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(Un)ethical consumer behavior: Robin Hoods or plain hoods?

(Un)ethical consumer behavior: Robin Hoods or plain hoods? Purpose – This paper seeks to assess the impact of consumer ethics and their piracy attitudes on piracy behaviors. The extent of such piracy is difficult to estimate because no worldwide statistics are available, but conservative estimates indicate that it costs manufacturers billions of dollars.Design/methodology/approach – The research was conducted using Israeli consumers through a structured questionnaire. Data were analyzed mostly through regression models.Findings – Attitudes to piracy served as a partial mediator of the impacts of consumer morals and ethics on actual piracy.Research limitations/implications – The major limitation is the use of a convenience sample and future research should replicate and extend this study using random samples.Practical implications – First, firms should advertise piracy as unethical. This would result in recognition of unethical piracy behavior by some part of the population. For piracy reduction, such people should recognize the need to “balance the ethical book” within the same context of behavior. In other words, if they have pirated from a company in the past, such people should be encouraged to purchase from the same company in the future.Originality/value – The paper assesses the impact of consumer ethics and their piracy attitudes and behaviors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

(Un)ethical consumer behavior: Robin Hoods or plain hoods?

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363760810882399
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper seeks to assess the impact of consumer ethics and their piracy attitudes on piracy behaviors. The extent of such piracy is difficult to estimate because no worldwide statistics are available, but conservative estimates indicate that it costs manufacturers billions of dollars.Design/methodology/approach – The research was conducted using Israeli consumers through a structured questionnaire. Data were analyzed mostly through regression models.Findings – Attitudes to piracy served as a partial mediator of the impacts of consumer morals and ethics on actual piracy.Research limitations/implications – The major limitation is the use of a convenience sample and future research should replicate and extend this study using random samples.Practical implications – First, firms should advertise piracy as unethical. This would result in recognition of unethical piracy behavior by some part of the population. For piracy reduction, such people should recognize the need to “balance the ethical book” within the same context of behavior. In other words, if they have pirated from a company in the past, such people should be encouraged to purchase from the same company in the future.Originality/value – The paper assesses the impact of consumer ethics and their piracy attitudes and behaviors.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jun 27, 2008

Keywords: Consumer behaviour; Ethics; Marketing; Crimes

References