Prelims

Half Title Page

Products for Conscious Consumers

Title Page

Products for Conscious Consumers: Developing, Marketing and Selling Ethical Products

Edited by

Kemi Ogunyemi

Pan-Atlantic University, Nigeria

And

Vanessa Burgal

Pan-Atlantic University, Nigeria

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2022

Editorial matter and selection © 2022 Kemi Ogunyemi and Vanessa Burgal.

Individual chapters © 2022 The authors.

Published under exclusive licence by Emerald Publishing Limited.

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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-80262-838-8 (Print)

ISBN: 978-1-80262-837-1 (Online)

ISBN: 978-1-80262-839-5 (Epub)

Dedication

To our students and programme participants at Lagos Business School,

past, present, and future

About the Contributors

Okechukwu Ethelbert Amah is a full-time faculty member at Lagos Business School, Pan Atlantic University, where he facilitates sessions in organisational behaviour and human resources management. He is the author of the book Globalisation and Leadership in Africa: Developments and Challenges for the Future.

Adriana Aschl received her bachelor's degree and MBA from ESADE Business School in Barcelona, Spain. Unilever Food Solutions, Lindt and Sprüngli (Swiss Chocolate) or Deoleo (worldwide olive oil leader) are some of the companies where she has developed her marketing, project management and food innovation skills over the lasts 20 years. Working close to the local markets or in more strategic international roles, she learned how to create new concepts successfully and respond to customers' and consumers' needs. Her passion is to bring new ideas to life and see one of her projects on a supermarket shelf or in the kitchen of a gastronomic restaurant.

Vanessa Burgal is a Faculty from the Marketing Department at Lagos Business School, Pan-Atlantic University, Nigeria. She earned her bachelor's degree and MBA from ESADE Business School in Barcelona, Spain. She also has a CEMS Master from the HEC Business School in Paris, France. Prior to her academic career, she worked in consumer packaged goods brand management, market research and category management for Heineken International, Coca-Cola and Agrolimen in Europe, Africa and South America. She currently teaches marketing management, market research and FMCG marketing strategy. She remains close to practice by serving as a consultant to companies and their executives. Her research focuses on consumer understanding in sub-Saharan Africa.

Livia Canepa is a PhD candidate in International Studies at the University of Naples L'Orientale and a member of the Scientific Committee of the Thinking Watermill Society. Since 2016, after her Master's degree in Asian and African Relations and Institutions, she has been working in cooperation projects for NGOs, national and international agencies, both in Italy and abroad. Her professional skills focalise on development cooperation, gender equality and investments with a particular focus on African countries.

Fadwa Chaker is Associate Professor of Sustainability Management and Strategy, and Director of Research at ESCA School of Management, Morocco. Her research areas cover corporate sustainability, social responsibility and decision aid models for inclusive and sustainable growth. Prior to that, she worked as a researcher, consultant and social entrepreneur in the areas of education and corporate sustainability. Fadwa has a Doctorate degree in Sustainability Decision Aid Systems and a Master’s in Business Intelligence and Computer Science Engineering, both from ENSIAS engineering school in Morocco. She holds an MBA from Duke University, USA, in Decision Sciences and Strategy. Fadwa is passionate about social impact and dreams of democratised access to quality education in Morocco and the Global South.

Chibueze Clinton is a Management Scholar Academy (MSA) Research Assistant at Lagos Business School, conducting research in Strategic Management, Operations Management and Business Ethics. However, his main research interest is business ethics (Data ethics, AI and Responsible Innovation) and personalism. He received his bachelor's degree in Classics (Greek & Latin) from the University of Ibadan in 2018, graduating summa cum laude and Best Graduating Student in the Faculty of Arts. To pursue his academic interest, he joined the LBS Management Scholars Academy and has assisted in the publication of articles and book chapters in reputable international journals. He is a certified Publons Academy (now Web of Science Academy) Peer Reviewer.

Sophie Gai is a Lawyer based in Nairobi, Kenya. She holds an undergraduate law degree from Strathmore University Law School. She is a researcher at the Thinking Watermill Society, where she participated in the production of the first magazine edition on Sustainable Fashion in Africa. Additionally, she runs a sustainability consultancy firm called Sasstain. She is currently undergoing her Advocates' Training Programme at the Kenya School of Law and hopes to finish in June 2022.

Mario Di Giulio is a Lawyer based in Rome, Italy, with a specialisation in banking, structured finance and securitisations, project and infrastructure finance, fintech and digital finance and OHADA legislation. He is also the Vice President of The Thinking Watermill Society, which is a non-profit organisation that promotes the debate and exchange of ideas among its members regarding the changes underway in the economic, cultural and social landscape. He is also a visiting lecturer for the Masters in Fashion Law at University LUISS Guido Carli of Rome, Italy.

Segun Jones is a Case Writer with an avowed interest in marketing and perception management. Post-NYSC, he was involved in a BTL marketing agency, where he soon rose through the ranks to an account executive position. He managed campaigns of leading brands in Nigeria, from Open Market activations to Modern Trade campaigns and everything in between. The highlight of his short stint was his MOLFIX Diaper campaign that received an EXMAN award in 2018/2019. He then forayed into a public relations agency where he handled the full gamut of digital marketing. He is a graduate of Mathematics.

Dr Sarvjeet Kaur is a high-calibre professional with sharp business acumen and proven leadership skills with a global perspective, having 23 years of extensive and diverse work experience, primarily in education, financial planning, marketing and setting up new institutes from embryo to full activation. He is an energetic, enthusiastic, hardworking and creative experienced administrator with an excellent management track record who enjoys working with a wide range of people. He is self-motivated with an outgoing personality with determination to succeed. He is instrumental in mounting business curriculum and insight among senior management, faculty and industry. He willingly works with his own initiatives and is responsible for the results. He has a Doctorate degree in Management (PhD) and a Post-graduate degree in Sociology and a second Post-graduate degree in Business Administration. He is currently working as an Assistant Professor of Management at the University of Canberra and has published more than 35 journal articles in leading journals as well as a book on Human Resource Development Strategies and System.

Rehema Kagendo Kiarie is a Lecturer at Riara University, School of Business, located in the Republic of Kenya, City of Nairobi, who specialises in the field of Marketing. She holds a Master of Business Administration (MBA) with a Marketing Option from the University of Nairobi. She has also authored a chapter in a book titled Technology and Social Media in Customer Service published by Taylor & Francis.

Olga A. Konnikova, PhD, is Assistant Professor of the Department of Marketing, St. Petersburg State University of Economics (UNECON), Russia. She completed her studies at St. Petersburg State University of Economics (Russia), Faculty of Commerce and Marketing. She teaches Marketing Research, Quantitative Research Methodology, Digital Marketing and Data Science Approach in Marketing. Her main research interests are sustainability marketing, data-driven marketing and consumer behaviour. She has been a member of the EMAC (European Marketing Academy) since 2015. She presents her research results in EMAC (European Marketing Academy) conferences.

Maria Angela Maina is a Lawyer and Advocate-in-training based in Nairobi, Kenya. She has a keen interest in International Law, Human Rights and Sustainable Development. She is a Research Coordinator at the Thinking Watermill Society and an aspiring social entrepreneur through her platform, Social Justice Insights Kenya. She hopes to use her passion for writing, research and advocacy to spark innovation, address social problems and promote sustainability.

Kimberly Mureithi is a Lawyer based in Nairobi, Kenya, with commercial and human rights law experience in international agencies, multinationals and non-governmental organisations. She is also a legal researcher at the Thinking Watermill Society, where she focuses on sustainability, women empowerment and financial and technological inclusivity. Her interests lie in regional integration and international law.

Dr James Ngugi Njuguna holds a PhD in Business Administration (Marketing), a Master's in Business Administration (Marketing), a Postgraduate Diploma (Mass Communication) and a BA Hons. (Government), all from the University of Nairobi. He also holds a Diploma in Marketing from the University of London and is a Harvard Business School Alumnus, having undertaken an Executive Programme in Leadership, Change and Organisational Renewal at Harvard University. He retired from Kenya's energy sector, where he worked as a Senior Manager at Kenya Power and Lighting Company, having served for 26 years in various managerial roles. His experience in the energy sector covered Business Strategy Development and Improvement, Business Restructuring, Business Process Reengineering, Change Management, Policy Formulation, Marketing, Customer Service, Public Relations and Communications and Consultancy at local, regional and international levels. This included forging business partnerships with stakeholders in other sectors such as banking, insurance, telecommunications, manufacturing, agribusiness, funding agencies, development partners, investors and government organisations. Dr Njuguna also practiced freelance journalism since his high school days having written for The Daily Nation, The Standard, Kenya Times, Drum Publications and Marketing Society of Kenya's Sokoni magazine, among others. He now lectures and is a consultant and researcher at Strathmore University Business School in Corporate Strategy, Strategic Management, Global Marketing, Entrepreneurial Marketing, Consumer Behaviour, Marketing Strategy and Planning, Services Marketing, Global Competitive Strategy, Strategic Marketing Management, Marketing Research, Strategic Leadership, Strategic Entrepreneurship, Executive Education and Public Relations and Communications. He has published a book, The Effect of Country-of-Origin on Consumer Behaviour in Nairobi, Kenya, which is premised on his PhD Thesis and used as reference material to inform the ‘Buy Kenya, Build Kenya’ Government Policy formulation. Besides participating and presenting papers in several local and international academic/business forums, Dr Njuguna has published in the British Journal of Marketing Studies Vol. 3, No. 7, pp. 50–92, September 2015 (www.eajournals.org)] – a paper titled The Effect of Country-of-Origin, Consumer Characteristics and Attitudes on Consumer Behaviour towards Foreign Clothing Brands in Nairobi, Kenya. He is a member and former official of the Marketing Society of Kenya and Public Relations Society of Kenya as well as the Chartered Institute of Marketing. He is married with three children.

Kemi Ogunyemi, Associate Professor, is the Director of the Christopher Kolade Centre for Research in Leadership and Ethics at Lagos Business School, Pan-Atlantic University. She teaches Business Ethics, Managerial Anthropology, Self-leadership and Sustainability Management and is the Academic Director for the School's Senior Management Programme. Her consulting and research interests include personal ethos, work–life ethic, social responsibility, sustainability, governance and anti-corruption risk assessment. Kemi's other edited books include Teaching Ethics across the Management Curriculum Volumes 1–3, African Virtue Ethics Traditions for Business and Management, Humanistic Perspectives in Hospitality and Tourism Volumes 1–2 and Responsible Management in Africa Volumes 1–2. She also authored the book Responsible Management – Understanding Human Nature, Ethics, and Sustainability.

Thaisaiyi Zephania Opati is currently the Head of Department and a Lecturer at the Riara School of Business, Riara University. He has published two books, Personal Branding – King Solomon's Way (2012) and The Terrorist in the Boardroom (2014). He has co-edited a book entitled The Impact of Mobile Payment and Transfers on Business (2020). He has published several chapters, including ‘Employing Artificial Intelligence and Algorithms in Digital Lending industry’ (2020) and ‘The Why and the Wherefores: A Case for Consumerism in Marketing of the Digital loans’ (2020); ‘USA Economic Nationalism and the Second-Hand Clothes Industry in Sub-Saharan Africa’ (2019); ‘Characteristics of the African Buyer's Purchase Behaviour’ and in conjunction with Olamide Shittu and Uchenna Uzo in ‘Indigenous Management Practices in Africa –A Guide to Practitioners’ (2018). He has consulted for United Nations Volunteer Association and Global Village Publishers as a business writer. He has presented papers in the Lagos School of Business Nigeria August 2016) about the ‘Effects of Foreign Advertising on The Kenyan Millennials’. With Prof. Margaret Oloko, he presented ‘The critical factors determining brand loyalty of children to the adulthood’ at ‘Africa Rising’ at Riara University (August 2014). He has also presented a paper ‘Branding to Children – the Adults Becoming’ in the International Commerce Advertising, Marketing and Retail Conference (INCOMAR), Maleka, Malaysia, in 2010. He is a commonwealth scholar, a member of the Charted Institute of Marketers (UK) and Academy of International Business. His interests include Branding Strategy, Ethical Marketing, Artificial intelligence and International Marketing.

Dr Julia Solovjova is a Professor of Marketing since 2011 in the Department of Marketing, and Director of a dual degree programme with a Master of International Business Administration degree from St. Petersburg State University of Economics (UNECON), Russia. She completed her studies at St. Petersburg State University of Economics (Russia), Faculty of Commerce, and Uppsala University (Sweden), Department of Business Studies. She is also a Guest Lecturer in Saimaa University of Applied Sciences (Finland), Braunschweig University of Technology (Germany) and Haaga-Helia University of Applied Sciences (Finland). She teaches Sustainability Marketing, Principles of Marketing, Research Methodology, Marketing of Services and Marketing Analytics. Her main research interests are sustainability marketing and marketing competencies development. She is a member of Global Employee Preferences project researching influence of CSR on young jobseekers. She presents her research results at the EMAC (European Marketing Academy) conference and Global Marketing conference.

Madhavi Venkatesan is a faculty member in the Department of Economics at Northeastern University. Her research, writing and teaching are focused on the relationship between economics and sustainability, inclusive of its three pillars: environmental justice, social justice and economic equity. She is presently the Editor-in-Chief of the journal Sustainability and Climate Change.

Julia Winterstein is a PhD candidate at Ingolstadt School of Management, Catholic University of Eichstaett-Ingolstadt, Germany. Her research focuses on sustainability management, especially sustainable food supply. Winterstein holds a Master's degree in Business Administration. Aside from her academic background, she works as a project manager and freelancer in content marketing.

Dr Oksana Yuldasheva is a Professor of Marketing since 2006, Head of the Department of Marketing of St. Petersburg State University of Economics (UNECON), Russia, Scientific Leader of Master and Bachelor programs in Marketing. Studied at St. Petersburg State University of Economics (Russia), Faculty of Commerce, and Uppsala University (Sweden), Department of Business Studies. Guest lecturer in Braunschweig University of Technology (Germany). Teaches Customer-centric Business Modelling, Research Methodology, Modern Marketing Concepts and Strategic Marketing. Main research interests are sustainability marketing, customer-centric business modelling, marketing models, consumer behavior. Member of EMAC (European Marketing Academy) since 2013, National representative in EMAC from Russia since 2021. Presents her research results in EMAC (European Marketing Academy) conferences and Global Marketing conference.

Foreword

Many industries have been hard hit by the shifts in consumer demand for health, hygiene and tech products due to the COVID crisis of 2020 and 2021 and so they are re-strategising for a post-pandemic future. There is no better time to transform the workplace and step up our levels of responsibility and sustainability. Driven by bottom-line imperatives and distracted by the need to sell and keep selling more products and services, we have not always taken into account the impact on the planet of marketing actions, nor the impact of marketing decisions on people/society.

Sanitising an industry, especially from the unique point of view of the marketing function, requires re-thinking to a great degree. Hence it is wonderful to see this fresh new book on ethical marketing.

This book is an important resource for all business educators and leaders of industry, to spur them on to that necessary re-thinking. In fact, this book should become essential reading for all management students. It includes many practical examples of how things can be done better so that both responsible businesses and conscious consumers are able to impact the world for the better. At times, all it takes is a nudge and a boost to help us raise our standards and demand better behaviour from ourselves and from others. This book provides a nudge and a boost.

Both individual and corporate actions and decisions can lead towards a better world in general, and to greater human flourishing for all stakeholders, when we do ‘green’ business, and the marketing function is the lynchpin to achieve this.

Africa Ariño

Professor, Strategic Management Department

Holder of the Joaquim Molins Figueras Chair on Strategic Alliances

IESE Business School, University of Navarra (Spain)