Greener Journal of Business and Management Studies Vol. 4 (4), pp. 138-145, August 2014
ISSN: 2276-7827 © 2014 Greener Journals
Manuscript Number: 060214260
Evaluating Product Ethics in Grocery Retailing: The View of Harare Customers
Vutete Clever*, Chikosha Felix
Department of Business Management, Zimbabwe Open University, 209 Hay Road Bindura.
Author’s Email: frixch @hotmail .com
While grocery retailers and other businesses in the developed world are now worried about green ethics and social responsibility, their counterparts in Zimbabwe are facing ethical complaints around the marketing of their products. A descriptive study conducted on whether Harare grocery retail customers were ethically satisfied by the products offered by grocery retailers was carried out with 210 customers taken from various suburbs in Harare. The sample was established through quota and systematic sampling methods. Product unethical practices were found to include selling old food, use of deceiving packaging volumes, weights and sizes, and mislabelled products. The study recommends grocery retailers to take product ethical audits twice per year. Consumers are recommended to report all unethical practices to the Consumer Council of Zimbabwe and to any other regulatory authorities. The government was recommended to heighten consumer education, implement anti- dumping policies and set laws that empower consumers.
Keywords: marketing mix, ethical values, ethical audit, grocery customers, grocery retailers.
Adressen AR, (2001) Ethics in Social Marketing, Georgetown University Press, Washington DC, USA.
Anselmsson J and Johansson U (2007). Corporate social responsibility and the positioning of grocery brands: An exploratory study of retailer and manufacturer brands at point of purchase, International Journal of Retail & Distribution Management Vol. 35 No. 10, pp. 835-856.
Carrero I and Valor C (2012). CSR-labelled products in retailers’ assortment A comparative study of British and Spanish retailers, International Journal of Retail & Distribution Management Vol. 0 No. 8, pp. 629-652.
Carrete L, Castano R, Reto F, Centeno E, Gonzalez E (2012) Green consumer behaviour in an emerging economy: confusion, credibility, and compatibility, Journal of Consumer Marketing 29/7 470–481.
Chryssochoidis G (2000). “Repercussions of consumer confusion for late introduced differentiated products”, European Journal of Marketing, Vol. 34 Nos 5/6, pp. 705-22.
Creswell JW (2009). Research Design, Qualitative, Quantitative, and Mixed Methods Approaches, 3rd Edition, SAGE Publications, Singapore.
David EG (2009). Doing Research in The Real World, 2nd Edition los Angeles, Sage.
Desjardins J (2014). An Introduction to Business Ethics, 5th Edition McGraw-Hill International Edition (All Marketing Areas).
De Pelsmacker P, Janssens W, Sterckx E. and Mielants C (2005). Consumer preferences for the marketing of ethically labelled coffee. International Marketing Review, Vol. 22, pp. 512-30.
Dibb S, Simkin L, William MP and Ferrell OC (1997). Marketing Concepts and Strategies, 13th Edition, Boston: Haughton Muffin Company, page 281-742.
Fliess B, Lee HJ, Dubreuil OL and Agatiello O (2007). “CSR and trade: informing consumers about social and environmental conditions of globalised production”, Trade Policy Working Paper No. 47 – Part I, Working Party of the Trade Committee,
Fortin DR and Renton MS (2003). Consumer acceptance of genetically modified foods in New Zealand. British Journal, Vol. 105, No 1/2 pp42-58.
Hill H and Tilley J (2002). CASE STUDY, Packaging of children’s breakfast cereal: manufacturers versus children. British Food Journal, Vol. 104 No. 9, pp766-777.
Hiller A. J, (2010) Challenges in researching consumer ethics: a methodological experiment Qualitative Market Research: An International Journal Vol. 13 No. 3, pp. 236-252.
Howard PH and Allen P (2006). “Beyond organic: consumer interest in new labelling schemes in the Central Coast of California”, International Journal of Consumer Studies, Vol. 30 No. 5, pp. 439-51.
Jobber D (2010). Principles and Practice of Marketing, 6th Edition, McGraw Hill Higher Education, London, UK. pp. 240-340.
Jones P, Clarke-Hill C, Shears P and Hillier D (2001). CASE STUDY, Retailing organic foods British Food Journal, Vol. 103 No. 5, pp. 358-365.
Kumar S (2012). Marketing and Business Ethics Random Publications, New Delhi, India pp184-210.
Mackinnon, B. (2009) Ethics: Theory and Contemporary Issues, 6th Edition, Wordworth Cengage learning, USA.
Marta JKM and Singhapakdi A (2005). “Comparing marketing students with practitioners on some key variables of ethical decisions”, Marketing Education Review, Vol. 15 No. 3, pp. 13-25.
Murphy EP, Laczniak RG and Prothero (2012). Ethics in Marketing: International Cases and Perspectives, Routledge, New York, USA.
Nicholls AJ (2002). “Strategic options in fair trade retailing”, International Journal of Retail & Distribution Management, Vol. 30 No. 1, pp. 6-17.
PLMA (2011). http://plmainternational.com/en/private label en.htm (accessed April 2013).
Rundh B (2009). Packaging design: creating competitive advantage with product packaging, British Food Journal. Vol. 111 No. 9, pp. 988-1002.
SAGE (2012). SAGE Brief Guide to Marketing Ethics.
Shaw D and Clarke I (1999). Belief formation in ethical consumer groups: an exploratory study.
Shaw D and Shiu E (2003). Ethics in consumer choice: a multivariate modelling approach, European Journal of Marketing. Vol. 37 No. 10, pp. 1485-1498.
Daily News.co.zw. 28 May 2013