Disparity in consumer ethics reflects cultural variations; these are differences in the collective programming of the mind that distinguishes one culture from another. This study explores the differences in consumer ethics across cultural dimensions using Hofstede's (in Culture's consequences: international differences in work-related values, Sage, Beverly Hills, 1980) model (collectivism, masculinity, power distance, and uncertainty avoidance) and Muncy and Vitell (in J Bus Res 24(4):297-311, 1992) consumer ethics model (i.e., illegal, active, passive, and no harm). This is the first study to empirically explore consumer ethics using these two major constructs. Seven hundred sixty one African American consumers were used to test the four major hypotheses developed in this study. Current research has revealed that there are significant differences in ethics between consumers who score high and consumers who score low on Hofstede's four cultural dimensions. In general, this research revealed that consumers who score high on collectivism, high on uncertainty avoidance, low on masculinity, and low on power distance scales reject questionable activities more than consumers who score low on collectivism, low on uncertainty avoidance, high on masculinity, and high on power distance. This study should prove valuable to international marketers because the Hofstede cultural model allows managers to identify differences in consumer ethics across different cultures and thus provides a theoretical base for designing effective marketing strategies.Keywords Culture Á Hofstede model Á Consumer ethics Á African American subculture Á Muncy and Vitell modelAs the USA becomes more heterogeneous, with an increasing minorities population, marketers need to develop better understanding of the diverse values of the subcultures that mark the American society. Understanding consumers' subculture is vital for the development of successful marketing strategies that integrate consumers' moral values. Cultural generalizations about whole societies and how they view ethical issues may not be completely appropriate in the future (Jenner et al. 2008). Marketers should focus on the value set of each small group of individuals when developing their internal policies and their external marketing strategies (Huo and Randall 1991).Hofstede et al. (2010) defined culture as the collective programming of the mind which distinguishes the members of one group of people from another. Culture is recognized as an important variable influencing consumer ethical decision-making and behavior (Singhapakdi et al. 1994;Tavakoli et al. 2003). Culture affects the marketing mix (product development, promotion, distribution, and pricing) because it determines what consumers wear and eat and where they reside and travel. Hofstede (1980) theorized that cultures could be contrasted along four dimensions: individualism/collectivism, masculinity/femininity, power distance, and uncertainty avoidance. Individualism/ collectivism represents the relation between an individu...