The Relationship between Marketing and Consumer Choices

Abstract

How would you explain why you bought your car, enrolled in your university of choice or purchased that monthly coffee subscription? It is only through marketing that consumers become aware of a brand's existence, sourcing methods, production process, end-product materials and its effects on the environment. This study analyses the factors marketers consider while conducting their activities and the ethical duties they have with the aim to ascertain the claim that marketing aims to influence consumers in a certain direction. Proving the truth of this claim will help marketers adjust their practices and ethical conduct to help achieve sustainability as a Global Sustainable Development Goal, in addition to helping their target market make well-informed purchasing decisions.

Citation

Di Giulio, M., Maina, M.A., Mureithi, K., Canepa, L. and Gai, S. (2022), "The Relationship between Marketing and Consumer Choices", Ogunyemi, K. and Burgal, V. (Ed.) Products for Conscious Consumers, Emerald Publishing Limited, Leeds, pp. 67-87. https://doi.org/10.1108/978-1-80262-837-120221005