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(Un)ethical consumer behavior: Robin Hoods or plain hoods?

Aviv Shoham (Graduate School of Management, University of Haifa, Haifa, Israel)
Ayalla Ruvio (Graduate School of Management, University of Haifa, Haifa, Israel)
Moshe Davidow (Graduate School of Management, University of Haifa, Haifa, Israel)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 27 June 2008

Abstract

Purpose

This paper seeks to assess the impact of consumer ethics and their piracy attitudes on piracy behaviors. The extent of such piracy is difficult to estimate because no worldwide statistics are available, but conservative estimates indicate that it costs manufacturers billions of dollars.

Design/methodology/approach

The research was conducted using Israeli consumers through a structured questionnaire. Data were analyzed mostly through regression models.

Findings

Attitudes to piracy served as a partial mediator of the impacts of consumer morals and ethics on actual piracy.

Research limitations/implications

The major limitation is the use of a convenience sample and future research should replicate and extend this study using random samples.

Practical implications

First, firms should advertise piracy as unethical. This would result in recognition of unethical piracy behavior by some part of the population. For piracy reduction, such people should recognize the need to “balance the ethical book” within the same context of behavior. In other words, if they have pirated from a company in the past, such people should be encouraged to purchase from the same company in the future.

Originality/value

The paper assesses the impact of consumer ethics and their piracy attitudes and behaviors.

Keywords

Citation

Shoham, A., Ruvio, A. and Davidow, M. (2008), "(Un)ethical consumer behavior: Robin Hoods or plain hoods?", Journal of Consumer Marketing, Vol. 25 No. 4, pp. 200-210. https://doi.org/10.1108/07363760810882399

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited