The Effect of Ethical Perceptions on the Purchase Intentions with the Role of Consumer–Corporate Identification and Brand Trust (Case Study: Samsung Mobile Customers)

The scope of moral consumerism transcends cultural boundaries and as a result quality, price, social behavior, innovation and ethical perspectives lead to consumer choice. The effect of ethical perceptions on the purchase intentions with the role of consumer–corporate identity and brand trust. Its statistical population includes all customers of Samsung in Tehran, from which 384 people were selected by non-probability sampling method. The data of this study were collected through the questionnaire of Javed et al. (2019). The validity of the questionnaire was confirmed by its visual and content methods and its reliability was confirmed by Cronbach's alpha. SPSS and LISREL software were used in data analysis. The findings showed that ethical perceptions on the intention to buy with the role of consumer identity from the organization and trust in brands are significant. Consumer–corporate identification and brand trust are significant on the purchase intentions. The effect of ethical perception on consumer–corporate identification and brand trust was significantly adjusted by gender, customer age, education and location.