出版社：Academy of Economic Studies - Bucharest, Romania
摘要：The research shows whether tools and instruments used for agro-food products’ marketing are moral or not. Studies on agro-food products’ marketing are available; however , none of these focuses on the ethical approach of marketing activities of agro-food compa- nies. In answering this question, a piece of qua- litative 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 agricultural marketing studies. 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 criticisms that con- sumers bring up to their marketing activities. It requires further research regarding the direction of how these decision processes might be improved in order to be more ethical to consumers.
关键词：ethical marketing; agro-food products; agricultural marketing; qualitative research
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