ABSTRACT
In today’s fast-paced commercial workplace, there is increasingly Attention given to ethical considerations when considering marketing strategies. By doing so we can also gain an insight into consumer-centric marketing techniques. It can also perfectly take into account the customer’s request researchers, managers and workers at all levels make marketing or technical decisions as a way of getting things done. The main purpose of the article is to investigate how consumer‐centric ethics influence both marketing techniques and behavior of employees through an extensive study combining document examination and empirical objective fact survey. This paper looks at how international firms might develop an ethical framework based on customers and ensure that their marketing campaigns comply with consumer preferences and needs. The paper goes on to examine how a consumer-centric approach to ethics can affect brand reputation, customer loyalty, and ultimately whether business will still be running in the long term. Findings show that there is a great need to integrate ethical concepts into marketing techniques in order to build trust among companies, establish beneficial relationships and avoid ethical conflict. Enterprises can gain a competitive edge and simultaneously benefit society by taking consumer well-being into consideration. This study adds to the growing body of literature on ethical marketing by providing an explanation of consumer-centric ethics’ results and practise in today’s commercial world.
