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Consumer Autonomy in the Digital Age: Ethical Marketing and Technological Advancements

In: The Dark Side of Marketing

Author

Listed:
  • Pawan Kumar

    (Lovely Professional University)

  • Sumesh Singh Dadwal

    (London Southbank University)

  • Sanjay Modi

    (Lovely Professional University)

  • Arsalan Mujahid Ghouri

    (London Southbank University)

  • Hamid Jahankhani

    (Northumbria University)

Abstract

This chapter explores the evolution of consumer autonomy and the impact of technological advancements on ethical marketing practices. It delves into the historical perspective of consumer independence, highlighting the shift from limited choices to the empowerment brought by the digital revolution. The chapter examines the dual role of technology in enhancing and threatening consumer autonomy, with a focus on artificial intelligence, big data, and the metaverse. It also addresses the critical issues of data privacy and security, emphasising the importance of transparency and accountability in marketing. Through case studies of companies like Patagonia, TOMS, and Ben & Jerry’s, the chapter illustrates successful ethical marketing practices. Additionally, it discusses the role of AI in consumer behaviour analysis and the ethical dilemmas of personalisation versus privacy. The chapter concludes with future trends in consumer autonomy and strategies for promoting consumer empowerment through information and transparency.

Suggested Citation

  • Pawan Kumar & Sumesh Singh Dadwal & Sanjay Modi & Arsalan Mujahid Ghouri & Hamid Jahankhani, 2025. "Consumer Autonomy in the Digital Age: Ethical Marketing and Technological Advancements," Springer Books, in: The Dark Side of Marketing, chapter 0, pages 83-117, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-94946-3_4
    DOI: 10.1007/978-3-031-94946-3_4
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