About the Book
Human-centered innovation is key to the development of digital products, services, and technologies, emphasizing the needs, experiences, and well-being of users. As digital markets expand, organizations face pressure to balance technological advancement with ethical considerations like privacy, transparency, fairness, and data security. Consumer behavior in digital environments is shaped by personalization, social influence, trust, and emerging technologies. Examining the relationship between human-centered innovation, ethics, and consumer behavior provides valuable insights into how businesses can create responsible digital solutions that foster consumer trust, enhance user experiences, and promote sustainable growth in an interconnected marketplace. Human-Centered Innovation, Ethics, and Consumer Behavior in Digital Markets explores how human-centered innovation shapes the design and development of digital products and services to meet the needs and expectations of consumers. It examines the ethical challenges associated with digital markets, including issues of privacy, trust, transparency, data use, and the impact of emerging technologies on purchasing decisions and user experiences. This book covers topics such as digital technology, neuromarketing, and e-commerce, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.
About the Author :
Theodore Tarnanidis is a marketing scholar, adjunct professor at the International Hellenic University and researcher in Applications of D.Sc. and MCDA. Theodore has six years experience as a marketing and decision making practitioner. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on International Marketing, Multi-cultural Marketing, Business Marketing, Consumer science, Marketing Management, Methodology, Advanced Quantitative Methods, Decision Science, Multiple-Criteria Decision Analysis, Management of Education, Sustainable Entrepreneurship. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in the Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism, Marketing Science & Inspirations, European Journal of Educational Management, Management Science Letters, and other journals.. Email: tarnanidis@ihu.gr; tarnanidis@uom.edu.gr Vijaya Kittu Manda is a multi-dimensional personal. He is a Researcher at PBMEIT, India. He is an Advocate, a Technocrat, an Academician, a Book-writer, Editor, Peer-Reviewer and a stock market enthusiast. He has 12 University Postgraduate Degrees in various disciplines ranging from Arts and Humanities to Sustainability to Regenerative Economy, and from Management to Engineering. He is a Ph.D. in Financial Management. His thesis on Mutual Funds and their Market Competition won the prestigious NSE-IEA Best Thesis Award in 2023. He is currently pursuing his second Ph.D. in Computer Science with focus on Blockchain and Artificial Intelligence. He has nearly 13+ years of experience in capital markets, financial planning, and investing He writes Research Papers and Case Studies, and sits on Editorial Boards of various publishers. He has over 110+ Google Scholar publications and 785+ magazine article publications so far. He is the Chief Editor for a Management Book Series and the Editor of several Scopus-indexed books. He is a Peer Reviewer and is a Certified Peer Review Supervisor. He frequently reviews for leading publishers including IEEE, Springer, Emerald, Sage, amongst others. He sits as a Session Chair and an Advisor for various academic and industrial conferences. He is a guest speaker for colleges and universities. He serves as the host for a research talk show called PBMEIT Expert Insights. Information about his current research activities is available at
