Abstract
Introduction: This study looks at how people in Dharwad District view the social and environmental work that different brands do. It tries to understand how people find out about these efforts, whether through labels, advertisements, or other ways, and why they might support these brands. It also explores the reasons people buy things, such as caring about health, the environment, or social standing. Objective of study: The main goal of this study is to understand how people in Dharwad feel about ethical branding. Research methodology: To study how people in Dharwad think about ethical branding, a quantitative method is usually used. The main way to collect data is through surveys with a structured questionnaire. This questionnaire uses a Likert scale, which is a 5-point scale, to find out how much people agree or disagree with different statements. Data Analysis: When looking at how people in places like Dharwad think about ethical branding, data analysis shows that even though they care about things like fair labor and eco-friendly actions, when it comes to buying, they usually care more about things like cost, how easy it is to get the product, and how good they think it is. Finding: Studies on ethical branding in Karnataka, near Dharwad, show that people generally have a positive view of ethical actions like corporate social responsibility, fair trade, and sustainability. Recommendation: For a study on how people in Dharwad feel about brands that act ethically, focus on four main areas: being open and honest (to avoid fake green claims), how much people care about price versus ethics, the influence of younger generations like Gen Z and Millennials, and how relevant local products are. Conclusion: Studies about how people in regions like Karnataka, including Dharwad, feel about ethical branding show that although many consumers, especially younger ones, care about ethical practices, factors like cost, how easy it is to buy, and doubts about whether brands are really ethical (called greenwashing) often affect their final decision.
Keywords
Consumer, Attitudes, Ethical, Branding, Dharwad District
Citations
IRE Journals:
Geeta G Hiremath "Study Consumer Attitudes Toward Ethical Branding in Dharwad District" Iconic Research And Engineering Journals Volume 9 Issue 6 2025 Page 2181-2188 https://doi.org/10.64388/IREV9I6-1713272
IEEE:
Geeta G Hiremath
"Study Consumer Attitudes Toward Ethical Branding in Dharwad District" Iconic Research And Engineering Journals, 9(6) https://doi.org/10.64388/IREV9I6-1713272
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