Examining the Impact of Brand Ethical Claims on Consumer Ethical Behavior and Willingness to Purchase Ethical Products

Objective

The primary objective of this research was to investigate the impact of brand ethical claims on customers' ethical consumption behavior and their purchase intention toward ethical products. In an era where consumers increasingly prioritize sustainability, transparency, and social responsibility, understanding how ethical claims influence consumer behavior is critical for brands aiming to align with these values. Specifically, the study focused on exploring whether ethical claims made by brands can foster trust, enhance brand image, and ultimately drive the adoption of ethical products. The research sought to provide actionable insights for companies, particularly those in the consumer goods sector, to strengthen their ethical branding strategies and promote sustainable consumption patterns. By examining the case of Pegah Golestan Company, a prominent producer of consumer goods, the study aimed to contribute to the growing body of literature on ethical marketing and consumer behavior, while offering practical recommendations for businesses to leverage ethical claims effectively.

Methodology

This research adopted a quantitative, descriptive-survey approach with an applied orientation, aiming to provide practical implications for businesses. The target population consisted of all customers consuming products from Pegah Golestan Company in Golestan, Iran. Based on Morgan’s sample size table, a sample of 384 customers was selected using a non-probability convenience sampling method, ensuring accessibility and representativeness within the study’s constraints. Data were collected through a standardized questionnaire designed to measure variables such as perceptions of ethical claims, ethical consumption behavior, and purchase intention. The questionnaire’s reliability and validity were pre-tested to ensure accuracy in capturing the intended constructs. For data analysis, descriptive statistics, including mean and standard deviation, were employed to summarize the data. Inferential statistics were conducted using SPSS and SmartPLS 3 software to test the research hypotheses, specifically focusing on the structural relationships between ethical claims, ethical consumption behavior, and purchase intention. The use of partial least squares structural equation modeling (PLS-SEM) in SmartPLS allowed for robust analysis of the complex relationships among latent variables, ensuring the reliability of the findings.

Findings

The results of the study revealed a significant and positive relationship between brand ethical claims and customers’ ethical consumption behavior. Specifically, customers who paid attention to the ethical claims made by Pegah Golestan Company demonstrated a higher likelihood of engaging in ethical consumption practices and expressing purchase intention toward ethical products. The statistical analysis confirmed that ethical claims significantly influenced consumer trust, which in turn mediated the relationship between ethical claims and purchase intention. Customers who perceived the brand’s ethical claims as transparent and authentic were more inclined to trust the brand, leading to increased loyalty and preference for its ethical products. Furthermore, the findings highlighted that ethical claims emphasizing sustainability, fair trade, and social responsibility resonated strongly with the sample population, reinforcing their decision to choose ethical products over conventional alternatives. The study also identified that the clarity and consistency of ethical claims were critical factors in shaping consumer perceptions, with vague or unsubstantiated claims potentially undermining trust. Overall, the results underscored the pivotal role of ethical claims in driving ethical consumption and fostering positive consumer-brand relationships.

Conclusion

This research provides compelling evidence that brand ethical claims play a crucial role in shaping customers’ ethical consumption behavior and purchase intention. The findings suggest that brands, particularly those in the consumer goods industry like Pegah Golestan, should prioritize transparency, authenticity, and consistency in their ethical claims to build consumer trust and encourage ethical purchasing decisions. By aligning their marketing strategies with ethical values, brands can enhance their image, strengthen customer loyalty, and contribute to sustainable consumption trends. The study’s implications extend beyond the specific context of Pegah Golestan, offering broader insights for businesses seeking to integrate ethical considerations into their branding efforts. To maximize the impact of ethical claims, companies should invest in clear communication, third-party certifications, and tangible actions that substantiate their claims, thereby fostering consumer confidence. Future research could explore the moderating effects of demographic factors or cultural contexts on the relationship between ethical claims and consumer behavior, as well as the long-term impact of ethical branding on brand equity. In conclusion, ethical claims represent a powerful tool for brands to differentiate themselves in competitive markets, promote ethical consumption, and contribute to a more sustainable future