‘An Empirical Investigation of the Relationships among a Consumer’s Personal Values, Ethical Ideology and Ethical Beliefs’ |
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Authors: | Sarah Steenhaut Patrick van Kenhove |
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Institution: | (1) Faculty of Economics and Business Administration, Ghent University, Hoveniersberg 24, 9000 Gent, Belgium |
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Abstract: | This study provides an additional partial test of the Hunt–Vitell theory 1986, Journal of Macromarketing, 8, 5–16; 1993, ‘The General Theory of Marketing Ethics: A Retrospective and Revision’, in N. C. Smith and J. A. Quelch (eds.),
Ethics in Marketing (Irwin Inc., Homewood), pp. 775–784], within the consumer ethics context. Using structural equation modeling, the relationships
among an individual’s personal values (conceptualized by the typology of Schwartz 1992, ‘Universals in the Content and Structure
of Values: Theoretical Advances and Empirical Tests in 20 Countries’, in M. P. Zanna (ed.), Advances in Experimental Social Psychology (Vol. 25, Academic Press, Orlando), pp. 1–65] ethical ideology and ethical beliefs are investigated. The validity of the
model is assessed in a two-step procedure. First, a measurement model of constructs is tested for key validity dimensions.
Next, the hypothesized causal relationships are examined in several path models, comparing no mediation, partial and complete
mediation of ethical ideology. The empirical results indicate that individual differences in value priorities (resultant conservation
and resultant self-enhancement) directly and indirectly (through idealism) influence the judgment of ethically questionable
consumer practices. These findings may significantly contribute to the theoretical understanding of ethical decision-making. |
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Keywords: | consumer ethics ethical beliefs ethical decision making ethical ideology personal values structural equation modeling |
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