2024
DOI: 10.33215/cttaqn28
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Unearthing The Contribution of Ethical Orientation and Marketing Strategies in Catalyzing Usage of Locally Made Products: Insights from Sub-Saharan Africa

Ahmad Walugembe,
Vincent Obedgiu,
Gideon Nkurunziza
et al.

Abstract: The purpose of this study is to unearth the contribution of ethical orientation and marketing strategies in catalyzing the usage of locally made products using empirical evidence from Sub-Saharan Africa. This study adopted a cross-sectional and quantitative approach. A self-administered questionnaire was used to collect data from a sample of 165 manufacturing firms in Uganda, and Smart PLS software supported data analysis. Study results indicate that the ethical orientation and marketing strategies of local fi… Show more

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