Influence of Customer Integrity and context of Sustainable Marketing Strategies in Tamil Nadu

P. Radha () and P. Sasikumar
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P. Radha: Vels Institute of Science Technology and Advanced Studies (VISTAS), Ph.D-ResearchScholar (PART-TIME), School of Management Studies
P. Sasikumar: Vels Institute of Science Technology and Advanced Studies (VISTAS), Assistant Professor and Research Supervisor, School of Management Studies

A chapter in Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024), 2024, pp 626-637 from Springer

Abstract: Abstract This study aims to explore the causal relationship between various facets of customer authenticity and a long-term marketing approach in Tamil Nadu. Employing a quantitative approach, the research conducted a structured survey among 286 participants across Tamil Nadu who engages with environmentally friendly products marketed through ethical strategies. The sample population was intentionally chosen through judgment sampling, a non-random method, due to the impractical size of the overall population. Statistical analyses, including f-tests, chi-square tests, and regression, were performed using SPSS on the collected data. The results underscore a significant impact of consumers’ demographic characteristics on their integrity concerning sustainable marketing strategies.

Keywords: Customer; sustainable; Marketing strategy; Consumers; Integrity (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-433-4_47

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