Sustainability and Ethical Practices in Direct Selling and Their Impact on Customer Satisfaction

Abstract

Abstract: The direct selling industry is also under more scrutiny in terms of its sustainability and ethical behaviour since modern consumers are more sensitive to the responsible business behaviour. This theoretical research paper will look at how sustainability and ethical activities affect customer satisfaction in the direct selling environment. Based on the long recognized theories in the field of ethical marketing, corporate social responsibility and relationship marketing, the paper constructs an integrative model to relate the aspects of sustainability (environmental, social and economic) and ethical practice (transparency, fair compensation, responsible recruitment, data privacy and truthful product claims) to customer satisfaction. The paper also brings out the mediating factors of customer trust, perceived value and perceived quality and the signaling effects of certifications and corporate citizenship. The study also makes contributions in the area of literature of ethical marketing and provides a platform upon which future empirical studies can be conducted in relation to direct selling by defining research gaps and put forward testable propositions.