IDEAS home Printed from https://ideas.repec.org/p/sol/wpaper/09-021.html
   My bibliography  Save this paper

Why Do We Look Bad? A Consumer Perspective of Un/Ethical Corporate Behavior

Author

Listed:
  • Katja H. Brunk

Abstract

This research provides a much needed consumer perspective of corporate ethics. Based on twenty consumer interviews, the study conceptualizes potential sources of ‘consumer perceived ethicality (CPE) of a company/brand by investigating consumers’ ethical perceptions of business behavior. The developed taxonomy delineates six domains and sub-domains of CPE origin, relating to the impact corporate behavior has on: (1) consumers, (2) employees, (3) the environment, (4) the overseas community, (5) the local economy and community, and (6) the business community. The findings underscore that the consumer and company perspective on corporate ethics may differ. More importantly, the results highlight that dimensions of consumer perception of a company/brand’s ethics are far more diverse than previously assumed in the literature.

Suggested Citation

  • Katja H. Brunk, 2009. "Why Do We Look Bad? A Consumer Perspective of Un/Ethical Corporate Behavior," Working Papers CEB 09-021.RS, ULB -- Universite Libre de Bruxelles.
  • Handle: RePEc:sol:wpaper:09-021
    as

    Download full text from publisher

    File URL: https://dipot.ulb.ac.be/dspace/bitstream/2013/53978/1/RePEc_sol_wpaper_09-021.pdf
    Download Restriction: info:eu-repo/semantics/openAccess

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Consumer Perceived Ethicality (CPE); Corporate Ethics; Corporate Social Responsibility (CSR); Brand perceptions; Qualitative Research; Ethical consumption.;

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sol:wpaper:09-021. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Benoit Pauwels). General contact details of provider: http://edirc.repec.org/data/cebulbe.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.