A cross‐cultural study of the role of religion in consumers' ethical positions

TLDR

Prior research has examined socio‑economic and political influences on consumers’ ethical positions, but the role of religion—a major ethical driver—has been largely overlooked. This paper investigates how religion shapes consumers’ ethical positions. Using a survey of over 700 consumers across Christian (from three countries), Islamic, and Buddhist traditions, the authors compare ethical positions among these groups. The study found that a shortened scale of Forsyth’s idealism and relativism applies across five religions, yet significant variations exist—Austrian Christians were notably less idealistic and relativistic than other groups—highlighting the influence of religious teachings on ethical positions and informing international ethical marketing.

Abstract

Purpose Previous studies have looked at how socio‐economic and political factors play a role in consumers' ethical positions, but few have considered the role of religion which is a major driver of ethics. This paper seeks to address this. Design/methodology/approach From a survey of over 700 consumers this paper explores the similarities and differences between consumers' ethical positions in three different religions namely; Christian (from three countries), Islam, and Buddhism. Findings It was found that a reduced item scale measuring the two factors of Forsyth's idealism and relativism was applicable in all five religions, but variations were seen because of religious teachings. In particular, Austrian Christians were significantly less idealistic and relativistic than all other religions, even other Christians from the United States and Britain. Research limitations/implications The results have implications for measuring ethical positions internationally and for developing ethically based marketing messages and products. Originality/value The paper shows for the first time how ethical positions are affected by religions and should be of interest to marketers involved in ethics research and ethical marketing.