Ethical Branding and Consumer Trust: Marketing with a Moral Purpose

Abstract

In an era marked by increasing consumer awareness, digital transparency and global socio-environmental challenges, ethical branding has emerged as a crucial paradigm in restoring trust between businesses and the public. This article explores the philosophical, strategic and policy dimensions of ethical branding, arguing that ethics is not merely a branding trend but the foundational currency of sustainable trust. Drawing from classical moral theories—particularly Kantian ethics—and analyzing contemporary market behavior, the study examines how brands rooted in authenticity, transparency and purpose-driven values create deeper emotional and cognitive connections with consumers. Through illustrative case studies of Indian and global brands such as TATA, Amul, Patagonia and The Body Shop, the article identifies effective strategies and warns against the pitfalls of greenwashing and ethics-washing. The paper also proposes a multi-layered strategic and institutional framework to integrate ethics into business culture, regulatory policy and consumer education. Finally, it envisions a future where marketing in 21st-century India becomes a morally conscious activity—aligned with Sustainable Development Goals, especially SDG 12 on Responsible Consumption. Ethical branding, it contends, is not just a moral imperative but a transformative force that can redefine capitalism itself.