Faculty Publications

Consumer Ethics: Moral Ideologies And Ethical Beliefs Of A Micro-Culture In The US

Document Type

Article

Keywords

Ethical beliefs, Minorities, Moral ideologies

Journal/Book/Conference Title

International Business Review

Volume

13

Issue

6

First Page

749

Last Page

761

Abstract

This study explores the ethical ideologies and ethical beliefs of African American consumers using the Forsyth ethical position questionnaire (EPQ) and the Muncy-Vitell consumer ethics questionnaire (MVQ). The two dimensions of the EPQ (i.e. idealism and relativism), and gender were the independent variables and the four dimensions of the MVQ (i.e. illegal, active, passive and no harm) were the dependent variables. A sample of 283 students from a historically black university was used to explore the relationship between the independent and dependent variables. Findings suggested that consumers who scored higher on the idealism scale and lower on the relativism scale were more likely to reject questionable activities. On average, females expressed more willingness to reject questionable activities than males. © 2004 Elsevier Ltd. All rights reserved.

Department

Department of Marketing

Original Publication Date

12-1-2004

DOI of published version

10.1016/j.ibusrev.2004.09.002

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