Final BE & CSR

Question 1 (L.O.1, L.O.4) (2.5p):

1. What is Corporate Social Responsibility (0.5p)?
Define CSR: Carroll’s definition
- The social responsibility of business encompasses the economic, legal, ethical,
and discretionary expectations that society has of organizations at a given point
in time. (Carroll 1979)
2. Explain in detail all types of responsibilities in Carroll’s CSR definition and
give example for each one (2.0p)
Explain each responsibility + give example: 0.5p/responsibility *4 (economic, legal,
ethical, philanthropic) = (2.0p)
- Carroll’s CSR pyramid (1991)
Economic responsibilities: The primary responsibilities of companies is to produce
goods and services in a way that is profitable to their owners.
Example:
- Apple Inc.: Apple is one of the most profitable companies in the world, with a
market capitalization of over $2 trillion. The company has been able to achieve
this by producing high-quality products that are in high demand, such as the
iPhone, iPad, and MacBook. Apple's economic responsibility is to maximize
profits for its shareholders, and it has been able to do so by producing
innovative products that are in high demand. Nghiêm
- Amazon.com, Inc.: Amazon is the world's largest online retailer, with a
market capitalization of over $1.5 trillion. The company has been able to
achieve this by offering a wide range of products at competitive prices, and by
providing fast and reliable delivery services. Amazon's economic responsibility
is to maximize profits for its shareholders, and it has been able to do so by
offering a wide range of products at competitive prices and by providing
excellent customer service. Ngân
Legal responsibilities: While assuming their fundamental economic role, companies
are expected to comply with the laws and regulations that reflect society’s values and
norms.
Example:
- The Ford Pinto Case: In the 1970s, Ford Motor Company manufactured the
Ford Pinto, which was prone to catching fire in rear-end collisions. Ford was
aware of the issue but decided not to recall the vehicles, which resulted in
several deaths and injuries. The company was sued for negligence and breach
of legal responsibility. Nghiêm
- The Exxon Valdez Oil Spill: In 1989, the Exxon Valdez oil tanker ran
aground in Alaska, spilling millions of gallons of crude oil into the ocean.
Exxon was sued for violating environmental laws and regulations, which
 resulted in one of the largest oil spills in history. The company was held legally
responsible for the damage caused to the environment and the livelihoods of
the people in the affected areas. Ngân
Ethical responsibilities: Businesses are also expected to abide by the ethical norms of
society. They are more ambiguous than legal requirements and therefore more
difficult for companies to anticipate and follow.
Example:
- The Rana Plaza Collapse: In 2013, the Rana Plaza building in Bangladesh,
which housed several garment factories, collapsed, killing over 1,100 people
and injuring thousands more. The factories were producing clothes for several
well-known brands, including Benetton, Mango, and Primark. The incident
highlighted the ethical responsibility of corporations to ensure that their
suppliers and subcontractors adhere to safety standards and provide safe
working conditions for their employees. Ngân
- The Volkswagen Emissions Scandal: In 2015, it was discovered that
Volkswagen had installed software in its diesel cars that could detect when the
cars were being tested for emissions and reduce the emissions accordingly.
However, during normal driving conditions, the cars emitted up to 40 times
more nitrogen oxide than the legal limit. The scandal highlighted the ethical
responsibility of corporations to be transparent and honest in their dealings
with customers and regulators. Nghiêm
Philanthropic responsibilities: Business may engage in activities that go beyond the
expectations of society, including volunteer work, sponsorship, and donations.
Example:
- The Body Shop: The Body Shop is a cosmetics company that has been
committed to ethical and sustainable practises since its inception. The company
sources its ingredients from sustainable sources, uses recycled packaging, and
is committed to reducing its carbon footprint. The Body Shop's commitment to
sustainability is an example of discretionary responsibility, as it goes beyond
what is legally required and benefits both the company and society. Nghiêm
- Patagonia: Patagonia is an outdoor clothing and gear company that has been
committed to environmental and social responsibility for decades. The
company has implemented several initiatives to reduce its environmental
impact, including using recycled materials, reducing water usage, and investing
in renewable energy. Patagonia's commitment to sustainability is an example of
discretionary responsibility, as it goes beyond what is legally required and
benefits both the company and society. Ngân
3. What is green consumption?
Definition + example
Green consumption is related to sustainable development or sustainable consumer
behaviour. It is a form of consumption that safeguards the environment for the present
and for future generations. It ascribes to consumers responsibility or co-responsibility
for addressing environmental problems through the adoption of environmentally
friendly behaviors, such as the use of organic products, clean and renewable energy,
and the choice of goods produced by companies with zero, or almost zero, impact
(zero waste, zero-emissions vehicle, zero-energy building, etc.) (John Connolly et al.
2008)
Example:

4. What is The 3Ps Of The Triple Bottom Line?

The triple bottom line is a sustainability framework that examines a company’s social,
environment, and economic impact. The original idea was (...) encouraging businesses
to track and manage economic (not just financial), social, and environmental value
added—or destroyed. (John Elkington, 1994).

People: the positive and negative impact an organization has on its most important
stakeholders. These include employees, families, customers, suppliers, communities,
and any other person influencing or being affected by the organization.
Example:
● Green Viet company focuses on the comfort and well-being of its employees.
● Features such as flexible work areas and private rooms create a friendly and
engaging work environment for all employees.
● Having outdoor workspaces and planting trees around the office helps create a
positive work atmosphere and reduce stress.

Planet: the positive and negative impact an organization has on its natural
environment. This includes reducing its carbon footprint, usage of natural resources,
toxic materials and so on, but also the active removal of waste, reforestation and
restoration of natural harm done.
Example:
● Green Viet company has a green strategy with waste classification into 5
different types, aiming to reduce waste volume.
● They use 20% of water from the drinking water filtration system for drip
irrigation, conserving water resources and reducing wastewater.
● Utilizing natural ventilation in rooms helps harness natural airflow, cooling the
workspace and reducing reliance on air conditioning systems.
Profit: the positive and negative impact an organization has on the local, national and
international economy. This includes creating employment, generating innovation,
paying taxes, wealth creation and any other economic impact an organization has.
Example:
● A green and healthy work environment can bring benefits to the business,
including enhancing the company's image and attracting talented employees.
● Environmental protection strategies can lead to long-term cost savings, such as
reducing waste volume and saving energy.
● Green Viet company can benefit from investing in sustainable development and
attracting partners and customers who share these values.

5. What is Sustainable development?

Sustainable development is a fundamental break that’s going to reshuffle the entire
deck. There are companies today that are going to dominate in the future simply
because they understand that. (Francois-Henri Pinault)

Example:

6. What is the Theory of Ethics?

Define BE: 6 theory definition + give example:

Ethical egoism:
What is right is simply what is in one's own interests. In terms of responsibility, a
rational egoism is indeed self-oriented, but self-interest also implies a sense of
responsibility to oneself. This responsibility includes both short-run and long-run self-
interest, and it is up to the individual to determine how to balance the two. (Henry
Sidgwick et al. 1874)
Example:
- Refusing to help someone else: Refusing to help another person could be seen
as an example of ethical egoism if the decision was based solely on what would
benefit the individual most, regardless of how it impacts anyone else's life.
Nghiêm
- Cheating on an exam: Cheating on an exam could be seen as an example of
ethical egoism if the decision was based solely on what would benefit the
individual most, regardless of how it impacts anyone else's life. Ngân
Subjectivism:
Subjectivism posits that moral judgments lack objective criteria, and each person's
ethical stance is not open to rational critique by others. Ethical statements, under this
perspective, merely reflect personal choices, emotions, or attitudes. (Thomas Hobbes)
Example:
- Slavery: An example of ethical subjectivism is the argument that slavery is not
morally unacceptable in all contexts. Instead, it is only modern biases that hold
that view, and other societies were not necessarily wrong to enslave people.
Ngân
- Ted Bundy: Ted Bundy, a notorious serial killer, believed that there were no
moral rules except to do what made him feel good. He justified his actions by
stating that he did not feel a great urge to rape and kill a young lady but simply
because he wanted to have a 'nice feeling' the same 'feeling' he would get from
eating ham. Nghiêm
Virtue ethics:
Virtue ethics underscores the distinctive qualities of an individual, concentrating on
character or personality to determine what is morally right or wrong. It is not merely a
tool but rather a portrayal of a theory. Our understanding of ethics is shaped by our
inherent characteristics and attributes; qualities like honesty, integrity, kindness,
fairness, and prudence serve as guiding principles for our ethical conduct.
Example:
- Loyalty: In 2019, a group of firefighters in Australia demonstrated loyalty by
risking their lives to save a koala bear from a bushfire. The video of the rescue
went viral and the firefighters were praised for their bravery and compassion.
Nghiêm
- Honesty: In 2018, a 10-year-old boy named Frank Giaccio wrote a letter to
President Trump offering to mow the White House lawn. The President
accepted his offer, and Frank was invited to the White House to mow the lawn.
During the event, Frank was interviewed by the media and asked how much he
 charged for mowing the lawn. Frank replied, "I wanted to do it for free because
I wanted to give back to my country." Ngân
Deontological:
Deontological ethics judges ethical issues based on adherence to rules and duties,
focusing on areas for which humans can take full responsibility. It emphasizes making
ethical choices in universal terms, guided by the categorical imperative. To be truly
effective, deontological ethics requires managers to possess a keen sense of
distinguishing right from wrong. (Immanuel Kant, the 18th-century)
Example:
- The duty of confidentiality: A doctor has a duty to keep the medical
information of their patients confidential, even if it means that the patient's life
is at risk. This duty is based on the principle of respect for autonomy, which is
a fundamental principle of deontological ethics. In this case, the doctor's duty is
to respect the patient's right to privacy and to maintain confidentiality,
regardless of the consequences. Ngân
- The duty of honesty: A company has a duty to be honest with its customers
about the quality of its products. This duty is based on the principle of non-
maleficence, which is another fundamental principle of deontological ethics. In
this case, the company's duty is to ensure that its products are safe and of high
quality and to be honest with its customers about any potential risks or defects.
Nghiêm
Consequentialist theories:
Consequentialist theories assess the morality of an action based on its outcomes,
marking a departure from deontology, which deems certain actions inherently wrong
regardless of consequences. Rooted in a natural human instinct, consequentialism is
exemplified by utilitarianism, positing that an action is morally right if it maximizes
overall well-being for the greatest number of individuals. However, its significant
drawback lies in its inability to clearly define the fundamental values against which all
actions should be evaluated.
Example:
- In Singapore, drug trafficking is punishable by death. This harsh punishment is
based on the principle of deterrence, which is a fundamental principle of
consequentialist theories. The Singaporean government believes that the death
penalty is an effective deterrent against drug trafficking and that it will reduce
the number of people who engage in this illegal activity. Nghiêm
- Another example is the use of fines for traffic violations. Consequentialists
may support the use of fines because they act as a deterrent to reckless driving.
The threat of a fine may encourage drivers to follow traffic rules and drive
safely, which can reduce the number of accidents on the road. Ngân
Justice And Rights-Based Theories:
Rights:
The concept of human rights asserts that certain rights are inherently possessed by
individuals simply because they are human beings, as outlined by Shaw's properties of
human rights, including their universal application, equality of application, non-
destructibility of rights, and independence from social or political institutions or
practices. (Shaw, 2012).
Justice:
Linked to the notion of impartial and equitable enforcement of laws, moral codes, and
rules. Distinctions in concepts of justice can arise based on either the process or
outcomes. This includes the Rawlsian social contract theory and perspectives
influenced by Marxism.
Example:
- Rawlsian social contract theory: Rawlsian social contract theory is a justice-
based theory that posits that justice is fairness. It emphasises the importance of
impartiality and equality in the distribution of social goods and resources.
Rawls argues that individuals in a just society would agree to a social contract
that guarantees basic rights and liberties for all, as well as fair opportunities and
outcomes. For example, Rawlsian social contract theory could be applied to the
issue of income inequality. A Rawlsian would argue that a just society would
ensure that everyone has access to basic necessities such as food, shelter, and
healthcare and that income should be distributed in a way that benefits the least
advantaged members of society. Nghiêm
- Marxism: Marxism is a rights-based theory that posits that individuals have
certain inherent rights that are violated by capitalist societies. Marxists argue
that capitalism is inherently unjust because it allows a small group of people to
control the means of production and exploit the labour of the working class.
Marxism emphasises the importance of collective ownership of the means of
production and the elimination of class distinctions. For example, Marxism
could be applied to the issue of worker exploitation. A Marxist would argue
that workers have a right to the full value of their labour and that capitalist
societies violate this right by paying workers less than the value of their labour.
Ngân
7. What is the Professional Ethics:
Definition + Example (cá nhân)
Professional ethics: The ethical identity, codes and practices of a particular profession,
such as the professions followed by nurses, doctors, lawyers, or engineers, …
(Robinson et al. 2007)
Nói một nghề cụ thể rồi phân tích code of ethic and conduct à?
Example:
 - Medical ethics: Medical ethics is a branch of professional ethics that deals
with ethical issues in medicine. It emphasises the importance of respecting the
autonomy of patients, maintaining confidentiality, and avoiding conflicts of
interest. For example, a doctor may face an ethical dilemma when a patient
requests a treatment that goes against their religious beliefs. In this case, the
doctor must balance the patient's autonomy with their own ethical obligations
to provide the best possible care. Nghiêm
- Legal ethics: Legal ethics is a branch of professional ethics that deals with
ethical issues in the legal profession. It emphasises the importance of
maintaining client confidentiality, avoiding conflicts of interest, and upholding
the integrity of the legal system. For example, a lawyer may face an ethical
dilemma when they discover that their client has committed perjury. In this
case, the lawyer must balance their ethical obligations to the court with their
duty to represent their client. Ngân

8. What is the ethical decision-making process?

Requires a persuasive and rational justification for a decision. Rational justifications
are developed through a logical process of decision making that gives proper attention
to such things as facts, alternative perspectives, consequences to all stakeholders, and
ethical principles.
Step 1: First step in making any responsible decision is to determine the facts of
the situation. Making an honest effort to understand the situation, to distinguish facts
from mere opinion, is essential. Sometimes, what appears to be a disagreement of
ethics might turn out to be a disagreement about the facts.
Step 2: Responsible ethical decision making requires the ability to recognize a
decision or issue as an ethical decision or ethical issue. Identifying the ethical issues
involved is the next step in making responsible decisions. It is easy to be led astray by
a failure to recognize that there is an ethical component to some decisions.
Step 3: Involved in ethical decision making involves one of its more important
elements. Responsible decision making expects us to identify and to consider all of the
people affected by a decision, the people often called stakeholders. “Stakeholders,” in
this general sense, include all of the groups and/or individuals affected by a decision,
policy, or operation of a firm or individual.
Step 4: Once we have examined the facts, identified the ethical issues involved, and
identified the stakeholders, we turn to a fourth step and consider the available
alternatives. What options exist? Sometimes we fall into a decision by failing to
consider a range of alternatives, and this can be a failure of imagination. Creativity in
identifying ethical options—also called moral imagination—is one element that
distinguishes good people who make ethically responsible decisions from good people
who do not.
Step 5: A fifth step in the decision-making process is to compare and weigh the
alternatives. Create a mental spreadsheet (or, if you have time and the situation is
complex, create a real one!) that evaluates the impact of each alternative you have
devised on each stakeholder you defined.
Step 6: Once you have explored these variables, the final step is to make a decision.
However, the process is not yet complete. Decisions in business are not typically
simple “yes” or “no” decisions; in most cases, making a decision means formulating a
plan and carrying it out.

An Ethical Decision-Making Process

- Determine the facts.
- Identify the ethical issues involved.
- Identify stakeholders and consider the situation from their point of view.
- Consider the available alternatives also called using moral imagination.
- Compare and weigh the alternatives, based on:
+ Consequences (for all stakeholders).
+ Duties, rights, principles.
+ Implications for personal integrity and character.
- Make a decision.
- Monitor and learn from the outcomes
Question 2 (L.O.1) (2.25p):
1. Who is/are stakeholders? (0.5p)
- Stakeholders comprise individuals, or groups, with similar interest in a
particular organization.
- It is often meaningful to separate groups of stakeholders intro sub-
categories with similar, but not identical, interests
- Individuals and groups may have multiple interests in an organisation and
therefore belong to various stakeholder clusters
Definitions of a Stakeholder
Stakeholders in an organization are the individuals and groups who are
depending on the firm in order to achieve their personal goals and on whom the
firm is depending for its existence. (Eric Rhenman, 1964)
A stakeholder in an organization is (by definition) any group or individual who
can affect or is affected by the achievement of the organization’s objectives. (R.
Edward Freeman, 1984)

2. Analyse different views of firm and stakeholders in each view (1p)

4 Views: (production views, managerial view, external and internal change view,
stakeholder view): 0.25p/view*4 = 1.0p
a. Production views
In the past, organisations were relatively uncomplicated, and conducting "business"
involved purchasing raw materials from suppliers, transforming them into products,
and selling them to customers. Freeman (2010) - Ngân
In the past, organisations were relatively uncomplicated, and conducting "business"
involved purchasing raw materials from suppliers, transforming them into products,
and selling them to customers. Freeman (2010) - Nghiêm
 b. Managerial view
The ownership of contemporary corporations became increasingly widely distributed
as banks, investors, and other organisations provided financial support for their
development. To achieve success, the firm's top managers had to effectively meet the
needs and expectations of the owners, employees and their unions, suppliers, and
customers concurrently. The source cited is Freeman (2010). - Ngân ê dài quá chép
kkhông kịp đâu
The ownership of contemporary corporations became increasingly widely distributed
as banks, investors, and other organisations provided financing. To achieve success,
the firm's top managers had to effectively meet the needs and expectations of the
owners, employees and their unions, suppliers, and customers all at once. The source
cited is Freeman (2010). - Nghiêm
 c. External and internal change view
To bring about internal change, it is necessary for us to regularly evaluate our existing
goals and strategies in response to the evolving needs of familiar stakeholders,
including consumers, employees and their unions, investors, and suppliers. The
citation is from Freeman's work published in 2010. - Ngân
External change is illustrated as a series of arrows originating from the environment,
which have an impact on our harmonious relationships with suppliers, owners,
consumers, and staff. (Freeman, 2010). - Ngân
To bring about internal change, it is necessary for us to regularly evaluate our existing
goals and strategies in response to the evolving needs of familiar stakeholders,
including consumers, employees and their unions, investors, and suppliers. (Freeman,
2010). - Nghiêm
External change is illustrated as a series of arrows originating from the environment,
which have an impact on our harmonious relationships with suppliers, owners,
consumers, and staff. The citation is from Freeman's work published in 2010. -
Nghiêm
External Environment:( Threats and Opportunities)
Micro Environment (Industry/task) - Industry only
Competitors: Competitors are the business rivals, which operate in the same industry,
same market, same segment, same product.
Example:
- Patagonia and The North Face: Both companies operate in the same industry of
outdoor clothing and gear. They offer similar products, target the same
audience, and compete for the same market share. However, Patagonia is
known for its commitment to environmental sustainability and ethical labor
practices. The company has pledged to donate 1% of its sales to environmental
causes and has implemented a "Worn Wear" program that encourages
customers to repair and reuse their clothing instead of buying new ones.
- Ben & Jerry's and Haagen-Dazs: Both companies operate in the same industry
of ice cream. They offer similar products, target the same audience, and
compete for the same market share. However, Ben & Jerry's is known for its
commitment to social justice and environmental sustainability. The company
has implemented a "Caring Dairy" programme that promotes sustainable
farming practices and has supported various social justice causes such as
marriage equality and climate justice.
Suppliers: The raw material is required which is provided by the suppliers. (Input sth
to company - mono Policy)
Customers: Customers are the target audience, i.e. the one who purchases and
consumes the product.
Example:
- Starbucks and Fair Trade USA: Starbucks is a company that is committed to
ethical sourcing and environmental sustainability. The company sources its
coffee beans from suppliers that share its values and has implemented various
programs to reduce its environmental impact. Starbucks also works with Fair
Trade USA, an organization that promotes fair labor practices and sustainable
farming methods. By partnering with Fair Trade USA, Starbucks ensures that
its suppliers are meeting ethical labor standards and that farmers are receiving
fair prices for their products.
- Patagonia and REI: Patagonia is a company that is committed to environmental
sustainability and ethical labor practices. The company has implemented a
"Worn Wear" program that encourages customers to repair and reuse their
clothing instead of buying new ones. Patagonia also works with REI, a
company that shares its values and commitment to environmental
sustainability. By partnering with REI, Patagonia ensures that its products are
being sold by a company that shares its values and that its customers are being
exposed to its message of environmental sustainability.

Distributors: purchase goods in bulk from producers, store them in warehouses, and
then distribute them to retailers, wholesalers, or directly to consumers.
Example:
- Walmart and Costco: Both companies operate in the same industry of retail and
are distributors of various products. However, Walmart has been criticised for
its poor labour practices and environmental record. The company has been
accused of paying low wages to its workers and contributing to environmental
degradation. In contrast, Costco is known for its commitment to ethical labor
practices and environmental sustainability. The company pays its workers a
living wage and has implemented various programs to reduce its environmental
impact.
 - Amazon and Etsy: Both companies operate in the same industry of e-commerce
and are distributors of various products. However, Amazon has been criticized
for its poor labor practices and environmental record. The company has been
accused of mistreating its workers and contributing to environmental
degradation. In contrast, Etsy is known for its commitment to ethical labor
practices and environmental sustainability. The company has implemented
various programs to reduce its environmental impact and has supported various
social justice causes such as marriage equality and climate justice.
Macro (general) - In the whole country, culture
Economic Environment: the purchasing power, saving habits, per capita income,
credit facilities etc. depends greatly on the country’s economic conditions, which
regulates the demand for the company’s products.
Example:
- Tự search
(Monetary, employment,…)
- GDP - The value of product is created by per person
- GNP - is an estimate of the total value of all the final products
- CPI - Inflation
Political and Legal Environment: consists of the laws, rules, regulations and
policies which the company needs to adhere to.
Example:
Technological Environment: Technology is ever-changing, as everyday a new and
improved version of something is launched which is created with state-of-the-art
technology.
Example:
(Covid 19 --> develop technology skills)
Socio-Cultural Environment: Factors which are concerned with human relationships
such as customs, traditions, beliefs, values, morals, tastes and preferences of the
society at large.
Example:
(Phan cap, phan tang , Change a lot. For example, Woman nowadays)
Demographic Environment: The size, type, structure, education level, and distribution
of population in a geographical area.
Example:
(Analyze characteristics - Aging- gender -> differ Young Woman don’t want baby -
hospital Will help them without husband)
Global Environment: Liberalization domestic companies can offer their products and
services for sale to other countries operating in a number of nations worldwide.
Example:
( Yellow card - Danh bat tan diet, catch fish by Anything ( 6 -10 months). Check
quality. Fine And warn. Red card: Do not buy anything to the US, ban).
Internal Environment (Strengths - Weakness):
(Org culture - Shared/Taught (How people can do in the same way)) - của cô

Organizational objectives

Organizational Policies

Organizational Resources

Organizational Capabilities

Organizational Culture

Organizational structure

d. Stakeholder view
The diagram depicts the various entities that have obtained a financial interest and
hold significant influence in the prosperity of the company (Freeman, 2010). - Ngân

The diagram illustrates the various entities that have obtained ownership in the
company and have significant influence on its achievements (Freeman, 2010). -
Nghiêm
 3. How do managers prioritise stakeholders? Explain. (0.75p)
2 critetia to prioritise stakeholders: 0.35p/criterion*2 = 0.75p
An effective stakeholder model, however, must do more than merely identify a firm’s
stakeholders. Equally important, if the model is to be of practical use in
implementation, is the ability to prioritize among these stakeholders because they are
notoriously hard to please:
Customers want lower prices and higher quality; employees want higher wages and
better benefits and better working conditions; suppliers want to give fewer discounts
and want you to pick up more of their products; communities want more donations;
governments want higher taxes; investors want higher dividends and higher stock
prices – every one of the stakeholders wants more, they always want more

Primary stakeholders are stakeholders without whose participation an

organization would cease to exist
Secondary stakeholders are individuals or groups that are not essential for a
firm’s survival, but may still be in a position to interfere with and damage a
company’s business.
The distinction between primary and secondary stakeholders, however,
provides little basis for prioritization as the interests of stakeholders belonging
to the same main group can conflict.

● Power of a stakeholder to influence an organisation.

● Legitimacy of the stakeholder’s relationship with the company.
● Urgency of the stakeholder’s claim on the company.
Question 3 (L.O.4, (2.25p):
Give one example of inappropriate ads (0.5p) and explain how it impacts customer
rights. (1.75p)
- Describe the ads (0.5p)

1. Protein World – Beach Body Ready: This ad campaign by health supplement

supplier Protein World was released in 2015 across London and New York billboards.
The ad pictured a bikini-clad girl with the slogan “Are you beach body ready?” The
idea was to promote their supplements to users who wanted the perfect beach body for
summer. However, the ad quickly received backlash via social media and even
resulted in many passersby vandalizing and writing over the ad. The problem with this
ad campaign was that it promoted “body shaming” and an unhealthy body image.
Many feminist groups noted that the wording of the ad insinuates that the body in the
picture is the only “acceptable” beach body.

https://lunio.ai/blog/strategy/top-controversial-ads/?fbclid=IwAR3IH8_OtU0vV-
fT6zHjdu00M3kJpur2vZpuCtXb5g4UUnmwcfd6HAGYYP0
2. Nivea – White Is PurityThe ad: Nivea is a German skincare brand that is known for
manufacturing antiperspirants, face creams, and plenty of other cosmetics. To promote
one of their new invisible antiperspirants, Nivea decided to use the tagline “white is
purity” on their social media campaign. The ad featured a woman wearing a white top
while looking out the window with the slogan in bold blue letters.

This ad was just one of a number of other ads from the same campaign to promote
their new product.

Why it’s an unethical ad: As you can probably see from the advert above, the choice
of words for this campaign was very poorly chosen. To make things worse, they
specifically aimed the campaign at people in the Middle East which caused many
people to call the advert racist.

In addition to this, many right-wing groups started to promote the advert with some
going as far as saying Nivea was the official alt-right antiperspirant. Eventually, Nivea
released a statement about the controversial ads and immediately withdrew them after
realizing the wording and context caused offense to many viewers.

- Analyse to 04 customer rights (1.75p) (Right to safety, Right to be informed,

Right to choose, Right to be heard)
1. Protein World – Beach Body Ready:
1. Right to safety: Consumers have the right to be protected against products that are
hazardous to their health or life .
2. Right to be informed: Consumers have the right to be informed about the quality,
quantity, price, and other relevant details of the product they are purchasing .
3. Right to choose: Consumers have the right to choose from a variety of products at
competitive prices .
4. Right to be heard: Consumers have the right to voice their opinions and complaints
about the product or service they have purchased.

2. Nivea – White Is PurityThe ad:

The Nivea ad campaign that used the tagline "white is purity" to promote their new
invisible antiperspirant was deemed unethical due to its poor choice of words and the
negative connotations associated with it. The ad featured a woman wearing a white
top with the slogan in bold blue letters, and was targeted at people in the Middle East,
which caused many people to call the advert racist ¹.

The ad campaign violated the *Right to be informed* and the *Right to safety* of the
customers. The ad campaign was not informative enough and did not provide any
information about the product, but instead used a controversial tagline that could be
interpreted as racist. The ad campaign also violated the *Right to choose* of the
customers by using a tagline that could be offensive to some customers, and by
targeting people in the Middle East, which could be seen as discriminatory.

The customers have the *Right to be heard* and to voice their opinions about the
products and services they use. In this case, many people voiced their opinions about
the controversial ad campaign, which led to Nivea withdrawing the ads and releasing a
statement about the issue ¹.

It is important for companies to respect the rights of their customers and to ensure that
their advertising campaigns are ethical and do not violate any of the customer rights..

Question 4 (L.O.4) (3p):

What is Green Consumption? (0.5p)
"Green consumption" can be defined as the deliberate and conscious act of purchasing
and using products and services that are environmentally friendly, have a minimal
impact on the natural environment, and promote sustainability.

Green consumption is related to sustainable development or sustainable consumer

behaviour. It is a form of consumption that safeguards the environment for the present
and for future generations. It ascribes to consumers responsibility or co-responsibility
for addressing environmental problems through the adoption of environmentally
friendly behaviors, such as the use of organic products, clean and renewable energy,
and the choice of goods produced by companies with zero, or almost zero, impact
(zero waste, zero-emissions vehicle, zero-energy building, etc.) (John Connolly et al.
2008)

- Lists at least 05 (five) difficulties to practice green consumption from your point of
view (0.5p)
- Explain these difficulties (1.0p)
1. Lack of awareness: Many people are not aware of the environmental impact of
their consumption patterns. They may not know how to identify environmentally
friendly products or may not have access to them.
2. Higher cost: Environmentally friendly products are often more expensive than their
non-environmentally friendly counterparts. This can make it difficult for people on a
tight budget to make the switch.
3. Inconvenience: It can be inconvenient to practice green consumption. For example,
it may be difficult to find recycling facilities or to dispose of hazardous waste
properly.
4. Lack of options: In some areas, there may be limited options for environmentally
friendly products. This can make it difficult for people to make the switch.
5. Lack of motivation: Some people may not be motivated to practice green
consumption because they do not see the immediate benefits.

- Propose solutions (for you) to overcome these difficulties (1p)

1. Education: Raising awareness about the environmental impact of consumption
patterns can help people make informed decisions. This can be done through public
campaigns, school programs, and community events.
2. Incentives: Governments and companies can offer incentives to encourage people
to practice green consumption. For example, tax credits can be offered for the
purchase of environmentally friendly products.
3. Infrastructure: Governments can invest in infrastructure to make it easier for
people to practice green consumption. For example, they can provide more recycling
facilities or make it easier to dispose of hazardous waste.
4. Product labeling: Companies can label their products to indicate their
environmental impact. This can help people make informed decisions when
purchasing products.
5. Community involvement: Communities can come together to support green
consumption. For example, they can organize recycling drives or community gardens.

Topic:
1. Extended Producer Responsibility (EPR)
The concept was first formally introduced in Sweden by Thomas Lindhqvist
in a 1990 report to the Swedish Ministry of the Environment:
"[EPR] is an environmental protection strategy to reach an environmental objective of
a decreased total environmental impact of a product, by making the manufacturer of
the product responsible for the entire life-cycle of the product and especially for the
take-back, recycling and final disposal."

EPR may take the form of a reuse, buyback, or recycling program. The producer may
also choose to delegate this responsibility to a third party, a so-called producer
responsibility organization (PRO), which is paid by the producer for used-product
management.
PRO Vietnam is a coalition of leading FDI and Vietnamese companies having high
prestige filom consumer goods, packaging, retail, and import industries (21 members)
and especially a common responsibility: make Vietnam Green, Clean, and Beautiful
by promoting a circular economic model through more accessible and sustainable
packaging collection and recycling process. This is an important pillar in the 3R
principle (Reduce, Reuse, Recycle). PRO Vietnam was founded in Ho Chi Minh City
on June 21, 2019.
#VietNamXanhSach Dep

KEY EPR REGULATIONS IN DECREE 08 INCLUDE:

2. PLASTIC POLLUTION
3. ENVIRONMENTAL AGREEMENTS

4. Responsible consumption
3 key benefits characterize this mode of consumption:

For society: Consume goods and services that are locally produced when possible
to support the local
community.

For economy: Responsible consumption allows companies to reduce their waste

and needed material
which reduces cost.

For environment: acknowledges the impacts associated with products’ different

stages and tries to buy
the ones with a lower impact
Responsible Consumption
also includes:

Sustainable consumption

Ethical Consumption
Consumer Citizenship

Green Consumption
Consuming in a way that allowing to preserve resources & environments as
much as possible
Consumer also consider the impact of their consumption toward society,
environment & economy

Choosing goods that are ethically sourced, made & distributed. Consumer
are driven by pure motivation though not every consumption that has
ethical content impacts the well being of others

An individual who makes choices based on ethical, social, economic and

ecological considerations. The consumer citizen actively contributes to the
maintenance of just and sustainable development by caring and acting
responsibly on family, national and global levels

Consumers privilege their contribution to environmental issues over other

issues