Consumer ethics: insights from business professionals

Abstract

Purpose

This research aims to generate new insights into consumer ethics by tapping into business executives' first-hand experience. The overarching goal of this novel, discovery-oriented approach is to illuminate the interactive relationships between business and consumer ethics, and to offer contextualized insights into consumers' (un)ethical behaviors.

Design/methodology/approach

Three focus group interviews were conducted with senior business executives representing nine different industry sectors. Thematic analysis was performed to identify key themes for an integrative model.

Findings

Four key themes emerged, highlighting: (1) the mutual influence between business and consumer ethics, (2) the nature and intensity of consumer ethics, (3) the dual influence of digital communication, and (4) the partial influence of consumer education. The themes gave rise to an integrative conceptual model.

Research limitations/implications

This research was limited somewhat by the small and judgmental sample.

Practical implications

Consumers' growing demands for business ethics underscore the need for companies to elevate ethical considerations. The amplified consumer voice on social media is dreaded by business practitioners and is regarded as unethical consumer behavior to be actively managed.

Social implications

Business and consumer ethics can mutually influence each other in a benign or vicious circle. Consumer education is effective in some but not all domains.

Originality/value

Business practitioners' insights reveal (1) the interactivity of business and consumer ethics and (2) the diversity of (un)ethical consumer behaviors. They point to the need for an enriched definition of consumer ethics and an expansion on the categorical structure of consumers' (un)ethical practices.

Citation

Lo, L.W.T., Chan, H., Tang, F. and Yeung, K.-Y. (2020), "Consumer ethics: insights from business professionals", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 3, pp. 664-680. https://doi.org/10.1108/APJML-07-2018-0273