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The Role of Moral Philosophies and Value Orientations in Consumer Ethics: a Post-Transitional European Country Perspective

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Abstract

The purpose of this paper is to broaden knowledge of the antecedents of consumer ethics and examine them in a novel setting. Thus, two complementary pairs of variables, i.e., moral philosophies (idealism and relativism) and value orientations (individualism and collectivism), are proposed as predictors of consumer ethical beliefs. The study was conducted in a post-transitional European country where consumer ethics has not been extensively explored. Using a survey method, data were collected through an on-line consumer panel. Structural equation modelling was employed for the data analysis. The findings confirm that idealism and collectivism influence beliefs regarding (1) actively benefiting from illegal actions, (2) passively benefiting, and (3) questionable, but legal actions. Relativism is a determinant of beliefs concerning (1) passively benefiting, (2) questionable, but legal actions, and (3) no harm/no foul actions. Individualism has an effect on two dimensions of consumer ethical beliefs: (1) passively benefiting and (2) questionable, but legal actions. The findings could help companies and public policymakers in addressing consumer ethics.

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  1. Faculty of Economics, University of Ljubljana, Kardeljeva ploscad 17, 1000, Ljubljana, Slovenia

    Barbara Culiberg

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  1. Barbara Culiberg
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Culiberg, B. The Role of Moral Philosophies and Value Orientations in Consumer Ethics: a Post-Transitional European Country Perspective. J Consum Policy 38, 211–228 (2015). https://doi.org/10.1007/s10603-015-9295-3

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