Nadezhda Dimova – New Bulgarian University, 21 Montevideo Blvd., 1618 Sofia, Bulgaria

Keywords:                  Marketing strategy;
Ethical consumer behavior;


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:

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

Suggested citation

Dimova, N. (2023). Identification and Role of Ethical Consumer Behaviour in the Overall Marketing Strategy. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 9. Conference Proceedings (pp. 311-314). Association of Economists and Managers of the Balkans.


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