Marketing Ethics and Consumer Society Practising Inclusive, Responsible and Sustainable Marketing

Part 1: Marketing and Consumption Ethics  

1. Marketing Ethics and Ethical Consumers  

Athanasia Daskalopoulou, Natalia Yannopoulou  

1a. Case Study: Prepping Mothers  

Katy Kerrane  

 2. The Politics of Consumption and Consumer Activism  

Athanasia Daskalopoulou, Natalia Yannopoulou  

2a. Case Study: Global Supply Chains, Human Rights, and Corporate Ethics in the Fashion Industry  

Julia Marcet Alonso  

3. Brand Activism vs ‘Woke-washing’ and Exploitation  

Natalia Yannopoulou, Athanasia Daskalopoulou  

3a. Case Study: McDonald's Boycott  

Alex Knight  

Part 2: Marketing Equality, Diversity, and Inclusion  

4. Gender, Sexuality, and Marketing  

Athanasia Daskalopoulou, Natalia Yannopoulou  

4a. Case Study: The Barbie Dream Gap Project  

Maria Papatzika  

5. Race, Ethnicity, and Consumer Culture  

Anuja Anil Pradhan  

5a. Case Study: Woke-washing and Representation in Advertising  

Anuja Anil Pradhan  

6. Consumer Vulnerability, Consumer Well-being, and Caring Marketplaces  

Teresa Heath and Ines Branco-Illodo  

6a. Case Study: Self-organising Well-being through Mutual Aid  

Jack Davies  

Part 3: Social, Transformative, and Sustainable Marketing  

7: CSR, the Sustainability Dialogue, and Signals of Communication

Panayiota Alevizou

7a. Case Study: Alternative Tourism and Sustainability: The Case of Destirectio

Alexandros Filiopoulos

8. Social and Cause-related Marketing

Athanasia Daskalopoulou, Natalia Yannopoulou

8a. Case Study: #HelpUkraineSong

Miyoshi Tamashiro  

Biography

Athanasia Daskalopoulou is Senior Lecturer in Marketing at the University of Liverpool. Athanasia’s interpretive research programme focuses on market dynamics, consumer culture, gender, and arts marketing. Athanasia is also conducting sociological research on work focusing on technology use and its relationship with work practices and identity. Athanasia’s work has been published at international peer-reviewed journals such as Sociology; Social Science & Medicine; Marketing Theory; European Journal of Marketing; New Technology, Work and Employment; Journal of Services Marketing; Studies in Higher Education; Advances in Consumer Research. Athanasia also co-edited the first volume of Sexuality in Marketing and Consumption: Queer Theory, Feminist Research, and Intersectionality for Routledge, published in 2025.

Natalia Yannopoulou is Professor of Marketing at Newcastle University Business School. Natalia’s research examines how consumers understand and interpret market offerings, while focusing on the symbolic meaning of communication between companies and audiences. Her research interests are mainly in the areas of consumer behaviour, marketing communications and branding of authenticity of mainly food and fashion brands within emerging markets. Her work appears in journals such as Journal of Business Research, European Journal of Marketing, International Journal of Advertising, British Journal of Management, and Business History. She serves on the Editorial Board of Journal of Current Issues & Research in Advertising and International Journal of Services, Economics and Management. Her work has also received funding from Innovate UK, British Council and European Regional Development Fund.

"This is a vital addition to the marketing ethics pedagogy literature, perfect for a one-semester module covering marketing ethics and sustainability aspects. Importantly, the text asks students to think critically about how marketing works, how it impacts society and our planet, moving beyond marketing management texts that dominate the field." 

Andrea Prothero, Professor of Business and Society, University College Dublin, Ireland

"The next generation of marketers need to be aware of how marketing activities affect not only their businesses but also, more broadly, society. This accessible textbook introduces students to the key theoretical debates, and with each chapter’s exercises and self-assessment questions, encourages students to consider how marketers can practice more inclusive, responsible, and sustainable marketing. Highly recommended." 

Avi Shankar, Professor, University of Bristol Business School, UK

"As human beings, we navigate a complex landscape marked by claims and counterclaims about the ethics of a consumer society and our place within it. This superb text introduces students to key debates and provides the critical thinking tools and techniques that we all need to apply in our everyday lives." 

Mark Tadajewski, Professor, University of York and Royal Holloway, University of London; as well as Editor of the Journal of Marketing Management