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Consumer'S Perceptions About Ethics In Agro-Food Products' Marketing

Listed author(s):
  • Istudor Nicolae


    (Academy of Economic Studies, Bucharest)

  • Turek Adrian


    (Institute of research and development for the Agricultural Economy and Rural Development, Bucharest)

Registered author(s):

    The research shows whether tools and instruments used for agro-food products’ marketing are moral or not. Studies on agro-food products’ marketing are available; however , none of these focuses on the ethical approach of marketing activities of agro-food compa- nies. In answering this question, a piece of qua- litative research is carried out on customers, focusing on their perceptions whether marketing is moral or not. The respondents were chosen among clients of hypermarkets, having a background in agricultural marketing studies. The reasons that support this choosing are that theY may critically assess the marketing activity and they have a better level of understanding the questions contained in the guide of discussion. The results show that consumers perceive some activities of agro-food producers less moral in those regarding products’ content, packaging, price, and promotion. This conclusion has implications for processes of decision making on marketing that agro-food companies should take into account. Managers of these companies should know the criticisms that con- sumers bring up to their marketing activities. It requires further research regarding the direction of how these decision processes might be improved in order to be more ethical to consumers.

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    Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

    Volume (Year): 10 (2008)
    Issue (Month): 23 (February)
    Pages: 92-96

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    Handle: RePEc:aes:amfeco:v:10:y:2008:i:23:p:92-96
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