The role of ethical behavior in adopting pink marketing (An exploratory study of the opinions of a sample of workers in a number of large shopping malls in the province of Najaf)

Abstract

The current research seeks to explore the nature of the relationship between the two variables of ethical behavior as an independent variable and pink marketing as a dependent variable, in the context of reducing or bridging the knowledge gap between them. This research comes as a result of the spread of the phenomenon of using immoral pink marketing mix based on provoking the innate tendencies of female customers and not providing a special marketing environment for them that takes into account their social and legal rights. The requirements of this research were completed by surveying the opinions of a purposive sample of workers in a number of large shopping malls in the province of Najaf.

Keywords

• السلوك الأخلاقي، التسويق الوردي، والمولات التجارية الكبيرة في محافظة النجف الأشرف.