Contemporary Issues in Digital Marketing

11

The importance of online retailers’ ethics for traditional, online and multichannel customers

Mika Skippari, Sami Kajalo and Arto Lindblom

DOI: 10.4324/9781003093909-15

Introduction

Issues relating to ethics and corporate social responsibility are becoming increasingly important for determining retailer performance (Ganesh et al., 2010) and consumer behaviour (Vitell, 2003) in both offline and online retail settings. Retailers use various strategies to address their ethical practices, which can help them establish and maintain long-term relationships with their customers (Roman and Ruiz, 2005). Consumers are increasingly aware of and concerned about retail ethical issues, such as deceptive practices of retailers (e.g. the exaggeration ...