Consumer ethics among young consumers in developing countries: A cross national study

Purpose - The present study aims to examine the similarities and differences between young consumers in Indonesia and Thailand based on actionable and strategy-yielding marketing variables (e.g. Machiavellianism, ethical orientations, trust, opportunism and materialism) and, second, it examined the...

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Main Authors: Denni Arli, Fandy Tjiptono, Warat Winit
Format: Journal
Published: 2018
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Online Access:https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84937566304&origin=inward
http://cmuir.cmu.ac.th/jspui/handle/6653943832/44793
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Institution: Chiang Mai University
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spelling th-cmuir.6653943832-447932018-04-25T07:55:25Z Consumer ethics among young consumers in developing countries: A cross national study Denni Arli Fandy Tjiptono Warat Winit Agricultural and Biological Sciences Purpose - The present study aims to examine the similarities and differences between young consumers in Indonesia and Thailand based on actionable and strategy-yielding marketing variables (e.g. Machiavellianism, ethical orientations, trust, opportunism and materialism) and, second, it examined the impact of these variables on consumer ethics. Design/methodology/approach - A convenience sample of university students from a large private university in Yogyakarta (Indonesia) and a large public university in Chiang Mai (Thailand) were asked to complete a survey that incorporated scales to measure consumers' ethical beliefs, specifically, Machiavellianism, ethical orientation, opportunism, trust and materialism, as well as demographic classification questions. Findings - The findings showed that young Indonesian and Thai consumers display similarities on most of the constructs. Moreover, the study found that personal moral philosophies (i.e. idealism and relativism) and trust strongly influence their judgment in ethically intense situations in both countries. Research limitations/implications - The current study has several limitations, especially the use of convenience sampling that may limit the generalizability of the findings. Students in Indonesia and Thailand may behave differently from general consumers or other cohorts with regards to their ethical judgments. Practical implications - Because personal ethical positions are developed over a lifetime of experiences in dealing with and resolving moral issues, schools and universities should intervene and educate youth on acting in ways that are consistent with moral rules. Currently, universities and schools in Indonesia and Thailand and many other countries in developing countries do not promote this knowledge to students. Originality/value - This is one of the first studies exploring consumer ethics in Indonesia and Thailand. 2018-01-24T04:48:07Z 2018-01-24T04:48:07Z 2015-01-01 Journal 1758857X 17471117 2-s2.0-84937566304 10.1108/SRJ-05-2013-0059 https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84937566304&origin=inward http://cmuir.cmu.ac.th/jspui/handle/6653943832/44793
institution Chiang Mai University
building Chiang Mai University Library
country Thailand
collection CMU Intellectual Repository
topic Agricultural and Biological Sciences
spellingShingle Agricultural and Biological Sciences
Denni Arli
Fandy Tjiptono
Warat Winit
Consumer ethics among young consumers in developing countries: A cross national study
description Purpose - The present study aims to examine the similarities and differences between young consumers in Indonesia and Thailand based on actionable and strategy-yielding marketing variables (e.g. Machiavellianism, ethical orientations, trust, opportunism and materialism) and, second, it examined the impact of these variables on consumer ethics. Design/methodology/approach - A convenience sample of university students from a large private university in Yogyakarta (Indonesia) and a large public university in Chiang Mai (Thailand) were asked to complete a survey that incorporated scales to measure consumers' ethical beliefs, specifically, Machiavellianism, ethical orientation, opportunism, trust and materialism, as well as demographic classification questions. Findings - The findings showed that young Indonesian and Thai consumers display similarities on most of the constructs. Moreover, the study found that personal moral philosophies (i.e. idealism and relativism) and trust strongly influence their judgment in ethically intense situations in both countries. Research limitations/implications - The current study has several limitations, especially the use of convenience sampling that may limit the generalizability of the findings. Students in Indonesia and Thailand may behave differently from general consumers or other cohorts with regards to their ethical judgments. Practical implications - Because personal ethical positions are developed over a lifetime of experiences in dealing with and resolving moral issues, schools and universities should intervene and educate youth on acting in ways that are consistent with moral rules. Currently, universities and schools in Indonesia and Thailand and many other countries in developing countries do not promote this knowledge to students. Originality/value - This is one of the first studies exploring consumer ethics in Indonesia and Thailand.
format Journal
author Denni Arli
Fandy Tjiptono
Warat Winit
author_facet Denni Arli
Fandy Tjiptono
Warat Winit
author_sort Denni Arli
title Consumer ethics among young consumers in developing countries: A cross national study
title_short Consumer ethics among young consumers in developing countries: A cross national study
title_full Consumer ethics among young consumers in developing countries: A cross national study
title_fullStr Consumer ethics among young consumers in developing countries: A cross national study
title_full_unstemmed Consumer ethics among young consumers in developing countries: A cross national study
title_sort consumer ethics among young consumers in developing countries: a cross national study
publishDate 2018
url https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84937566304&origin=inward
http://cmuir.cmu.ac.th/jspui/handle/6653943832/44793
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