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  • Consumer Ethics among Young Consumers in Developing Countries: A Cross National Study

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    Accepted Manuscript (AM)
    Author(s)
    Arli, Denni
    Tjiptono, Fandy
    Winit, Warat
    Griffith University Author(s)
    Arli, Denni
    Year published
    2015
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    Abstract
    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, ...
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    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.
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    Journal Title
    Social Responsibility Journal
    Volume
    11
    Issue
    3
    DOI
    https://doi.org/10.1108/SRJ-05-2013-0059
    Copyright Statement
    © 2015 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Marketing not elsewhere classified
    Business and Management
    Policy and Administration
    Sociology
    Publication URI
    http://hdl.handle.net/10072/169705
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    • Journal articles

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