Background: Branding is an approach that helps customers choose a company's product from the products of competing companies. The purpose of this study was to identify the ethical factors of branding organic products.
Method: The present study was qualitative and based on the data foundation approach. The statistical population was experienced professionals and experts in the field of marketing who were selected as a sample by purposive sampling method. The research tool was a semi-structured interview. Finally, the data were analyzed by coding methods using maxqda software.
Results: 86 open codes were identified out of 331 concepts. Finally, 86 initial codes were identified in the form of 18 categories.
Conclusion: Based on the research results, it was found that in order to present an ethical brand for organic products, items such as knowledge and insight of production and development, marketing methods, product characteristics, environmental social responsibility, in contexts such as customer needs, competitive advantage should be considered. To be placed. In this way, we must pay attention to the cultural and ethical factors of consumption and the level of risk in order to achieve results such as value, awareness, image and brand identity and customer loyalty.