Associations of unethical consumer behavior and social attitudes

Abstract

Purpose -The purpose of this paper is to investigate young adult consumers' (i.e. university undergraduates') evaluations of consumer behavior scenarios as ethical or unethical in relation to the respondents' philosophies of human nature. Design/methodology/approach -An existing ethical decision making model in marketing was applied to consumer ethical decision-making. Based upon the model, the marketer's solution to ethical dilemmas is influenced by factors such as attitudes. This study focused on a specific type of attitude (philosophies of human nature). Subjects completed a questionnaire that contained philosophies of human nature (PHN) items and three consumer behavior scenarios. Factor analysis was conducted on the PHN scale to assist in factoring items into subscales. One-way analysis of variance was used to determine if a relationship existed between consumer ethical response scores and responses to the PHN scale. Findings -For two of the PHN factors, the consumer ethical response scores differed significantly among the low, moderate, and high PHN groups. Subjects who were less believing that people behave dishonestly for personal gain had higher ethical response scores in all of the scenarios than subjects who were more believing. Subjects who were less believing that people will stand by their convictions had higher ethical response scores in the "returned garment after use" scenario than subjects who were more believing. Originality/value -This study is one of a few that addresses variables related to how consumers make ethically related decisions and the results can be useful to employers in the apparel industry when screening job applicants.

Factors affecting consumers’ purchase intention of eco‐friendly food in China: The evidence from respondents in Beijing

“…People who care about environmental issues are more likely to engage in appropriate environmental responsible behaviour than those without such feelings (Hines et al, ). Personal responsibility is related to consumers’ ethics with consumers’ purchase decisions being the main issue (Callen‐Marchione & Ownbey, ). The study of Michaelidou and Hassan (), for example, suggests that ethical self‐identity can explain consumers’ intention of organic food purchasing.…”

Accessing and affording sustainability: the experience of fashion consumption within young families

“…This offered the participants comfort that their consumption was not linked to unethical practice. Therefore, as their consumption did not align with their moral principles, rationalization was applied to dilute their behaviour (Callen-Marchione and Ownbey, 2008). As the participants were satisfied and appreciated the perceived fairness of the retailer from the perspective of a customer, trust was transferred encompassing all aspects of the business.…”

“…However, information regarding how to avoid this was scarce, and there was no understanding from the participants of the environmental impact. When the participants acknowledged that the retailer they visited was implicated in unethical practice, they were found to engage in rationalization or justification of behaviour (Callen-Marchione and Ownbey, 2008 The cultural distance between the consumer and those involved with production is significant in adding complexity of ethical issues (Lyon, 2006) where little is known of the workers' conditions or lives. When the participants acknowledged that the retailer they visited was implicated in unethical practice, they were found to engage in rationalization or justification of behaviour (Callen-Marchione and Ownbey, 2008 The cultural distance between the consumer and those involved with production is significant in adding complexity of ethical issues (Lyon, 2006) where little is known of the workers' conditions or lives.…”

“…However, some participants did make purchases in Primark and most of the participants acquired clothing for the children in the supermarket. Therefore, as their consumption did not align with their moral principles, rationalization was applied to dilute their behaviour (Callen-Marchione and Ownbey, 2008).…”

“…This impact on the application of sustainable principles to fashion consumption and the lack of control the participant, acting as the principal, has over the retailer, who negotiates production conditions (Eisenhardt, 1989). When the participants acknowledged that the retailer they visited was implicated in unethical practice, they were found to engage in rationalization or justification of behaviour (Callen-Marchione and Ownbey, 2008 The cultural distance between the consumer and those involved with production is significant in adding complexity of ethical issues (Lyon, 2006) where little is known of the workers' conditions or lives. Available information is inconclusive, and the consumer evaluates criteria that are readily absorbed, that of point of purchase labelling and what is known socially.…”