Designing an Ethical Marketing Process Model with the Approach of Strengthening the Intention of Customers to Buy

Ethical marketing is more of a philosophy than a marketing strategy. In this way, employers seek to promote honesty, fairness and commitment in their advertising. The present study was conducted with the aim of providing a model of ethical marketing process with the approach of strengthening the intention of customers to buy in the field of agricultural bank services.

This qualitative research was applied with a survey-exploratory approach. The statistical population consisted of a group of experts including senior managers of agricultural banks, university professors in the field of marketing and marketing consultants familiar with the banking industry. Purposeful non-probability sampling method was used to select the sample and 11 experts were selected as the sample. The main tool for data collection was in-depth and unstructured interviews. Open, axial and selective triple coding were used for analysis.

The results showed the extraction of 130 primary concepts that after reviewing and eliminating duplicate concepts, 36 concepts were identified and placed in 14 categories.

The research model showed that the core is to attract customer attention. In this direction, four causal factors, the emphasis on ethics in advertising message design, the emphasis of advertising message on competitive advantages, the persuasive power of advertising message and the power of advertising message are influential. There are two main strategies in the model: motivating customers to spread the word of mouth and the systematic dissemination of the message through social media, which have two underlying factors as well as two intervening factors affect the model strategies. The three important consequences of this process will be to promote purchasing intent, strengthen the brand, and increase loyalty.