TY  - JOUR
AB  - Examining individual tolerance for unethical consumer behavior provides a key insight to how people behave as consumers worldwide. In this study, consumer reactions to 11 unethical consumer behavior scenarios are investigated using sample data from Austria, Brunei, France, Hong Kong, the UK, and the USA. Nationality is found to be a significant predictor of how consumers view various questionable behaviors. Gender is not a significant predictor, while age and religious affiliation are found to be significant predictors of consumer ethical perceptions. The study identifies distinct consumer clusters based on their perceptions of consumer unethical behavior. Implications of the findings are discussed and future research directions are provided.
VL  - 21
IS  - 4
SN  - 0736-3761
DO  - 10.1108/07363760410542165
UR  - https://doi.org/10.1108/07363760410542165
AU  - Babakus Emin
AU  - Bettina Cornwell T.
AU  - Mitchell Vince
AU  - Schlegelmilch Bodo
PY  - 2004
Y1  - 2004/01/01
TI  - Reactions to unethical consumer behavior across six countries
T2  - Journal of Consumer Marketing
PB  - Emerald Group Publishing Limited
SP  - 254
EP  - 263
Y2  - 2024/04/23
ER  -