Document Type : Research Paper
Authors
1
PhD student, Department of business management, Science and research Branch, Islamic Azad University, Tehran, Iran.
2
Assistant Professor, Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran. (Corresponding Author)
3
Associate Professor, Department of business management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
10.30471/rsm.2026.11924.1572
Abstract
Ethical concerns in C2C e-commerce, driven by interactive dynamics, information asymmetry, and limited regulatory mechanisms, pose significant challenges to building trust and sustaining online transactions. This study aims to develop a model for explaining the dimensions of ethical behavior among second-hand sellers. Adopting a qualitative approach and interpretive paradigm, this research utilized the grounded theory method. Data were collected via semi-structured interviews with 16 experts—including academics, digital marketing specialists, and professional sellers—until theoretical saturation was reached, and analyzed using MAXQDA 2020. Findings are structured within a six-fold paradigmatic model: 1. Causal Conditions: Individual moral capital, altruism, and social responsibility; 2. Contextual Conditions: Social culture, business environment, and legal framework; 3. Core Phenomenon: Ethical selling behavior (integrity and customer respect); 4. Strategies: Empathy, risk reduction, honesty, and customer support; 5. Intervening Factors: Customer ignorance, seller unethical behavior, and user experience; 6. Consequences: Customer trust, loyalty, positive word-of-mouth, and platform strategic benefit. The results demonstrate that ethical selling behavior is a function of both individual seller traits and the platform’s structural conditions. This model offers insights for policymakers and platform managers to design ethical frameworks that enhance the integrity and sustainability of online transactions.
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