Although consumers� generally have positive attitudes towards ethically conscious behaviors,\r\ntheir actions are not unequivocally consistent with attitudes. Consumer research to understand\r\nthe adoption of ethically conscious behaviors is therefore important. This paper makes a crosscultural\r\nanalysis of consumers� ethical decision making process in the context of environment\r\nconsciousness (Europe, USA and China). A model of individual ethical decision making is\r\npresented and tested empirically. We suggest that the information targeted to convince the\r\nconsumers to engage in ethically conscious behaviors should appeal three subdivisions of their\r\nbelief structure; the information part, the concern part, and the self-belief part.
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