Marketing and Society’s Development: A Synthesis and Vision for the Future (Published)
This study is focused on marketing and society’s development: A synthesis and vision for the future. Marketing and society are closely intertwined, as marketing shapes consumer behaviors, influence cultural norms and impact economic and social well-being. This relationship is complex, with both positive and negative effects on society, depending on how marketing strategies are employed. A synthesis of marketing and society envisions a future where marketing practices align closely with societal goals, fostering sustainable growth, ethical standards and improved well-being. The focus is on creating a responsible marketing ecosystem that contributes positively to society. The main objective of this study is to synthesize insights on how marketing can become a positive tone for societal development, with recommendations for future practices that prioritize both business success and societal welfare. This study typically aims to critically and contextually analyze how marketing practices impact society’s economic, societal and environmental dimensions and ethical considerations; explore the responsibilities of marketing in addressing societal challenges, such as inequality, cultural diversity and ecological sustainability, and how these responsibilities can align with business goals; ascertain the evolving consumer behaviors influenced by social values, technology and globalization and how marketers can adapt to these changes while positively contributing to society; propose frameworks that guide future marketing strategies focused on long-term societal benefits and supporting sustainable development, and suggest collaborative efforts among businesses, governments, and non – profits to create marketing approaches that drive social and economical development inclusively. The study identifies and exploits marketing, and marketing evolution, sustainable marketing, ethical marketing, marketing criticisms, consumerism and corporate social responsibility; highlights sustainable business and ethical practices, contributions of marketing to the development of society and the key areas of the relationship between marketing and society. The study concluded that marketing impact on society is profound, with opportunities to shape a better future through responsible practices, inclusive representation and alignment with societal values. We, therefore, recommended that marketing practices that balance business success with social welfare are becoming increasingly important and the key strategies companies can adopt to achieve this balance are partnering with social causes (e.g. environmental protection, health initiatives) allows companies to align their brand with a cause that resonates with consumers, fostering loyalty and driving sales. This approach helps support meaningful social initiative while enhancing brand image, developing eco-friendly products, minimizing waste, and using sustainable materials benefit both the environment and appeal to socially conscious consumers. Practices like using recycled materials or creating products with longer lifecycle can differentiate brand and encourage repeat purchases, among others.
Keywords: Consumerism, Corporate Social Responsibility, Marketing, ethical marketing, localization and globalization, marketing criticisms, marketing vision and future., societal development, sustainable marketing
Sustainability Marketing and Ethical Consumption Behaviour: the Moderating Effects of Price Sensitivity among Beverage Consumers in Nigeria (Published)
The study aim was to investigate the moderation effect of price sensitivity on the relationship between equity; health; economic structure; consumption and production pattern; atmosphere; biodiversity and ethical consumption behavior. Descriptive research design was adopted. Twelve hypotheses were tested using data collected from 425 residences in Nigeria. A quota sampling technique was adopted for full coverage. Content and face validity of the scale was provided by expert opinion and discriminant validity tested. Factor analysis measured the reliability and structure equations modeling (SEM) was applied to test the hypothesized relationships and interaction of the variables with the aid of Stata 15 SEM software. Findings show that, equity, health, economic structure, consumption and production pattern, and biodiversity have significant relationship with ethical consumption behavior while atmosphere has no significant relationship with ethical consumption behavior. Price sensitivity do not have moderation effect on the relationship between equity, health, economic structure, atmosphere, and biodiversity and ethical consumption behavior but has moderation effect on the relationship between consumption and production pattern and ethical consumption behavior. We recommend that; companies should produce and package beverages with sustainable and eco-friendly materials such as paper-based container.
Keywords: Marketing, Sustainability, ethical consumption, price sensitivity
Post Hazard Market Recovery Strategy on Consumer Patronage of Bush Meat in Nigeria (Published)
This study sought to evaluate bush meat markets in the aftermath of epidemic out break of the Ebola in Nigeria. In course of epidemics, governments institute regimes of enlightenment campaigns to stop or minimize the consumption, handling and processing of wild animals whens studies show that major segments of the population of countries like Nigeria are at risk of contracting diseases. Also post epidemic, bush meat consumption drops, thereby giving rise to the need to encourage consumption. The major objective of this research is to empirically study post hazard market recovery strategies on consumer patronage of bush meat in Nigeria. The study was descriptive, using random sampling method to sample 250 respondents in two states of the South-east and South-south regions of Nigeria, applying a five point Likert style questionnaire with 87.3% Cronbach’s alpha value. Analyses were done using SPSS version 22. First hypothesis was tested with the aid of Pearsons Chi square test producing a significant result. Binary regression analysis was used to fashion out a model for coordinated marketing effort. Three conclusions were reached, in the event of outbreak of an epidemic, “hazard factors” have to be emphasized in the campaign communication, secondly, countering and removing warnings about consumption will significantly affect consumption in post epidemic period and finally the messages must be clear, credible, and consistent in an effort to impact consumption. Finally, policy reappraisal and modification of present strategies have to be embarked upon to restore normalcy to the market for bush meat.
Keywords: Bush meat, Consumption, Epidemics, Market recovery, Marketing