Do Marketing Ethics Matter in formulating Consumer’s Purchase Intention? Evidence From the Sultanate of Oman

Abstract

This study investigates the factors that affect customers’ purchasing intention to adopt shopping platforms in Oman. A conceptual model was developed after extensively reviewing related literature. An adapted questionnaire was developed and used to collect data from customers who have experience using digital platforms. One hundred and twelve responses were received through a convenient sampling method. The Partial Least Square (PLS) software analysed and validated the data. The findings showed that unethical marketing practices significantly affect the perceived risk of product scarcity and the intention to adopt digital platforms. As a result, several recommendations were made to the relevant authorities, including the Ministry of Commerce, Industry, and Investment Promotion, to understand and explore the aspects of deception that digital platforms use and develop and pass legislation in line with and ensure fair competition.