Ethical Brand Impact on the Behavior of Food Products Consumers in Rasht

This study has tried to link areas of business ethic, marketing and brand management to each other; and for the first time in Iran, it has shown that there is a relationship between ethical principles that consumer perceives from a company's brand and his/her behavior and reaction to that brand. For this purpose, in this study the impact of ethical principles perceived by consumer on trust, affect, and loyalty to the brand were examined. The statistical population of the study encompasses all consumers of food products in the city of Rasht. This study has used convenient sampling method to select. sample. Also, questionnaire has been used to collect information, and structural equation modeling has been used to analyze data and test research hypotheses. This study is a correlation type, in terms of methodology and nature; it is a survey, in terms of implementation, and also it is an applied research in terms of target. The researchs results show that perceived ethical principles by consumer has a positive effect on trust and affect to the brand. Also, affect to the brand has a positive effect on trust to the brand. Furthermore, trust and affect to the brand have also a positive effect on loyalty to the brand.