Journal of Business Ethics

, Volume 70, Issue 3, pp 299–326 | Cite as

Using Best–Worst Scaling Methodology to Investigate Consumer Ethical Beliefs Across Countries

  • Pat Auger
  • Timothy M. Devinney
  • Jordan J. Louviere


This study uses best–worst scaling experiments to examine differences across six countries in the attitudes of consumers towards social and ethical issues that included both product related issues (such as recycled packaging) and general social factors (such as human rights). The experiments were conducted using over 600 respondents from Germany, Spain, Turkey, USA, India, and Korea. The results show that there is indeed some variation in the attitudes towards social and ethical issues across these six countries. However, what is more telling are the similarities seen and the extent to which individual variation dominates observable demographics and country-based variables.


social issues best–worst experiments cross-country study 


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This research was supported financially by the Australian Research Council through its Discovery Grant program. Additional financial support was forthcoming from the Centre for Corporate Change at the Australian Graduate School of Management and the Centre for the Study of Choice at the University of Technology, Sydney. We are very appreciative of the comments and suggestions of participants at the 2004 Marketing Science Conference (Rotterdam), the 2004 Academy of International Business Conference (Stockholm), and the 2004 European Marketing Academy Conference (Murcia), and numerous universities worldwide. Various individuals and organizations were involved in this work including AC Nielsen, Research International and Heakin Quicktest, as well as Seoul National University, Copenhagen Business School, and EISE (Barcelona). Their support and cooperation is gratefully appreciated. The comments and suggestions of various reviewers, conference attendees, and colleagues has gone a long way to improving this work and we thank them without individual attribution.


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Copyright information

© Springer 2006

Authors and Affiliations

  • Pat Auger
    • 1
  • Timothy M. Devinney
    • 2
  • Jordan J. Louviere
    • 3
  1. 1.Melbourne Business SchoolCarltonAustralia
  2. 2.Australian Graduate School of ManagementUniversity of New South WalesSydneyAustralia
  3. 3.University of TechnologySydneyAustralia

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