Customers are concerned and worried about how the marketing systems of different countries serve the interests of customers. Research proves that customers hold mixed or even slightly unfavorable attitudes towards marketing practices (Irwin & Naylor, 2009). Government agencies, social critics, and customer groups accuse marketers and their practices of harming customers through high prices, deceptive practices, high-pressure selling, shoddy or unsafe products, planned obsolescence, and poor service to disadvantaged customers. The practices are questionable and are not sustainable in the long run with respect to consumer or business welfare (Korschun, Bhattacharya, & Swain, 2014).