The Role of Ethical Practices in Shaping Consumer Perceptions: Evidence from Leading Albanian Companies

Abstract

This study explores the relationship between ethical business practices and consumer perceptions, using empirical data from the largest companies in Albania. Structured interviews were conducted with marketing managers and directors to evaluate how internal ethical dimensions—such as honesty, political ethics, environmental responsibility, and social accountability—correlate with consumer perception indicators including service quality, privacy, and security. Results from the correlation analysis reveal strong positive relationships, particularly between political ethics and consumer security, as well as between social responsibility and service quality. These findings highlight the strategic importance of ethical conduct in shaping consumer trust, satisfaction, and brand perception. The study provides timely evidence for companies operating in transitional economies, emphasizing that ethical integrity is not only a moral obligation but also a valuable business asset. Practical implications for business leaders and policymakers are discussed, alongside limitations and directions for future research.