OICC Press Agricultural Marketing and Commercialization 2676-7570 9 1 2025 07 17 Identifying Customer Eye Catching Behavior Patterns Based on Ethical Marketing (Cosmetic Industry) 10.57647/j.amc.2025.090111 EN Sina Taghizadeh Department of Business Administration – Marketing, University of Tehran, Kish International Campus, Iran https://orcid.org/0000-0002-4153-4338 Shadi Azimigohar Department of New Business, University of Tehran, Kish International Campus, Iran https://orcid.org/0009-0005-0744-9454 Journal Article 2025 07 17 Nowadays, to retain and attract customers, the primary goal is identifying the best customers and their purchasing behavior. Hence, the present study identifies the customer purchasing behavior pattern based on ethical marketing (case study: cosmetic industry). The method of this study is a quantitative survey. In this study, data are collected using a researcher-made questionnaire. Its face validity is confirmed by the expert professors and its factor validity is confirmed using a confirmatory factor analysis test. Its factor load is obtained higher than 0.3. Its reliability is validated through Cronbach's alpha test, yielding a value above 0.8 for both marketing components and customer purchasing behavior patterns. The statistical population of this study consists of approximately 100 managers from Iran's cosmetic industry. They are selected using convenience random sampling. A sample size of 80 people is selected to answer the research questions. The data analysis tool is SPSS 23 and Lisrel 8.5 software. The results revealed that ethical marketing positively (by about 0.38) affects the purchasing behavior pattern of cosmetic industry customers with 99% confidence. Among the components of ethical marketing, the empathy component had the highest impact on the development of frugal behavior patterns and the complex purchasing behavior pattern of cosmetic industry customers. The results also showed that the dominant patterns of purchasing behavior of cosmetic industry customers in Iran are frugal purchasing behavior, analytical behavior, and variety-seeking behavior patterns, respectively.