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Exploring the Domains of Consumer Perceived Ethicality in Developing Countries. Comparative Qualitative Research on Romania and China

In: Sustainable and Resilient Businesses in the Global Economy

Author

Listed:
  • Laszlo Alexandru Gyori

    (Amazon Spain Services)

  • Flavia Dana Oltean

    (“G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureş
    “G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureş
    “G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureş)

  • Manuela Rozalia Gabor

    (“G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureş
    “G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureş
    “G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureş)

Abstract

This paper explores the domains that contribute to Consumer Perceived Ethicality (CPE) in developing countries. Brunk (AMA Winter Educators’ Conference Proceedings. Brussels: American Marketing Association, pp. 32–33 (2010a)) original framework of six CPE domains (consumers, employees, environment, overseas community, local community and economy, and business community) is used as a foundation. In-depth interviews with consumers from Romania and China (developing countries) were conducted to understand their perspectives on ethical business practices. The findings suggest that all six of Brunk’s domains are relevant to CPE in developing countries, but there may be nuances in how these domains are perceived compared to developed countries. For example, consumers in developing countries may be more concerned about the impact of business activities on local economies and the exploitation of labor overseas. This research contributes to the understanding of CPE by focusing on a previously understudied population (consumers in developing countries). The findings can be used by businesses to develop more ethical practices that resonate with consumers in these markets.

Suggested Citation

  • Laszlo Alexandru Gyori & Flavia Dana Oltean & Manuela Rozalia Gabor, 2025. "Exploring the Domains of Consumer Perceived Ethicality in Developing Countries. Comparative Qualitative Research on Romania and China," Springer Proceedings in Business and Economics, in: Adina Letiția Negrușa & Monica Maria Coroş & Mark Anthony Camilleri (ed.), Sustainable and Resilient Businesses in the Global Economy, pages 199-214, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-75883-6_13
    DOI: 10.1007/978-3-031-75883-6_13
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    More about this item

    Keywords

    Consumer perceived ethicality; Ethics; Developing countries; Qualitative analysis;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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