Investigating the environmental factors affecting the ethical marketing system based on the Pierce and Robinson model based on the Islamic-Iranian approach with emphasis on the food industry

Subject Areas : business management

Fatemeh noorshargh ¹ , Hasan Esmailpour ² , Hossein Safarzadeh ³ , Behrooz Ghasemi ⁴

1 - Department of business management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Department of business management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Department of business management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
4 - Department of business management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Received: 2019-05-08 Accepted : 2019-07-06 Published : 2020-03-20

Keywords: Ethical Marketing System, task environment, internal, remote, Islamic-Iranian culture,

Abstract :

Due to the importance of the market and the role of norms and values ​​in controlling it, the present study examines the environments affecting the ethical norms of marketing. Emphasis has been placed on the food industry in Isfahan province. The present study, in terms of practical purpose and in terms of nature, is descriptive-predictive of correlational type and is among the field studies. In this research, library method has been used to prepare research literature and Delphi method based on field research and questionnaire tools have been used to collect statistical data. The research questionnaire was compiled based on the components of ethical marketing according to the Iranian Islamic culture based on environments and norms and the validity of the questionnaire by content method by experts and formally by a number of statistical population and statistical method of factor analysis. Confirmed. The reliability of the whole questionnaire was confirmed with Cronbach's alpha of 0.810. The statistical population of this study included 30 members of the scientific board and marketing specialists as experts in the Delphi method and 1660 senior managers, executive managers and managers of marketing and sales of food industry in Isfahan province. The volume of the sample was estimated to be 315 according to the Cochran's formula. In the analysis of statistical data, two methods of descriptive and inferential statistics have been used in SPSS, LISREL and PLS software environments. The results and findings of the data analysis showed that; The organizational environment of the organization had a significant effect on all norms. The internal environment of the organization had a significant effect on all norms except social norms and religious norms, and the remote environment of the organization had a significant effect on all norms except individual norms.