Gendering consumer ethics

Consumer ethics research has greatly enhanced our knowledge of the social and environmental consequences and considerations of consumption choices. We argue, however, that gender theory introduces important aspects of ethical enquiry currently overlooked. To build our argument, we undertake a critical literature review that assesses current gender theory and related applications in gender and consumption research. In doing so, we offer a conceptual pathway that elucidates the intersection of gender with consumer ethics in relation to three distinct levels of understanding; socio‐economic, embodied‐affective and representational. Although fundamentally intertwined, for our current purposes, these are analytically distinct. Implications and avenues for future research into gendering consumer ethics are discussed.     

Perceptions of food quality: Evidence from a survey in Shanghai

Recent food scandals in China significantly decreased the level of consumer trust toward the food chain, and, at the same time, increased the demand for food quality and safety. This paper investigated perceptions and determinants of food quality among a sample of households in Shanghai. Survey questionnaires were collected between June and December 2014, and a total of 509 interviews were completed. Questions asked about food purchasing behaviours, dietary habits, and the importance of food quality when food shopping. Socio‐demographic and socio‐economic variables were also collected. We used ordered logit regressions to investigate the most significant factors associated with food quality. We found that respondents who frequently bought vegetables were 31% more likely to look for quality attributes (p < .1) and respondents who often bought rice 28% more (p < .01). Branding was also positively associated with the demand for food quality. In particular, consumers considering brand an important element were 25% more likely to believe that the product was of high quality (p < .05). Among socio‐economic variables, higher income and education were significantly associated with food quality demand. Our results indicated that consumers in Shanghai paid increasing attention to food quality, and they especially associated it with traditional foods and brand. We suggested that policy makers and stakeholders in the food chain should strengthen food quality certification systems, and help consumers make better and more informed choices.     

The role of materialism,religiosity, and demographics in subjective well-being

In appealing to consumers, marketers need to know what the good life means across various consumer segments. The present study seeks to deepen the understanding of consumer subjective well-being (SWB) by exploring its relationship with selected secular and sacred values. SWB, defined as individuals' cognitive and affective assessments regarding their life satisfaction (Diener, 1984), is treated as the dependent variable in investigating how SWB is influenced by individual consumer materialistic attitudes (a secular value), religiosity (a sacred value), and demographics. Significant differences between high and low religiosity consumers regarding the role of income and materialistic attitudes in predicting SWB were found. Although income and some aspects of materialism are positively related to the SWB of low religiosity consumers, these variables are negatively related to the SWB of high religiosity consumers. This study implies that marketers might benefit from considering consumer religiosity as a segmentation and targeting direction in the design of materialistic positionings and communications. © 1997 John Wiley & Sons, Inc.     

Consumer microflow experiences

This research explores relatively short, low‐intensity flow states, called microflow and demonstrates that they differ from their longer, more complex deepflow variants with regards to antecedents. As an advancement to flow theory, we demonstrate that the ideal condition to elicit microflow is when skills are slightly higher than the difficulty of the task. Importantly, despite being relatively shorter, microflow experiences still have a strong positive influence on consumer attitudes. Our research also advances theory by demonstrating that the two dimensions of microflow have different relationships with the level of difficulty and consumer attitudes. We discuss both theoretical and practical implications.     

An analysis of child consumers in Turkey

This research was conducted on 402 children going to kindergarten and primary schools with the purpose of analysing the children's interests, responsibilities, economic resources, purchasing activities, and socialization agents and purchase influences as consumers. Data were collected using a questionnaire, which was prepared by considering some previous research. The questionnaire was applied to subjects through face‐to‐face individual interview. The data were analysed by using explanatory variables, including age, gender, socio‐economic status and family type. Findings indicated that consumer socialization of children was connected to selected demographic characteristics, especially age, and they were surprisingly independent and influential consumers. The results of this study are important for those involved in children's and adults’ markets, and for consumer educators.     

Consumer debt attitudes: The role of gender,debt knowledge and skills

The link between financial attitudes and consumer financial market behaviour is well documented. However, little is known about the role of financial knowledge and skills—the main components of the financial literacy construct—in shaping debt attitudes. This link is especially absent from the gender perspective. This study focuses on consumer debt literacy and debt attitudes. A representative sample of adult Poles (N = 1,004) was participated in a computer‐assisted telephone interview. Latent class analysis was employed to reveal their debt attitudes, and subsequently, links between debt literacy and debt attitudes were studied with multinomial regression models. The results show that respondents in Poland can be grouped into five classes exhibiting different attitude profiles. The structure of debt attitudes is complex and differs from a simple unidimensional pro‐debt/ anti‐debt construct. Although this study did not find significant gender differences either in the conceptualization of debt attitudes or in their drivers, the results showed that in all but one class, consumer attitudes are strongly linked to either debt knowledge or debt skills or to both. Debt skills were revealed to be a particularly strong predictor of consumer debt attitudes.     

The acceptability of different types of soymilks available in Cape Town in consumers from high and low socio‐economic areas

The aim of this study was to determine the knowledge and acceptability of soymilk (defined as consumption pattern/usage and taste) by adult consumers, residing in different socio‐economic areas (low vs. high) in Cape Town. The study population of 214 participants were selected using convenience sampling. A questionnaire was developed in order to obtain demographic data (four items); basic general knowledge of soymilk (four items); and acceptability of the tested products (consumption patterns and taste) (eight items). There was a significant difference between the two groups (P = 0.000) regarding basic knowledge of soymilk, with significantly more in the high socio‐economic area (HSEA) having a score of at least 75%. Gender (P = 0.082) and age (P = 0.122) did not have a significant impact on the consumption patterns of soymilk. There was no significant difference between the two groups with respect to current usage (P = 0.228) and frequency of use (P = 0.213) of soymilk. However, a significantly smaller group (P = 0.000) of participants in the low socio‐economic area had previously tasted soymilk compared with those in the HSEA (16.7% vs. 41.5%; P = 0.000). In conclusion, socio‐economic status appeared to be associated with knowledge of soymilk. No significant differences with regard to gender, age or current usage in the two groups studied were noted.     

Perceptions,attitudes, and behaviors toward sustainable fashion: Application of Q and Q‐R methodologies

While sustainability has increasingly attracted the attention of scholars and practitioners, consumer attitudes and behaviors toward sustainable consumption have not yet been elucidated. The decision‐making process around sustainable consumption involves diverse and complex considerations including some forms of compromise (tradeoff). In addition, sustainability is a broad and subjective concept, and is not a primary attribute of a product Impacting the choices of consumers. Therefore, it is necessary to apply new methods to overcome the limitations of conventional evidence‐based research. This research uses Q and Q‐R methodologies to identify consumers' subjective viewpoints toward sustainable fashion and to present socio‐demographic differences across segments of sustainable fashion consumers. Study 1 uses Q methodology to interview 26 consumers and to identify four types of decision makers: doubtful egoists, single‐minded bystanders, wavering intellects, and opinion leaders. Study 2 uses Q‐R methodology to verify the psychological and socio‐demographic variables among 328 consumers. The research provides useful suggestions for selecting and approaching target consumer segments in the sustainable fashion industry.     

‘Consumer Ethics: The Role of Acculturation in U.S. Immigrant Populations’

This study examines the role of acculturation in shaping consumers’ views of ethics. Specifically, it examines the relationships between the desire to keep one’s original culture, the desire to adopt the host culture, and the four dimensions of the Muncy and Vitell (Journal of Business Research Ethics 24(4), 297, 1992) consumer ethics scale. Using two separate immigrant populations – one of former Middle-Eastern residents now living in the U.S. and the other of Asian immigrants in the U.S. – results indicate that those who want to keep their original culture are less tolerant of unethical consumer activities, while those who are more willing to adopt the host culture are more tolerant of these same consumer activities. Furthermore, the immigrants in both studies who are more tolerant of unethical consumer activities are those who are generally somewhat younger and with less formal education. The relationship between gender and consumer ethics was not significant.     

Rethinking Worldly Possessions: The Relationship between Materialism and Body Appearance for Female Consumers in an Emerging Economy

This article investigates how women in an emerging economy relate the importance of material possessions to the importance they assign to the appearance of their body. The results of two studies demonstrate a very strong and positive relationship between materialism and several measures of body appearance. Study 1 shows strong correlations between materialism and body appearance in a sample of relatively young (m = 18.7 years) and affluent female students from a private university. Using structural equation modeling, Study 2 finds that in a sample of women averaging 40 years, more materialistic women did focus substantially more on body appearance than less materialistic women. Further, antecedents (self‐esteem, hedonic attitudes toward advertising, and skepticism toward advertising) and consequences (satisfaction with life) of materialism and body appearance were included in the model. In interpreting the results, it is assumed that individuals prone to materialism apply similar appearance‐centered mental schemata to their body as they do to material possessions.     

Examining the Effects of Moral Development Level,Self-Concept,and Self-Monitoring on Consumers’ Ethical Attitudes

This study investigates the possible effects of self-concept, self-monitoring, and moral development level on dimensions of consumers’ ethical attitudes. “Actively benefiting from illegal activities,” “actively benefiting from deceptive practices,” and “no harm/no foul 1–2” are defined by factor analysis as four dimensions of Turkish consumers’ ethical attitudes. Logistic regression analysis is applied to data collected from 516 Turkish households. Results indicate that self-monitoring and moral development level predicted consumer ethics in relation to “actively benefiting from questionable practices” and “no harm/no foul” dimensions. Actual self-concept is also a predictor variable in relation to “no harm/no foul” dimension. Age and gender make significant differences in consumers’ ethical attribute dimensions.     

Consumer attitude toward US versus domestic apparel in Taiwan

This study investigates whether or not consumer attitudes toward domestic‐ vs. US‐made apparel differ among consumers in Taiwan. Variables to be examined include (1) apparel attributes; (2) self‐concept; and (3) demographics. The Fishbein attitude model was used to measure consumer attitudes. The mall‐intercept method was used to collect most data in four major cities of Taiwan. A total of 485 Taiwanese consumers completed and returned useable questionnaires. Results indicated that consumer attitudes toward Taiwan vs. US‐made apparel differed significantly among consumers in Taiwan. Consumers had an overall more positive attitude towards US‐made apparel compared with Taiwan‐made apparel with regards to care instruction label, colour, quality, apparel fibre content, fashionableness, attractiveness, brand name, and comfort apparel attributes. For self‐concept variables only modest/vain and thrifty/indulgent had a significant difference between consumers who preferred US‐ over Taiwan‐made apparel. Demographic factors of age, gender, education, residence area, travelled abroad and country‐of‐origin preference had a significant relationship with consumer attitudes toward apparel. This study is aimed at understanding Taiwanese consumers’ attitudes toward foreign‐made apparel. Overall, Taiwanese consumers preferred US‐made apparel; however, the apparel attribute of size range needed improvement to increase customers’ satisfaction.     

The effects of consumer empowerment on risk perception and satisfaction with food consumption

This study intends to measure consumer empowerment related to food consumption and determine its effect on food risk perception and satisfaction with food consumption. Data were derived from an analysis of the “2017 Research on Food Consumption Behaviour” by the Korea Rural Economic Institute. Consumer empowerment, risk perception and satisfaction with food consumption were measured using a 5‐point Likert scale. The differences in consumer empowerment according to gender, age, educational level and monthly income were statistically significant. The factors that affected risk perception were information use, healthy eating, consumer rights, consumer responsibility and monthly income. The higher the scores for information use, healthy eating and consumer responsibility, the higher the score for satisfaction with food consumption.     

I (do not) consume; therefore,I am: Investigating materialism and voluntary simplicity through a moderated mediation model

With the burgeoning of consumer culture and materialism on a global scale, a counter-culture movement, namely, voluntary simplicity, is slowly gaining currency. Extant research reveals a degree of disparateness in the relationship between materialism and voluntary simplicity. Drawing on the value-basis theory and anti-consumption research, the current study attempts at an unorthodox study of the fledgling culture of anti-consumption in urban India. The paper empirically examines the relationship between materialism and voluntary simplicity in India. This research, through an experimental study followed by a sample survey, conducted among urban Indian consumers, examines how satisfaction with life, self-efficacy, and individualism interact with materialistic values to eventually influence voluntary simplicity attitudes. In Study 1 (N = 74 working professionals), we experimentally triggered materialistic aspirations and evaluated their effects on voluntary simplicity in comparison to a control condition. In Study 2 (N = 315), individuals self-rated their materialistic values, satisfaction with life, self-efficacy, cultural orientation, and voluntary simplicity attitude. Our study, contrary to the suggestions in the existing literature, demonstrates that materialists espouse voluntary simplicity attitudes when environmental degradation around them directly impacts their health, wealth, and well-being. In addition to the positive direct effect, satisfaction with life and self-efficacy serially mediate the relationship between materialism and voluntary simplicity, providing a welcome divergence from dark-sided conceptualizations of materialism. Our results help global marketers, and public policymakers better understand the interaction between materialistic values and sustainable consumption attitudes, in the developing country perspective.     

Attitudes of University Students toward Business Ethics: A Cross-National Investigation of Australia, Singapore and Hong Kong

With the current globalisation and complexity of today’s business environment, there are increasing concerns on the role of business ethics. Using culture and religion as the determinants, this paper presents a cross-national study of attitudes toward business ethics among three countries: Australia, Singapore and Hong Kong. The results of this paper have shown the attitudes toward business ethics to be significantly different among the three countries. It was also found that respondents who practised their religion tend to consider themselves more ethically minded than those who do not. Additional findings on gender have also revealed significant differences between the males and females for respondents in Singapore and Australia. Males are generally considered more ethical than females across the three countries studied. Dr. Ian Phau teaches Marketing at the Curtin University of Technology. He is an avid researcher in the area of country image and branding issues. He also edits a peer reviewed marketing journal. Garick Kea is a researcher with the Curtin University of Technology. His research interests include consumer ethnocentrism, Consumer Animosity and marketing ethics.     

A meta‐analytic investigation of consumer over‐indebtedness: The role of impulsivity

In the past decade, evidence has been accumulated on the relationship between impulsivity and over‐indebtedness. Nevertheless, the magnitude of such association is still considered marginal compared to traditional socio‐demographic and economic factors, with the important consequence that impulsivity continues to be ignored in policy interventions for preventing and dealing with over‐indebtedness. The aim of this study was to meta‐analyse existing studies to answer the question: Are higher levels of impulsivity associated with greater over‐indebtedness? Scopus and Web of Science databases were searched for English language studies. Seventeen studies were eligible for the analysis. The random effect model yielded a significant positive association between impulsivity and over‐indebtedness (Hedges' g = .40). Type of over‐indebtedness (debt holding vs. unmanageable debt) and work status (percentage of employed individuals) significantly moderated this association. Results are discussed in terms of implications and recommendations for future research, policy and practice.     

Consumer ethics: A review and research agenda

Consumer ethics continues to draw the attention of academicians and practitioners as a significant economic and social issue globally. Consumer ethics refers to moral principles that govern a consumer's behaviour. This literature review seeks to enrich the discourse on consumer ethics through a comprehensive and detailed review of 106 articles, covering 21 journals from 2010 to 2020. Through an examination of theories, contexts, characteristics, and methodologies used in consumer ethics research, our review (1) presents a comprehensive and up-to-date overview of the research in this field and (2) sets a future research agenda to spur scholarly research. We found studies have primarily relied on a single theoretical lens such as the theory of marketing ethics, planned behaviour, and neutralization theory. Further consumer ethics research focuses on advanced countries, with a narrow focus on developing countries. We have diagnosed the need to examine boundary conditions impacting consumer ethics. Finally, we provide actionable inputs to combat unethical consumer actions as well as promote ethical consumption.     

Consumer guilt and green banking services

Banks offer loans to support many projects; however, some of these projects may not give adequate consideration to the environment. Little is known regarding the extent to which banking customers experience guilt when discovering that their bank supports projects that disregard the environment. An experiment with 313 participants was conducted, and the results showed that customers do experience guilt when discovering that their bank supports projects that do not give adequate consideration to the environment. This study found that guilt drives perceived consumer effectiveness and negative word‐of‐mouth regarding banking projects that neglect environmental considerations but not attitudes towards green banking. Negative word of mouth, but not the attitude towards green banking, mediates the effect of perceived consumer effectiveness on the intention to use green banking services. Negative word‐of‐mouth, rather than attitudes towards green banking and its perceived consumer effectiveness, drives the intention to use green banking services. These findings imply that banks need to encourage their customers to perceive that they are eco‐friendly to avoid a significant loss of customers.     

Consumer food safety perceptions and self‐reported practices in Greece

A substantial proportion of foodborne illness is associated with food prepared in households. The primary understanding of how foods are handled in private homes comes mostly from questionnaire based studies and direct observation. The aim of this survey was to examine consumers' perceptions and knowledge of safe food handling practices in Greece. More specifically, their attitudes, opinions and self‐reported practices were studied. Data were collected from a total of 399 consumers living in Greece by the use of a self‐administered on‐line survey. The questionnaire consisted of four positive and five negative statements according to the 5‐point Likert scale, which grouped into three constructions using principal component analysis in order to investigate food safety perceptions of consumers. Furthermore, the survey included 11 demographic questions, two close‐ended questions (type yes/no) and four questions that are related to self‐reported food‐handling practices. The results showed that the most commonly known bacterium causing food‐related illness according to respondents' knowledge is Salmonella (99.7%), followed by Escherichia coli (73.9%) and Listeria (58.4%). The overall consumers' score concerning food safety was 32.8 ± 5.37 (full score was 45). No significant differences to the mean score of food safety knowledge were found according to gender, age or the incidence of foodborne illness over the past 12 months. Knowledge and awareness of safe food handling practices was enhanced at higher education levels, while homemakers were found to have deficiencies at this level. Information obtained from consumers can be used to shape educational programs and determine where food safety educational efforts would be most effective and the needed content of the messages.     

Are religious consumers more ethical and less Machiavellian? A segmentation study of Millennials

Millennial consumers are increasingly becoming important actors in business that account for sufficient purchasing power. However, Millennials are infamously narcissistic and their views of ethics are more relaxed than previous generations (i.e., Baby Boomers, Generation X). Millennials remain poorly understood in general, especially in the context of developing countries. Hence, the purpose of this study was to profile this generation by segmenting Millennials in Indonesia and investigating differences between these segments on their ethical beliefs and Machiavellianism, an important personality characteristic. This study used a convenience sample from a university in Indonesia (N = 540). The TwoStep cluster analysis produced three segments, namely, “The Religious Millennials”, “The Lukewarm Religious Millennials” and “The Least Religious Millennials”. Consumers who are highly religious are less likely to engage in various unethical behaviours. Interestingly, no significant differences were found between The Lukewarm Millennials and The Least Religious Millennials on their ethical beliefs. This research makes several research contributions. First, this study extended the Hunt–Vitell theory of ethics, where an individual (i.e., Millennials) confronts a problem perceived as having ethical content. Second, the study examined consumer ethics in the context of developing countries where religion plays a significant role in people’s daily life. Third, through understanding different segments, the results assist educators, social marketers and public policy makers in creating an effective campaign to reduce unethical behaviour among Millennials.