Consumer Ethical Decision Making: Intensity, Self-Consciousness and Neutralization Techniques
The purpose of the study is to examine the effect of moral intensity on self-conscious emotions and neutralization techniques in the context of ethical decision making among consumers. A sample of 388 shopping mall retail consumers was recruited through self-administered survey technique. Descript...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Wollongong
2017-03-01
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| Series: | Australasian Accounting, Business and Finance Journal |
| Subjects: | |
| Online Access: | http://ro.uow.edu.au/aabfj/vol11/iss1/6 |
| Summary: | The purpose of the study is to examine the effect of moral intensity on self-conscious emotions and
neutralization techniques in the context of ethical decision making among consumers. A sample of 388
shopping mall retail consumers was recruited through self-administered survey technique. Descriptive
statistics, exploratory factor analysis, correlation was carried out in SPSS whereas the measurement model and
structural relationships were estimated using AMOS.
Results indicate that moral intensity positively influences consumer’s self-consciousness, neutralization techniques
and behavioural intention. Self-consciousness negatively influence consumer’s defence mechanism i.e.
neutralization techniques. Neither self-consciousness nor neutralization techniques is found to have an impact
on consumers’ behavioural intention. Only self-consciousness is found to complementary mediate the
relationship of moral intensity and neutralization. The limitations associated with field survey and crosssectional
research design are inevitable. The study offers some relevant practical implications for government,
marketing professionals and academia. The study is among the pioneer studies that theoretically links and
empirically examines Issue Contingent Model, theory of neutralization and self-consciousness. The study develops
and tested an Urdu language version of the questionnaire for retail consumers. |
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| ISSN: | 1834-2000 1834-2019 |