The Adoption of Ethical Marketing by Moroccan Companies: A Temporary Trend or a Strategic Challenge?

Authors

• Hasnaa BENOMAR, Senior Lecturer (Habilitated), Research Laboratory in Development Economics and Organizational Governance (LAREDGO), Faculty of Legal, Economic and Social Sciences Ain Chock (FSJES-AC), Hassan II University of Casablanca.Follow

Abstract

To meet consumer expectations and address growing environmental concerns, many companies have adopted ethical marketing policies. These initiatives encourage consumers to associate their purchasing decisions with the support of causes that serve the public interest, thereby enhancing the company's image and reputation. However, have all companies truly recognized the significance of ethical consumption? Is ethical marketing a genuine commitment to respecting people and the environment, or is it primarily a strategic response to changing consumer behavior aimed at gaining a competitive advantage? These questions highlight the need to examine the role of ethical marketing within corporate strategy and to explore its evolution in response to contemporary market and societal expectations.

Recommended Citation

BENOMAR, Hasnaa (2026) "The Adoption of Ethical Marketing by Moroccan Companies: A Temporary Trend or a Strategic Challenge?," Revue Marocaine de Droit, d'Economie et de Gestion (Moroccan Journal of Law, Economics and Management): Vol. 31: Iss. 1, Article 3.
https://doi.org/10.66499/2665-7112.1618
Available at: https://scholarhub.univh2c.ma/remadeg/vol31/iss1/3

DOI

10.66499/2665-7112.1618