Ethics of marketing communications in the coffee shop market of Almaty: influence of consumer perception

This article comprehensively analyzes the impact of ethical aspects of marketing communications on consumer perception in the coffee shop market in Almaty. The main goal of the study is to determine the influence of ethical marketing principles on consumer trust and loyalty, and to highlight their significance in shaping a coffee shop’s reputation. The research includes a comparative review of consumer feedback for internationally recognized coffee shops like Starbucks and Costa Coffee, as well as the local Urbo Coffee. Consumer reactions to marketing communications were analyzed based on reviews from Google Maps and 2GIS platforms. The article explores key principles of marketing ethics–transparency, fairness, honesty, consumer rights protection, and social responsibility– and discusses how each contributes to building consumer trust. Additionally, the study highlights the importance of emotional connection between coffee shops and customers, consistent feedback, service culture, and fulfilling brand promises. The findings demonstrate that adherence to ethical marketing practices strengthens consumer loyalty and enhances brand reputation. The study also emphasizes the need for coffee shops to revisit their marketing strategies and integrate ethical values into their communications. Keywords such as “lie,” “deception,” “not accurate,” “manipulation,” “unfair pricing,” “disrespect,” “empty promises,” and “PR only” were analyzed to identify negative consumer experiences, even with global brands. The conclusion provides specific recommendations for improving ethical marketing practices.