LIC'25 TRACKS > TRACK IV- Pour un marketing inclusif, éthique et responsable

TRACK IV: Fostering Inclusive, Ethical, and Responsible Marketing:

Redefining Roles

 1. Technological Transitions: Implications, Challenges, and Stakes

Digital technologies and artificial intelligence (AI) are rapidly transforming interactions between consumers, businesses, and society, leading to significant sectoral reconfigurations (Davenport et al., 2020; Thakur & Kumar, 2024; Kaushal & Mishra, 2024). AI enhances behavior prediction, personalization of offerings, and customer relationship optimization (Rosário, 2024). However, these technological advances raise critical ethical concerns—such as privacy, algorithmic bias, and manipulation—and intensify the risks of a digital divide, thereby exacerbating social inequalities (Kopalle et al., 2022; Kumar & Suthar, 2024; Hofacker et al., 2016; Lahiri, 2024).

2. Crisis Contexts, Consumer Behavior, and Marketing Approaches

Successive crises have impeded economic growth and diminished purchasing power, rendering consumer decision-making more ambivalent. Torn between rational calculation and personal values, consumers increasingly adopt adaptive behaviors, compelling firms to revise their strategies accordingly (Oana, 2020; Yap et al., 2021; Rayburn et al., 2022). These crisis contexts also demand that brands reaffirm their core values and engage in transparent, committed communication with stakeholders (Grace & Dunn, 2025), in response to heightened expectations for corporate citizenship and social responsibility.

3. Transitions Toward Responsible and Sustainable Marketing

Rethinking economic roles is essential to reconcile economic growth with ecosystem preservation, thus paving the way for sustainable marketing grounded in circular economy principles. Green marketing enhances brand value among environmentally conscious consumers (Semprebon et al., 2019; Wang & Juo, 2024), while inclusive marketing promotes equity by embracing diversity (Carvalho et al., 2023; Verbytska et al., 2023). Circular economy practices further strengthen this trajectory by reducing environmental footprints and fostering inclusion and responsible marketing (Panchal et al., 2021; Nikolaou et al., 2021; Vann Yaroson et al., 2024).

 Submit your paper

Track Chairs

Fatma Choura _ fatma.choura@isi.utm.tn

Féten Ochi_faten.ochi@iscae.uma.tn; ochifaten@yahoo.fr

References

Carvalho, J. M., Nogueira, S., & Martins, N. (2023). Inclusivity and corporate social responsibility in marketing. Innovative Marketing, 19(1), 1.

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.

Grace, R., & Dunn, M. (2025). The Future of Ethics in Crisis Communication. In The Routledge Handbook of Ethics in Technical and Professional Communication (pp. 460-471). Routledge.

Kaushal, S., & Mishra, D. (2024, March). Strategic implications of AI in contemporary business and Society. In 2024 2nd International Conference on Disruptive Technologies (ICDT) (pp. 1469-1474). IEEE.

Kopalle, P. K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., & Rindfleisch, A. (2022). Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities. International Journal of Research in Marketing, 39(2), 522-540.

Kumar, D., & Suthar, N. (2024). Ethical and legal challenges of AI in marketing: an exploration of solutions. Journal of Information, Communication and Ethics in Society, 22(1), 124-144.

Lahiri, A. (2024). Sociological Implications of the Digital Divide: Exploring Access to Information and Social Inequality in the Age of Artificial Intelligence and Automation. Research review International Journal of Multidisciplinary, 9(1), 156-167.

Nikolaou, I. E., & Tsagarakis, K. P. (2021). An introduction to circular economy and sustainability: Some existing lessons and future directions. Sustainable Production and Consumption, 28, 600-609.

Oana, D. (2020). The impact of the current crisis generated by the COVID-19 pandemic on consumer behavior. Studies in Business and Economics, 15(2), 85-99.

Panchal, R., Singh, A., & Diwan, H. (2021). Does circular economy performance lead to sustainable development?–A systematic literature review. Journal of Environmental Management, 293, 112811.

Rayburn, S. W., McGeorge, A., Anderson, S., & Sierra, J. J. (2022). Crisis‐induced behavior: From fear and frugality to the familiar. International Journal of Consumer Studies, 46(2), 524-539.

Rosário, A. T. (2024). Artificial intelligence in the consumer behavior process in business. In Enhancing and Predicting Digital Consumer Behavior with AI (pp. 39-73). IGI Global.

Semprebon, E., Mantovani, D., Demczuk, R., Souto Maior, C., & Vilasanti, V. (2019). Green consumption: a network analysis in marketing. Marketing Intelligence & Planning, 37(1), 18-32.

Thakur, A., & Kumar, M. (2024). Impact of ai on future of consumer behaviouR. International Journal of Engineering Science and Humanities, 14(Special Issue 1), 78-83.

Vann Yaroson, E., Chowdhury, S., Mangla, S. K., Dey, P., Chan, F. T., & Roux, M. (2024). A systematic literature review exploring and linking circular economy and sustainable development goals in the past three decades (1991–2022). International Journal of Production Research, 62(4), 1399-1433.

Verbytska, A., Lysenko, I., Babachenko, L., & Kraskivska, N. (2023). Inclusive social marketing: Representation and diversity in brand campaigns. Mark Brand Res, 10, 45-58.

Wang, C. H., & Juo, W. J. (2024). Sustainable environmental performance: The mediating role of green reputation in the choice of green marketing or green demarketing. Corporate Social Responsibility and Environmental Management, 31(3), 1756-1768.

Yap, S. F., Xu, Y., & Tan, L. (2021). Coping with crisis: The paradox of technology and consumer vulnerability. International Journal of Consumer Studies, 45(6), 1239-1257.