Explaining the Role of Mixed Ethical Marketing in the Consumer Relationship with the Ethical Brand and Value Creation in the Corona Conditions

 Due to the increasing growth of online shopping in the Corona era, people's sensitivities to ethical marketing have increased. The purpose of this study is to investigate the effect of ethical marketing mix in the relationship between consumer consumption and ethical brand and value co-creation with respect to the mediating role of communication quality in corona conditions.

 This is a descriptive-correlational study that was conducted on 400 online consumers in Isfahan. Sampling was done by convenient method. To collect data, these questionnaires were used: mixed variable questionnaires of ethical marketing by Jin and Lee (2019) and Kumar (2016), consumer relationship with brand of Jin and Lee (2019). Becerra & Badrinarayanan (2013) and the quality of communication and value co-creation by Nadeem et al. (2020). Structural equation modeling using Smart PLS 2.0 software was used to analyze the data.

Ethical Considerations: 

In all research processes, honesty, trustworthiness and confidentiality have been observed.

 Findings showed that Ethical product at the rate of 0/292, ethical price at the rate of 0/167, ethical promotion at the rate of 0/119 and ethical distribution at the rate of 0/275 has a positive and significant effect on the consumer relationship with the ethical brand. Consumer relationship with ethical brand is 0/587 effective on communication quality. Consumer relationship with ethical brand of 0/461 and quality of communication of 0/235 has a positive and significant effect on value co-creation. Communication quality serves as the mediator of the impact of the consumer relationship with the ethical brand and value co-creation.

 Ethical marketing mix affects the consumer relationship with the brand and the quality of communication and the consumer relationship with the brand affect value co-creation. Communication quality is the mediator of the consumer relationship with the brand and value co-creation; Therefore, these results help managers and marketers to pay special attention to the mixed strategies of ethical marketing and to be able to influence the consumer-brand relationship in corona conditions and co-create values through quality communication while observing ethics in marketing.