Journal of Business Ethics 88 (3):483 - 496 (2009)

Abstract
This study explores the linear logic between consumer ethical beliefs (CEBs) and consumer unethical behavior (CUB) in a Chinese context. A relational view helps fill the belief–behavior gap by exploring the moderating role of relationship quality in reducing CUBs. Specifically, when consumers are more receptive to a set of actions that may be deemed inappropriate by moral principles, they are more likely to engage in unethical behaviors. However, when consumers perceive their misconduct as possibly damaging to the relationship developed with the seller, they tend to refrain from unethical behaviors. CEBs and relationship quality also combine to affect unethical behaviors. Although consumers find the misconduct acceptable according to their ethical beliefs, they become less likely to conduct the behavior if they have a close relationship with the seller. The results contribute to a better understanding of the simplistic logic that connects CEBs and their unethical behaviors and shed light on how close relationships with consumers help contain CUBs
Keywords consumer ethical belief  consumer unethical behavior  relationship quality
Categories (categorize this paper)
Reprint years 2010
DOI 10.1007/s10551-009-0301-z
Options
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 58,486
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

View all 19 references / Add more references

Citations of this work BETA

View all 8 citations / Add more citations

Similar books and articles

Consumer Reactions to Unethical Service Recovery.Elizabeth C. Alexander - 2002 - Journal of Business Ethics 36 (3):223 - 237.
Exploring Consumer Orientation Toward Returns: Unethical Dimensions.Kathy Wachter, Scott J. Vitell, Ruth K. Shelton & Kyungae Park - 2012 - Business Ethics, the Environment and Responsibility 21 (1):115-128.

Analytics

Added to PP index
2009-12-28

Total views
62 ( #163,551 of 2,421,424 )

Recent downloads (6 months)
5 ( #152,186 of 2,421,424 )

How can I increase my downloads?

Downloads

My notes