نقش بازاريابي اخلاقي در رفتار خريد مصرف كننذگان مواد غذايي

The Role of Ethical Marketing on Food Consumers Purchase Behavior

Background: This study aims at studying corporate social responsibility and the mechanism of moral marketingʹs influence on purchasing behavior of consumers. Therefore, the main research question in this study is the mechanism of ethical-social value observation by corporations influencing purchase decision making process of foodstuff consumers. Methods: In terms of nature, the research method is descriptive, and in terms of data collection, it is survey. Data was collected through questionnaires and sampling was done using random clustering method. To answer the research questions, 372 foodstuff customers of Refah Chain Store were included in the survey. Results: The results indicate that there is a significant and positive relationship between marketing method and purchasing behavior of foodstuff consumers. The findings designate that the positive relationship between geographical factors and purchasing behavior of foodstuff consumers is significant. Furthermore, the results show that there is a significant and positive relationship between moral marketing and purchasing behavior of foodstuff consumers in the population. Conclusion: It can be concluded that social value observation by corporations affects purchasing behavior of foodstuff consumers; that is, conformity of corporate values to consumersʹ values (societyʹs values) encourages consumers to select trademarks of the respective corporation.