@inbook{3e8ef8202a82439b812ab2133103aac0,
title = "Advancing Ethical and Sustainable Practices in African Marketing",
abstract = "This introductory chapter frames the ethical and sustainability imperatives that increasingly shape marketing practice in Africa. It examines issues such as misleading advertising, consumer vulnerability, data privacy, environmental degradation, and the attitude-behaviour gap in sustainability. The chapter calls for embedding ethical reasoning into the creation and delivery of customer value, and for integrating long‑term societal well‑being into marketing strategy, particularly in light of Africa{\textquoteright}s institutional constraints and environmental pressures. It also outlines how the volume{\textquoteright}s chapters collectively offer multidisciplinary insights into responsible, context‑sensitive marketing across African markets.",
keywords = "Consumer protection, Environmental responsibility, Marketing ethics, Responsible marketing, Sustainability",
author = "Ayantunji Gbadamosi and Charles Blankson and Sigu{\'e}, \{Simon P.\}",
note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.",
year = "2026",
doi = "10.1007/978-3-032-27134-1\_1",
language = "English",
series = "Palgrave Studies of Marketing in Emerging Economies",
publisher = "Palgrave Macmillan",
pages = "3--11",
booktitle = "Contemporary Marketing Practices in Africa, Volume 2",
address = "United Kingdom",
}