How fast‐food and beverage companies, which are driven by capitalism, adopt the ethical product, price, promotion, and place strategies to influence consumers' perceived value and purchase intentions. Results from hypotheses testing show the ethical aspects of fast food and beverage companies' marketing strategies highly influence consumers' perceived value of products and further prove perceived value positively influences consumers' purchase intentions. These findings will educate fast food and carbonated beverage companies on the ethical problems of marketing unhealthy foods. Our results also lead to fast food and carbonated beverage companies to reconsider their marketing strategies for the improvement of this serious situation that can be tied to capitalism.