that influence the purchasing decision of consumer products. Ethical factors that encourage or discourage a consumer to purchase a product or service include privacy and security, sales tax and legal regulations, reputation and brand promoted, personal interest and the value of the product offered, merchant guarantee and return policy, past communication with consumers, accurate description of the product and quality, support for local and United States products, green initiatives and environmental concerns and cost and convenience of the product offered. The research differs from past research because ethical factors are obtained from consumers and are not based solely on organizational profits. The results are valuable because they provide organizational leaders with increased understanding of the viewpoints of consumers and a proposed model for improvement of relationships with consumers.
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