Forming the ethical infrastructure of the market: the interconnection of consumer rights protection, business ethics, and marketing

Abstract

This article examines the concept of the ethical infrastructure of the market as an important element of the modern market economy, its formation, and its peculiarities. It identifies that the main components of this issue are institutions, norms, rules, and mechanisms that ensure responsible and environmentally sustainable business practice. Special attention is given to the analysis of consumer protection as a key direction for ensuring fair and transparent market relations. The primary laws that enterprises should rely on for positive relationships with customers are established, highlighting essential customer rights: the right to safely, the right to information, the right to choose, and the right to compensation for damages. The role of government agencies in monitoring compliance with consumer rights is discussed, along with the challenges facing this system in the context of economic digitalization.

This work also substantiates the importance of business ethics for establishing trustful relationships with clients, outlining the main ethical principles of conducting business, their content, manifestation in marketing activities, and significance for consumers and brands as a whole. The interaction of elements such as consumer rights protection, business ethics, and marketing is revealed, which manifests through the implementation of principles of honesty, transparency, and responsibility in the marketing activities of enterprises.

It is noted that ethical marketing serves as an important tool for building consumer trust and enhancing the competitiveness of enterprises. The research also identifies certain challenges for businesses related to the development of e-commerce and digital technologies, particularly issues of personal data protection and unfair marketing practices.