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Double Standards in the Judgment of Consumer versus Business Unethical Behavior

Author

Listed:
  • Mindaugas Sinkevičius

    (University of Management and Economics, Lithuania)

  • Justina Gineikienė

    (Vilnius University, Lithuania)

  • Maik Huettinger

    (University of Management and Economics, Lithuania)

  • Benas Adomavičius

    (University of Management and Economics, Lithuania)

Abstract

Double standards in terms of individuals being more tolerant of questionable consumer practices than of similar business practices have been researched in several studies (e.g., De Bock, Vermeir & Van Kenhove, 2013; De Bock & Van Kenhove, 2011; Vermeir & Van Kenhove, 2008; DePaulo, 1987). However, a mismatch between the perceptions of a company’s corporate behavior and a consumer’s ethical behavior has scarcely been assessed from the point of view of individual differences on the consumer side. The purpose of the current study is to explore individual differences (optimistic versus pessimistic attitude towards business) in the use of ethical judgments regarding questionable conduct of a business versus that of a consumer. In other words, we investigate if the consumers who are positively disposed towards business are less critical of unethical corporate than of consumer actions. In our study, we compared the level of optimism with regard to businesses with attitudes towards business ethics (using the Perceived Role of Ethics and Social Responsibility scale (PRESOR) created by Singhapakdi, Vitell, Rallapalli and Kraft (1996)), and the attitudes towards consumer ethics (using the Consumer Ethics Scale (CES) by Vitell and Muncy (1992)). Research results indicate that the individuals having optimistic attitudes towards business are less likely to use double standards when it comes to (un)ethical consumer behavior, compared to (un)ethical corporate actions. Limitations and suggestions for further research are presented.

Suggested Citation

  • Mindaugas Sinkevičius & Justina Gineikienė & Maik Huettinger & Benas Adomavičius, 2014. "Double Standards in the Judgment of Consumer versus Business Unethical Behavior," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(1), pages 45-57.
    • Handle: RePEc:zag:market:v:26:y:2014:i:1:p:45-57
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    References listed on IDEAS

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    1. Muncy, James A. & Vitell, Scott J., 1992. "Consumer ethics: An investigation of the ethical beliefs of the final consumer," Journal of Business Research, Elsevier, vol. 24(4), pages 297-311, June.
    2. Tine Bock & Iris Vermeir & Patrick Kenhove, 2013. "“What’s the Harm in Being Unethical? These Strangers are Rich Anyway!” Exploring Underlying Factors of Double Standards," Journal of Business Ethics, Springer, vol. 112(2), pages 225-240, January.
    3. John Tsalikis & Bruce Seaton, 2007. "The International Business Ethics Index: European Union," Journal of Business Ethics, Springer, vol. 75(3), pages 229-238, October.
    4. Tine Bock & Patrick Kenhove, 2011. "Double Standards: The Role of Techniques of Neutralization," Journal of Business Ethics, Springer, vol. 99(2), pages 283-296, March.
    5. Yuh-Jia Chen & Thomas Tang, 2006. "Attitude Toward and Propensity to Engage in Unethical Behavior: Measurement Invariance across Major among University Students," Journal of Business Ethics, Springer, vol. 69(1), pages 77-93, November.
    6. Ramazan Kaynak & Tuba Sert, 2012. "The Impact of Service Supplier’s Unethical Behavior to Buyer’s Satisfaction: An Empirical Study," Journal of Business Ethics, Springer, vol. 109(2), pages 219-226, August.
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