Background: The study aims to study the issue of the people choices and examine the relationship between ethical marketing with consumer buying behavior. The purpose of this study was to factors related to the ethical choices of food products.
Method: This research is a descriptive - survey research and in terms of its purpose is an applied research. The statistical population of this study was all consumers of food products in the city of Karaj. The sample size was determined by the Cochran test from an unlimited population of 384 people. The instrument for gathering data was a standard questionnaire with a reliability coefficient of 0.896 based on the Cronbach's alpha coefficient. The data analysis tool is the SPSS and PLS software. Data were analyzed by path analysis.
Results: The results showed that there is a significant relationship between attitude, subjective norms, perceived behavioral control, ethical norms, knowledge and self-identity with Ethical food products choices.
Conclusion: Based on the results, it can be said that by increasing of ethical concerns and concerns in society, it is imperative that ethics to be placed on the main program of food companies to point of view of ethical consumers, and its positive results for the company and the society will be identified and revealed.