The Power of Ethical Marketing: Influencing C...

The Power of Ethical Marketing: Influencing Consumer Behavior and Enhancing Brand Reputation

Author Name : Ms. Swetha, Mr. Karthick Kesavan, Dr. Moli Ghosh

ABSTRACT This paper sheds light on the effect of ethical marketing as an element that helps in enhancing consumers’ behavior and brand image whilst aiming at long-lasting business success. By reviewing secondary data collected from two sources namely academic journals, and other relevant sources such as industry and case studies, the research establishes that ethical marketing practices influence consumers’ decision-making process in making purchases and brand image. The research shows that firms that incorporate ethical standards in their marketing communications outcompete other firms, create favorable organizational images and enhance customer loyalty. Also, the changes in ethical marketing practices are observed with a focus on such issues as transparency, data privacy, and cultural sensitivity. Besides, it looks into the impacts of ethical uses and irregularities by identifying issues and opportunities of digital platforms and social media in promoting ethical uses. These findings call for a proper relationship between business marketing strategies in the market and ethical principles as a means of sustaining the business while operating in a globally conscious environment. More research should be conducted on primary data, especially on issues that relate to specific industries and on the long-term effects of ethical marketingpractices.