Evaluation of Truthfulness Index in the Dairy Products Market in Mashhad

Evaluating the grade of observing moral standards governing the market plays a fundamental role in the policy-making of improving market conditions. The present paper assesses the index of truthfulness in order to study the grade of observing morality in Mashhad dairy market. This index includes a set of parameters of business morality and a number between zero and one. A compound method based on interviews, questionnaires and available data was used to estimate the index of truthfulness in the wholesale dairy market in Mashhad. The results show that the index of truthfulness in Mashhad dairy market is about 0.54867. Among the most important reasons why the index of truthfulness is low are traditional stockbreeding and primitive culture of consuming dairy products. Therefore, the main concern of government should be to develop the culture of consuming dairy products, modernize stockbreeding and increase the quality of produced milk in order to improve the index of truthfulness.