| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 103 === Consumer ethics is becoming an increasing concern in worldwide, including Vietnam and Taiwan. Stealing, switching price tags and using counterfeit products are just few examples of unethical consumer behaviors. However, there are limited knowledge and researches focus on this issue. Besides, the globalization trend makes it more difficult in dealing with those problems in business world. The purpose of this study is to compare the ethical beliefs of Vietnamese and Taiwanese consumers. Following prior researches, Ethical Position Questionnaire (EPQ) of Forsyth (1980), the Machiavellianism scale, and the Consumer Ethical Practices of Muncy and Vitell questionnaire (MVQ) will be used to assess and compare those consumers from two countries. This study contributes to the understanding of consumer ethical issues, especially about the case of developing countries. Further, it helps businesses operating in Vietnam and Taiwan know more about their customers, hence they can use more proper strategies to deal with those markets.
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