Understanding Consumer’s Responses to Enterprise’s Ethical Behaviors: An Investigation in China |
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Authors: | Xinming Deng |
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Institution: | (1) School of Economics and Management, Wuhan University, Wuhan, 430072, Hubei, People’s Republic of China |
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Abstract: | The response of consumers to a firm’s ethical behavior and the underlying factors influencing/forming each consumer’s response
outcome is analyzed in this article based on information obtained through interviews. The results indicate that, in the Chinese
context, the responding outcome can be boiled down to five types, namely, resistance, questioning, indifference, praise, and
support. Additionally, consumers’ responses were mainly influenced by the specific consumer’s ethical consciousness, ethical
cognitive effort, perception of ethical justice, motivation judgment, institutional rationality, and corporate social responsibility–corporate
ability (CSR–CA) belief. Based on these results, a generalized framework of consumer’s ethical responses is developed which
provides a number of insightful suggestions upon how to motivate a consumer’s support of a firm’s ethical behavior and to
transfer this kind of support into truly positive purchasing behavior. |
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