Consumer Ethics Across Cultures

TLDR

Consumer ethics are an understudied but important counterpart of business ethics. The study examines consumer beliefs, behaviors, and justifications regarding environmental harm, poor labor conditions, and counterfeit goods across eight countries, and considers implications for altering consumer behavior. Using video ethnography, depth interviews, and projective methods, the authors explored three ethical product choices among informants in eight countries. The video evidence shows a general lack of consumer concern for environmental harm, poor labor conditions, and counterfeit goods across cultures.

Abstract

Consumer ethics are an understudied but important counterpart of business ethics. In this study we use qualitative methods and video ethnography to examine consumer beliefs and behaviors in eight countries, including both affluent and poor nations in Europe, North America and Australasia. Using depth interviews and projective methods, informants address three different ethical choices of products involving harm to the environment, poor labor conditions, and counterfeit goods. As the accompanying video reveals, there is a general lack of consumer concern for such issues across cultures. We examine the justifications offered for these views and consider implications for altering consumer behavior.