Authors : Tasnia Husne Afrin; Atia Ahmed; Md. Sazedur Rahman; Md. Sirajum Monir Proteek

Volume/Issue : Volume 11 - 2026, Issue 5 - May

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Google Scholar : https://tinyurl.com/bdhf7aes

Scribd : https://tinyurl.com/ye2a58ux

DOI : https://doi.org/10.38124/ijisrt/26May735

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

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Abstract : This study investigates how consumer awareness of ethical marketing practices influences brand preference. Grounded in ethical marketing theory and the conceptual framework of transparency, environmental sustainability, and product safety, the research adopts a quantitative, cross-sectional survey design. Data were collected from 418 respondents via a structured questionnaire using a five-point Likert scale. Reliability analysis confirmed high internal consistency across all constructs (Cronbach's α = 0.829–0.897). Pearson correlation analysis revealed strong positive associations between all three ethical marketing dimensions and brand preference (r = 0.634–0.733, p < 0.001).

Keywords : Ethical Marketing, Brand Preference, Consumer Awareness, Environmental Sustainability, Transparency, Product Safety, Corporate Social Responsibility.

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