Influence of Customer Integrity and context of Sustainable Marketing Strategies in Tamil Nadu
- DOI
- 10.2991/978-94-6463-433-4_47How to use a DOI?
- Keywords
- Customer; sustainable; Marketing strategy; Consumers; Integrity
- 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.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - P. Radha AU - P. Sasikumar PY - 2024 DA - 2024/06/03 TI - Influence of Customer Integrity and context of Sustainable Marketing Strategies in Tamil Nadu BT - Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024) PB - Atlantis Press SP - 626 EP - 637 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-433-4_47 DO - 10.2991/978-94-6463-433-4_47 ID - Radha2024 ER -