The role of ethical marketing issues in consumer brand relationship

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Increased ethical marketing strengthens consumer brand loyalty by fostering deeper connections with consumers.
The research employs regression modelling and EFA and CFA to analyze data from 650 millennials and Gen Z consumers.
Ethical concerns like honest product labeling and fair pricing are crucial in shaping consumer perceptions of brands.
Integrating ethical considerations into marketing strategies is fundamental for building trust and long-term brand equity.

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Ethical marketing influences brand loyalty in consumers aged 18–35, highlighting the importance of transparency and accountability.

Esha Mehta (2025) studied this question.

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