Retailing Ethics Of Selected Online Stores As Perceived By The Consumers In Doha, State Of Qatar

Abstract: Introduction: Retailing ethics is critical in shaping consumer trust and loyalty, especially in onlinecommerce, where ethical concerns such as Privacy, Security, and deceptive practices impact consumerbehavior. The objective of this study was to assess the retailing ethics of selected online stores in Doha, Stateof Qatar, as perceived by consumers based on the six ethical dimensions: Privacy, Security, Reliability, Non-deception, Service Recovery, and Shared Value. Methodology: A descriptive-comparative research designwas employed, utilizing a validated and reliable survey instrument adapted from the research paper,'Development and Validation of an Instrument to Measure Online Retailing Ethics: Consumers' Perspective'by Agag et al. Data was collected through online and physical surveys with 117 respondents. The instrumentunderwent content validation and reliability testing using Lawshe's content validity ratio and Cronbach'sAlpha, where the research was validated and found reliable. Statistical analysis, including T-test, wasconducted to determine significant distinctions in consumer perception based on age and sex. Results: Theresults indicated that consumers generally perceived online retailers as ethical, though concerns persistedregarding deceptive marketing and service recovery. Younger consumers valued Security, Reliability, andService Recovery more positively than older consumers, suggesting differences in trust levels across agegroups. However, perceptions did not significantly vary according to sex, indicating a consistent ethicaloutlook between male and female consumers. Discussion: The study underscored the significance of ethicalstandards in online retail, stressing the importance of openness, honest marketing, and practical strategies foraddressing service issues. The results offered valuable guidance for online retailers aiming to strengthenconsumer confidence and improve overall satisfaction. Conclusion: To foster consumer trust and long-termloyalty, online retailers must prioritize ethical business practices, particularly in addressing deceptivemarketing. Enhancing transparency, improving communication, and reinforcing ethical policies will becrucial in strengthening consumer confidence. These improvements can help online businesses build astronger reputation and ensure sustainable growth in the competitive e-commerce industry.