neutralization Techniques." Australasian Accounting, Business and Finance Journal 11, no. 1 (2017): 99-130.
Stanton, Steven J., Walter Sinnott-Armstrong, and Scott A. Huettel. "Neuromarketing: Ethical implications of its use and potential
misuse." Journal of Business Ethics 144, no. 4 (2017): 799-811.

12SYSTEMATIC LITERATURE REVIEW
SUMMARY TABLE
Main area of
concern
Identification of literary support Summary and results Key words
Over-packaging and
ethical
considerations
Monnot, Elisa, Fanny Reniou, Béatrice
Parguel, and Leila Elgaaied-Gambier.
"“Thinking outside the packaging box”:
should brands consider store shelf
context when eliminating
overpackaging?." Journal of Business
Ethics 154, no. 2 (2019): 355-370.
Overpackaging raises a number of ethical
considerations. Study revealed that poor
packaging and non-overpackaged
products have negative impact on brand
name of the product and consumers
purchase intention is lowered
considerably. The attribution theory
provides some optimistic
recommendations to market rulers to
decide on the ethical dilemma related to
overpackaging and ethical buying.
Overpackaging,
Consumer behavior,
Ethical dilemma,
Attribution theory,
Environmental
consciousness,
Context effects.
Fair trade
consumption and
ethics
Schenk, P. "A Matter of Principle:
Comparing Norm-Based Explanations
for Fair Trade Consumption." Journal
of Consumer Policy (2019): 1-27.
Fair trade consumption is a personal
norm approach. Three main theories
include norm-activation model (NAM),
value belief norm (VBN) and value
identity personal norm (VIP). The VIP
model provides explanation to the
highest purchase variance in fair trade
products. Personal norms are influenced
by a number of beliefs and fair-trade
consumption has direct effect on ethical
buying behavior of consumers.
Fair trade
consumption, Theory
comparison, Norm-
activation model,
Value belief norm
theory and Value-
identity-personal
norm model
Decision-making
and ethical
Kossmann, Elena, and Mónica Gómez-
Suárez. "Decision-making processes
Purchase decisions were highly
influenced by the current market trends
Ethical consumerism,
Semi-structured