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Abstract

This study aimed to identify the degree of unethical marketing practices in the retail markets in the northern West Bank and consumers’ acceptance, and their relation to some variables. The researcher adopted the descriptive approach, and developed a questionnaire to measure The degree of unethical marketing practices, and distributed it on an appropriate sample of consumers, the sample size consisted of (226) consumers. The study found that there is a high degree of perception by consumers about unethical marketing practices in the retailing markets of the northern West Bank. Also, there was a low degree of consciousness to accept the deception, and a moderate availability of control against such deception, the study showed that there were no significant differences in the degree of unethical marketing practice due to the variables of gender and educational level. Moreover, the study results showed that there are significant differences in the degree of unethical marketing practices for high income and older consumers. On the light of the study findings, the researcher recommended of the activation of consumer protection associations in the national markets, moreover, the researcher recommended that government need to be supported in monitoring the local market, and protect the citizens from marketing ploys and falling victim to the manipulation of various kinds.