Consumers’ Ethical Beliefs: The Roles of Money,Religiosity and Attitude toward Business

This article presents the results of a study that investigated the roles that one’s money ethic, religiosity and attitude toward business play in determining consumer attitudes/beliefs in various situations regarding questionable consumer practices. Two dimensions of religiosity – intrinsic and extrinsic religiousness – were studied. A global scale of money ethic was examined, as was a global measure of attitude toward business. Results indicate that both types of religiosity as well as one’s money ethic and attitude toward business were significant determinants of at least some types of consumer ethical beliefs. Scott J. Vitell is Phil B. Hardin Professor of Marketing at the University of Mississippi. He received his Ph.D. in Marketing from Texas Tech University. His recent publications have appeared in the Journal of the Academy of Marketing Science, the Journal of Retailing, the Journal of Business Ethics and the Journal of Consumer Marketing, among others. Jatinder J. Singh is a Ph.D. student in marketing at the University of Mississippi. He received his masters from Punjab Technical University, India. He has authored papers previously published in the Journal of Business Ethics and a paper for the American Marketing Association’s Winter Educators’ Conference. Joseph G.P. Paolillo is a Professor of Management in the School of Business at the University of Mississippi. He received his Ph.D. from the University of Oregon, Eugene in Organization and Management. His publications have appeared in the Journal of Management, Journal of Management Studies, Human Relations, Group and Organization Studies, The Accounting Review, Journal of Advertising and Journal of Business Ethics, among several others.     

‘The Role of Money and Religiosity in Determining Consumers’ Ethical Beliefs’

This article presents the results of a study that investigated the roles that religiosity and ones money ethic play in determining consumer attitudes/beliefs in various situations regarding questionable consumer practices. One dimension of religiosity – intrinsic religiousness – was studied. Four separate dimensions of a money ethic scale were initially examined, but only one was used in the final analyses. Results indicated that both intrinsic religiousness and one’s money ethic were significant determinants of most types of consumer ethical beliefs.     

The End of Religion? Examining the Role of Religiousness,Materialism, and Long-Term Orientation on Consumer Ethics in Indonesia

Various studies on the impact of religiousness on consumer ethics have produced mixed results and suggested further clarification on the issue. Therefore, this article examines the effect of religiousness, materialism, and long-term orientation on consumer ethics in Indonesia. The results from 356 respondents in Indonesia, the largest Muslim population in the world, showed that intrinsic religiousness positively affected consumer ethics, while extrinsic social religiousness negatively affected consumer ethics. However, extrinsic personal religiousness did not affect consumer ethical beliefs dimensions. Unlike other studies in developed countries, materialism and long-term orientation influenced only a few of the consumer ethical beliefs dimensions in this study. To date, the study is one of the first empirical studies to explore the impact of religiousness on consumer ethics in Indonesia. The study contributes to the debate on the impact of religiousness on consumer ethics and can assist managers and public policymakers in their effort to mitigate unethical consumer activities in Indonesia.     

The Influence of Love of Money and Religiosity on Ethical Decision-Making in Marketing

The impact of “love of money” on different aspects of consumers’ ethical beliefs has been investigated by previous research. In this study we investigate the potential impact of “love of money” on a manager’s ethical decision-making in marketing. Another objective of the current study is to investigate the potential impacts of extrinsic and intrinsic religiosity on ethical marketing decision-making. We also include ethical judgments as an element of ethical decision-making. We found “love of money”, both dimensions of religiosity, and ethical judgment to have significant impacts on ethical intentions in a marketing situation. In addition to providing an important contribution to the business ethics literature, the findings also have important managerial implications.     

The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals

This research explores the influence of religiosity on consumer perception of, and response toward, sexual appeals. The first study (survey, national sample; n = 423) examines the relationship between religiosity and consumer response toward sexual appeals using causal modeling. Study 1 finds that high intrinsic religiosity consumers exhibit more adverse ethical judgments toward the company’s use of sexual appeals and these judgments, in turn, result in inferior attitudes and purchase intent toward the advertised brand. To confirm and expand on these findings, the second study (experiment, young adult sample; n = 216) examines the influence of intrinsic religiosity on consumer response toward both sexual and nonsexual appeals. The results show that sexual appeals elicit inferior (superior) ethical judgments, attitudes, and purchase intent among consumers high (low) in intrinsic religiosity. In contrast, nonsexual appeals elicit (un)favorable responses from consumers who are (low) high in intrinsic religiosity.     

Religiosity and Consumer Ethics

This article presents the results of an exploratory study that investigated the role that religiosity plays in determining consumer attitudes/beliefs in various situations regarding questionable consumer practices. Two dimensions of religiosity – intrinsic and extrinsic religiousness – were studied. Results indicated that an intrinsic religiousness was a significant determinant of consumer ethical beliefs, but extrinsic religiousness was not related to those beliefs.Scott J. Vitell is Phil B. Hardin Professor of Marketing at the University of Mississippi. He received his Ph.D. in Marketing from Texas Tech University. His recent publications have appeared in the Journal of the Academy of Marketing Science, the Journal of Retailing, the Journal of Business Ethics and the Journal of Consumer Marketing, among others. E-mail: svitell@bus.olemiss.edu Joseph G.P. Paolillo is a Professor of Management in the School of Business at the University of Mississippi. He received his Ph.D. from the University of Oregon, Eugene in Organization and Management. His publications have appeared in the Journal of Management, Journal of Management Studies, Human Relations, Group and Organization Studies, The Accounting Review, Journal of Advertising and Journal of Business Ethics, among several others. E-mail: jpaolillo@bus. olemiss.edu Jatinder J. Singh is a Ph.D. student in marketing at the University of Mississippi. He received his masters from Punjab Technical University, India. He has coauthored a paper published for the American Marketing Associations winter Educators Conference, 2004.     

I’m Number One! Does Narcissism Impair Ethical Judgment Even for the Highly Religious?

Can an assessment of individuals’ narcissism help explain the quality of a respondent’s ethical judgment? How is the relationship between religiosity and ethical judgment moderated by the effects of narcissism? With a sample of 385 undergraduate business majors, this study uses a taxonomic approach to examine the effects of intrinsic and extrinsic religiosity as well as orthodox Christian beliefs on ethical judgment. Three distinct clusters were identified: Skeptics, Nominals, and Devouts. Surprisingly, of the three clusters, Nominals and Devouts were the only groups impacted by narcissism, although Skeptics overall demonstrate the worst ethical judgment.     

Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self

This paper investigates the effects of Buddhist ethics on consumers’ materialism, that is, the propensity to attach a fundamental role to possessions. The literature shows that religion and religiosity influence various attitudes and behaviors of consumers, including their ethical beliefs and ethical decisions. However, most studies focus on general religiosity rather than on the specific doctrinal ethical tenets of religions. The current research focuses on Buddhism and argues that it can tame materialism directly, similar to other religions, and through the specific Buddhist ethical doctrines of the Four Immeasurables: compassion, loving kindness, empathetic joy, and equanimity. The empirical results show the following: (1) Buddhism reduces materialism directly and through some of the Four Immeasurables, and (2) despite the doctrine of non-existence of the self, positive emotions toward the self are still present, and the self absorbs the effects of Buddhist ethics on materialism. The latter finding suggests a “resistance of the self” that is coherent with the idea of a consumer who leverages the self to go beyond it.     

Consumer ethics: An empirical investigation of factors influencing ethical judgments of the final consumer

Business and marketing ethics have come to the forefront in recent years. While consumers have been surveyed regarding their perceptions of ethical business and marketing practices, research has been minimal with regard to their ethical beliefs and ideologies. This research investigates general attitudes of consumers relative to business, government and people in general, and compares these attitudes to their beliefs concerning various questionable consumer practices. The results show that consumers' ethical beliefs are determined, in part, by who is at fault in the unethical behavior (the seller or the buyer). The results also indicate that those with a more positive attitude toward business are less likely to engage in questionable consumer practices, but one's attitudes toward salespeople, the government and people in general arenot related to the consumer's ethical beliefs.Scott J. Vitell is an Associate Professor and the Michael S. Starnes Professor of Marketing and Business Ethics at the University of Mississippi. His publications have appeared in theJournal of Macromarketing, theJournal of Business Ethics, theJournal of the Academy of Marketing Science, theJournal of Business Research, Research in Marketing and numerous other journals and proceedings.James A. Muncy is Assistant Professor of Marketing at Clemson University. His publications have appeared in theJournal of Marketing, Journal of Business Research, Journal of Current Issues and Research in Advertising, Journal of Marketing Education, andAdvances in Consumer Research. He has also published in the National Proceedings of the American Marketing Association and the American Psychological Association and has published five chapters in books. He is active in the Association for Consumer Research, acting as its Publications Director and Newsletter Coeditor.     

Why do people buy organic food? The moderating role of environmental concerns and trust

Although consumer interest in organic food has risen over time, resulting in a generally positive attitude toward these organic food products, scholarly research suggests a comparatively low volume of its consumption in the market. This has resulted in an urgent need to study the motivations which enhance consumers’ proclivity to purchase food items produced organically. The current research attempts to understand potential associations between motivations (intrinsic and extrinsic), attitude, and buying behaviour towards organic food. Self-determination theory (SDT) was applied to develop a theoretically grounded framework which was evaluated with 378 organic food consumers. The hypotheses were tested by analyzing the data through structural equation modelling (SEM), wherein environmental concerns and trust were the moderating variables. The study results demonstrate the significant influence of intrinsic motivation, integrated and external regulation on consumer attitude, and buying behaviour. But, attitude had no significant association with buying behaviour. The findings indicate consumers’ motivation may be stimulated to encourage higher frequencies of purchasing organic food by emphasizing values that reflect motivations arising from ethical or green consumerism, health, and social benefits. Furthermore, policymakers should focus on avenues to integrate organic food as permanent parts of individual lives and a socially exalting behavioral action.     

Comparison of Mexican-American and Anglo-American Attitudes Toward Money

This study compared attitudes toward money of Mexican- and Anglo-American consumers. Based on the Hispanic/Mexican-American literature, hypotheses were generated for four dimensions of a money attitude scale (MAS) developed by Yamauchi and Templer (1982). Mexican-Americans were found to have lower scores on a Retention/Time dimension that reflects willingness to delay spending money to achieve gratification. Contrary to previous studies, Mexican-Americans were found to have lower scores on a Quality dimension, calling into question an assumption found in much of the literature that Hispanic consumers prefer high prestige goods/services. Hypotheses pertaining to Power/Prestige and Distrust/Anxiety dimensions were also not confirmed suggesting further reservations about Hispanic consumer characterizations found in the consumer behavior literature.     

Consumer Ethics: The Role of Religiosity

This article presents the results of a study that investigated the role that religiosity plays in determining consumer attitudes/beliefs regarding various questionable consumer practices. Additionally, other personal factors were examined including idealism, relativism, consumer alienation and selected demographics such as income and age. All of these constructs were examined as antecedents of consumer ethical beliefs. The results of a post hoc analysis indicated that religiosity was a significant determinate of both idealism and relativism, and since idealism and relativism determine consumer ethical beliefs, religiosity is a significant indirect determinate of consumer ethical beliefs.     

Religiosity and Moral Identity: The Mediating Role of Self-Control

The ethics literature has identified moral motivation as a factor in ethical decision-making. Furthermore, moral identity has been identified as a source of moral motivation. In the current study, we examine religiosity as an antecedent to moral identity and examine the mediating role of self-control in this relationship. We find that intrinsic and extrinsic dimensions of religiosity have different direct and indirect effects on the internalization and symbolization dimensions of moral identity. Specifically, intrinsic religiosity plays a role in counterbalancing the negative impact of extrinsic religiosity on the internalization of moral identity. Further, intrinsic religiosity also counterbalances the negative and indirect impact of extrinsic religiosity on symbolization of moral identity via self-control. Lastly, self-control does not play a mediating role in the impact of religiosity on the internalization dimension of moral identity. We conclude that this study presents important findings that advance our understanding of the antecedents of moral identity, and that these results may have implications for the understanding of ethical decision-making.     

Ethical Responses to Public Allegations of Skin Tone Manipulation in Print Advertising: Consumer Indifference or Consumer Concern?

This study examines the effect of consumer prejudice on ethical responses to public allegations of skin tone manipulation in print advertising. A sample of 156 undergraduate business students read a fictitious news story in which an advertising watchdog group accused business executives of using digital manipulation to lighten the skin tone of a Black female model featured in a product print ad. Participants then answered questions on ethical perceptions, behavioral intentions, and prejudice toward Blacks. Results suggest that low-prejudice consumers have stronger ethical concerns toward the digital lightening of ethnic models in print ads than do high-prejudice consumers. The authors discuss the findings, limitations, and directions for future research.     

A cross‐cultural analysis of print advertising targeted to Hispanic and non‐Hispanic American consumers

U.S. Hispanics represent an important consumer segment in the North American market, but research in the area of U.S. Hispanic advertising remains limited. This study provides cross‐cultural analysis of print advertising targeted to Hispanic and non‐Hispanic American consumers in an attempt to explore the differences or similarities in their depictions of cultural values. The authors develop a scheme for content analyzing cultural values based on cultural theory literature. Results show meaningful differences in the core cultural values emphasized to target U.S. Hispanic consumers. The study has implications for marketers and academics who want to differentiate between culturally adapted advertising appeals for U.S. Hispanic and non‐Hispanic American consumers. The coding scheme developed in this study can help marketers identify and depict Hispanic cultural value appeals in their marketing communications. © 2009 Wiley Periodicals, Inc.     

The effect of religiosity on luxury goods: The case of Chilean youths

Religion has always rejected the concept of materialism and urged people to live in simplicity and moderation. Nonetheless, reality reveals a different phenomenon. Studies on religion and materialism have found inconsistent results. We examine the effect of religion on materialism and affective attitudes towards luxury goods and the mediating effect of materialism on affective attitude towards luxury goods. We propose the idea that many religious people reject the concept of materialism, but they consider luxury goods consumption compatible with their religious beliefs. 355 university students show that youth consumers with high intrinsic religiosity possess an affective attitude towards luxury goods. The results show that consumers perceived materialism and luxury goods as two separate constructs. Religious consumers reject the concept of materialism as an attachment to worldly possessions, but they maintain their emotional affection towards luxury goods. The results have several implications for both business and religious leaders. First, from a business perspective, there are no significant differences between religious and nonreligious youth consumers, especially in their acceptance of luxury goods. Simply put, religious youth consumers love God, but they also love Gucci (i.e., luxury goods). On the other hand, if religious leaders are teaching their congregations to reject materialism, they may need to shift the focus of their teaching from materialism to the role of luxury goods in their lives and how the purchase and ownership of luxury items may not reflect the true values of their beliefs.     

Hispanic consumer acculturation and food safety concerns

The purpose of this study is to determine the effect of Hispanic consumer acculturation on concerns about food safety and pesticide residues, and attitudes toward pesticide-related agricultural practices. Two 3-min bilingual, English and Spanish, videos presenting information on integrated pest management (IPM) farming practices were shown in controlled settings to Californian Hispanic consumers (n = 91). Findings reveal that acculturation among Hispanic consumers, language of use and length of residency in the United States, are significant factors associated with consumer concerns about the safety of domestic grown and imported produce at the supermarket. Overall, however the research suggests a substantial lack of information by Hispanic consumers regardless of level of acculturation. Pre- and post-video survey results show significant change in attitude among Hispanic consumers toward food safety, farming practices, and university efforts to help farmers control pests and assist with other management techniques. These findings suggest that bilingual educational programmes on food safety and the use of pesticides by farmers would be appropriate.     

Loving my local business as my neighbor: Religiosity's influence on local business support during a crisis

Many local businesses have and are continuing to struggle as a result of the pandemic crisis due in part to reduced consumer spending. However, the motives behind why some consumers are more supportive than others toward local businesses in such a crisis are not adequately understood. We address this gap in the literature through three experimental studies where we examine how the core consumer value of religiosity explains consumer response to the crisis as consumers seek to act in ways that align with their value system. Study 1 (257 adults from MTurk) shows a positive relationship between religiosity and support for local businesses but only during a pandemic. Study 2 (307 adults from MTurk) shows that this relationship is greatest for local (vs. non-local) businesses, and caring for one's neighbors mediates this effect. Finally, Study 3 (200 adults from MTurk) uses advertising to prime focus on one's neighbors, revealing that a neighbors-focused ad increases local business support to similar levels for consumers of all religiosity levels. Findings build on belief congruence theory with implications for marketing practitioners in the current pandemic crisis and other crises of medical, environmental, and other origins.     

The Effects of Religiosity on Ethical Judgments

The relationship between religiosity and ethical behavior at work has remained elusive. In fact, inconsistent results in observed magnitudes and direction led Hood et al. (The psychology of religion: An empirical approach, 1996) to describe the relationship between religiosity and ethics as “something of a roller coaster ride.” Weaver and Agle (Acad Manage Rev 27(1):77–97, 2002) utilizing social structural versions of symbolic interactionism theory reasoned that we should not expect religion to affect ethical outcomes for all religious individuals; rather, such a relationship likely depends on specific religious attitudes including religious motivation orientation (intrinsic RMO vs. extrinsic RMO), perceived sacred qualities of work (job sanctification), and views of God (VOG, loving vs. punishing). We examined the effects of these three religious attitudes on participants’ judgments of 29 ethically questionable vignettes. Consistent with symbolic interactionism theory, intrinsic RMO and having a loving view of God were both negatively related to endorsing ethically questionable vignettes, whereas extrinsic RMO was positively related to endorsing the vignettes. Unexpectedly, job sanctification was positively related to endorsing the vignettes. However, both intrinsic and extrinsic RMO moderated this relationship such that sanctifying one’s job was related to ethical judgments only for those who were: (a) low in intrinsic RMO or (b) high in extrinsic RMO. We reasoned based on symbolic interactionism theory that intrinsically motivated participants, in contrast to extrinsically motivated participants, may have utilized their religious beliefs as a guiding framework in making ethical judgments.     

‘The Muncy–Vitell Consumer Ethics Scale: A Modification and Application’

This study compares college students with other adults in terms of the Muncy–Vitell (1992) consumer ethics scale. Further, the study updates the Muncy–Vitell consumer ethics scale with modifications that include rewording and the addition of new items. These new items can be grouped into three distinct categories – (1) downloading/buying counterfeit goods, (2) recycling/environmental awareness and (3) doing the right thing/doing good. The study also compares these two groups in terms of their attitude toward business. Results show that there is indeed a significant difference between these two groups in terms of ethical perceptions, but not in terms of the “recycling” items and the “doing good” items. There was also little difference between the groups in terms of their attitude toward business indicating that attitude toward business does not explain their different ethical perspectives.