Harmony in Consumption

Abstract

This chapter explores nascent marketing and consumer science developments, emphasizing ethical and sustainable practices. This study examines various aspects of ethical marketing in the digital era, eco-conscious consumer behaviour, the fight against greenwashing, and promotion. A comprehensive analysis reveals the importance of harmonizing business operations with ethical and environmental standards. The chapters provide valuable insights and strategies for businesses, policymakers, and consumers to effectively navigate the ever-changing realm of sustainability and ethics in the marketplace, encompassing innovative educational initiatives and authentic branding. In essence, the chapter espouses the necessity of adopting a harmonized stance towards consumption—emphasizing the well-being of individuals, the environment, and economic growth.