Impact of Ethical Marketing: A Study on Relationship Between Ethical Marketing and Consumer Behavior

Author(s)	Linu Joseph
Country	India
Abstract	In an increasingly competitive and transparent business environment, ethical marketing has emerged as a vital strategy for business aiming to build trust and long term relationships with customers. This studyexplores the relationship between ethical marketing practices and consumer behaviors,focusing on how transparency,fairness, and corporate social responsibility influence purchase decisions, brand loyalty, and trust. Ethical marketing which involves honesty, fairness, and responsibility in advertising and promotion plays critical role in shaping consumer trust and long term engagement. As consumer become increasingly aware of corporate social responsibility and ethical issues such as environmental sustainability and fare trade, their behavior reflect a preference for brand that align with their values. Ethical marketing and business practices are important for a good reputation and creating a positive impact on the environment and community. This topic explore how ethical marketing influence consumer perception, buying behavior, and brand loyalty and why business must adopt responsible practices to succeed in modern economy.
Keywords	ethical marketing, consumer behavior, corporate social responsibility, customer loyalty.
Published In	Volume 16, Issue 2, April-June 2025
Published On	2025-05-13
DOI	https://doi.org/10.71097/IJSAT.v16.i2.4653
Short DOI	https://doi.org/g9kc7t

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International Journal on Science and Technology