Business Unethicality as an Impediment to Consumer Trust: The Moderating Role of Demographic and Cultural Characteristics [Book Review]
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Ezio Di Nucci
Jack Alan Reynolds
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Journal of Business Ethics 112 (3):397-415 (2013)
The article reports the findings of a study conducted among 387 consumers regarding their perceptions of the unethicality of business practices of firms and how these affect their response behavior, in terms of trust, satisfaction, and loyalty. The study confirmed that high levels of perceived corporate unethicality decrease consumer trust. This in turn reduces consumer satisfaction, which ultimately has negative effects on customer loyalty. It was also revealed that, although both consumer gender and urbanity have a moderating effect on the link between perceived unethicality and trust, the age group and level of education of the consumer did not exhibit such an effect. With regard to consumer cultural characteristics, both high uncertainty avoidance and low individualism were found to increase the negative impact of business unethicality on trust, as opposed to power distance and masculinity that did not have any moderating effect on this relationship. Implications for managers are extracted from the study findings, as well as directions for future research.
|Keywords||Business ethics Trust Satisfaction Loyalty Consumer demographics Cultural orientation|
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References found in this work BETA
Sandro Castaldo, Francesco Perrini, Nicola Misani & Antonio Tencati (2009). The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products. [REVIEW] Journal of Business Ethics 84 (1):1 - 15.
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Citations of this work BETA
Gerald Albaum (2014). Business-Related Ethical Values of Future Business Leaders in Four Asia-Pacific Countries. Asian Journal of Business Ethics 3 (2):127-140.
Kristen Smith, Keston Fulcher & Elizabeth Hawk Sanchez (forthcoming). Ethical Reasoning in Action: Validity Evidence for the Ethical Reasoning Identification Test. Journal of Business Ethics.
Karine Charry, Patrick De Pelsmacker & Claude L. Pecheux (2014). How Does Perceived Effectiveness Affect Adults’ Ethical Acceptance of Anti-Obesity Threat Appeals to Children? When the Going Gets Tough, the Audience Gets Going. Journal of Business Ethics 124 (2):243-257.
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