Vulnerable Communities and Behaviour Change: A Case of Modern Slavery in Supply Chains

Kubacki, Krzysztof; Szablewska, Natalia; Siemieniako, Dariusz and Brennan, Linda (2023). Vulnerable Communities and Behaviour Change: A Case of Modern Slavery in Supply Chains. In: Brennan, Linda; Parker, Lukas; Garg, Divya; Kubacki, Krzysztof; Jackson, Michaela and Chorazy, Ella eds. Beyond the Dark Arts: Advancing Marketing and Communication Theory and Practice. World Scientific, pp. 167–190.

DOI: https://doi.org/10.1142/9789811276064_0009

Abstract

In this chapter, employing a systematic review and thematic analysis of business literature, we explore the notion of vulnerability and its representations in the context of modern slavery in supply chains. At the micro level, vulnerability is predominantly represented as an outcome of one behaviour — migration — simplifying the myriad of external push-and-pull factors, other behaviours and social relationships. At the meso level, situational risks are clustered around various conditions of employment. At the macro level, a broad set of systemic issues were identified to contribute to the environment in which a heightened risk of vulnerability to modern slavery is experienced. We conclude this chapter by identifying wider implications of our findings for social marketing and social and behaviour change communication as well as avenues for future research.

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