Marketing Ethics and Consumer Buying Behaviour in Informal Retail Settings: A Desk Research Approach

Abstract

The vibrant informal markets, where ethical practices or lack thereof play a crucial role in influencing customer purchasing behaviour, despite their unstructured formation. This study examines the connection between consumer purchasing behaviours and marketing ethics in informal retail settings. The study adopted a desk research methodology; the scope covers ethical marketing dimensions such as honest advertisement and transaction transparency as they influence consumers’ purchasing decisions in informal retail settings. This study relies on secondary data sources, including peer-reviewed journal articles, books, institutional reports, and credible online publications related to the theme of the study. A qualitative content analysis technique was employed to interpret and synthesise existing literatures. The examined literature was systematically reviewed, coded, and categorised under thematic areas such as ethical practices in informal markets, honest advertisement, and transaction transparency. A systematic review of 31 peer-reviewed journals revealed that a majority of studies (17/31) found a positive relationship between honest advertising and purchase intention and (14/31) peer- reviewed journals examined revealed a positive relationship between transaction transparency and consumers' word-of-mouth recommendations. These syntheses provide a foundational model for understanding ethical decision-making in informal retail and suggest stakeholders should be proactive about consumer trust. The study concludes that moral responsibility and transparent communication are core drivers of consumer behaviour even in non-regulated market spaces, thereby offering new insights for policymakers, marketers, and entrepreneurs seeking to formalise and professionalise the informal retail sector. The study recommends that stakeholders should prioritise ethical marketing practices to build long-term relationships with the target audience.