Background: Ethical issues in marketing are in fact the most important marketing issues. Now other promotional activities not only attract customers but also to show the status of the company in the field of ethical conduct .This research Try the of moral values Principles such as ​​(honesty, transparency, human dignity, note to health and hygiene, The principle of economic healthy competition (Observe that in the advertising and its impact on consumer behavior has been tested.

Methods: This study is a descriptive-correlation research. In this study, from all consumers of Golrang products in Kermanshah as population of study, 384 customers were selected as the sample. Sampling was done Stratified random method. Questionnaire was used for collect data .The Spearman correlation is used to answer the research questions. Regression model is used for investigating the relationship between variables and Friedman test for the ranking components (By using SPSS software).

Results: Results showed that there is a significant positive relationship between the values ​​of Golrang in advertising and consumer behavior of these products. In Ranking among ethic values, note to consumer health and hygiene had the greatest relationship with consumer behavior.

Conclusion: The results show that observance of ethical values had significantly positive relationship with consumer behavior.