Journal of Business Ethics

, Volume 57, Issue 2, pp 183–195 | Cite as

Consumer Ethics: A Cross-Cultural Study of the Ethical Beliefs of Turkish and American Consumers

  • Mohammed Y. A. RawwasEmail author
  • Ziad Swaidan
  • Mine Oyman


The ethical climate in Turkey is beset by ethical problems. Bribery, environmental pollution, tax frauds, deceptive advertising, production of unsafe products, and the ethical violations that involved politicians and business professionals are just a few examples. The purpose of this study is to compare and contrast the ethical beliefs of American and Turkish consumers using the Ethical Position Questionnaire (EPQ) of Forsyth (1980), the Machiavellianism scale, and the Consumer Ethical Practices of Muncy and Vitell questionnaire (MVQ). A sample of 376 subjects that consists of American consumers (n = 188) and Turkish consumers (n = 199) was used to compare the ethical beliefs and practices of the two samples. The MANOVA results for the two nationality groups found that five out of six criterion variables differed between the two groups. The implications of this study are intended to assist marketers to develop strategies that suit a particular market and lessen their risk of entry.


Consumer ethics idealism relativism Machiavellianism cross cultural U.S.A. Turkey 


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Copyright information

© Springer 2005

Authors and Affiliations

  • Mohammed Y. A. Rawwas
    • 1
    Email author
  • Ziad Swaidan
    • 2
  • Mine Oyman
    • 3
  1. 1.Department of MarketingUniversity of Northern IowaCedar FallsU.S.A.
  2. 2.Department of Management and MarketingUniversity of Houston-VictoriaU.S.A.
  3. 3.Department of MarketingAnadolu UniversityTurkey

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