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Influence of Customer Integrity and context of Sustainable Marketing Strategies in Tamil Nadu

In: Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)

Author

Listed:
  • P. Radha

    (Vels Institute of Science Technology and Advanced Studies (VISTAS), Ph.D-ResearchScholar (PART-TIME), School of Management Studies)

  • P. Sasikumar

    (Vels Institute of Science Technology and Advanced Studies (VISTAS), Assistant Professor and Research Supervisor, School of Management Studies)

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.

Suggested Citation

  • P. Radha & P. Sasikumar, 2024. "Influence of Customer Integrity and context of Sustainable Marketing Strategies in Tamil Nadu," Advances in Economics, Business and Management Research, in: N. V. Suresh & P. S. Buvaneswari (ed.), Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024), pages 626-637, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-433-4_47
    DOI: 10.2991/978-94-6463-433-4_47
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