Ethical Marketing Strategies for Homemade Gelato Is à Bella Ice Cream Denmark
Naz, Rizwana (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052918162
https://urn.fi/URN:NBN:fi:amk-2025052918162
Tiivistelmä
The growing demand for ethical business practices has transformed consumer expectations, particularly in the artisanal food sector, where authenticity, sustainability, and transparency play a crucial role in brand perception. This study explores ethical marketing strategies that enhance the brand image and customer loyalty of Is à Bella Ice Cream, a small-scale gelato shop committed to sustainable and responsible business practices.
Using a structured literature review and thematic analysis, the research identifies key themes in ethical marketing, including transparency and trust, authenticity in branding, corporate social responsibility (CSR), and consumer loyalty. The findings reveal that transparency in ethical sourcing, sustainability communication, and CSR initiatives significantly enhance consumer trust and differentiate ethical brands in competitive markets.
Furthermore, a multi-channel marketing approach—integrating social media, in-store promotions, influencer collaborations, and ethical storytelling—is shown to be essential in effectively communicating brand values. Ethical marketing emerges not only as a moral obligation but also as a strategic tool for fostering long-term customer relationships and brand credibility.
The study concludes with practical recommendations tailored for small businesses like Is à Bella Ice Cream. These include a customized ethical marketing strategy, a content-driven social media calendar, and in-store promotional efforts aligned with the brand’s values of authenticity, accountability, and sustainability.
Using a structured literature review and thematic analysis, the research identifies key themes in ethical marketing, including transparency and trust, authenticity in branding, corporate social responsibility (CSR), and consumer loyalty. The findings reveal that transparency in ethical sourcing, sustainability communication, and CSR initiatives significantly enhance consumer trust and differentiate ethical brands in competitive markets.
Furthermore, a multi-channel marketing approach—integrating social media, in-store promotions, influencer collaborations, and ethical storytelling—is shown to be essential in effectively communicating brand values. Ethical marketing emerges not only as a moral obligation but also as a strategic tool for fostering long-term customer relationships and brand credibility.
The study concludes with practical recommendations tailored for small businesses like Is à Bella Ice Cream. These include a customized ethical marketing strategy, a content-driven social media calendar, and in-store promotional efforts aligned with the brand’s values of authenticity, accountability, and sustainability.