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Mediating Role of Cultural Values in the Impact of Ethical Ideologies on Chinese Consumers’ Ethical Judgments

Author

Listed:
  • Ricky Y. K. Chan

    (Hong Kong Polytechnic University)

  • Piyush Sharma

    (Curtin University)

  • Abdulaziz Alqahtani

    (Curtin University
    Jazan University)

  • Tak Yan Leung

    (University of the Sunshine Coast)

  • Ashish Malik

    (Queen’s University)

Abstract

This paper develops and tests a new conceptual model incorporating the indirect impact of two ethical ideologies (idealism and relativism) on Chinese consumers’ ethical judgments under four ethically problematic consumption situations (active benefit, passive benefit, deceptive practice, and no/indirect harm) through two cultural values (integration and moral discipline). Data from a large-scale online consumer survey in five major Chinese cities (N = 1046) support most hypotheses. The findings are consistent with the postulated global impact of ethical ideology on forming an individual’s beliefs and values and highlight the importance of a thorough understanding of the significant determinants of consumer ethics to promote ethically responsible consumption behaviors. This study also uses an emic approach to conceptualize and measure Chinese cultural values by using cultural constructs and measures that are designed explicitly in the Chinese context.

Suggested Citation

  • Ricky Y. K. Chan & Piyush Sharma & Abdulaziz Alqahtani & Tak Yan Leung & Ashish Malik, 2024. "Mediating Role of Cultural Values in the Impact of Ethical Ideologies on Chinese Consumers’ Ethical Judgments," Journal of Business Ethics, Springer, vol. 191(4), pages 865-884, May.
    • Handle: RePEc:kap:jbuset:v:191:y:2024:i:4:d:10.1007_s10551-024-05669-0
    DOI: 10.1007/s10551-024-05669-0
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