Navigating Responsible Marketing: Unveiling the Chasm Between Brand Promises and Ingredient Realities.

Captivating taglines in an advertisement and attractive packaging have a huge impact on consumption behaviour especially among Gen Z and Gen Alpha. However, studies reveal that many buyers fail to explore the minute details of product components concealed behind these appealing taglines. This results in conflict between the attractiveness of ads and the harm the product may cause to consumer's health, which is evident when people choose beauty products over their own health or non-healthy food and beverages (F & B). The estimates in 2019 showed that 77 million individuals had diabetics in India, which is expected to rise to over 134 million by 2045. Even after this, 57% of these individuals remain undiagnosed. At the same time, skin cancer rates are increasing globally. This study was carried out with the primary goal of exploring the complexities of consumer choices within the context of F & B and Cosmetics products. The study investigates the practice of transparency, consumer protection, social responsibility, and ethical advertising associated with responsible marketing. For this, a total of 17 products, out of which nine products were from F & B and eight products from the cosmetics category, were bought. A detailed investigation is done to understand the ingredients mentioned in the packaging and then compare them with the taglines used by the brands under these product categories for positioning and making promises to consumers. This detailed assessment of the components of F & B within these categories reveals a disturbing pattern of misleading advertisements. A crucial contributing factor seems to be consumers' clear lack of understanding, leading to choices that may not be in their best interests. The study findings provide perspectives that will allow marketers to successfully contribute to long-term sustainable development goals, eventually prioritizing consumer quality of life. This study also underlines the significance of linking corporate strategies with ethical concerns, opening the way for a more responsible marketing paradigm that protects the interests of both businesses and consumers while promoting long-term societal well-being. [ABSTRACT FROM AUTHOR]