Formation of consumer preference based on ethical values

The article reveals the challenge for a new understanding of modern market behavior. In the context of the transformation of the political life of the entire world community, a conceptual basis for the creation of interstate unions is proposed for consideration, for the development, preservation and effective management of territories and markets. It is based on fundamental ethical values that will help achieve harmony of national and interstate interests. Despite the creation of ethical codes for manufacturers, they are local or industry in nature. Business models of entrepreneurial activity have their own characteristics. The Russian Federation occupies a special role, as it is able, thanks to its vast territory and multinationality, to organically combine them all. The article attempts to cluster consumer behavior, depending on its role model. The authors offer recommendations for developing a strategy for entering the target market in accordance with the proposed concept of “mutual complementarity”.