Require a systematic literature review for research paper, whose title, aim and objectives are:
Green Marketing in the Digital Era and Its Impact on Consumer Behaviour and the
Associated Ethical Dilemmas within the Food and Manufacturing Industry
current era of increasing environmental consciousness, firms worldwide have
embraced green marketing strategies as a means to showcase their dedication to
sustainability (Kaur et al., 2022). Nevertheless, the prevalent phenomenon of
‘greenwashing’ casts doubt on the accuracy of these assertions (Stoll, 2015).
Consequently, there was a pressing need to examine the effectiveness and ethical
considerations of green marketing in the digital age.
latest data from Deloitte’s ConsumerSignals in April 2023, there is a
noticeable consumer inclination towards preferring products and services that
are ecologically friendly (Pieters, 2023). To address the increasing consumer
sentiment, it was imperative to do a comprehensive examination into the
significant impact and ethical complexities associated with green marketing
initiatives. With evolving consumer perspectives, firms aiming to really fit
with societal values must possess a comprehensive understanding of the ethical
nuances associated with digital green marketing techniques.
extensively examined digital marketing strategies used in the food industry in
the United States, focusing on their impact on consumer behaviour, brand
perception, and ethical considerations. The examination relied on this
information to ascertain the authenticity and transparency of marketing
assertions in relation to actual company practices.
objective of this study, within the context of the United States food industry,
was to thoroughly analyse the presumed efficacy of environmentally-focused
digital marketing tactics in influencing consumer behaviour and brand
recognition. In addition, it sought to understand the ethical intricacies
linked to “green marketing” in the contemporary age of digital
technology, as well as the impact that this phenomenon has on broader business
strategies.
The key
objectives of this research are:
a.
An extensive investigation was
undertaken to assess the efficacy of digital marketing campaigns in conveying a
brand’s commitment to environmental sustainability in the food industry in the
United States.
b.
A study was conducted to
analyse the impact of ethical green marketing methods on customers’ perceptions
of food firms in the United States.
c.
Explored the ethical dilemmas
that American food companies have when using eco-friendly marketing tactics and
offered suggestions on how to address them.
d.
Proposed actionable strategies
to enhance the effectiveness of eco-friendly advertising initiatives while
upholding ethical principles in the food and beverage industry in the United
States.
Influential Theories:
- Cognitive Dissonance Theory: Offered a lens through which to scrutinize the alignment of consumer values with sustainability advertising.
- Stern’s Valued Belief Norm Theory: Unpacked the intricate interplay between personal norms, beliefs, and sustainable behaviors.
- Planned Behavior Theory: Engaged in a critical examination of the interrelationships between attitudes, norms, perceived control, and behavior within the digital marketing landscape.
- Diffusion of Innovation Model: Probed into the underlying factors driving the adoption of sustainable initiatives promoted through digital channels.
- Aaker’s Brand Equity Model: Critically assessed the role of digital marketing efforts in shaping consumer perceptions of environmentally conscientious firms.
- Carroll’s Pyramid of Corporate Social Responsibility: Systematically evaluated the ethical ramifications of green marketing campaigns.