PurposeThe purpose of this paper is to address issues of gender, age, and ethical sensitivity and to address the interplay of gender and age and levels of ethical sensitivity within the Lebanese context.Design/methodology/approachA structured survey was designed and administered to a sample of Lebanese respondents to test the extent of ethical sensitivity of the respondents. This study used a range of situations and scenarios to identify the levels of both sensitivity to business ethics and awareness of unethical business.FindingsSignificant differences were found in ethical sensitivity in only four out of 18 situations where in all cases females were more sensitive than males to issues of ethical nature. When comparing younger to older employees, significant differences were found in six out of the 18 situations. Age of the respondents seemed to better explain some ethical differences among respondents in some situations.Research limitations/implicationsThe specific context (workers) in which this study was conducted may limit the generalizability of the results. In addition, such studies measure perceptions of business ethics or intentions to act in an ethical or unethical way. This does not necessarily describe the actual behavior that people will be involved in.Practical implicationsThe findings suggest that males and females ethical orientations tend to get closer to each other as they mature in age. This could be due to workplace socialization. Accordingly, managers are invited to see the impact of workplace culture on ethical beliefs and behaviors.Originality/valueThis study contributes in understanding variations in ethical sensitivities across gender and age. There are only few research studies addressing business ethics and gender differences in the Middle East. This study adds to what is known about the effect of these variables on ethical orientations across different contexts.

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PurposeThis study aims to examine country of origin (COO), price and brand effects on Lebanese consumers’ attitudes towards US products and brands while evaluating a low‐involvement product like chocolate.Design/methodology/approachThe research comprised formulation of a detailed questionnaire that was served to 488 administered at various shopping malls across Lebanon. Statistical analyses of data employed included Pearson correlation and analysis of variance (ANOVA) tests.FindingsThe data supported both the hypotheses that respectively predicted that brand price was more important than COO in the evaluation of low‐involvement products. The data did not support the hypothesis that predicted a preference by Lebanese consumers for “Made in Lebanon” products, based on a similar observed preference for domestic products in developed nations.Research limitations/implicationsThe external validity of the findings are limited since an over‐exaggerated weight is provided for the “made in” label while in a real purchase situation; price as well as brand have a weight that is far superior to that of the COO. In today's business world several cues are already embedded in the brand name which limits the internal validity of the study; this includes the “made in” labels as external cues used by respondents while evaluating a particular chocolate brand regardless of the origin cue already dispatched by the brand itself.Originality/valueThe results have evidenced, if needed, the importance of taste when purchasing a particular brand. Hence, a Lebanese consumer would not mind choosing a Ghour chocolate bar instead of a Nestlé or even a Cadbury chocolate bar only if these three brands had equivalent attributes. Brand is the second attribute considered by consumers when choosing a particular chocolate. Thus, a successful approach for international marketers would be to build strong brand equity. The results provide extremely useful outputs to the marketing professionals.

PurposeThe global cosmetics industry is an attractive business opportunity. This paper aims to study country of origin effects among Lebanese consumers' purchase of shampoo.Design/methodology/approachThe research tests four hypotheses in respect of country of origins' impact on shampoo purchase decisions and concludes with marketing implications. A questionnaire was administered to 332 consumers to test four hypotheses concerning the impact of country of origin.FindingsThe data confirmed that there are no differences in either the overall quality perceptions of the product or the attribute evaluation of shampoos sourced from different countries; but the purchase intent of consumers for certain brands is affected by changes in the country of origin of the shampoo. In a low consumer involvement category such as shampoo, country of origin is not one of the key attributes affecting choice of Lebanese consumers. Purchase is driven either by practical objectives such as benefits or by experiential pleasures.Practical implicationsMarketers should strive to develop a leadership position in consumers' minds. Marketers should attempt to leverage or build brand awareness.Originality/valueGlobally the cosmetics industry represents an attractive business opportunity. The growth trend for industry is positive with new growth opportunities in Eastern Europe, Asia, Africa, and the Middle East. The study provides insight into one growth area and indicates that more research in this area would be of value.

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