Examining the Effects of Ethical Marketing on the Brand Loyalty and Purchasing Behaviour of International Students

a case study of Liverpool John Moores University

Abstract

This study investigates the influence of ethical and green marketing on brand loyalty and purchasing behaviour among African and Asian postgraduate international students at Liverpool John Moores University. With the growing importance of ethical and green marketing in today's business environment, understanding its impact on consumer behaviour within diverse cultural contexts is critical. This research employs a qualitative approach, utilising semi-structured interviews with a purposive sample of eight students. The findings reveal varying levels of awareness and perception of ethical and green marketing, significantly influencing brand loyalty and purchasing decisions, particularly when aligned with cultural values and personal beliefs. However, the study also highlights that while these practices enhance brand image, they are not the sole determinants of loyalty, with factors such as product quality, price, and convenience playing crucial roles. The research contributes to the literature by providing insights into the complex interplay between ethical marketing and consumer behaviour in a multicultural academic setting. The implications suggest businesses targeting this demographic should integrate ethical and green practices with a strong value proposition to foster brand loyalty.