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International journal of multidisciplinarity in business and science, Vol. 1 No. 1, 2013.

Preliminary communication

Ethical consumer behaviour in marketing

Ružica Kovač Žnideršić ; Faculty of Economics Subotica, University of Novi Sad, Subotica, Serbia
Suzana Salai ; Faculty of Economics Subotica, University of Novi Sad, Subotica, Serbia
Aleksandar Grubor ; Faculty of Economics Subotica, University of Novi Sad, Subotica, Serbia
Dražen Marić orcid id orcid.org/0000-0001-9621-7906 ; Faculty of Economics Subotica, University of Novi Sad, Subotica, Serbia

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Abstract

Over the past few decades, marketing theory and practice have paid increasing attention to the phenomenon of ethical consumer behaviour. There is no doubt that the modern consumers are sophisticated and prepared for different types of actions to protect rights which are considered to belong to them. On the other hand, numerous reports on sales trends of so-called ethical products and services do not record significant growth and participation in the total consumption. As this issue still contains many controversies as to whether declarative nature of ethical demands of consumers in the
market are supported with their actual behaviour and purchase decisions, this article attempts to point out some directions of thinking and future research, based on experience from the Republic of Serbia.

Keywords

ethics; ethical consumer; consumer behaviour; consumer activism

Hrčak ID:

132523

URI

https://hrcak.srce.hr/132523

Publication date:

1.6.2013.

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