消费者关心道德吗?跨文化研究

A. Malheiro, Marjan S. Jalali, M. Farhangmehr
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引用次数: 4

摘要

在过去的二十年里,关于道德和社会责任企业行为的讨论越来越多。营销人员和学者都强调这个话题的趣味性。发达的研究主要集中在对一些组织实践的理解上,但消费者对问题的理解还需要进一步的调查。这项工作提出了一些关于消费者伦理的主要理论贡献,强调了消费者对公司行为的看法如何影响购买态度。该研究旨在填补新兴的营销伦理文献中的两个重要空白:通过观察营销交换二元体的消费者方面,并比较不同文化中消费者对伦理的看法。因此,消费者的道德意识和期望水平及其对购买行为的影响是在葡萄牙和佛得角的背景下衡量的,佛得角是葡萄牙在非洲的前殖民地之一。进行了定性和定量分析。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Do consumers care about ethics? A cross-cultural study
Discussion towards an understanding about ethical and social responsible corporate behaviours has increased over last two decades. Both marketers and academicians emphasize the interest of the topic. Developed research has been focusing the understanding of a few organizational practices, but consumer’s dyad of the problem calls for further investigation. This work presents some of the main theoretical contributions about consumer ethics, emphasizing the way how purchase attitude may be influenced by consumers’ perceptions about firms’ behaviour. The study aims to fill two important gaps in the burgeoning literature on marketing ethics: by looking at the consumer side of the marketing exchange dyad, and comparing consumer perspectives on ethics across cultures. As such, levels of consumer ethical awareness and expectations, and their impact on purchasing behaviours are measured in the contexts of Portugal and Cape Verde, one of its former colonies in Africa. Both qualitative and quantitative analyses were developed.
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