Assessing the Impact of Customer Integrity on the Adoption of Sustainable Marketing Strategies in Tamil Nadu
DOI:
https://doi.org/10.52783/jns.v14.3913Keywords:
Customer Integrity, Sustainable Marketing, Consumer Trust, Ethical Consumer Behavior, Brand Loyalty, Corporate Social Responsibility, Tamil NaduAbstract
A research analysis investigates how customer ethical behavior influences sustainable marketing strategy adoption in Tamil Nadu. The growing shift of businesses towards sustainability requires businesses to understand customer integrity including ethical consumer behavior and transparent practices and trust because it determines the success of sustainable marketing efforts. This research identifies major determinants that shape customer purchase behavior combined with their support for sustainable marketing approaches. This research uses both qualitative interview data from consumers and quantitative survey results to build its analysis. The research design evaluates customer understanding alongside their purchase patterns and brand reliability and their perception of corporate social initiatives. The investigators employ statistical analysis techniques for data inspection through regression analysis and correlation models that demonstrate the connection between the customer's integrity and their use of sustainable marketing strategies. Businesses which implement transparent practices alongside ethical sourcing and eco-friendly branding have more successful engagement and retention of their customers. Firms that connect their business strategies to consumer integrity principles achieve increased brand loyalty along with sustainable adoption for the long run. The successful application of customer integrity faces resistance from customer doubts about greenwashing and the spread of incorrect information. This research demonstrates why businesses must develop trust-based marketing strategies which will drive sustainable business practices to success. Research moving forward should investigate improved models of sustainable marketing by employing advanced sentiment analysis technologies and behavioral analytics. The research provides strategic tools for businesses which want to incorporate customer integrity in their sustainability initiatives to develop an ethical marketplace.
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