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To What Extent Do Consumer Ethical Beliefs Differ Across Countries? A Cross-Country Investigation Using Best-Worst Scaling Methodology

45 Pages Posted: 10 Jan 2005 Last revised: 12 Nov 2015

Pat Auger

University of Melbourne Business School

Timothy M. Devinney

University of Leeds - Leeds University Business School (LUBS); University of Leeds - Division of International Business

Jordan J. Louviere

University of South Australia - Institute for Choice

Abstract

This study uses best-worst scaling experiments to examine differences across six countries in the attitudes of consumers towards social and ethical issues that included both product related issues (such as recycled packaging) and general social factors (such as human rights). The experiments were conducted using over 600 middle class respondents from Germany, Spain, Turkey, USA, India, and Korea. The results show that there is indeed some variation in the attitudes towards social and ethical issues across these six countries. However, what is more telling is the similarities seen and the extent to which individual variations dominates observable demographics and country based variables.

Keywords: Social Issues, Best-Worst Experiments, Cross-Country Study

JEL Classification: M14, M31

Suggested Citation

Auger, Pat and Devinney, Timothy M. and Louviere, Jordan J., To What Extent Do Consumer Ethical Beliefs Differ Across Countries? A Cross-Country Investigation Using Best-Worst Scaling Methodology. Journal of Business Ethics, Vol. 70, No. 3, 2007. Available at SSRN: https://ssrn.com/abstract=645702 or http://dx.doi.org/10.2139/ssrn.645702

Pat Auger

University of Melbourne Business School ( email )

200 Leicester Street
Carlton, Victoria 3053 3186
Australia
+61 3 9349 8194 (Phone)
+61 3 9349 8133 (Fax)

Timothy M. Devinney (Contact Author)

University of Leeds - Leeds University Business School (LUBS) ( email )

Maurice Keyworth Building
Leeds LS2 9JT
United Kingdom
+44 (77) 9302 3516 (Phone)

HOME PAGE: http://leeds.academia.edu/TimothyDevinney

University of Leeds - Division of International Business ( email )

Leeds LS2 9JT
United Kingdom

Jordan J. Louviere

University of South Australia - Institute for Choice ( email )

Level 13
140 Arthur Street
North Sydney, New South Wales 2060
Australia

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