Ethical Issues in Marketing

  1. Read “Ethical Issues in Marketing: An Application for Understanding Ethical Decision Making” from the University Library.Write a 350- to 575-word analysis and evaluation of a company’s effectiveness in the following areas:

    Format your assignment according to APA guidelines.
    Submit your assignment.

Requirements: APA | Research Paper | 2 pages, Double spaced

Ethical Issues in Marketing: An Application for Understanding Ethical Decision Making

Parilti, Nurettin; Kulter Demirgunes, Banu; Ozsacmaci, Bulent
Author Affiliation:
Gazi U; Ahi Evran U; Cankaya U
Marmara University Journal of Economic and Administrative Sciences, 2014, v. 36, iss. 2, pp. 275-98
Publication Date:
In recent years business ethics and social responsibility have gained great importance in marketing practices, especially in societal marketing practices. Businesses infinitely struggle to indicate their contributions to society. Consumers consciously evaluate this contribution. Manipulated consumer choices and unethical marketing applications can affect purchasing behavior. Particularly intense competition, globalization and societal consciousness transform businesses into social organizations and lead them into marketing efforts offering social value. Although business ethics and social responsibility of businesses have gained more attention in recent years, defining consumers’ perceptions on ethical issues is still minimal. This study presents an empirical research of consumer perceptions on ethical issues. Reflection of this perception on purchasing behavior is also another important issue to be considered. The aim of this study is to investigate the factors related to ethical issues in marketing practices and to reveal possible influences of these factors on consumers’ ethical decision making. The main objective of the study is to find out consumers’ perceptions on businesses’ ethical issues such as misleading advertising, deceptive packaging and to reveal the impact of these issues on their ethical purchasing behavior or ethical decision making. It also reveals which criteria is more important for ethical decision making. This study reveals that consumers reflect their ethical perceptions on their purchasing behavior. Each ethical issue has been found to be a positive effect on purchasing behavior. Businesses’ practices on packaging has been indicated as the most effective ethical issue on purchasing behavior. The study is considered to be a significant outcome for businesses to direct their advertising, packaging and other activities.
Production, Pricing, and Market Structure; Size Distribution of Firms (L11)
Corporate Culture; Diversity; Social Responsibility (M14)
Marketing (M31)
Advertising (M37)
Advertising; Ethical; Ethics; Marketing; Social Responsibility

Answer preview

Good ethical issues such as unique packaging are likely to influence consumers to buy more goods as compared to goods that are not well packaged. A company which includes an untrue statement on advertisements is most likely to influence its customers from buying their goods and services negatively. (Dahl, 2015) Good ethical issues positively influence the consumers to actively use a company’s goods and services, while bad ethics scare the consumers away. Customers like being associating themselves with companies having good ethics.

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Ethical Issues in Marketing