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Ethical Marketing with an Emphasis on Its Consequences
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Seyed Mojtaba Hashemian1   , Nahid Sanaei2 , Rafizadeh3 |
1- Department of Management, Varamin-Pishva Branch, Islamic Azad University, Varamin, Iran , m.hashemian@iau.ac.ir
2- Master of Executive Management, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
3- M.A. Student of Business Administration, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad, Mashhad, Iran. |
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Abstract: (4 Views) |
Background: Today, with the intensification of competition in the market, ethical marketing has attracted the attention of researchers and scholars in the field of marketing as a strategic approach and not just a selective one. Considering the complexities arising from the multifaceted consequences of this approach, it is necessary to examine it comprehensively at different levels. The aim of the present study is to identify and explain the consequences of ethical marketing with an emphasis on a multilevel approach.
Method: This study is qualitative and was conducted using the meta-synthesis method. The research community includes all qualitative articles related to ethical marketing published in reputable databases in recent years. Sampling was carried out purposefully with selection and exclusion criteria, and finally, 47 articles were studied for analysis. The research tool is the data extraction form and the conceptual coding framework based on the Sandelowski and Barroso method. After completing various stages, data analysis was carried out through primary, axial, and selective coding.
Results: The consequences of ethical marketing can be identified at three levels: at the individual level, including components such as positive attitude and enhancing the customer's spiritual experience; at the organizational level, including improving brand image, increasing trust; and at the macro level, including strengthening social capital, promoting cultural norms, and positive environmental impacts. These results indicate the pivotal role of ethical marketing in creating value for various stakeholders.
Conclusion: By comprehensively explaining the consequences of ethical marketing, the study points to existing knowledge gaps, especially at the macro level, and suggests directions for future research. The findings can also be used in designing ethics-based policies in the field of marketing for managers, policymakers, and researchers. |
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| Keywords: Marketing, Ethical Marketing, Marketing Consequences |
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Full-Text [PDF 935 kb]
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Type of Study: Research |
Subject:
Special
Received: 2024/03/25 | Accepted: 2025/05/24 | Published: 2026/01/30
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