The purpose of this study is to investigate the perceptions of Iraqi consumers towards ethical consumption with a special focus on understanding the diverse motives and perspectives of different groups of women. Considering the complexity of ethical purchase behavior, and through the utilization of Q-methodology, this study aims to comprehend the varied viewpoints and fundamental elements that impact the attitudes and actions of women towards ethical consumption behaviors. The objective is to enhance the conceptual comprehension of consumer behavior in Iraq and offer actionable recommendations for marketers, policymakers, and stakeholders keen on advancing ethical consumption trends in the area. Q-methodology, an integration of qualitative and quantitative methodologies, is utilized to capture the diverse perspectives of Iraqi women. By conducting systematic sorting and ranking of statements extracted from interviews and focus groups, the research sought to clarify the fundamental factors shaping women's attitudes towards ethical consumption. The results of this research show that in the traditional society with mostly Muslim population of Iraq, there are different motivations for different groups of women that create the desire for ethical consumption in the women of this society. For example, for an informed women, environmental motivations and altruism are effective, and for traditional women, social norms and religious laws are more effective, and for young women of the Z generation, social networks and peer groups are motivating. However, there is a group of women who are not affected by these stimuli and are indifferent to ethical consumption. The implications of this study will help marketers, policy makers and stakeholders interested in promoting ethical consumption in Iraq. Understanding the different perspectives of female consumers who have a high influence in society can help to develop targeted strategies to strengthen sustainable and socially responsible consumption patterns in the region. This study demonstrates the importance of specific contextual research in exploring consumer behavior in diverse cultural landscapes. By elucidating the complexities of women's purchase intentions in Iraq, this research contributes to both theoretical understanding and practical efforts to promote ethical consumption.
