Consumer Autonomy in the Digital Age: Ethical Marketing and Technological Advancements

Pawan Kumar (), Sumesh Singh Dadwal (), Sanjay Modi (), Arsalan Mujahid Ghouri () and Hamid Jahankhani ()
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Pawan Kumar: Lovely Professional University
Sumesh Singh Dadwal: London Southbank University
Sanjay Modi: Lovely Professional University
Arsalan Mujahid Ghouri: London Southbank University
Hamid Jahankhani: Northumbria University

Chapter Chapter 4 in The Dark Side of Marketing, 2025, pp 83-117 from Springer

Abstract: Abstract This chapter explores the evolution of consumer autonomy and the impact of technological advancements on ethical marketing practices. It delves into the historical perspective of consumer independence, highlighting the shift from limited choices to the empowerment brought by the digital revolution. The chapter examines the dual role of technology in enhancing and threatening consumer autonomy, with a focus on artificial intelligence, big data, and the metaverse. It also addresses the critical issues of data privacy and security, emphasising the importance of transparency and accountability in marketing. Through case studies of companies like Patagonia, TOMS, and Ben & Jerry’s, the chapter illustrates successful ethical marketing practices. Additionally, it discusses the role of AI in consumer behaviour analysis and the ethical dilemmas of personalisation versus privacy. The chapter concludes with future trends in consumer autonomy and strategies for promoting consumer empowerment through information and transparency.

Keywords: Consumer Autonomy; Data Privacy; Security; Ethical Marketing; Personalised marketing; Artificial Intelligence; Predictive analytics; Natural Language Processing (NLP) (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-94946-3_4

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DOI: 10.1007/978-3-031-94946-3_4

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