Consumer ethics in the context of the theory of generations: A cross-cultural study

This thesis focuses on how the concept of consumer ethics is understood by different generations in two distinct cultures, Turkey and the United Kingdom, and how consumer ethics is reflected in their consumption practices. Additionally, it aims to examine the relationship between the enforcement power of social norms and ethical consumption in these two cultures. A mixed-methods approach was employed in this study. In the qualitative research section, in-depth interviews were conducted with 29 consumers from Turkey and 30 consumers from the United Kingdom, ranging in age from 18 to 58. In the quantitative research section, data were collected through surveys from 685 participants in Turkey and 696 participants in the United Kingdom, aged between 18 and 60. Qualitative data were analysed using the MAXQDA software package. The research model was tested using SPSS PROCESS Macro Model 59. The mediating effects of idealism and relativism on the relationship between age and certain dimensions of consumer ethics, and the moderating effect of cultural tightness were found. The qualitative analyses revealed themes such as environment, animal welfare, workers' rights, information, intellectual property rights, boycott, economic factors, and culture. The findings highlight the importance of social and cultural context in ethical consumer behaviour. Furthermore, ethical consumer behaviour is observed in generational units that share the same sensitivities rather than across all members of a generation.