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Journal of Business Ethics

, Volume 156, Issue 2, pp 399–416 | Cite as

Actively Persuading Consumers to Enact Ethical Behaviors in Retailing: The Influence of Relational Benefits and Corporate Associates

  • Hsiu-Hua Chang
  • Long-Chuan LuEmail author
Original Paper

Abstract

While consumer motivation to maintain a relationship with a retailer is a function of personal idiosyncratic characteristics, specific perceptions of retailers may play a role in influencing receptivity to relationship maintenance. This study integrates relationship marketing tactics and corporate associates into a model of consumer ethical purchasing behavior that improves the relationship between sellers and buyers. Results show social benefits, special treatment benefits, CSR, and service quality have direct and indirect impact on ethically questionable consumer behaviors in retailing. This study also modifies the consumer ethics scale of Muncy and Vitell (1992) for the East Asian market with good reliability and validity in order to measure ethically questionable consumption behaviors in retailing. Finally, some theoretical contribution and practical implications are discussed.

Keywords

Consumer ethics Relational benefits Corporate social responsibility Corporate ability Service quality 

Notes

Compliance with Ethical Standards

Conflict of interest

The authors declare that they have no conflict of interest.

Ethical Approval

All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.

Informed Consent

Informed consent was obtained from all individual participants included in the study.

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Copyright information

© Springer Science+Business Media Dordrecht 2017

Authors and Affiliations

  1. 1.Department of Business Administration, School of BusinessFeng Chia UniversityTaichungTaiwan
  2. 2.Department of Business Administration, School of ManagementNational Chung Cheng UniversityChia-YiTaiwan

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