Background: Consumer ethical behavior has attracted much attention in recent years. However, most empirical research has focused on specific instances of ethical consumer behavior and ignored other ethical behaviors. This means a complete lack of understanding of the lifestyles of ethical consumers. In this article, while referring to the formation of ethical consumption, a full range of ethical concerns and behaviors of consumers has been studied and identified.
Conclusion: This article thoroughly examines the concerns and behavioral experiences of ethical consumers and shows that the ethical concerns of consumers in the three areas of environmental welfare, human-social welfare and animal welfare. They seek to adopt an ethical lifestyle through incentive purchases, corporate sanctions, voluntary simplification, slow food consumption, and ethical discourse behaviors. However, in Iran, such actions and behaviors by consumers are at the beginning of the road and we are far from the desired situation. These findings call on marketers and government policymakers to delve deeper into consumers' ethical concerns and behaviors. On the other hand, by adopting appropriate marketing strategies, commercial companies can better respond to the social and environmental concerns of consumers and meet their needs and ethical desires, and achieve a competitive advantage.