Compliance in Consumer Relations: Analysis of the Ethical Guidelines and Standards of the North American Supermarket Chain Whole Foods

Abstract

The present article aims to analyze the institutional guidelines, ethical standards and conduct of the North American multinational supermarket chain Whole Foods, as well as its commercial policies, in order to deepen in a new paradigm of business activity based on the compliance of consumer relations. In this context, the business model under examination encompasses a trade only in natural, organic products and without artificial additives, combining intrinsic values ​​and extrinsic behaviours, in order to involve an institutional role and the protagonist of the company's social function, especially in the bond of trust with suppliers and consumers. Thus, by means of a scientific synthesis, this article will use the research method of bibliographic exploration, based on the analysis of references of articles and pertinent bibliographic studies.