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Changing economic and social landscape due to globalisation, increased communication, general environmental challenges and marketing scandals are factors which have significantly impacted marketing in the twenty-first century. To this effect, this research examines how marketers can increase confidence in their consumers through active engagement in consumer awareness and corporate social responsibility (CSR). It focuses on the roles of consumer awareness and CSR in marketing and aims to show the degree of influence the synthesis of both variables can have in marketing. The research, which is exploratory, depends on secondary sources of data and concludes that knowledge of products, services, consumer rights and CSR activities of a company is potent in shaping consumer behaviour. In addition, it shows that the synthesis of both variables has a great influence on moderating the effectiveness of each other and in improving marketing.

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Despite efforts to reduce environmental pollution and wasteful fossil fuel use, electric vehicles (EVs) are still rare on the road. Why is it so challenging to get widespread EV adoption? One significant factor on which it heavily depends is one's awareness and understanding of EVs. However, due to an absolute lack of knowledge on the part of the populace, this factor becomes a huge impediment to the uptake of EVs. A systematic review of the electronic database Scopus for the years 2003–2022 was carried out on ‘EV awareness and adoption of EV’ while considering the ‘Preferred Reporting Items for Systematic Reviews and Meta-analysis’ (PRISMA) standards. A three-step identification process resulted in the ultimate detection of 41 papers, which were then thoroughly examined. A conceptual framework that encompasses the three key awareness aspects that influence EV adoption is developed. To encourage greater uniformity among EV researchers, this study's conclusions serve as a foundation for operationalising upcoming research efforts within a predetermined framework. The authors must therefore be optimistic that lingering technological, legislative, cultural, behavioural and business-model barriers may be overcome over time through widespread dissemination of knowledge and awareness related to EVs, making it possible for everyone to switch to greener, more economical and more efficient transportation solutions.

Islamic finance and Halal product sectors are thriving successfully. This chapter is a general review of the perception of Asian consumers on Islamic finance and Halal sectors in the global Halal economy.

The first section will briefly describe the Halal concept in both Islamic finance and Halal industries, and the growth of both sectors in Asian countries. The second part highlights the review of Asian consumers’ perception towards Islamic finance products and Halal products.

The review found that the consumers’ perception towards the Islamic finance products and Halal products is distinctive. This is due to the diversity of Asian countries in terms of geography, religion, culture, ethnic, school of thoughts (madzahib), income per capita and government’s involvement.

The third part of the chapter concentrates on planning towards Halal marketing, which involves the move and future challenges in different layers of industries to gear up and strengthen the Halal economy.

Fluorocarbon (FC) gas, which contributes to the ozone depletion and global warming, is commonly used especially in the refrigeration and air conditioning (RAC) equipment. In Malaysia, lifecycle management of FC gas is still lacking at all stages, especially at the downstream level (maintenance, service, recycle, recovery, and destruction). Thus, the aim of this study is to assess the level of awareness of local stakeholders and consumers regarding FC gas management. Furthermore, the level of awareness among the consumers has been identified based on their educational background. Two sets of questionnaires were developed based on the dichotomous question types (yes/no) and were distributed to local stakeholders and consumers by using convenience sampling in two different programmes. The data were statistically analysed using IBM SPSS software. Findings demonstrate that, in contrast to consumers, local stakeholders have high level of awareness in every section. Remarkably, all non-engineering respondents have a low level of awareness about FC gas management. As a result, capacity building for consumers and service maintenance personnel who are heavily involved in middle steam and downstream lifecycle FC gas management is needed.

In this research, the effect of green logistics in e-commerce on consumer purchasing behaviour is examined. Companies that have adopted green logistics are thought to be effective on consumer’s product preferences. Businesses are sensitive to changing environmental conditions and changing consumer behaviour and that they adopt green logistics in line with their development goals is a factor that can affect the purchasing behaviour of consumers. Therefore, ‘adoption of the green principle’ becomes a social and global phenomenon.

When consumers evaluate a product or service, they look at not only product performance and quality, but also the environmental impact of the product. The fact that the enterprises realised this, their responsibilities in terms of environmental impact, their achieving competitive advantage, and their aim to strengthen their brand image in the market led them to adopt the green principle. In this respect, the importance of R&D studies has been understood and activities related to this subject have increased. These activities ultimately reduced both living conditions and lifecycle costs. Green brand awareness has increased in consumers. The use of technology in commerce has expanded e-commerce and has become a part of life. In this context, it should be investigated whether the development of environmental consciousness of the consumer in e-commerce has an effect on the product selection. According to the findings of the research about the effect of green logistics practices on the buying behaviour of firms, it is determined that the environmental awareness and demands of the consumers are highly effective in the adoption of green logistics and that the green logistics practices in e-commerce affect the purchasing behaviour of the consumers. At this point, a green approach in national or international commercial activities has been exhibited and also needs to be executed.

This chapter investigates the awareness of consumers to the water supply chain and if the introduction of water labelling information increases the degree of accountability. This research examines how fresh water can be traded as a direct physical entity or indirectly as part of the supply chain of a product. With greater pressure put on finite global resources, demand for this natural commodity is slowly overtaking supply. Fresh water is essential to life and its equitable management is critical in protecting the long-term survival of the World’s inhabitants.

This research uses a case study basis for the research undertaken and analyses what factors business decision-makers consider when making their choices. A bookshop has been used as the business context for this investigation. The research is based on a qualitative methodology and uses semi-structured interviews to gather the data. The findings indicate that water awareness is low amongst consumers and that water labelling information whilst being endorsed by consumers would only yield modest changes in buying behaviour patterns.

This research has been gathered using a small sample of the population, but in order to draw general conclusions it is recommended that the study be extended to include a variety of organisations located in different countries that are motivated by profit and not for profit objectives.

Throughout history, the actions of human beings have been analysed based on ethics. In every aspect of human life, ethics is an essential element, and business life is no exception. Business ethics, and marketing ethics in particular, has been a subject of interest in both the academic and business world. Apart from doing what is perceived as correct, acting in a socially responsible and sustainable manner becomes compulsory, as the changes in ecological and social environment necessitate this. There have been warning signs from nature such as environmental disasters and climate change, and it is no longer possible for for firms or individuals to continue with previous behaviours. Acting as if the world’s resources are limitless has caused damage to the environment. A new way of thinking and behaving is needed. The awareness and involvement levels about sustainability and social responsibility are not the same everywhere in the world. Culture has significant impact on perception of social issues such as social responsibility and sustainability. Turkey, as a developing country with its own cultural dynamics, differs from developed Western countries which makes analysing consumer ethics, corporate social responsibility and sustainable consumption in Turkey worthwhile.

In this chapter, concepts of business ethics, marketing ethics, consumer ethics, sustainable consumption and corporate social responsibility are discussed with specific examples from Turkey.