• Arshita Barua

Ethics is a set of morale values that govern the behaviour of people and organizations in a society. Companies are increasingly adopting ethical advertising practices by incorporating morale values. Ethical Advertisements try to attract people towards them by encouraging them to adopt the ethical values promoted. The fact that potentially unethical advertisements are reaching the marketplace suggests that current methods of evaluating advertisements may be insufficient for some today's controversial or innovative advertising strategies. Interestingly, customers are constantly prone to advertisements both directly and indirectly. However, the question arises whether these advertisements are perceived to be ethical in the customer's mind. Many researchers experts believe such uncertainty could be an indication of a downfall for the advertising industry. It is worthwhile to be aware of the ethical issues facing advertisers in order to reduce the negative perceptions towards advertisements.

Consumer behaviour and perception, Ethical Advertisements, Mindset, Age, Influence

"A Study on Consumer Behaviour Towards Ethical Advertisements", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.g420-g436, May-2025, Available :http://www.jetir.org/papers/JETIR2505740.pdf

"A Study on Consumer Behaviour Towards Ethical Advertisements", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppg420-g436, May-2025, Available at : http://www.jetir.org/papers/JETIR2505740.pdf