Author(s)

Wan Liu, Zhongxiang Zhao

Corresponding Author

Wan Liu

Abstract

Although the theoretical literature of marketing ethics is quite rich, the research on enterprise marketing ethics from the perspective of consumers is relatively scarce. This paper attempts to solve these two problems through empirical analysis from the perspective of consumers. First of all, when consumers judge the marketing ethics of enterprises, they pay more attention to which indicators and how much they pay attention to each indicator. Second, whether different consumers have different understanding, that is, the influence of demographic factors on consumers' moral cognition.

Keywords

Marketing Ethics, Demographic Factors, Factor Analysis, Variance Analysis