Authors :
Rogelio M. Jamero, Jr.
Volume/Issue :
Volume 11 - 2026, Issue 2 - February
Google Scholar :
https://tinyurl.com/3dd7mven
Scribd :
https://tinyurl.com/3suw8bwu
DOI :
https://doi.org/10.38124/ijisrt/26feb806
Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.
Abstract :
This study investigated the effects of marketing ethics, specifically transparency, fair advertising, and product
quality, on consumer trust within the food and beverage sector. Employing a quantitative descriptive-correlational research
design, the study analyzed how ethical dimensions influence local consumer perceptions. The findings indicate that brands
are generally perceived to practice ethical marketing, with transparency and product quality consistently meeting consumer
expectations. Consumer trust was found to be high, and a strong positive correlation exists between marketing ethics and
trust, suggesting that improved ethical practices significantly bolster consumer confidence. However, regression analysis
showed that no single ethical factor acts as an isolated predictor of trust, implying that consumers evaluate brands based on
a holistic perception of ethical consistency. The study concludes that ethical behavior is a vital strategic tool for brand
credibility and recommends that marketing professionals adopt integrated ethical policies to maintain long-term consumer
loyalty.
Keywords :
Marketing Ethics, Consumer Trust, Transparency, Fair Advertising, and Product Quality.
References :
- Nekmahmud, Mst. Shuly Aktar, Sheikh Majedul Huq. Unethical Practices of Advertising in Bangladesh: A Case Study on Some Selective Products. International Journal of Economics, Finance and Management Sciences. Vol. 4, No. 1, 2016, pp. 10-19. doi: 10.11648/j.ijefm.20160401.12
- Ingram, R., Skinner, S.J. & Taylor, V.A. Consumers’ Evaluation of Unethical Marketing Behaviors: The Role of Customer Commitment. J Bus Ethics 62, 237–252 (2005). https://doi.org/10.1007/s10551-005-1899-0
This study investigated the effects of marketing ethics, specifically transparency, fair advertising, and product
quality, on consumer trust within the food and beverage sector. Employing a quantitative descriptive-correlational research
design, the study analyzed how ethical dimensions influence local consumer perceptions. The findings indicate that brands
are generally perceived to practice ethical marketing, with transparency and product quality consistently meeting consumer
expectations. Consumer trust was found to be high, and a strong positive correlation exists between marketing ethics and
trust, suggesting that improved ethical practices significantly bolster consumer confidence. However, regression analysis
showed that no single ethical factor acts as an isolated predictor of trust, implying that consumers evaluate brands based on
a holistic perception of ethical consistency. The study concludes that ethical behavior is a vital strategic tool for brand
credibility and recommends that marketing professionals adopt integrated ethical policies to maintain long-term consumer
loyalty.
Keywords :
Marketing Ethics, Consumer Trust, Transparency, Fair Advertising, and Product Quality.
