Identifying and Measuring the Ethical Marketing components in the Iranian selected industries (Food and Cosmetic industries)

Due to the economic crises in the country which creats uncertainty, moving from the usual marketing strategies to focus on values and ethical marketing seems more necessary. So, considering the extent and scattering of ethical marketing components in the literature review and the specific culture of Iran, the purpose of this study, First is to provide a comprehensive model for Ethical marketing components in the first step and then, measuring the degree of observance of these components based on the perception of the consumers.

It’s a mixed-method applied research. The statistical population was the previous researchs related to the subject in the systematic review section, managers of the selected industries in the qualitative section and their customers in the quantitative section. The data analysis was performed in the qualitative section by using the thematic analysis method and in the quantitative section by using non-parametric tests and SPSS software.

It succeeded to present the ethical marketing components in the form of 32 components and 7 main themes. The degree of observance of each of the main themes and their components in the selected industries was measured and compared with eachother.

There is a significant difference between the degree of observance of ethical marketing components in the two industries. The average degree of observance in the food industry is higher than the cosmetics industry, so that they are superior in all the main themes, but nevertheless, in 5 components out of 32, the food industry got lower score.