The Concept Of Ethical Consumption Marketing Essay

The Concept Of Ethical Consumption merchandising EssayTo devote the fancy of Ethical Consumption it require to be acknowledging what is ethics and habit. Ethic is a set of norms, principles or values that get out peoples behaviour (Sherwin 1993), and what is estimable or un respectable is based on individual perception of right and wrong in other side consumption gouge be define as the care for of buying or using goods that materialises when the consumer processes the product or attend to in puzzle outation, as a logical thinker (Holbrook et al. 1982 132). Ethical consumption takes place when individuals purchase goods atomic number 18 considering values of caring for other people, concerns for fairness and/or for the environment.The phenomenon of Ethical Consumption started to rise in the last fifteen to twenty years. This purpose is straight off link to the conscious and deliberate choice to make certain consumption options due to personal and moral beliefs (Carrigan et al., 2004401). The ethical consumer strives to enhance their wellbeing through buying behaviour that avoids harming or exploiting humans, animals and the environment (Harrison et al. 2005 4), and these represents the positive choices additionally in this ample concept it can be included actions as recycling behaviour and bounty1.Consumption can be comprehend as an instrument to achieve satisfaction on the material level this consumer pattern is also moulded by groups and societal values consideration for others and also for our eco system, leading to the concept of Ethical consumption, that can be identify as a tool to well-disposed change. Citizens and consumers are social actors that are recognizing more sustainable forms of consumption by optimising environmental, social and economic consequences in order to reduce ecological damage and demand labour rights to be respected. entirely consumers are forced to consider the increasing consequences of their habits, and existen ce (Harrison et al., 20053). We are now living in the world of disposability, of instant convenience where everything is disposable, however auberge is waking up and starting to reject these counsellings. There is a reform to the basic, to old values (Arnold 20094).Ethical consumption can be seen as an integrating process, betwixt producers and consumers, ethically minded consumers regain accountable towards the environment and the society, and they strive to express their values through their shopping habits. Ethical specking strategies are designed to support ethical business and ethical claims, these strategies are accomplished through all phases of a trade name products lifecycle2 leading to consumers perceptions and posts towards ethical purchasing (Tustin et al., 200824). dishonors that are perceived as good citizenship3 handle a good reputation on the consumer eyes, accentuating the responsibility of companies and consumers, producing/ purchasing products and servic es that pursue to minimise the social and environmental damage.It is quite an clear exactly what is feeding this concept to grow, and Rob Harrison (2005) proposed seven factors inciting the growth of ethical behaviour the globalisation of markets leading to the debilitation of national governments this action sits to a rise of transnational corporations and vanes the growth of campaigning pressure groups which occurs as a result of the precedent processes the social and environmental consequence of technology a shake up in market advocator towards consumers the in force(p)ness of market campaigning and also the enlargement of corporate social responsibility4(Harrison et al., 20053). However the main sources of the rapid patterned advance of ethical awareness in the consumer shopping behaviour are the conference transports driven by the easy access of information, from websites as Ethical consumer learn and Keep it ethical increasingly ethical awareness of burns related t o products and greases leaded by the to the highest degree effective channel the internet.1.2 Study focusAlthough Ethical consumption seems like an ideal conception of consuming habits, there are issues stopping this idea to richly succeed. One of the strongest issue is price sensitivity, consumers are resulting to fabricate extra pennies for ethical products, not depleted fortunes another point is personal experience considering that well-nigh consumers cannot identify ethical products from non-ethical ethical obligations as another issue where people feel difficult to consume certain products sole(prenominal) based on the ethical claims ane critical point is the need of information, where consumers feel that they are not fully informed in order to make the right purchasing choices quality perception as other concept, sometimes people perceived that ethical products do not hold quality or flavour for example, as mainstream5products cynicism considering that a soaring num ber of companies exploit for example the concept of environmental friendly, without any care for the environment which is named as green wash, leading to the lack of confidence to ethical products and finally the sense of guilt to support these exploited groups (Bray et al., 20105). Although other authors like Show et al., (2004) and Carrigan et al. (2001) defend, that ethical consumers are conf apply by the lack of information, or too much information, restrict product choices and their availability, they also add that the lack of commitment plays an important role, additionally these authors go further believing that ethical consumers commit that their purchase choice does not make a significant discrepancy amongst the others. Different authors point divers(prenominal) issues as critical for this concept to flourished has it should. However all authors agree that communication, consumers education and the lack of dedicate is a significant concept for the shortcoming of ethical consumption.1.3 Dissertation structureWhat is proposed in this study is to analyse in depth one successful ethical corporation Unicorn Manchester Cooperative Groceries, to agnise how they show, educate and encourage consumers to follow their brand gist through their ethical products additionally how Unicorn procedures leads customers to trust them, finally it pass oning be investigated their internal communication strategy. At this investigation it will be analysed trust, brand dedication, brand message and internal branding, moreover it will be acknowledge what their customers feel about their communication strategies and if they fully understand the meaning behind their purchases, what the party stands for and if the strategies used, drive customers to trust and became loyal to this business . To access this knowledge and to understand the communication strategy it will be made an interview to one of the cooperative members, which is accountable for the marketing and commun ication, education and advertisement of this business, with the purpose to gain an insight of strategies adopted by this company. As a following step is needed to be acknowledge if customers are actually receptive to all these techniques adopted by the company by doing a small survey that only mention the communication strategies placed on the shop floor to hundred and thirty customers.1.4 Aims and objectivesThe outcome of this case study is to acknowledge and understands the ethical communication strategies adopted by this specific company and understand their effectiveness.Understand the Ethical Communication strategies used by Unicorn CooperativeAppreciate the channels used in order to build trust guiding to brand loyaltyAcknowledge if customers fully understand the meaning behind their purchasesRecognize the importance of natural branding in ethical businessesHow is possible to transfer this knowledge to other cases, business, institutions and so on.enquiry questionHow does Uni corn- Cooperative develop consumer trust into their ethical brand?Hypotheses1. put is a key concept for the development of Brand loyalty2. When brand message is communicated effectively, consumer flow to develop trust3. Internal Branding high levelled the trustLiterature review2. Literature Review2.1 Ethical ConsumptionNowadays consumption can be perceived as a way to achieve social equality and a better environment. Ethical Consumption can include the purchasing behaviour that respects rickers treatment, fair trade food, non-genetically limited food, environmental concerns, human rights, racial or gender prejudice, (Szimigin et al. 2006 608). An increasing number of consumers are conducting changes in social conditions and business practices and they are progressively committed on these changes, this factor is what distinguish political consumer from ordinary consumer (Sandicki et al. 2008 3).People are encountering more sustainable forms of consumption, and acknowledging indivi dual and collective level of benefits, in order to meet the call for of current and future generations (Lunchs et al. 20112), affecting business and retailers to respond to this growing demand. At the same time individuals acquire a relation with ethical consumption that tend to be driven by a larger context, enforcing some kind of reflection which can be influenced by social groups (Barr et al. 2011 715).Ethical consumption embraces two major(ip) groups positive buying is what was mention previously and in the opposite spectrum is the negative buying which can include boycotts and avoidance of certain brands on a permanent basis, considering their association with some political issue that the consumer opposes (Sandicki et al. 2008 2). Furthermore these movements in great majority accomplish their objective, by changing business conventions to a more eco and social friendly practices. Consumption as an increasingly important purpose in contemporary society, these movements materi alise ideologies of consumption6(Kozinets et al. 2004692). Consequently, businesses are trying to blend ethical consumerism into their practices, as a result of pressure from consumers, considering that their perception is also linked to their consumerism (Tustin et al. 200825).Characteristics that run through all these consumption manifestationsOrganisation, consumers envisage to organise a long set of activities informed by the actions of different organisations, including consumer bodiesA desire for change, consumption as a tool of its own transformationRights, consumers have rights that have to be foughtCollectively, by working in groups, individuals hold a strengthen power for changeValues, consumption as an exchange of moral messages, consuming can be good or badImplications, consuming has effects, on other people and society or on the environment.(Harrison et al., 200440)Thankfully to the growing number and easily neighborly information enhanced by the media interest of pol itical issues (Harrison et al. 200469), consumers are more aware of ways to minimise environmental damage and change social issues. close to authors defend that there are more hidden reasons to purchase ethically, other dimension that evocates the individuality of each of us, they see ethical consumption as a integrative process, where the consumer tries to achieve distinction, by distinguishing themselves in a proactively way through their actions hedonism action that produces pleasure, the consumer feel good about himself purchasing ethically love which demonstrates commiseration to others and personal values and aesthetic appreciation, considering that ethical products tend to be classified as premium7brands, meaning more expensive which some individuals identify with them for their sort (Szimigin et al. 2006610), and these are some of the extra aspects that the seller needs to acknowledge when suggesting these products. However the most persuasive reason for people to consume more ethically is the power of social change, by forcing brands and companies to adopt more ethical strategies for their business practices.This seems the ideal consumption concept, however as many concepts in business has their faults to fully succeed, as mention previously the personal experience ethical obligation lack of information quality perception, cynicism and sense of guilt. The deprivation of effective information is a major barrier for this concept to accomplish their objectives. If consumers are not informed or even educated of these practices and strategies in some respects ethical consumption is impuissance in delivering a proficient communication. There is a high number of literature and case studies where consumers for example are willing to purchase eco-friendly brands, however they go out a very difficult task to identify these products, proving that these consumers are not very aware of ethical communication strategies (Picket- Baker et al. 2008 290). Adequate c ommunication tolerate a disregard link between some companies to the mass consumer. This matter deviates the idea of ethical consumption since all consumers are possible ethical consumers (Harrison et al. 2005 69).2.2 merchandise Communications/ Communication StrategiesCommunication strategies is a core concept for this investigation, as it will be study the ethical communication strategies of one particular company and acknowledge how these support the business reaching trust amongst the customer. However to reach that picture it needs to comprehend in general the notion of marketing communication.All organisations to survive needs to exchange information to their stakeholders, Marketing Communications is the design, implementation and control to reach organisational objectives, through the consumer market point of view, marketing strategies is a rule that will increase consumers positive thoughts and attitudes towards a brand or product, (Peter et al. 201025) basically is a man agement process through which an organisation engages with its conglomerate audience (Fill 20057), only strategically distributed can help organisations to lead a competitive position (Holm 2003 23), by understanding the audiences, organisations explore actual messages that would be appropriate for their stakeholders. Following the previous sentence, marketing communication is a concept that bridges information between customers and potential customers to the business foundations, remind the stakeholders about the business essence, also reassure the characteristic aspects for other competitors additionally provide information about products and brands values, persuade the target audience to change attitude (Dahlen 201043). The Marketing Communication mix embraces every subject of messages such in advertising, public relations, promotions and personal selling concurrently direct response advertising, personal communication, public relations exhibitions and online exhibitions. All these different methods can work independently or ideally blended to accomplished communication goals.Promotional ObjectivesTarget AudienceContext AnalysesDirect MarketingSales PromotionResearch and EvaluationPersonal SellingResourcesPositioningPublic RelationsFigure 1_ the system of Marketing Communications (Fill 200528)This concept promotes and maintain a dialogue with their audiences to render a Brand Equity, brand associations, brand dominance and brand prospects (Dahlen 201014), this it will influence conception of value in comparison with the benefits and costs, being the ideal note to raise the benefits and decrease the costs (Holm 200623). Marketing communication can be perceived as management and control of all communication strategies also ensures brand personality, positioning and messages that should be distributed consistently throughout all components of communication and additional strategic analyses, implementation and control of the choices of marketing strategy (Smith et al. 19994).Communication is the act of direct a message to others in a way that these can interpret and decode the message, communication theory is essential to build trust on others(Anderson 2005 169).Communication strategies can be defined as a constant pursuit to verbalize and decode the messages, in situation where these messages have not been decipher (Toronoe 1981 287). A favourable communication is based around a committed, articulated brand idea as a foundation to sustain and build relations with customers (Dahlen 20102). The main target of Marketing Communication is to influence the judgment of value through communication, this process materialises when individuals share meaning, by developing a dialogue, where participants are capable to decipher the meaning of the messages and simultaneously being able to respond, and this exchange is possible through knowledge and understanding of the communication process.In overall process for organisations to be successful in their communications strategies, it is fundamental for them to understand their customers, the way they absorbs information, how they develop attitudes and how they react to marketing communications stimuli . However it necessary to identify, select and develop which communication tool it will be used to apply the most suitable brand communication to reach their target audience (Schultz et al. 1999 309).The cognitive position perceives the consumer as the problem solver, using the various process to reasoning, forming ideas and gaining knowledge in their own individual way of decoding information (Fill 2005 117). The previous judgment makes essential for organisations to build a strong Brand record, based on a story that frames cultural codes, cultural expectations and stereotypes, essentially needs to create a story that reflects our times (Dahlen 2010 13). The brand narrative is as such consistent dialogue, which connects people, events and experiences which can lead to Brand Equity8. Brand attitude is an imperative characteristic of brand equity, which is intended to influence consumers to purchase the brand, through consumers attitude is possible to measure the brand success (Peter et al. 2010232).Brand and customer equity consanguinitys AdvocacyAdvocacyMarketing communicationsMarketing communication mix handed-down and non-traditional mediaChannel partnersPositioningBrandingImage and Brand managementOutcomesMarketing CommunicationsMedia ScapeNarrativeBrandOngoingFigure 2_ Brand Narrative components (Dahlen 20106)Until certain extend brand equity, brand narrative develop a marketing stimuli directed to their target choice, guiding them in the way they behave, think and how they feel (Peter et al. 201025) and individuals express themselves, or aspire to be through brands, somehow consumers employ marketing communications to chase personal meaning through their consumption (Dahlen 201007). heart and soul that by elaborating a brand narrative business i s essential to have a deep knowledge about their target market.Customers are seem as problem solvers, through communication strategy perspective, their capability to message decode is affected by their level of elaboration and advertising is the conducive way of channel information to consumers, who then has the opportunity to appreciate the message according to their experiences (Fill 2005197).2.2.1Brand message- Communication EffectivenessBrand message is essential for this study, victorious in consideration that it needs to be apprehended the communication effectiveness of Unicorn strategy, not measuring but understanding the effectiveness of their brand message, how this business is being so successful in communicating their values, when others in ethical trade are failing, essentially understand how Unicorn engage customers through their brand.Communication is an important means for organisations to reach their customers and potential customers (Bendixen 1993 19), and this can be achieved through advertisement. Many advertisement models were tailored with foundation on Lavidge and Steiner hierarchy of effects model, this model defends that the customer purchasing process starts from awareness, to knowledge, then liking, pitiful to preference than conviction and finally purchase. The next model has foundation on Lavidge and Steiner effects structure, where Bendixen applied some changesForces of CommunicationImpact Specificness Credibility Relevance disapprobationComprehensionActionUnawarenessAwarenessForgetfulness Incompreheension Hotility AphatyBarriers of CommunicationFigure 3 _ Brand loyalty the 5 stages of Communication (Bendixen 1993 21)All components of the promotion mix hold diverse magnitudes to communicate. The effectiveness of each communication channel can be chased from the state of unawareness to all the other stages until purchase (Fill 2002 18).2.2.2 Brand message and trustThe effect of the brand message also has an impact on trust and bir th commitment (Sharma 1999 152), some studies suggest the critical role of effective communication plays an impact on the perceptions of quality, trust and relationship commitment, it involves the formal and informal channels between customers and the organisations, is meant to give real expectations and educate customers (Sharma 1999 163). The effectiveness of cause related marketing may have an imperative influence in customer choice (Pracejus et al. 2004 639).Communication effectiveness/ Brand messageFunctional quality skillful qualityTrustRelationship commitmentFigure 4_ Conceptual model of determinants of relationship commitment (Sharma 1999 156)Effectiveness is an important derivative of communication strategy taking in consideration that for these to have a positive outcome into the target audience, it needs to achieve what was meant to achieve, the audience must decode in the way that the marketer thought that they would decode and if the audience can acknowledge the full m eaning and understand the overall brand message, this process was successful, also has impact in which different communication channels to adopt and how it will affect particular consumer responses (Grace et al. 2005 114), this might be through advertising or any other avenue. If customers acknowledge the brand message and this is something that they aspire or goes according to their values, consumer will tend develop trust with the brand through their messages.Consumer brand knowledge could relate all descriptive and evaluative brand information. In this spectrum, different levels of knowledge as attributes, benefits, thoughts, feelings, that are linked between them (Ghodeswar 2008 4) would form a reaction to the brand message, and this reaction should be as expected by the brand in this way they accomplish their communication goals. Understanding brand message has an effect to future purchases, through brand relationship that also involve brand satisfaction, brand trust and brand attachment (Esch et al. 2006 103), brand message need to be clear and adopt the most appropriate channels in order to achieve their target audience. By using their communication strategies effectively will lead to consumer relationship, trust that in the end will turn into brand loyalty.2.3 Brand TrustTrust develops when one actor has positive assurance with a trading partner (Zboja 2006 382), as a process that meets their customer expectations and probably overcome these ones. Brand trust is built over the acceptance that brand value can be design and improved in order to overcome consumer satisfaction concerning the product attributes. Brand qualities might also add value to an existing relationship between customers and brands, being trust one of the most critical elements of this relation. Trust is a feeling based on security and in this context trust has foundation in brand dependableness and brand intentions brand reliability is the capacity of brand to correspond to custome rs needs, in this dimension is necessary to accomplished what the customer is expecting from the brand and brand intention has delirious roots, which accredits that customers are in an vulnerability situation when making purchasing decisions (Delgado- Ballester 2001 1242).Consumer trust and satisfaction about a specific brand and the retailer will drive to repurchasing behaviour trust is a significant element that bridges satisfaction, individual connection towards a brand as shown on figure five.Trust in the BrandTrust in the RetailerReseller Repurchase IntentionsSatisfaction with the BrandSatisfaction with the retailerFigure 5_ Conceptual model of the relationship between consumer perceptions of brands and retailers ( Zboja et al. 2006 382)Relationship formation is balanced by customer, product and brand attitude. A brand with very distinctive attributes that adjust to customers values and behaviour tend to develop relationship based on the products categories (Hess et al. 200531 6). Trust is involved in brand credibility, and this creates brand loyalty as an element of brand equity and a key concept in customer relationship, and this might be the strongest connection in the marketing tools (Reast 20055).Credibility- basedCredibility based trust correlates(Conative)Brand trustPerformance- satisfaction basedTrust Correlates(Cognitive)TruthfulFair mindedSincereShows concernSimilar valuesGives confidenceCompetenceExpert StatusReputationPersonal Experience function HistoryFulfil expectationsQuality consistencyPeople experienceQuality levelDependabilityFigure 6_ Two component model of brand trust correlates (Reast 2005 5)The left column represents what a brand should provide and the right column is what customers will perceive if content.Credibility demonstrates the honesty and values of the brand where it can be delivered through advertising, packaging to personal interaction (Reast 2005 9). Brand trust is establish through personal experience with the specific brand, consequently this experience it will guide consumers evaluation of any direct and indirect contact, being the consumption experience the most important as a foundation of trust. Brand trust offers some kind of security, considering that the brand will meet consumption expectations that will have an influence on commitment. (Delgado- Ballister 2001 1254).Brand properties are vital to ultimate if customer decides to trust it or not. Consumers tend to judge a brand before forming a relationship with it, Lau believes that individuals develop brand trust according to reputation, predictability and proficiency (Lau et al 2009 344)furthermore trust can be perceived as an ingredient that contrast relationships from transactions.Trust and satisfaction are crucial elements in building personal relationships that eventually will lead to brand loyalty which has been conceptualised as a repetitive purchasing behaviour of a brand (Lau et al. 2001 351).2.3.1 Trust and Brand Loyalty within t he marketing discipline concepts as trust and brand loyalty are linked together, considering that is through trust that brands achieve loyalty from their customers. The consideration of trust in brand is supported by the relationship between brand and consumer, that implies that the brand hold some characteristics that goes further than a simple product or service in other spectrum brand trust is also associated to brand value, which is much more than consumer satisfaction, other characteristics can add value to the existing relationship between a brand and a consumer, being trust the most significant property of this relation. (Delgado- Ballester 2001 1241).Trust in a brand is positively associated to brand loyalty which brings many benefits to the organisation. The brand properties are crucial to determine if the consumer will trust or not this business if the reaction is positive and the customers is repurchasing over again it will be achieved brand loyalty.Brand PredictabilityAd ditional InformationJob Specifications are in Word format, to download a viewer for Windows click hither or for Mac users click Here all other documents are in PDF format you can get Acrobat HereRecruitment Policy detent HereCandidate GuidelinesClick HereJob Share SchemeClick HereAbout MMUClick HereDisabled Candidate SupportClick HereJob DetailsJob ReferenceG2/2245Job TitleMarketing AssistantLocationAll SaintsClosing Date16 October 2012 wages Range 18340.00 to 19972.00BenefitsHoliday Entitlement25PensionYesJob DetailsDivision Marketing, Communications DevelopmentDepartment Marketing Communications OfficeWork sit TemporaryApplication Form Click here for Application FormJob DescriptionThe University only accepts applications on a valid application form which can be downloaded by clicking here.You can then upload your completed application in the My Documents section once you have logged in.Please note that a curriculum vitae (CV) will not be accepted for this vacancy.Manchester Me tropolitan UniversityMARKETING, COMMUNICATIONS AND DEVELOPMENTMARKETING ASSISTANT(Full-time / Fixed 2 year contract/) home run 4 18,340- 19,972 per annumWe are seeking a Marketing Assistant who is looking for an exciting, challenging role and has excellent marketing and administrative skills.This hands-on post will be part of a new marketing team in the Faculty of Business and Law. This new faculty brings together the Business School a