Ethics, Social Responsibility and Sustainability in Marketing

1. Front Matter

   Pages i-xxviii

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2. Ethics and Social Responsibility in Marketing

   1. Front Matter

      Pages 1-1

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   2. The Politics of Purchasing: Ethical Consumerism in Turkey

      • Abdülkadir Öztürk, Sima Nart, Remzi Altunışık

      Pages 3-18

   3. Competitive Deviance from Ethicality: A Focus on Online Settings

      • Gözde Nur Şahin-Kazazoğlu, Ayşe Bengi Özçelik, Şebnem Burnaz

      Pages 19-43

   4. Consumer Perceptions and Responsiveness Toward CSR Activities: A Sectoral Outlook

      • Hatice Aydın

      Pages 45-63

   5. Analyzing the Effect of Corporate Social Responsibility Perception on Organizational Identification from Employee Perspective

      • Halil Emre Akbaş, Serdar Bozkurt, Sadiye Oktay, Semih Yılmazer

      Pages 65-81

   6. The Contribution of the UNGC to Develop CSR Strategies in Higher Education Industry: A Case Study

      • Gresi Sanje, Eser Levi

      Pages 83-102

   7. Psychological Barriers to Environmentally Responsible Consumption

      • İnci Dursun

      Pages 103-128

   8. Corporate Social Responsibility in Packaging: Environmental and Social Issues

      • Meltem Kiygi-Calli

      Pages 129-144

   9. A Study on the Impact of Mandatory Provisions on CSR Strategies of Indian Companies

      • Supriti Mishra, Gargee Banerjee

      Pages 145-154

3. Sustainability in Marketing

   1. Front Matter

      Pages 155-155

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   2. Non-profit Foundation and Brand Alliances as a Reputation Management Tool

      • İbrahim Kırcova, Merve Yanar Gürce

      Pages 157-171

   3. Sustainable Consumption: An Attempt to Develop a Multidimensional Voluntary Simplicity Lifestyle Scale for Generation Z

      • Ezgi Merdin-Uygur

      Pages 173-191

   4. Profiling Green Consumers in an Emerging Country Context

      • Ipek Altinbasak-Farina, Gozde Guleryuz-Turkel

      Pages 193-214

   5. Sustainability Practices of Higher Education Institutions—An Analysis from a Developing Country

      • Serap Atakan, Tutku Eker İşcioğlu

      Pages 215-235

   6. Dynamics of Sustainable Entrepreneurship: A Proposed 4S Model

      • Mine Yilmazer, Meltem Onay

      Pages 237-261

   7. Developing Sustainable Strategies at the Base of the Pyramid

      • Ranjit Voola, Archana P. Voola

      Pages 263-276

4. Back Matter

   Pages 277-279

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This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the well-being of a society as a whole. In the past, social responsibility and corporate ethics may not have been the key elements of corporate and business strategy. However, in the last decade the picture has changed dramatically. Consumers are more concerned about ethical issues and the effects of business activities on the environment and the society. The impact and importance of ethical consumerism is escalating. The consumers are more attentive and expect companies promote their ethical credentials in order to make them more accountable of their actions. This book also reveals how companies should realize that corporate social responsibility (CSR) is not an illustration of corporate altruism but a source of opportunity, and competitive advantage. Finding and following social initiatives as a part of the key business model is proved to be one of the competitive strengths in many instances. This book covers different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and applications from different countries. Together with the best practices, each case and research is expected to shed light on how to improve the role of marketing in helping to the development and well-being of the society.

• Sustainable developments in marketing
• Ethical consumerism
• CSR strategies in marketing
• Green marketing
• Brand alliances
• sustainability

• Faculty of Economics, Administrative and Social Sciences, Bahçeşehir University, Beşiktaş, Istanbul, Turkey

  Ipek Altinbasak-Farina

• Faculty of Management, Istanbul Technical University, Istanbul, Turkey

  Sebnem Burnaz

Ipek Altinbasak-Farina is Associate Professor at the Bahcesehir University, Istanbul, Turkey.

Sebnem Burnaz is Dean of ITU Institute of Social Sciences at the Istanbul Technical University, Istanbul, Turkey.

Policies and ethics