The effect of consumer variables on consumer ethics

Business ethics, marketing ethics in particular have been a subject of interest both in academic and business world. Ethics from the side of business firms' activities and marketing professionals have been studied deeply however it can be said that the consumer side of this exchange relation is ignored. This study investigates the factors influencing the consumers' ethical beliefs and the effect of consumer ethical beliefs on consumer corporate responsibility support. The proposed model of this study is developed by the adaptation of the dimensions received from the Hunt and Vitell's General Theory of Marketing Ethics. Hunt–Vitell model has several background factors affecting the consumers' ethical beliefs. In this study among those background factors, consumers' personal characteristics, variables are analyzed. The influence of personal variables, psychological personality traits such as Machiavellianism, ethical positioning, and religiousness are analyzed. The research showed that, internal and external religiosity, idealism and relativism have significant relations with all dimensions of consumer ethics. Internal religiosity and idealism affect certain dimensions of consumer ethics negatively such as actively benefiting from illegal activities and deceptive practices. External religiosity and relativism on the other hand have positive relationship with actively benefiting from illegal and deceptive practices. Doing the right thing/doing good dimension of consumer ethics have significant positive relation with corporate social responsibility support. The theoretical and the managerial implications of consumer ethics have been detailed in the study.