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

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

Authors
P. Radha1, *, P. Sasikumar2
1Ph.D-ResearchScholar (PART-TIME), School of Management Studies, Vels Institute of Science Technology and Advanced Studies (VISTAS), Chennai, India
2Assistant Professor and Research Supervisor, School of Management Studies, Vels Institute of Science Technology and Advanced Studies (VISTAS), Chennai, India
*Corresponding author. Email: radhaphd2021@gmail.com
Corresponding Author
P. Radha
Available Online 3 June 2024.
DOI
10.2991/978-94-6463-433-4_47How to use a DOI?
Keywords
Customer; sustainable; Marketing strategy; Consumers; Integrity
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
3 June 2024
ISBN
10.2991/978-94-6463-433-4_47
ISSN
2352-5428
DOI
10.2991/978-94-6463-433-4_47How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - P. Radha
AU  - P. Sasikumar
PY  - 2024
DA  - 2024/06/03
TI  - Influence of Customer Integrity and context of Sustainable Marketing Strategies in Tamil Nadu
BT  - Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
PB  - Atlantis Press
SP  - 626
EP  - 637
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-433-4_47
DO  - 10.2991/978-94-6463-433-4_47
ID  - Radha2024
ER  -