Percepţiile consumatorilor privind etica în marketingul produselor agroalimentare

Abstract

The research „Consumers’ perceptions about ethics in agro-food products’ marketing” shows whether tools and instruments used for agro-food products’ marketing are moral or not. Studies on agro-food products’ marketing are avaible; however, none of these focuses on the ethical approach of marketing activities of agro-food companies. In answering this question, a piece of qualitative 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 the consumer experience. 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 criticism that consumers bring up to their marketing activities.