Background: Successful businesses are continually looking for increasing their customer satisfaction and other stakeholders and the way to achieve this objective in implementing moral standards found. Ethics observance by the producers can be an important factor in the most important business assets, is the trust of our customers. This study sought to observe moral values ​​such as social responsibility, green product manufacturing, trust, transparency and healthy competition with competitors by the producers and its relationship with consumer behavior have been examined.

Method: This study describes the kind of relationship .population of study includes all of the consumers Samsung products in Kermanshah. Among all, 384 people of Samsung consumers in Kermanshah are selected as a sample size. Sampling was done by stratified random method. questionnaire was used For collect data .in this analysis, The Spearman correlation coefficient for answer the research questions, regression model to investigate the relationship between variables and Friedman test to rank the components(SPSS software) was used.

Results:  Results showed that observed ethic values ​​of the producers Has a direct and positive relationship on consumer behavior and in ranking Components of ethical Principle of honesty have the highest relationship with behavior of consumers

Conclusion:  Observance of moral values ​​by Samsung on consumer behavior is influenced so that it can encourage consumers to choose the Samsung brand