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This chapter focuses on how retailers can do the right thing and be successful at the same time, particularly in the light of technological innovation. Service dominant logic (SDL), with the notion of operant and operand resources as a means to connect the retailer to the customer, provides a framework for the chapter. Normative decision making is presented as a necessary ethical and practical mindset to solve problems, and we illustrate the relationship between normative decision making and value. Value becomes the ultimate outcome to the customer that will allow for sustainable retailing into the future. Utilitarian value and hedonic value are presented and elaborated upon to show how companies and consumers come together to transform resources into value through service. Sections are included showing how value delivery will evolve into the future and what mix of value will be necessary so that retailing can see continued success.

The concept of corporate social responsibility (CSR) seems to have become ubiquitous and to be understood all around the world. Not only has it become ubiquitous, but also it has become seen as a positive aspect of corporate behaviour. It seems therefore to have become generally accepted by businesses and their managers, by governments and their agencies, and by the general public that there is considerable benefit in engaging in CSR (Crowther & Seifi, 2010). Consequently every organisation is increasingly going to have its CSR policy that will have been translated into activity. Although many people remain cynical about the genuineness of such corporate activity, the evidence continues to mount that corporations are actually engaging in such socially responsible activity, not least because they recognise the benefits which accrue. It seems therefore that the battle is won and everyone accepts the need for CSR activity – all that remains for discussion is how exactly to engage in such activity and how to report upon that activity. Even this has been largely addressed through such vehicles as GRI and the forthcoming ISO 26000.

This chapter attempts to provide answers to the following questions:

• What is artificial intelligence (AI)? Moreover, what is AI-based retail innovation?

• How does AI work?

• What are the applications of AI in retail services innovation?

• What are the ethical aspects, considerations and issues regarding the employment of AI in retail?

What is artificial intelligence (AI)? Moreover, what is AI-based retail innovation?

How does AI work?

What are the applications of AI in retail services innovation?

What are the ethical aspects, considerations and issues regarding the employment of AI in retail?

Retail or entrepreneurial shops support economic growth, conducting studies in this area is needed. Our study examines whether the buyers have moral intensity, religious beliefs, and self-concept affect purchase ethics. Using quantitative analysis, we employ 150 respondents, consisting of 94 women and 56 men; the analysis tool used is the structure equation modeling model. The results showed that moral intensity influences religiosity. Moral intensity does not affect self-concept, but religiosity stimulates self-concept, and self-concept impacts purchasing ethics. The limitations of this study have not tested the ethical attitudes of retailers, and respondents are very limited.

In this chapter, we introduce a new construct we call “Perceived Deception in Online Consumer Reviews” (PDOCR). Online reviews of products are very important to companies and customers, yet they are vulnerable to unethical representations. Even regardless of whether a deceptive review has been posted or not, we take the position that it is important to understand consumers’ perceptions of deception because it is a consumer’s perception that leads him or her to experience subsequent feelings and opinions and to consider follow-up actions. We draw on the literature and build on the Elaboration Likelihood Model and Cognitive Dissonance Theory to create an overarching framework of antecedents of PDOCR, consequences, and moderators. We also report findings from a sample of in-depth interviews with real consumers about their thoughts on these phenomena and related constructs. We use our framework and theories and the qualitative data to derive Research Questions that we hope will spur future research on these important issues.

The number and breadth of research articles, diversity of topics, and improved quality in international marketing research have all grown rapidly over the past 30 years. Our sample of 26 research journals shows that the number of articles increased by almost 400% between 1970 and 2001, rising from fewer than 50 in 1970 to nearly 200 in 2001, and more than doubled between 1980 and 2001. More important, the quality improved even faster, while the range and diversity of topics expanded at least tenfold. Indiana University was a principal actor in this revolution.

This paper examines why ordinary people engage in aberrant consumer behavior (ACB), and pays particular attention to the extent to which consumer perceptions of corporate ‘unfairness’ lead to a response in kind. The study examines five ethical scenarios including insurance claim exaggeration and software piracy, using data from 344 UK consumers. Ajzen's theory of planned behavior (TPB) provides an initial analytical framework. The study also adopts an additional variable, perceived unfairness, referring to the extent to which an actor is motivated to redress an imbalance perceived as unfair.

In comparison to TPB, the study reveals different components of ACB. Furthermore, analysis of variance indicates that consumer perceptions of unfairness by insurance companies provide a significant reason for claim exaggeration. This suggests that ACB is one form of market response to unfair corporate performance. Thus it is argued that an examination of ACB will not only help to understand which ethical aspects of corporate performance might be perceived as unfair, but also to evaluate the extent to which it contributes to a negative perception of particular industries and corporations. The closing discussion considers how a consumer negative response to corporate performance might relate to pricing, product attributes and customer relationships.