Essays on The Impact of Marketing Ethics on Consumers Research Proposal

Download full paperFile format: .doc, available for editing

The paper “ The Impact of Marketing Ethics on Consumers“ is a  convincing variant on research proposal on marketing. A lot of unethical business practices have been evidenced in the business in the 21st century. The marketing practiced by a firm is capable of creating a positive image and enhance trust. This is through the use of acceptable practices and meeting the customer's ethical expectations (Murphy, 2010). Apple Inc. is one of the most successful companies in consumer electronics such as smartphones, computers and other accessories. The Apple brand is seen to portray innovation, prestige, and quality.

At the moment, Apple is one of the most valued brands globally with its value estimated at $153 (Margaret, 2013). The firm has been very successful in marketing their products globally. Despite the success, apple has faced several ethical challenges. One area that the firm has faced challenged is ethical marketing. The firm has been accused of unethical marketing campaigns during the promotion of their new products in the market. Although the firm knows what the consumer needs, their behavior and what is acceptable, they have been facing challenges in ethical marketing. Research problemMarketing ethics is a vital aspect of business success (Carrigan and Attalla, 2001).

Despite this, there has been a rise in unethical marketing practices being portrayed by successful firms such as Apple. Apple has faced a lot of criticism due to its labor practices and unethical marketing practices (Goldman, 2015). Despite this, Apple has been very successful in marketing their products to consumers. This makes it important to determine the impact the marketing ethics has on its consumers. The literature points out that marketing ethics have an impact on consumers (Murphy, 2010).

This research will help in determining the role that marketing ethics has on consumers based on the Apple case. Research aim & objectiveGeneral objective The research aims are to determine and explore the role of marketing ethics on consumers with a focus on Apple Inc. To achieve this, the study proposes to gather data and literature on marketing ethics and their impact on the consumer. Specific objectives To determine the role played by the marketing ethics on consumers based on apple Inc. To determine the validity of the theoretical perspective on marketing ethics Analyze Apple Inc.

data from apple annual reports while at the same time counterchecking on the marketing ethics by the company. Scope of the study The organization under research in this study is Apple Inc. This is through analyzing the company sales data, marketing ethics, and annual reports for a period of 5 years. The study also aims to get data from interviews, questionnaires, observation and marketing ethics literature. HypothesesThis study is based on the following hypothesis: H1- Misleading advertising has a great impact on consumer purchase behavior- Through the use of misleading advertisement the firm damages its reputation which leads to a reduction in sales.

Apple lost some of its consumers due to misleading advertisements on its iPhone and Siri.   H2-The environmental care portrayed by a firm has a significant role in consumer purchasing behavior. A firm which cares for the environment in their marketing campaigns is able to influence the consumer purchasing behavior positively. The hypothesis will test whether Apple has gained or lost customers due to their environmental ethics.


Andreasen, A.R., 2001. Ethics in social marketing. Georgetown University Press.

Bartholomew, K., Henderson, A.J., and Marcia, J.E., 2000. Coded semistructured interviews in social psychological research. Handbook of research methods in social and personality psychology, pp.286-312.

Berg, B.L., Lune, H. and Lune, H., 2004. Qualitative research methods for the social sciences (Vol. 5). Boston, MA: Pearson.

Brenkert, G.G., 2008. Marketing ethics (pp. 178-193). Blackwell Publishers Inc.

Brinkmann, J., 2002. Business and marketing ethics as professional ethics. Concepts, approaches, and typologies. Journal of Business Ethics, 41(1-2), pp.159-177.

Carrigan, M. and Attalla, A., 2001. The myth of the ethical consumer-do ethics matter in purchase behavior?. Journal of consumer marketing, 18(7), pp.560-578.

Cherry, J. and Fraedrich, J., 2002. Perceived risk, moral philosophy, and marketing ethics: mediating influences on sales managers' ethical decision-making. Journal of Business Research, 55(12), pp.951-962.

Chonko, L.B., and Hunt, S.D., 2000. Ethics and Marketing Management: A Retrospective and Prospective Commentary. Journal of Business Research, 50(3), pp.235-244.

Creyer, E.H., 1997. The influence of firm behavior on purchase intention: do consumers really care about business ethics?. Journal of Consumer Marketing, 14(6), pp.421-432.

DesJardins, J.R., Hadida, S., Dequenne, E., Bellucci, M., Cassel, V., Grandpierre, R., Gans, C., Cabel, S., Le Bihan, S., Renifer, J. and Dacascos, M., 2003. An introduction to business ethics. New York: McGraw-Hill.

Dubinsky, A.J. and Loken, B., 1989. Analyzing ethical decision making in marketing. journal of Business Research, 19(2), pp.83-107.

Elo, S. and Kyngäs, H., 2008. The qualitative content analysis process. Journal of advanced nursing, 62(1), pp.107-115.

Gaski, J.F., 1999. Does marketing ethics really have anything to say?–A critical inventory of the literature. Journal of Business Ethics, 18(3), pp.315-334.

Gliem, R.R. and Gliem, J.A., 2003. Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education.

Goldman, D. 2015, “Apple sued because iPhone isn't really 16 GB”, BBC money, January 2, 2015, Retrieved 13th March 2016 from,

Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field methods, 18(1), 59-82.

Hsieh, H.F. and Shannon, S.E., 2005. Three approaches to qualitative content analysis. Qualitative health research, 15(9), pp.1277-1288.

Hunt, S.D. and Vitell, S.J., 2006. The general theory of marketing ethics: A revision and three questions. Journal of Macromarketing, 26(2), pp.143-153.

Knox, S. and Burkard, A.W., 2009. Qualitative research interviews. Psychotherapy Research, 19(4-5), pp.566-575.

Krippendorff, K., 2012. Content analysis: An introduction to its methodology. Sage.

Leech, B.L., 2002. Asking questions: techniques for semistructured interviews. Political Science & Politics, 35(04), pp.665-668.

Leech, N.L., and Onwuegbuzie, A.J., 2008. Qualitative data analysis: A compendium of techniques and a framework for selection for school psychology research and beyond. School Psychology Quarterly, 23(4), p.587.

Morse, J. M. (1994). Emerging from the data: The cognitive processes of analysis in qualitative inquiry. Critical issues in qualitative research methods, 346, 350-351.

Murphy, P.E., 2002. Marketing ethics at the millennium: Review, reflections, and recommendations. Retrieved August, 28, p.2010.

Murphy, P.E., 2010. Marketing, Ethics of. Wiley Encyclopedia of Management

Neuendorf, K.A., 2002. The content analysis guidebook. Sage.

Nill, A. and Schibrowsky, J.A., 2007. Research on marketing ethics: A systematic review of the literature. Journal of Macromarketing, 27(3), pp.256-273.

Patton, M.Q., 2005. Qualitative research. John Wiley & Sons, Ltd.

Rowley, J. (2012). Conducting research interviews. Management Research Review, 35(3/4), 260-271.

Sandelowski, M., 1995. Sample size in qualitative research. Research in nursing & health, 18(2), pp.179-183.

Schreier, M., 2012. Qualitative content analysis in practice. Sage Publications.

Silverman, D. ed., 2010. Qualitative research. Sage.

Singh A. 2012, Is Apple Misleading The World With Unethical Portrayal Of Siri?, Dazeinfo, March 13, 2012, unethical-portrayal-of-Siri/

Margaret, K., 2013. Apple Computer: A case study. Docs. school Publications.

Singhapakdi, A., Karande, K., Rao, C.P. and Vitell, S.J., 2001. How important are ethics and social responsibility?-A a multinational study of marketing professionals. European Journal of Marketing, 35(1/2), pp.133-153.

Whysall, P., 2000. Marketing ethics–an overview. The Marketing Review, 1(2), pp.175-195.

Williams, O.F. and Murphy, P.E., 1990. The ethics of virtue: A moral theory for marketing. Journal of Macromarketing, 10(1), pp.19-29.

Download full paperFile format: .doc, available for editing
Contact Us