Vulnerable Communities and Behaviour Change: A Case of Modern Slavery in Supply Chains

Krzysztof Kubacki, Natalia Szablewska, Dariusz Siemieniako and Linda Brennan

Chapter 9 in Beyond the Dark Arts:Advancing Marketing and Communication Theory and Practice, 2023, pp 167-190 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In this chapter, employing a systematic review and thematic analysis of business literature, we explore the notion of vulnerability and its representations in the context of modern slavery in supply chains. At the micro level, vulnerability is predominantly represented as an outcome of one behaviour — migration — simplifying the myriad of external push-and-pull factors, other behaviours and social relationships. At the meso level, situational risks are clustered around various conditions of employment. At the macro level, a broad set of systemic issues were identified to contribute to the environment in which a heightened risk of vulnerability to modern slavery is experienced. We conclude this chapter by identifying wider implications of our findings for social marketing and social and behaviour change communication as well as avenues for future research.

Keywords: Advertising; Behaviour Change; Communication; Data-driven Advertising; Data-Driven Marketing; Digital Advertising; Digital Marketing; Digital Media Studies; Macromarketing; Marketing; Marketing Communications; Social Change; Social Impact; Social Marketing; Social Media; Social Media Marketing; Social Responsibility; Socially-Responsible Communication; Socially-Responsible Marketing; Sustainability; Sustainable Development Goals; SDG; Social Advertising; AI; Artificial Intelligence; Behavioural Ecological Model; Big Data; Communication Ethics; Communication Studies; Consumer Data; Corporate Social Responsibility; Culture; Design Thinking; Diversity; Emerging Technologies; Ethical Behaviour; Ethical Marketing; Ethics; Health; Health Communication; Inclusion; Machine Learning; Media Studies; Public Health; Public Policy; Supply Chains; Social Media Influencer; Influencer; Socially Responsible; Advocacy; Brand Activism; Business Ethics; Circular Fashion; Conspiracy Theories; Context; Coronavirus; COVID-19; Crisis Communication; Critical Communication; Critical Marketing; Dark Side; Emerging Adults; Esports; Ethical Fashion; Fake News; Fast Fashion; Gamers; Evaluation; Gaming; Honesty; Inequality; Legal and Regulatory Frameworks; Modern Slavery; Morals; Multidisciplinary; Natural Language Processing; Nutrition; Objectives; Norms; Paradigms; Philosophies; Racism; Retailers; Slow Fashion; Strategic Communication; Sustainable Fashion; Stakeholders; Technological Solutionism; Transparency; Upstream Social Marketing; Vulnerability; Young Adults (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 M37 (search for similar items in EconPapers)
Date: 2023
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