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Spirituality, Moral Identity, and Consumer Ethics: A Multi-cultural Study

Author

Listed:
  • Scott J. Vitell

    (University of Mississippi)

  • Robert Allen King

    (University of Mississippi)

  • Katharine Howie

    (University of Mississippi)

  • Jean-François Toti

    (Aix-Marseille University)

  • Lumina Albert

    (Colorado State University)

  • Encarnación Ramos Hidalgo

    (University of Seville)

  • Omneya Yacout

    (Alexandria University)

Abstract

This article presents the results of a cross-cultural study that examines the relationship between spirituality and a consumer’s ethical predisposition, and further examines the relationship between the internalization of one’s moral identity and a consumer’s ethical predisposition. Finally, the moderating impact of cultural factors on the above relationships is tested using Hofstede’s five dimensions. Data were gathered from young adult, well-educated consumers in five different countries, namely the U.S., France, Spain, India, and Egypt. The results indicate that the more spiritual an individual consumer is, the more likely that consumer is to be ethically predisposed. Furthermore, the stronger one’s internalization of a moral identity, the more likely one is to be ethically predisposed. These two relationships are further moderated by Hofstede’s cultural factors such as the degree of collectivism versus individualism in the culture. However, the strength and direction of the moderation may vary depending upon the specific Hofstede dimension.

Suggested Citation

  • Scott J. Vitell & Robert Allen King & Katharine Howie & Jean-François Toti & Lumina Albert & Encarnación Ramos Hidalgo & Omneya Yacout, 2016. "Spirituality, Moral Identity, and Consumer Ethics: A Multi-cultural Study," Journal of Business Ethics, Springer, vol. 139(1), pages 147-160, November.
    • Handle: RePEc:kap:jbuset:v:139:y:2016:i:1:d:10.1007_s10551-015-2626-0
    DOI: 10.1007/s10551-015-2626-0
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    References listed on IDEAS

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    1. Shao, Ruodan & Aquino, Karl & Freeman, Dan, 2008. "Beyond Moral Reasoning: A Review of Moral Identity Research and Its Implications for Business Ethics," Business Ethics Quarterly, Cambridge University Press, vol. 18(4), pages 513-540, October.
    2. Muncy, James A. & Vitell, Scott J., 1992. "Consumer ethics: An investigation of the ethical beliefs of the final consumer," Journal of Business Research, Elsevier, vol. 24(4), pages 297-311, June.
    3. Scott Vitell & Megan Keith & Manisha Mathur, 2011. "Antecedents to the Justification of Norm Violating Behavior Among Business Practitioners," Journal of Business Ethics, Springer, vol. 101(1), pages 163-173, June.
    4. Scott Vitell, 2009. "The Role of Religiosity in Business and Consumer Ethics: A Review of the Literature," Journal of Business Ethics, Springer, vol. 90(2), pages 155-167, November.
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