Background: Given the positive role of marketing, especially ethical marketing, in attracting non-book buyers, the main purpose of this study is to explain the ethical marketing model and its consequences for children in non-book books.
Method: This study is one of exploratory mixed research. In the qualitative part of the community of experts in the field of ethical marketing in the print and publishing industry, 20 people were selected using the bulletproof method. The interviewing tool and the data analysis method were the foundation data approach. In the quantitative section, the parents of the children were between 2 and 6 years old and 385 persons were selected by convenience sampling method.
Results: In the qualitative section, the number of codes (in two interviews 5 and 9) was 165 codes. Also in the quantitative section, standardized factor loadings were between 0.41 and 0.969. The composite reliability coefficient for all constructs was greater than 0.695, indicating model reliability and the mean for all constructs was greater than 0.519, indicating convergent validity of the measurement models. Finally, the t-statistic in all relationships was higher than 1.96, and the path coefficient was positive in all relationships, which was a confirmation of the validity of the model designed based on the data theory.
Conclusion: The results confirm that the causal conditions include: inability to make decisions and parental illiteracy in the field of reading, Phenomenon including: ethical marketing, contextual conditions including: general categories Code of Conduct and Ethics; Intervention Conditions include: Individual characteristics of the seller and organizational support in ethical marketing in non-textbooks. Strategies have also been identified in the three areas of high ethical branding, seller ethical responsibility, and ethical mixing that can enhance reading culture, ethical reputation, and sales performance.
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