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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0736-3761
- DOI
- 10.1108/07363760410542165
- Publisher site
- See Article on Publisher Site
Abstract
Examining individual tolerance for unethical consumer behavior provides a key insight to how people behave as consumers worldwide. In this study, consumer reactions to 11 unethical consumer behavior scenarios are investigated using sample data from Austria, Brunei, France, Hong Kong, the UK, and the USA. Nationality is found to be a significant predictor of how consumers view various questionable behaviors. Gender is not a significant predictor, while age and religious affiliation are found to be significant predictors of consumer ethical perceptions. The study identifies distinct consumer clusters based on their perceptions of consumer unethical behavior. Implications of the findings are discussed and future research directions are provided.
Journal
Journal of Consumer Marketing – Emerald Publishing
Published: Jun 1, 2004
Keywords: Consumer behaviour; Ethics; Cross‐cultural management; Marketing