Investigation of the effect of ethical marketing on new product development

The purpose of the research is to investigate the impact of ethical marketing on new product development. This research, in terms of research method, is applied, field and survey. All research variables were examined in the form of a questionnaire and on a 5-point scale to determine the relationship between the proposed variables of the framework. The statistical sample of the research is 220 experts (marketing and information technology unit) of information technology and software companies in Yazd, Iran. To determine the validity of form and construct validity and to measure reliability, Cronbach's alpha coefficient and composite reliability were calculated. After completion and collection, the data needed for the research were collected and analyzed using descriptive statistics techniques and spss software version 26 and inferential statistics techniques with the help of pls statistical software version 4 with the method of structural equation modeling. The findings indicate that ethical marketing components (product-related ethics, price-related ethics, distribution-related ethics, and sales promotion-related ethics) have impact on new product development. Regarding the practical implications of the research, managers of IT and software companies in Yazd should consider ethical marketing practices to ensure new product development through relationship building and facilitating long-term loyalty to the company.