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Do Female Consumers Have Higher Ethical Perceptions Of Marketing?

Author

Listed:
  • Robert D. Green
  • Ghensy Antoine

Abstract

Studies have found either females being more ethical than males or no significant differences. Ethical evaluations and judgments lead to intentions, and behavior. Furthermore, marketing activities create positive, e.g., ethical, or negative, e.g., unethical, perceptions of firms’ market offerings. The purpose is to make an initial study of consumers’ ethical perceptions of firms’ marketing strategy and to clarify prior findings of these somewhat inconsistent results of gender differences toward marketing ethics. Two propositions are presented with each under different cues and intensiveness levels. The conclusion is that under certain conditions – it depends – there are differences between male and female consumers’ ethical perception of firms’ marketing strategy.

Suggested Citation

  • Robert D. Green & Ghensy Antoine, 2011. "Do Female Consumers Have Higher Ethical Perceptions Of Marketing?," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(1), pages 85-100.
    • Handle: RePEc:ibf:gjbres:v:5:y:2011:i:1:p:85-100
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    References listed on IDEAS

    as
    1. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    2. Robert D. Green & Hui-Chu Chen, 2010. "Spousal Purchasing Behavior As An Influence On Brand Equity," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 3(2), pages 1-17.
    3. Meyers-Levy, Joan & Maheswaran, Durairaj, 1991. "Exploring Differences in Males' and Females' Processing Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 63-70, June.
    4. Hui-Chu Chen & Robert D. Green, 2009. "Marketing Mix And Branding: Competitive Hypermarket Strategies," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 17-34.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Pranav Kumar & Sany Sanuri Mohd. Mokhtar, 2016. "Ethical Marketing Practices viewed through Consumer Spectacles," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 29-45.
    2. Pranav KUMAR & Sany Sanuri Mohd. MOKHTAR, 2017. "Female Shoppers’ Outlook Of Firms’ Fairness In Marketing Communications And Distribution Channels," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 40-60, May.

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    More about this item

    Keywords

    Consumer behavior; ethical perceptions of marketing; gender differences of ethics;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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