Consumer Segments and Perceptions of Retail Ethics

Faye S. McIntyre · James Lawrence Thomas · Faye W. Gilbert

45 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Ethics in Business and Education Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Using Levy and Dubinsky’s (1983) scale as the framework, telephone respondents provided information concerning the relative severity and frequency of occurrence of ethical issues in the general retail environment. Results suggest two factors may be derived from the original set of items, Fairness and Honesty. Analysis identifies a younger-aged cluster who perceive higher frequency of unethical situations, and a cluster of lesser-educated individuals who place a higher level of severity on fairness. Implications reflect the need for managers and researchers to refine the set of ethical issues used for segment identification and to identify those critical issues that differentiate consumer responses and purchasing behaviors.

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References

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