Ethical marketing involves moral aspects of marketing. The topic covers all areas from sourcing raw materials to selling to consumer. Due to greater consumer awareness, buyers seek products which are ethically produced and marketed. Consumers’ views on ethics are influenced by their culture, education, experience, social and economic status, background, religion, community, peers, family upbringing and country. If any company decides on ethical marketing- The term “Ethical marketing” needs to be clearly defined in the context. The branch of ethics to support needs to be determined. Method of implementing ethical methods of marketing needs to be decided. Areas of ethical operations like suppliers, customers, production techniques or whole supply chain should be decided. Although there are several dimensions related to ethical marketing. More general ones are considered in this review focused on retail sector.

Retailers should be aware of how their behaviour may influence or impact on the behaviour of others in organizational relationships. They should not demand, encourage or apply coercion to obtain unethical behaviour in their relationships with others such as employees, suppliers or customers. Some of the aspects about which the retailer needs to be mindful of are as follows:

Honesty: Ethical executives are honest and truthful in all their dealings and they do not deliberately mislead or deceive others by misinterpretations, overstatements, partial truths, selective omissions, or any other means.

Integrity: Ethical executives demonstrates personal integrity and the courage of their convictions by doing what they think is right even when there is great pressure to do otherwise. They will not sacrifice principles of expediency, be hypocritical or unscrupulous. Promise-keeping and

Trustworthiness: Further they are worthy of trust, candid and forthcoming in supplying relevant information and correcting misapprehensions of fact. Also they make every reasonable effort to fulfill the letter and spirit of their promises and commitments.

Loyalty: Ethical executives who are trustworthy demonstrate fidelity and loyalty to persons and institutions by friendship in adversity, support and devotion to duty; they do not use or disclose information learned in confidence for professional advantage.

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