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  • Are atheist consumers less ethical? Investigating the role of religiosity and atheism on consumer ethics

    Author(s)
    Arli, D
    Nguyen, TM
    Nham, PT
    Griffith University Author(s)
    Nguyen, Mai T.
    Year published
    2021
    Metadata
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    Abstract
    Purpose: There is a perception that non-religious consumers are less ethical than religious consumers. Studies found prejudices against atheists around the world and assumed that those who committed unethical behavior were more likely to be atheists. Hence, first, the purpose of this study is to investigate the effect of consumers’ intrinsic religiosity, extrinsic religiosity and atheism on consumers’ ethical beliefs. Second, this study attempts to segment consumers and identify differences between these segments. Design/methodology/approach: Using data from 235 study participants in the USA and 531 in Vietnam. Subsequently, ...
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    Purpose: There is a perception that non-religious consumers are less ethical than religious consumers. Studies found prejudices against atheists around the world and assumed that those who committed unethical behavior were more likely to be atheists. Hence, first, the purpose of this study is to investigate the effect of consumers’ intrinsic religiosity, extrinsic religiosity and atheism on consumers’ ethical beliefs. Second, this study attempts to segment consumers and identify differences between these segments. Design/methodology/approach: Using data from 235 study participants in the USA and 531 in Vietnam. Subsequently, a two-step cluster approach was used to identify segments within these samples. Findings: The study results show consumers’ intrinsic religiosity negatively influences all consumers’ unethical beliefs. Similarly, atheism also negatively influences all consumers’ unethical beliefs. This study also complements other studies exploring consumer ethics in developing countries. In addition, the segmentation analysis produced unique segments. The results from both samples (USA and Vietnam) indicated that non-religious consumers are less likely to accept various unethical behaviors compared to religious consumers. Religious consumers are not necessarily more ethical and atheism consumers are not necessarily less ethical. In the end, are implications for business ethics, religious and non-religious leaders on how to view the impact of beliefs on consumer ethical behaviors. Originality/value: This is one of the first few studies investigating the impact of atheism on consumer ethics. The results of this study further extend the knowledge of study in consumer ethics by comparing consumers’ religiosity and atheism.
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    Journal Title
    Journal of Consumer Marketing
    DOI
    https://doi.org/10.1108/JCM-04-2020-3755
    Note
    This publication has been entered as an advanced online version in Griffith Research Online.
    Subject
    Commerce, management, tourism and services
    Publication URI
    http://hdl.handle.net/10072/407153
    Collection
    • Journal articles

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