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Web of Proceedings - Francis Academic Press

Moral Perception and Consumer Perspective of Enterprise Marketing Behavior

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DOI: 10.25236/edbm.2020.181


Wan Liu, Zhongxiang Zhao

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Wan Liu


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.


Marketing Ethics, Demographic Factors, Factor Analysis, Variance Analysis