Ethical Approaches to Marketing 2021
DOI: 10.1515/9783110659566-007
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7 Fairtrade Towns: A Community Based Social Marketing Perspective in Promoting Ethical Consumption

Abstract: Providing low-income consumers access to transformative services such as healthcare is an ethical challenge of vital importance to marketers. However, most consumers at the base of the pyramid are excluded from the market for such transformative services because of financial constraints due to poverty. In this paper, instead of focusing on the micro-interplay between firms and consumers, we examine the macro-interplay among firms, consumers, and public policy in addressing the ethical challenge of market inclu… Show more

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