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This is a Structural Equation Modeling study (also classified as: Observational).

September 10, 2025Open Access

Consumer Perception and Brand Loyalty: The Role of Ethical Marketing in the Digital Age - A Structural Equation Modeling Approach

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A significant positive relationship exists between ethical marketing practices and brand perception.
Trust serves as a critical mediating variable in the relationship between ethical marketing and brand loyalty.
Data from 487 consumers demonstrated strong reliability and validity in measuring ethical marketing impacts.
Digital platforms amplify both benefits and repercussions of ethical marketing, significantly moderating these effects.

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Quantitative analysis reveals ethical marketing enhances brand perception, suggesting trust is key in digital contexts.

BHARATHI BHARATHI (2025) studied this question.

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