Consumers' ethical beliefs and consumers' attitudes towards business on ethical decision making: An empirical study among Turkish and German consumers

In the global business environment, the firms, organizations and companies face ethical issues. In many ethical situations, the consumers are excluded. Consumer behaviours related ethical issues in business are associated with ethical beliefs and attitudes towards business. The aim of this research is to examine the impact of ethical beliefs with new dimension related to recycling and to examine the attitudes towards business among Turkey and Germany on consumers' ethical decision making. The study also investigates the impact of gender in terms of consumers' ethical beliefs and attitudes towards business on ethical decision making. Investigations were conducted on respondents by using survey method. Respondents comprise from undergraduate students from one foundation university which is located in Mersin, Turkey and one public university which is located in Kehl, Germany. The number of total respondents is 555. According to results of this study, Turkish consumers perceive the actions which passively benefiting from illegal activities, questionable (legal but unethical) practices and recycling/ doing good are less acceptable than German consumers. Regarding gender, in results show that male consumers tend to be less ethical than female consumers on consumer behaviour which is actively benefiting from illegal activities. Both in terms of gender and among Turkish and German consumers' attitudes towards business differ in content of the situation. Both Turkish and German consumers have the same negative attitude towards the products in terms of the expressions of 'most products are not as durable as they should be'. Female consumers more believe that the businesses are willing to take advantage of customers than male consumers. This empirical study both suggests theoretical and managerial implications and contributes to the modification study of Consumer Ethics Scale by Muncy and Vitell in the context of Turkey and Germany.