Developing A Framework for EthicallyQuestionable Behavior in Consumption

In light of the growing interest in "ethically questionable" consumer behavior, this study explores possible explanations of the occurrence of such behaviour, and subsequently develops a theoretical framework. The study is based upon data collected from 72 U.K. consumers, acquired from a projective approach with scenarios. Taking the theory of planned behavior (TPB) as an initial analytical framework, attitude, social influence, opportunity(as perceived behavioral control in TPB) and perceived unfairnessare identified as the antecedents of ethically questionable behavior (EQB). Social influenceis extended to include a broader range of external influences from subjective norm in TPB. Opportunityis considered to represent an aspect of perceived behavioral control as available resource to engage in EQB. Perceived unfairnessis presented as an additional component and refers to the extent to which an actor is motivated to redress an imbalance that is perceived as unfair. Binary logistic models suggest that attitudeand social influenceconsistently impact on EQB, as TPB would predict. Analysis of variance suggests that perceived unfairnessand opportunity, though context specific, also show signs of significant influence on the acceptance and practice of this behavior. Additional to the construct of TPB, this study develops the dimension of perceived unfairnessin the context of EQB decision-making. In the context of TPB, it provides further insight into our understanding of EQB, helping to provide a theoretical framework.     

The Influence of Moral Philosophy on Retail Salespeople's Ethical Perceptions

The relatively minimal literature on ethics in a retail selling context indicates that retail sales personnel perceive that their job creates ethical dilemmas. However, what drives those beliefs is virtually unknown. Investigations in non‐retailing venues have found that employees’ moral philosophy (or ideology) influences whether they view a particular situation, action, or behavior as unacceptable (ethically inappropriate). The present study extends previous retail sales ethics research by examining the impact of retail salespersons’ moral philosophy on their perceptions of situations that are potentially ethically troublesome. Findings reveal some evidence that moral philosophy does indeed have an effect on retail salespeople's ethical beliefs. The impact of these results on the consumer is brought out through a discussion of the various implications from the vantage point of consumer welfare.     

Ethical Judgment of Food Fraud. Effects on Consumer Behavior

This study brings important insights for the food industry by addressing how consumers ethically judge or evaluate unethical firm behavior, in specific reference to food fraud, and if and to what extent that judgment affects the consumer–brand relationship and consumer behavior. it is an empirical investigation of the unethical intentional mislabeling in the U. S food industry. The paper analysis if there are statistically significant associations between brand attachment, ethical judgment, brand commitment, and purchase intention. Quantitative data (151) was collected about three different leading manufacturing food brands (three studies). Correlation and regression analyses were conducted. Findings reveal the important relation between all the constructs. Significant effects on how consumers ethically judged this brand transgression. Thus, it was found that as consumers judged this action as more unethical, the intentions to both stay committed to and purchase the brand were considerably damaged.     

How Techniques of Neutralization Legitimize Norm- and Attitude-Inconsistent Consumer Behavior

In accordance with societal norms and values, consumers readily indicate their positive attitudes toward sustainability. However, they hardly take sustainability into account when engaging in exchange relationships with companies. To shed light on this paradox, this paper investigates whether defense mechanisms and the more specific concept of neutralization techniques can explain the discrepancy between societal norms and actual behavior. A multi-method qualitative research design provides rich insights into consumers’ underlying cognitive processes and how they make sense of their attitude–behavior divergences. Drawing on the Ways Model of account-taking, which is advanced to a Cycle Model, the findings illustrate how neutralization strategies are used to legitimize inconsistencies between norm-conforming attitudes and actual behavior. Furthermore, the paper discusses how the repetitive reinforcement of neutralizing patterns and feedback loops between individuals and society are linked to the rise of anomic consumer behavior.     

Double Standards: The Role of Techniques of Neutralization

Despite the growing number of studies examining consumers?? perceptions of unethical corporate and consumer practices, research examining the apparent double standard existing between what consumers perceive as acceptable corporate behaviour and what they believe are acceptable consumer practices remains scarce. Contradictory, double standards are often quoted by other researchers as a major stream in ethical literature. The few studies dealing with this topic as well as this study indicate that people rate corporate unethical actions as less admissible compared to similar consumer misactions. However, little is known about the processes underlying these double standards. This research investigates whether the techniques of neutralization could provide a meaningful way of approaching this phenomenon. Findings indicate that the higher the extent to which people agree with arguments explaining away the misbehaviour instigated by consumers or business, the more they tolerate these questionable consumer and corporate practices. Furthermore and more importantly, these techniques give an answer on the question why people judge business (representatives) more harshly than consumers. More specifically, results show that the same respondents who justify questionable consumer actions to a certain degree, condone the same misbehaviours instigated by business (representatives) to a much lesser extent. In this way, the techniques of neutralization concern a process explaining the double standard phenomenon.     

Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices

A significant body of research concludes that stable beliefs of perceived consumer effectiveness lead to sustainable consumption choices. Consumers who believe that their decisions can significantly affect environmental and social issues are more likely to behave sustainably. Little is known, however, about how perceived consumer effectiveness can be increased. We find that feelings of guilt and pride, activated by a single consumption episode, can regulate sustainable consumption by affecting consumers’ general perception of effectiveness. This paper demonstrates the impact that guilt and pride have on perceived consumer effectiveness and shows how this effect rests on the ability of these emotions to influence perceptions of agency. After experiencing guilt or pride, consumers see themselves as the cause of relevant sustainability outcomes. The process of causal attribution associated with these emotions influences consumers’ use of neutralization techniques. Through the reduction in consumers’ ability to neutralize their sense of personal responsibility, guilt and pride positively influence perceived consumer effectiveness. The inability to rationalize-away their personal responsibility, persuades consumers that they affect sustainability outcomes through their decisions. The research advances our understanding of sustainable consumption and identifies a new avenue for the regulation of individual consumer behavior that has significant implications for the development of sustainable marketing initiatives.     

Lost in translation: Exploring the ethical consumer intention–behavior gap

Ethical consumerism is a burgeoning movement, yet ethically-minded consumers rarely purchase ethically. Understanding obstacles to ethical consumption is limited. This study explores the underlying mechanics of the ethical purchase intention–behavior gap in the context of consumers' daily lives. The study employs multiple qualitative methods across multiple sites, explores the intention–behavior gap in observed modes of shopping behavior, and uses an interpretive approach. The analysis reveals four interrelated factors affecting the ethical intention–behavior gap: (1) prioritization of ethical concerns; (2) formation of plans/habits; (3) willingness to commit and sacrifice; and (4) modes of shopping behavior. Awareness of these four factors provides both strategic and tactical implications for marketing managers seeking to reach the elusive ethical consumer. Understanding and enhancing ethical consumption – closing the gap – has positive outcomes for the future sustainability of economies, societies and environments.     

Organization-Harm vs. Organization-Gain Ethical Issues: An Exploratory Examination of the Effects of Organizational Commitment

The existing literature on the relationship between organizational commitment and ethical decision making suggests that ethical decision makers with higher organizational commitment are less likely to engage in ethically questionable behaviors. The ethical behaviors previously studied in an organizational commitment context have been organization-harm issues in which the organization was harmed and the individual benefited (e.g., overstating an expense report). There is another class of ethical issues in an organizational context, however. These other issues, termed organization-gain issues, focus on the organization obtaining a benefit while outsiders, such as investors, are harmed (e.g., overstating reported revenue). We explore whether individuals with higher organizational commitment are more or less likely to engage in questionable behaviors that benefit the organization. Results of our study indicate that individuals with higher organizational commitment are less likely to engage in ethically questionable behaviors, regardless of whether the behaviors are organization-harm or organizational-gain issues.     

Ethically Questionable Behavior in Sales Representatives – An Example from the Taiwanese Pharmaceutical Industry

Recent corporate disgraces and corruption have heightened concerns about ethically questionable behavior in business. The construct of ethically questionable behavior is an under-portrayed area of management field research, and deserves further studying, especially in sales positions. This study uses four variables from the human resource management field to explain the ethically questionable behavior of sales representatives in the pharmaceutical industry. These variables include frame pattern, commission structure, behavior control type, and marketing norm perceptions. This work uses a 2*2*2*2 subject experimental design, and 328 fully completed questionnaires for logistic regression analysis. Results suggest that a medical representative in a loss frame (compared with a gain frame), in a high commission structure (compared with a low commission structure), in loose behavior control (compared with strict behavior control), and in a low perception of marketing norm (compared with a high perception of marketing norm), is more likely affected by heuristic biases and make an ethically questionable choice.     

Investigating the Effects of Gender on Consumers’ Moral Philosophies and Ethical Intentions

Using information collected from a convenience sample of graduate and undergraduate students affiliated with a Midwestern university in the United States, this study determined the extent to which gender (defined as sex differences) is related to consumers’ moral philosophies and ethical intentions. Multivariate and univariate results indicated that women were more inclined than men to utilize both consequence-based and rule-based moral philosophies in questionable consumption situations. In addition, women placed more importance on an overall moral philosophy than did men, and women had higher intentions to behave ethically. The marketing and practical implications of these findings are discussed, and the limitations of the research are presented along with several suggestions for future inquiry, which could advance current understanding of consumer ethics.     

Negotiating with the Chinese: Are They More Likely to Use Unethical Strategies?

It is always a challenge to deal with ethical dilemmas in negotiations and it is even more difficult when the other party is from a different culture. Understanding the differences between what is ethically appropriate and what is not in an international context has thus become important for a better understanding of different negotiation practices across the globe. This study explores the likelihood of Chinese negotiators’ using unethical strategies in negotiations by examining Chinese managerial employees’ perceived appropriateness of five categories of ethically questionable strategies. The results show that, in comparison with their counterparts from the USA, Chinese managers are more likely to consider it appropriate to use ethically questionable negotiation strategies in all five categories except the traditional bargaining strategies. In addition, contrary to the West where women tend to maintain higher ethical standards, no gender difference is found in China in the perceived appropriateness of using these strategies in all but one category. Implications for negotiation practitioners and international managers that often participate in international negotiations with the Chinese are then discussed, along with potential future research directions.     

Purchase behavior in favor of domestic products in the West Balkans

Despite the long tradition of research on country-of-origin and consumer ethnocentrism, many of the issues remain unresolved in the literature, most notably the relationship between cognitive, affective and normative mechanisms in consumer choice behavior, and generalizability of existing research findings to non-traditional emerging and/or small country markets. This study responds to the current gaps in knowledge in that it examines behavioral manifestations of consumers’ choice of domestic vs. foreign products in four transitioning post-war markets in the West Balkans. Data were collected via personal interviews with 1954 adult urban consumers. The model of domestic purchase behavior was tested using SEM analysis. The results for all four country samples indicate that consumer ethnocentrism has affected domestic purchase behavior both directly and indirectly through domestic product appraisal. Moreover, we found consumer worldliness, a controversial construct in previous studies, to be uniformly negatively related to ethnocentrism. On the other hand, the findings related to the role of national identification as an antecedent to consumer ethnocentrism and domestic product appraisal were inconsistent across the samples. The implications of these findings for the validity and generalizability of existing models of consumer behavior in a new cultural context are considered, and implications for marketers interested in exploiting opportunities in the region are discussed.     

A Matter of Survival - Determinants of Rational Behavior in B-to-B Markets

The paper focuses on the question of whether the frequently stated industrial/consumer dichotomy with respect to the involved degree of rationality in decision making, namely that it is high in b-to-b and low in b-to-c markets, is in fact justified. We develop a universal framework to determine which factors lead to rational behavior. The framework may be used for determining if a given decision situation should be analyzed by means of an economic or rather a behavioral approach. When adapting this framework to evaluate decisions in business markets, we identify conditions under which rational behavior is unlikely. Thus, from a purely theoretical standpoint, the proposed dichotomy seems questionable. Whether or not, however, the identified conditions promoting ‘irrationality’ in both industrial and consumer markets in fact must be determined empirically. Therefore, we also suggest an empirical test for the universal framework.     

Caring and Conflicted: Mothers’ Ethical Judgments about Consumption

Literature on consumer ethics tends to focus on issues within the public sphere, such as the environment, and treats other drivers of consumption decisions, such as family, as non-moral concerns. Consequently, an attitude–behaviour gap is viewed as a straightforward failure by consumers to act ethically. We argue that this is based upon a view of consumer behaviour as linear and unproblematic, and an approach to moral reasoning, arising from a stereotypically masculine understanding of morality, which foregrounds abstract principles. By demonstrating the importance of context to consumption decisions and articulating the impact of caring relationships, we highlight how such decisions are both complex and situated. This is particularly evident for decisions involving the needs of others, as occurs in family life. We argue that the incorporation of care ethics provides both theoretical insights and a more complete account of consumer ethics. This is explored empirically through an investigation of the ethical dilemmas arising from consumption decisions made by mothers of young children. Such decisions juxtapose an ethical consumption orientation (representing impartial concerns) with care for one’s child. Therefore, what has been previously considered a failure to act ethically may in fact be the outcome of complex decision making, which involves competing ethical considerations. We discuss the implications of our findings for theory and practice and how this approach to consumer ethics could be applied more widely.     

Convergence and divergence in consumer behavior: implications for international retailing

Converging technology and disappearing income differences across countries will not lead to homogenization of consumer behavior. Rather, consumer behavior will become more heterogeneous because of cultural differences. As consumer incomes converge across countries, the manifestation of value differences will become stronger. This phenomenon makes it increasingly important to understand values of national cultures and their impact on consumer behavior. Retailing strategies for one country cannot be extended to other countries without adaptation. Hofstede’s model of national culture is applied to understand differences in consumer behavior across countries. Examples are provided of consumption differences, their relationships with culture discussed, and selected implications for international retailing management detailed.     

Social commitment or self-interest? Effect of responsible practices performance motivations of firms on the consumer decision-making process

Due to the increasing dynamism of global economic activity, all kind of organizations are nowadays concerned for maintaining their involvement with demands and changes of society. Particularly, Corporate Social Responsibility (CSR) has gained increasing importance within both public and private organizations, it being the subject of much investigation and debate among both researchers and practitioners. In this sense, discussion of CSR implications for consumer behavior has been a common topic in recent marketing literature, demonstrating in some cases, a link between CSR and positive responses by consumers and inconclusive effects in others. In the context of such controversy, experts call for further investigation about the consequences of CSR on consumer behavior. Within this line of research, the present paper analyzes the influence of motivations attributed to CSR practices in business settings on four stages of consumer decision-making process. For that purpose, it was conducted a survey study which reached a final sample of 400 Spanish consumers. Regression analysis revealed that, while expectations of social-oriented goals in responsible firms is positively related to consumers’ goodwill over the various stages of their purchase decisions and actions, the potential effects of profit-based considerations are more complex.     

Dichotomous Thinking and Ethical Consumerism: Overcoming the Negative Effects of Self-Interest Bias through Third-Person Narrative Persuasion

The authors examine consumer attitudes toward ethically labeled products and demonstrate that consumers who think dichotomously tend to favor their own self-interests over the social good by choosing mainstream noncertified products over products displaying ethical labels such as fair trade and Fair Wear. The authors further suggest that advertisers can use a third-person perspective to attenuate the negative effects of dichotomous thinking, increase purchase intentions, and encourage consumption of ethically certificated products. Findings from five studies on various ethically labeled products (such as food and clothing) with a diverse group of study participants (American consumers from a popular tourist spot, an online panel, and college students) provided convergent evidence supporting the hypotheses. Theoretical contributions and implications for marketers, policymakers, and consumers are addressed.     

Do values or goals better explain intent? A cross-national comparison

Among six major lines of inquiry on motivations, two theories are especially pertinent to consumer behavior studies: values and goals. Several studies show that consumer behavior can be predicted on the basis of values or goals; this study examines which are the stronger predictors by presenting a cross-cultural comparison of the values and goals that may influence the behavioral intentions of U.S., Chinese, and French students to study abroad. As a service, study abroad has financial implications, represents a choice, and competes with other educational products. Therefore, goals appear to explain behavioral intentions better than do values, except among U.S. students. The goals and values associated with behavioral intentions differ across cultures and have different perceived dimensions, such that items cluster on those dimensions with specific meanings, depending on the culture. The different influences of values and goals on behavioral intentions may help marketing managers design more efficient marketing strategies in international markets. This paper thus contributes to the marketing literature by suggesting that national cultures moderate the effect of values and goals on consumer intentions.