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Resumen

Abstract:

Objective: This study investigates unethical marketing practices in the Indian apple fruit industry, specifically focusing on the Jammu & Kashmir sector. The aim is to identify key unethical behaviors, their impact on stakeholders, and potential solutions for fostering ethical practices.

Method: A qualitative case study approach was employed, incorporating interviews with industry professionals, farmers, and consumers. Secondary data from reports and studies on marketing practices in the agricultural sector were also analyzed to triangulate findings.

Results: The study reveals that unethical practices such as price manipulation, false advertising, and unfair contracts with farmers are prevalent in the Jammu & Kashmir apple industry. These practices disproportionately affect small-scale farmers and consumers, contributing to economic disparity and decreased trust in the market. The findings highlight a lack of regulation and oversight as major contributing factors to the perpetuation of unethical behaviors.

Conclusions: The research underscores the need for stricter regulations and industry-wide reforms to protect vulnerable stakeholders. Implementing ethical marketing practices could enhance consumer trust and ensure fairer compensation for farmers, ultimately contributing to a more sustainable and equitable apple industry in India.