A STUDY ON THE IMPACT OF TRIPLE BOTTOM LINE MARKETING ON ETHICAL CONSUMER BEHAVIOUR

Abstract

This study examines the impact of Triple Bottom Line (TBL) marketing strategies on ethical consumer behaviour in the contemporary marketplace. TBL marketing focuses on balancing three goals: social good, environmental care, and financial success. It has become more important because of global environmental issues, growing social awareness, and the need for honest business practices. Ethical consumers are people who think about the environment, fairness, and responsible production when they shop. This paper explores how TBL marketing influences these consumers by reviewing past studies, using a theoretical approach, and collecting both interviews and survey data. The results show that honest and meaningful marketing helps build customer trust, loyalty, and even makes people more willing to pay extra. The paper concludes with practical tips for businesses on how to effectively apply TBL ideas to truly connect with customers.