Apply Ethical and Socially Responsible Marketing Analysis
Assignment Content
Requirements: APA | Research Paper | 2 pages, Double spaced
Ethical Issues in Marketing: An Application for Understanding Ethical Decision Making
- Author:
- Parilti, Nurettin; Kulter Demirgunes, Banu; Ozsacmaci, Bulent
- Author Affiliation:
- Gazi U; Ahi Evran U; Cankaya U
- Source:
- Marmara University Journal of Economic and Administrative Sciences, 2014, v. 36, iss. 2, pp. 275-98
- Publication Date:
- 2014
- Abstract:
- 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.
- Descriptors:
- Production, Pricing, and Market Structure; Size Distribution of Firms (L11)
Corporate Culture; Diversity; Social Responsibility (M14)
Marketing (M31)
Advertising (M37) - Keywords:
- Advertising; Ethical; Ethics; Marketing; Social Responsibility
- ISSN:
Answer previewSocial responsibility means that companies should act in the best interest of the environment and community through participating in charities, donating to the less fortunate in society, and reducing pollution to the environment. Customers are more likely to buy goods and services from socially responsible companies. Ethical issues related to the company’s obligation to their customers by ensuring they are providing high-quality goods and services (Parilti, Demirgüneş, & Özsaçmaci, 2014). Lack of misleading information during advertisements boosting integrity and trust towards these companies. Consumers tend to like companies with good ethical issues, hence impacting their profitability. Legal issues refer to companies’ obligations toward following the law’s set rules and regulations in conducting their day-to-day operations, such as paying taxes and good accounting (Heath, 2018). Companies not conflicting with the law tend to have a more customer base due to their good reputation.
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