The Role of Factors Influencing Organizational Purchasing Behavior with Emphasis on Ethical Components

Identifying the factors affecting buying behavior has always been one of the important priorities of marketers, because in order to create a sustainable competitive advantage, identifying buyers and their behavior and factors affecting their decision-making is essential and increases sales. Therefore, the present study has been conducted with the aim of identifying the factors affecting organizational purchasing behavior and the effective ethical components in this regard have also been examined.

The present study was applied and among descriptive-correlational researches. The statistical population of this study consists of 149 managers and experts of Gachsaran Oil and Gas Exploitation Company who were excluded from sampling due to the limitations of the population. The data collection tool in this study was a questionnaire. Finally, the conceptual model of the research was tested using the structural equation model.

The research findings confirm that 5 categories of factors including environmental factors, marketing mix factors, organizational factors, individual factors and shortcuts affect the purchasing behavior of organizational buyers and all relationships in the research model were positive and significant.

Although corporate buyers follow formal mechanisms, they cannot be considered a model of rationality, because they sometimes buy based on brand loyalty or long-term relationship with a supplier. Individual, organizational, ethical, environmental and marketing factors can affect the buying behavior of organizational buyers.