Identification and Role of Ethical Consumer Behaviour in the Overall Marketing Strategy

Abstract: The success of a modern marketing strategy largely depends on taking into account the changes and dynamics of consumer behavior. Cru­cial to this reporting is identifying ethical consumer behavior and distin­guishing it from unethical consumer behavior.

Marketing managers should monitor the ever-increasing intensity of chang­es in consumer behavior, especially those that reflect the creation of unethi­cal behavior. This process is two-way, and in many cases, changes in mar­keting strategy influence consumer choices and whether to be ethical or un­ethical, because companies themselves can be ethical.

9th International Scientific ERAZ Conference – ERAZ 2023 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, hybrid – online, virtually and in person, Prague, Czech Republic, June 1, 2023

ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)

ERAZ Conference 2023 Conference Proceedings: ISBN 978-86-80194-72-1, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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