Ethical marketing: China, Taiwan, Japan and South Korea

Ruizhi Yuan, Martin J. Liu, Jianchang Liu

Research output: Chapter in Book/Conference proceedingBook Chapterpeer-review

2 Citations (Scopus)


The significant effect of marketing-related decisions on a wide range of stakeholders is a main driving force behind the increased interest in ethical marketing. This chapter first discusses key elements and antecedents of ethical marketing decision-making. It then compares the ethical marketing issues and facts in four countries respectively: China, Taiwan, Japan and South Korea. The chapter also includes a case study of a Chinese furniture company scandal - Da Vinci's failure to label the country of origin of products properly. Future ethical marketing research directions will also be discussed.

Original languageEnglish
Title of host publicationEthical and Social Marketing in Asia
Subtitle of host publicationIncorporating Fairness Management
PublisherElsevier Ltd.
Number of pages19
ISBN (Electronic)9780081001042
ISBN (Print)9780081000977
Publication statusPublished - 19 Feb 2015


  • Adverting
  • Cross-country studies
  • Ethical marketing decision-making
  • Fair trade
  • Marketing ethics

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • Business, Management and Accounting (all)


Dive into the research topics of 'Ethical marketing: China, Taiwan, Japan and South Korea'. Together they form a unique fingerprint.

Cite this