Ethical Marketing Practices viewed through Consumer Spectacles

Pranav Kumar · Sany Sanuri Mohd Mokhtar

15 citations0/0 files storedUniversiti Utara Malaysia Institutional Repository (Universiti Utara Malaysia)

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Ethics in Business and Education Consumer Market Behavior and Pricing Environmental Sustainability in Business

Abstract

What if managers offer unsafe and unreasonably priced products to the consumers? Is it going to be acceptable by the consumers of today? Answering the above, this quantitative study addresses and operationalizes fairness aspects of products and their pricing from a consumer perspective through a rigorous review of the marketing and business ethics literature. Also, it does offer tested and reliable scales for the related variables.

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1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1985From Intentions to Actions: A Theory of Planned Behavior 2009Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration1 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2006Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior1 1997ATTITUDES AND ATTITUDE CHANGE 2001The myth of the ethical consumer – do ethics matter in purchase behaviour?

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