Consumer Ethics: An Empirical Study of Ethical Decision Making in Chinese Marketing Situation

摘要

Consumer ethics is focused on a different perspective of buyer side to study marketing ethics, which has been concerned in recent years. But consumer ethics may vary with countries and cultures. In China, the ethical decision making process of Chinese consumers have been examined on basis of Rest’s four stage model, which has again verified the usefulness of it. But there are also some conclusions inconsistent with those in other countries, which encourage more localized empirical studies in Chinese marketing situations.