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Ethics in Marketing Research: Their Practical RelevanceJournal of Marketing Research, 11
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Posits that although behaving “ethically” should be important for its own sake, whether a firm behaves ethically or unethically may also have a significant influence on consumers’ purchase decisions. Examines the issue of unethical corporate behavior from the perspective of consumers. Addresses several questions. First, what are consumers’ expectations regarding the ethicality of corporate behavior? Second, is whether a firm acts ethically or unethically an important consumer concern, and if so, will information regarding a firm’s behavior influence their purchase decision? Demonstrates that consumers say they do care about a firm’s ethics and will adjust their purchase behaviors accordingly.
Journal of Consumer Marketing – Emerald Publishing
Published: Dec 1, 1997
Keywords: Ethics; Codes of practice; Consumer behaviour; Corporate image
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