INTRODUCTION
Research background
Business ethics research has focused heavily on marketing exchange and participants within this process (Rawwas, Patzer, & Klassen, 2005; Liu, Zeng, & Su, 2009; Zhao et al.,
Marketing exchanges are central to many ethical dilemmas in business, as highlighted by Vitell, Singhapakdi, and Thomas (2001) While the impact of business ethics on the global economy has been extensively studied (DeGeorge, 1993; Vogel, 1992), there is an increasing focus on international consumer ethics Consumers play a crucial role in business dynamics (Vitell and Muncy, 1992), making the study of consumer ethical decision-making particularly significant (Fullerton et al., 1996; Muncy and Vitell, 1992).
Consumer ethics in Asian countries, particularly in Indonesia, have been underexplored compared to the extensive research conducted in the United States and other industrialized nations (Ang et al., 2001; Chan et al., 1998; Rawwas, 2001) While some studies have focused on the Indonesian market, the broader context of consumer ethics in Asia remains largely neglected (Rawwas, 2001; Sawono and Armstrong, 2001; Wu, 2001) Vitell (2003) emphasized the need for more cross-cultural research to deepen our understanding of ethical beliefs across different cultures, highlighting the importance of examining the universality or variability of these beliefs among consumers Further investigation is essential to enhance our comprehension of consumer ethics in Asian markets.
Vietnam, located on the eastern tip of the Indo-China peninsula in Southeast Asia, is one of the largest and most densely populated countries in the region While exact population figures are challenging to obtain, estimates indicate that Vietnam's population reached approximately 92.5 million in 2014, an increase from 91.5 million in 2012 This significant growth highlights Vietnam's status as a populous nation in Southeast Asia.
Vietnam ranks as the 14th most populous country and the 46th in terms of population density globally It is also one of the most ethnically diverse nations, with the government officially recognizing 54 distinct ethnic groups The prolonged Vietnam War has significantly influenced the standard of living and consumer behaviors of the Vietnamese people, shaping their daily practices and ethical considerations.
SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 10
SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 10
The global rate of unlicensed PC software installations increased slightly from 42% in 2011 to 43% in 2013, with the commercial value of these installations decreasing to $62.7 billion Emerging economies, particularly Vietnam, which has an alarming 81% rate of unlicensed software use compared to the Asia-Pacific average of 62%, continue to dominate this trend The Asia-Pacific region remains the highest in overall unlicensed PC software installations, as highlighted in a 2014 Global Study.
Cooperative Vereniging SNB–REACT U.A (React) has signed a memorandum of understanding (MoU) to enhance cooperation in the fight against counterfeit goods and to enforce intellectual property rights in Vietnam According to Do Thanh Lam, Vice Director of the Department, market-management forces have addressed over 100,000 legal violations, with more than 10,000 cases related to counterfeit goods and intellectual property infringement Despite these efforts, challenges remain in combating counterfeit products, highlighting the need for stronger collaboration among all sectors and legal enforcement agencies.
The relocation of global manufacturing to countries with weak intellectual property protections has significantly fueled the rise of counterfeiting Additionally, the internet and e-commerce platforms, particularly eBay, have facilitated the distribution of counterfeit products In Vietnam, many consumers with limited disposable income often opt for lower-quality goods at cheaper prices, inadvertently jeopardizing the nation’s prospects for a brighter future.
The World Health Organization reports that 60% of counterfeit medicine incidents happen in developing countries While many people believe purchasing fake medications can be a cost-saving choice, this perspective is misguided It’s crucial to recognize that engaging in the counterfeit drug market poses significant risks and harms, making it a serious crime rather than a harmless transaction.
In 2014, law enforcement agencies identified and prosecuted 17,396 cases of counterfeit product trading, seizing fake goods valued at approximately VND36 billion This represented a year-on-year increase of 24.2% in the number of cases and 12.1% in the total value of seized items However, the true extent and cost of counterfeit products remain largely unknown.
Vietnam's law enforcement faces significant challenges in combating sophisticated piracy, lacking the necessary high-tech resources to address the issue effectively To tackle this complex problem, a collaborative effort involving relevant authorities, businesses, and consumers is essential in the fight against counterfeiting.
Consumers often contribute to unethical practices due to their loose ethical standards In many ASEAN countries, the relatively low economic standard of living limits consumers' ability to afford authorized, yet expensive, products This financial constraint may drive individuals to engage in unethical behaviors as they seek more accessible alternatives.
The ethical perspectives of Vietnamese consumers reveal conflicting viewpoints on right and wrong, necessitating deeper exploration to understand the key factors influencing consumer behavior Gaining this insight can enhance company strategies to mitigate the negative effects of counterfeiting on operations in Vietnam, while also informing government policies aimed at raising awareness and combating illegal and unethical consumption practices.
Research gap
Research in marketing ethics primarily focuses on consumers' perceptions of business and marketing practices, with less attention given to their views on consumer behaviors This gap highlights the need for further investigation into how consumers perceive ethical standards in their own purchasing decisions and practices.
The marketing ethics literature reveals a significant gap regarding the ethical beliefs and attitudes of consumers towards potentially unethical practices (1991) Recent studies by Rao and Al-Wugayan (2005) indicate a rising interest in consumer ethics research; however, the number of cross-cultural studies remains limited given the diversity of global cultures Most existing research tends to concentrate on specific geographic regions or even single countries (Al-Khatib et al., 2002; Polonsky et al., 2001; Al-Khatib et al., 1995; Chan et al., 1998; Erffmeyer et al., 1999; Van Kenhove et al., 2001).
Despite cross-cultural studies examining various cultures, Vietnam remains underrepresented in this research As Vietnam integrates into the global economy, it presents a unique opportunity to explore consumer ethical judgments in this emerging market Addressing this gap is crucial for understanding consumer ethics across different cultures.
Research objectives
Consumers play a crucial role in the marketing process, and neglecting their perspectives in ethical research can hinder our understanding of the ethical behaviors of all parties involved in exchanges Despite ongoing calls in marketing literature to incorporate personality and attitudinal factors into ethics research, there remains a scarcity of studies examining the influence of self-monitoring, Machiavellianism, and opportunism on consumer ethics.
This research field is crucial for understanding how various factors influence exchange efficiency, particularly in ethical contexts Researchers must systematically explore the interplay of these variables, as the success of marketing models depends on identifying the key factors that differentiate consumer performance This study aims to advance previous research by investigating the impact of personality traits like Machiavellianism and opportunism, along with attitudinal factors such as self-monitoring, on consumers' ethical perceptions of potentially unethical practices in Vietnam, a rapidly developing market in the global economy.
The overall objective of this study is to examine some factors that are associated with consumers’ ethical beliefs Specifically, it investigates:
The relationship between self-monitoring and consumers’ ethics
The relationship between machiavelianism and consumers’ ethics
The relationship between oppotunism and consumers’ ethics.
Research scope
Research on business ethics predominantly emphasizes the marketing exchange process and its participants, as highlighted in studies by Ferrell and Gresham (1985), Hunt and Vitell (1986), Ferrell et al (1989), Hunt and Vitell (1992), and Chonko and Hunt.
The marketing exchange process is a critical point where many ethical issues in business emerge, as noted by various researchers (Baumhart, 1961; Brenner and Molander, 1977; Vitell and Festervand, 1987) While there is extensive literature on marketing ethics, few studies have focused on ethical concerns in developing regions This highlights the necessity to investigate consumer ethical judgments in these areas to identify the influencing factors This study is conducted in Ho Chi Minh City and Binh Duong City, Vietnam, targeting respondents aged fifteen and older.
Research contributions
This research enhances existing literature on consumer ethics by offering valuable insights into how consumers develop their ethical beliefs and orientations To effectively meet the culturally learned needs of their target audience, global marketers must first comprehend the diverse habits, customs, and ethical distinctions of consumers in foreign markets (Kramer and Herbig, 1994).
Multinational firms encounter significant challenges in effectively marketing their products and engaging with customers in emerging global markets due to varying cultural and ethical values (Miles, 1995) These differences necessitate a constant effort to navigate diverse consumer responses to marketing strategies (Jeannet and Hennessey, 1992) Moreover, cultural and ethical variations profoundly influence the structure, messaging, and outcomes of marketing communications (McDonald, 1994).
As Kerlin (1997) noted, "like politics, all ethics are local," highlighting the importance of cultural context in ethical considerations Rawwas (2001) emphasizes that international marketers must acknowledge the diverse ways in which different cultures interpret ethicality A comprehensive understanding of environmental factors allows marketers to implement tailored strategies for engaging with consumers from various cultural backgrounds By leveraging these insights, marketing professionals can enhance their approach to international consumer ethics and effectively adapt their strategies to meet the needs of diverse audiences.
Minister of Industry and Trade Vu Huy Hoang highlighted the significant impact of counterfeiting on Vietnam's product competitiveness and foreign investment appeal He emphasized the necessity for the government to utilize studies on this issue to enhance law enforcement, ensuring that the comparative advantages of foreign investors are safeguarded and respected.
Understanding firm-level strategies to mitigate the effects of counterfeiting on operations in Vietnam is crucial This knowledge also informs government policies aimed at raising awareness and combating illegal activities, particularly unethical consumer practices.
Therefore, the expected contribution of this study is to close this gap in the literature.
In this framework, the present study will give special emphasis to examine the main and interaction effects of those selected personality factors on consumers’ ethical attitudes.
Research structure
This thesis is organized as follows:
- Chapter 1 presents the research background, research gap, research questions and objectives, research contribution, and research structure. review
- Chapter 2 introduces research model and its hypotheses as well as its literature
- Chapter 3 illustrates the methodology conducted in this paper
- Chapter 4 presents research results is based on data collected
- Chapter 5 summarizes the research results, provide the findings and recommendations
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENTS
Theoretical background
Ethics is defined as the ‘‘inquiry into the nature and grounds of morality where the term morality is taken to mean moral judgments, standards, and rules of conduct’’ (Taylor,
Consumer ethics refers to the moral principles that influence buyers' actions in purchasing situations, encompassing the rightness or wrongness of their decisions According to Dodge et al (1996), it involves evaluating the ethical implications of consumer behavior, while Muncy and Vitell (1992) emphasize the standards that guide individuals in acquiring, using, and disposing of goods and services.
Research on consumer ethics has explored several key areas, including the establishment of normative guidelines through a consumer code of ethics (Stamfl, 1979), strategies to address consumer abuse (Fullerton et al., 1996; Schubert, 1979), and consumer perceptions regarding the ethicality of various behaviors (Vitell and Muncy, 1992; Muncy and Vitell, 1992; Kallis et al., 1986; Moschis and Powell, 1986) Additionally, studies have examined the ethical beliefs of elderly consumers (Vitell et al., 1991) and the dynamics of consumer ethics in cross-cultural contexts (Rawwas et al.).
The globalization of business has heightened the importance of understanding the impact of culture on consumer ethics, yet marketers have not thoroughly explored the complex dynamics involved Various marketing ethics theories, such as those proposed by Ferrell et al and Hunt and Vitell, have emerged since the mid-1980s, reflecting the growing interest in consumer materialism and ethical behavior in marketing practices.
Since the early 1980s, ethical concerns in business have been a significant area of study, particularly focusing on the role of consumers as key participants (Vitell and Muncy, 1992) While research on consumer ethics began prior to 1990 (DePaulo, 1986; Moschis and Churchill, 1978; Moschis and Powell, 1986; Wilkes, 1978), the majority of relevant literature has emerged since then (Vitell, 2003) A notable emphasis has been placed on consumer attitudes towards unethical practices, with Vitell collaborating with other scholars to explore this critical issue.
Numerous studies have explored consumer perceptions of unethical behavior, with significant contributions from researchers such as Al-Khatib et al (1997), Muncy and Vitell (1992), and Vitell et al (1991) Key investigations into unethical consumer behavior have been conducted by Chan et al (1998), Fullerton et al (1996), and Polonsky et al (2001), among others The consumer ethics scale developed by Muncy and Vitell (1992) has been widely utilized in these empirical studies, highlighting its importance in understanding consumer ethics.
According to Vitell (2003), three primary theoretical models explain individual ethical decision-making: those by Ferrell and Gresham (1985), Hunt and Vitell (1986, 1993), and Trevino (1986) Notably, the Hunt–Vitell model is particularly applicable to consumer ethics, emphasizing that an individual's moral philosophy significantly influences their ethical judgments and behaviors Hunt and Vitell (2006) assert that this ethical evaluation is shaped by various background factors, including cultural, professional, and organizational contexts, as well as personal characteristics While the Hunt–Vitell model highlights several distinct factors, only personal characteristics and cultural environment are pertinent to consumer ethics (Vitell, 2003) Similarly, Ferrell and Gresham (1985) introduce a contingency framework that acknowledges the interplay of individual and situational variables in ethical decision-making.
The Hunt–Vitell model identifies several personal factors that influence ethical judgments, including an individual's moral development level, as proposed by Kohlberg (1981), and various personality traits Vitell (2003) highlights the significance of personal characteristics such as value consciousness, Machiavellianism, risk propensity, need for closure, age, and gender as independent variables affecting ethical decision-making.
(2003) suggests that ‘‘these as well as other personality variables should be included insubsequent research studies.’’
This study explores the impact of personality traits such as self-monitoring, Machiavellianism, and opportunism on consumer ethics While previous research has examined the connection between Machiavellianism and consumer ethics, the roles of self-monitoring and opportunism have largely been overlooked.
While extensive research has been conducted on marketplace ethics, much of it has primarily focused on sellers, neglecting the role of consumers Rao and Al-Wugahan (2005) highlight that marketing is a reciprocal exchange process, where unethical behaviors can arise from both buyers and sellers Failing to consider consumer ethics may lead to a limited understanding of this dynamic and ineffective marketing strategies Consequently, consumer ethics has gained prominence as a vital research area over the past decade (Steenhaut and Kenhove, 2006).
Consumer ethics refers to the moral principles that guide individuals or groups in their choices related to the selection, purchase, use, or sale of goods and services (Muncy and Vitell, 1992) Research has explored how consumers make ethical decisions, with Davis (1979) highlighting that individuals are often more inclined to assert their consumer rights than to accept the associated responsibilities Additionally, De Paulo (1986) examined students' perceptions of the morality of specific behaviors, comparing unethical actions by buyers and sellers in negotiation scenarios This research underscores the complexity of ethical behavior in consumer interactions, revealing a tendency to view rights and responsibilities differently depending on the role one plays in a transaction.
Research indicates that consumers are more discerning of sellers' potentially unethical behaviors compared to buyers' actions A study by Vitell et al (1991) explored elderly consumers' perceptions of 20 different consumer situations with ethical implications, where participants rated each scenario based on their beliefs about the morality of the actions involved.
Recent research has explored the relationship between personality traits, such as Machiavellianism, and ethical perceptions across different cultures Muncy and Vitell (1992) analyzed consumer dilemmas and demographic variables related to ethical perceptions, while subsequent studies focused on foreign consumers' views on ethically questionable situations and the influence of preferred ethical ideologies For instance, Rawwas et al (1994) found that Lebanese consumers, affected by war and terrorism, exhibited higher Machiavellianism and greater acceptance of questionable practices compared to Egyptians AI-Khatib et al (1995) demonstrated that personal ethical ideologies shape perceptions of right and wrong in ethically ambiguous contexts among Egyptian consumers Further comparisons between US and Egyptian consumers revealed significant differences in ethical beliefs, influenced by economic development and cultural values (AI-Khatib et al., 1997) Chan et al (1998) examined Chinese consumers, finding that their ethical judgments are swayed by the severity of unethical actions, though less by personal attitudes Additionally, Erffmeyer et al (1999) highlighted the impact of Machiavellianism, idealism, and relativism on Japanese consumers' perceptions of questionable actions, while McHoskey et al (1999) reaffirmed the connection between ethical orientation and individual perceptions of unethical practices.
Self-monitoring refers to individuals' ability to regulate their verbal and nonverbal self-presentation, as defined by Snyder (1979) This psychological concept plays a crucial role in understanding social interactions and has been extensively studied since its inception.
Self-monitoring is a characteristic that indicates how well an individual adjusts their self-presentation based on social cues This trait is evaluated using Snyder's refined eighteen-item scale, originally developed in 1974 and later updated by Snyder and Gangestad in 1986.
Self-monitoring is about self-observation and self-control to notice situational cues for socially appropriate behavior in order to modify one’s behavior accordingly (Snyder, 1974).
In other words, ‘‘self-monitoring refers to the extent to which an individual looks internally or externally for cues to appropriate behaviors in a given situation’’ (Snyder, 1974).
According to Snyder (1974), individuals exercise control over their expressions in line with various norms of social appropriateness.
Consumer research has traditionally examined the interplay between individual traits, situational factors, and their interactions Researchers have long debated the impact of dispositional versus situational influences on behavior, leading to the identification of key personality traits and the exploration of attitude-behavior consistency Recognizing the variation in individuals' sensitivity to social cues and their adaptability, Snyder and colleagues introduced the concept of self-monitoring, along with a measurement scale Self-monitoring helps identify individuals for whom situational or dispositional factors predominantly shape their behavior.
Hypotheses development
The research hypotheses for this study, therefore, are as follows:
Self-monitoring and Consumers’ Ethics
Self-monitoring is negatively related to beliefs regarding actively benefiting from illegal actions.
H1b Self-monitoring is negatively related to beliefs regarding passively benefiting at the expense of the seller.
H1c Self-monitoring is negatively related to beliefs regarding actively benefiting from questionable but legal actions (deceptive practices).
H1d Self-monitoring is negatively related to beliefs regarding ‘no harm, no foul’ actions.
Machiavellianism is positively related to beliefs regarding actively benefiting from illegal actions.
H2b Machiavellianism is positively related to beliefs regarding passively benefiting at the expense of the seller.
H2c Machiavellianism is positively related to beliefs regarding actively benefiting from questionable but legal actions (deceptive practices).
H2d Machiavellianism is positively related to beliefs regarding ‘no harm, no foul’ actions.
Opportunism is positively related to beliefs regarding actively benefiting from illegal actions. H3b Opportunism is positively related to beliefs regarding passively benefiting at the expense of the seller.
H3c Opportunism is positively related to beliefs regarding actively benefiting from questionable but legal actions (deceptive practices).
H3d Opportunism is positively related to beliefs regarding ‘no harm, no foul’ actions.
Summary
This chapter defines the dependent and independent variables while reviewing relevant literature to highlight the importance of the research problem and establish a theoretical framework The subsequent chapter will provide a justification for the chosen research methodology and outline the methods employed in the study.
Problem definition Literature review Research model
Assessment of measurement (Cronbach alpha, EFA)
Testing of hypotheses(Standard multiple regression)
RESEARCH METHODOLOGY
Research Process
This study is conducted as given in the chart below
Measurement scales
In a comprehensive review of consumer behavior research since 1990, Vitell (2003) highlights the foundational studies by Muncy and Vitell (1992) that introduced a consumer ethics scale This scale assesses consumers' perceptions of the ethics surrounding questionable behaviors, revealing four key dimensions of ethical beliefs: actively benefiting from illegal activities, passively benefiting from errors, and actively benefiting from deceptive practices These findings underscore the complexity of consumer ethics and the varying degrees of moral judgment that influence consumer behavior.
(4) no harm/no foul (e.g., using computer software or games that you did not buy) (Vitell and Muncy, 1992).
The study identified four dimensions of consumer actions regarding ethical perceptions The first dimension consists of consumer-initiated actions that are largely viewed as illegal In the second dimension, consumers passively gain from sellers' mistakes The third dimension also involves consumer-initiated actions, which, while not deemed illegal, raise moral concerns Findings suggest that consumers consider it more unethical to actively gain from illegal activities than to benefit passively Lastly, the fourth dimension encompasses actions, primarily involving the copying of intellectual property like software and movies, which most consumers do not perceive as unethical.
Table 3.1 Scales of Consumer Ethics
Actively benefiting from an illegal activity
1 Returning damaged merchandise when the damage is your own fault.
2 Changing price tags on merchandise in a retail store.
3 Reporting a lost item as “stolen” to an insurance company in order to collect the money.
4 Using a long distance access code that does not belong to you.
5 Drinking a can of soda in a supermarket without paying for it.
6 Giving misleading price information to a clerk for a nonpriced item.
1 Saying nothing when the waitress miscalculates the bill in your favor.
2 Getting too much change and not saying anything.
3 Not informing the cashier about an unscanned item placed in the grocery bag.
4 Getting more food than you paid for at a fast-food restaurant and not informing the cashier.
5 Moving into a new residence and using a preexisting cable service that has not been purchased.
6 Lying about a child’s age in order to get a lower price.
Actively benefiting from a questionable action
1 Using an expired coupon for merchandise.
2 Observing someone shoplifting and ignoring it.
3 Breaking a bottle of salad dressing in a supermarket and doing nothing about it.
4 Stretching the truth on an income tax return.
5 Not telling the truth when negotiating the price of a new automobile.
6 Using coupon for merchandise that you did not buy.
7 Returning merchandise to a store by claiming that it was a gift when it was not.
1 Returning merchandise after trying it and not liking it.
2 Tasting grapes in a supermarket and not buying any.
3 Spending over an hour trying on different clothes and not purchasing any.
4 Taking an ashtray or other “souvenir” from a hotel or restaurant.
5 Taping a movie off the television.
6 Recording an album instead of buying it.
7 Using computer software or games that you did not buy.
Self-monitoring was evaluated using the 18-item Self-Monitoring Scale developed by Snyder and Gangestad (1986), which is a shortened version of the original 25-item scale This scale has demonstrated internal consistency, stability, and a lack of correlation with similar constructs, as noted by Snyder (1974) The 18-item version includes ten reverse statements and features typical items such as, “I’m not always the person I appear to be,” and “I would probably make a good actor.” Scoring was oriented towards high self-monitoring, where higher scores reflect greater self-monitoring ability Participants earned one point for each high self-monitoring response, with 'True' indicating high self-monitoring for eight items and 'False' for the other ten items (Ratner and Kahn, 2002).
Table 3.2 Scales of Self-monitoring
1 I find it difficult to imitate the behavior of other people.
2 At parties and social gatherings, I do not attempt to do or say things that others will like.
3 I can only argue for ideas which I already believe.
4 I can make important speeches even on topics about which I have almost no information.
5 I guess I put on a show to impress or entertain people.
6 I would probably make a good actor.
7 In groups of people, I am rarely the center of attention (reverse).
8 In different situations and with different people, I often act like very different persons.
9 I am not particularly good at making other people like me (reverse).
10 I am not always the person I appear to be.
11 I would not change my opinions (or the way I do things) in order to please someone else or win their favor.
12 I have considered being an entertainer.
13 I have never been good at games like charades or improvisational acting (reverse).
14 I have trouble changing my behavior to suit different people and different situations.
15 At a party, I let others keep the jokes and stories going (reverse).
16 I feel a bit awkward in company and do not show up quite as well as I should.
17 I can look anyone in the eye and tell a lie with straight face (if for a right end).
18 I may deceive people by being friendly when I really dislike them.
Machiavellianism was assessed using the Mach IV scale created by Christie and Geis in 1970 This scale consists of 20 items, with half phrased to reflect Machiavellian traits and the other half countering those traits Participants rated their level of agreement or disagreement with each item on a seven-point Likert scale, where a score of 7 represented strong agreement.
1 Never tell anyone the real reason why you did something unless it is useful to do so.
2 The best way to handle people is to tell them what they want to hear.
3 One should take action only when sure it is morally right.
4 Most people are basically good and kind.
5 It is safest to assume that all people have a vicious streak and it will come out when given the chance.
6 Honesty is the best policy in all cases.
7 There is no excuse for lying to someone else.
8 Generally speaking, people won't work hard unless they're forced to do so.
9 All in all, it is better to be humble and honest than to be important and dishonest.
10 When you ask someone to do something for you, it is better to give the real reasons for wanting it to than give reasons which carry more weight.
11 People who get ahead in the world lead clean, moral lives.
12 Anyone who completely trusts others is asking for big trouble.
13 The biggest difference between criminals and others is that the criminals are stupid enough to get caught.
15 It is wise to flatter important people.
16 It is possible to be good in all respects.
17 It is hard to get ahead without cutting corners.
18 Barnum was wrong when he said that there's a sucker born every minute
19 People suffering from incurable diseases should have the choice of being put painlessly to death
20 Most people forget more easily the death of their father than the loss of their property
Opportunism was assessed through eight specific indicators, including the masking of information, compliance only during audits, exaggeration of challenges, making empty promises, falsifying information, overstating claims, neglecting responsibilities, and performing roles in a superficial manner Participants rated their level of agreement or disagreement on a seven-point scale, ranging from "strongly agree" to "strongly disagree" (Dwyer and Oh, 1987, 1989).
1 At times, I may have to overstate my difficulties in order to get others attention
2 Sometimes data falsification is acceptable
3 With minor injury, people tend to exaggerated claims for bigger compensation
4 It is commonly seen that the insurer often neglected obligations to the claimant
5 In the absent of the boss, the employee shows perfunctory role performance
6 It is acceptable with masking information to the self-benefit.
7 In developing countries, the company shows compliance only in the face of audit
8 When love gone, empty promises come with love
Qualitative Research
Qualitative research aims to investigate the factors influencing consumers' ethical beliefs and their choices Vishnevsky and Beanlands (2004) describe qualitative research as a collection of methods within the naturalistic paradigm, each offering unique research design approaches The three common qualitative designs include ethnography, phenomenology, and grounded theory, as noted by Polit, Beck, and Hungler (2001).
Phenomenology relies heavily on in-depth discussions between the researcher and the informant, making it an appropriate method for this study The upcoming section will detail the sampling method, data collection process, and findings from the in-depth interviews.
Seven consumer representatives from various social classes, all residing in Ho Chi Minh City, were selected for this study Each participant was chosen based on ethical indicators such as marital status and parenthood The investigation will be conducted individually for each participant.
Prior to data collection, in-depth interviews are conducted to refine and enhance the draft questionnaire for the official version This process involves three key steps: first, participants respond to scenario-based questions, such as the ethics of drinking a soda in a supermarket without payment or misrepresenting a child's age for a discount Next, they engage with a detailed questionnaire to explore various factors more thoroughly Finally, the researcher documents the findings from the in-depth interviews.
In measurement scales of consumers’ ethics:
• The item of “Stretching the truth on an income tax return” and the item of
“Not telling the truth when negotiating the price of a new automobile.” had both not suitable to Vietnam context So, these two items was eliminated.
The items "Spending over an hour trying on different clothes and not purchasing any" and "Returning merchandise after trying it and not liking it" were found to have similar meanings, leading to the discounting of the former The original English questionnaire was translated into Vietnamese and then back-translated for validity checks It consists of two sections: the first gathers demographic information, including gender, age, marital status, education, monthly income, family size, and occupation, which aids in classifying and comparing respondent groups The second section investigates the determinants influencing consumers' ethics.
Questionnaires are distributed to respondents either directly or through social networks via a Google Drive link, accompanied by a cover letter outlining the study's purpose Informed consent, study explanations, confidentiality procedures, and detailed instructions for completing the questionnaire are also provided Data from hard copy responses is entered manually, while responses collected through the Google Drive link are converted into an SPSS format database for analysis All items in the questionnaire utilize a seven-point Likert scale, ranging from 1 (strongly disagree) to 7 (strongly agree).
Sampling method
This study utilized a questionnaire survey to explore the relationship between self-monitoring, Machiavellianism, opportunism, and consumers' ethical beliefs in Vietnam Conducted in Ho Chi Minh and Binh Duong cities, the research involved 69 variables—43 independent and 26 dependent—using convenience sampling for participant selection Through this quantitative approach, the study aims to provide empirical insights into consumer behavior in the Vietnamese market.
According to Haire et al (2010), an adequate sample size for statistical analysis should be at least five times the number of variables, with a minimum requirement of 100 participants This means that the sample size (n) must be greater than zero and at least five times the number of variables (n ≥ 5k, where k represents the number of variables).
The model in this study consisted four factors with sixty-two variables, thus, the necessary sample size should be: 69*545 observations.
In conducting Exploratory Factor Analysis (EFA), it is essential to have a minimum sample size of at least five times the number of variables being analyzed, with a total sample exceeding 100 observations (Hair et al., 2010) For this research, the required minimum sample size for EFA is calculated to be 345 observations.
Data analysis methods
The completed questionnaires were thoroughly reviewed, coded, and entered into IBM SPSS Statistics version 22 for analysis To assess the reliability and validity of the measurement scales, Cronbach’s alpha and exploratory factor analysis were employed Subsequently, multiple regression analysis was conducted to interpret the results from both managerial and statistical perspectives, as outlined by Hair et al (2010).
Cronbach’s alpha serves as a single criterion for evaluating instruments or scales, indicating whether items are cohesive rather than confirming they measure the intended attribute (Connely, 2011, p 45) Consequently, it is essential to assess scales based on both content and construct validity to ensure accurate measurement.
Table 3.5 Cronbach’s Alpha Reliability Coefficient (adapted from George and
Cronbach’s alpha Internal consistency α ≥ 0.9 Excellent
According to Norris and Lecavalier (2010), Exploratory Factor Analysis (EFA) relies on a testable model that can be assessed for its compatibility with the proposed population model, utilizing fit indices for better interpretation The primary aim of EFA is to uncover the latent constructs that exist beneath a collection of observable variables.
Hair et al (1998, cited in Lee and Hooley, 2005, p 376) claimed that with samples of
When conducting research, it is essential to consider the sample size in relation to factor loadings For samples of 350 or more, a factor loading above 0.3 is deemed significant, while for samples of 200, a loading of 0.4 or higher is required Additionally, factors with an eigenvalue of 1 or greater are considered important, and those with an eigenvalue below 1 are disregarded (Kim and Mueller, 1978, cited in Lee and Hooley).
Based on these studies, any factors with eigenvalue greater than 1 will be retained In addition, any factor loadings of 0.3 or higher on a factor are counted.
According to Hair et al (2010, p 156), the discrepancy between the actual and predicted values of a dependent variable leads to random errors in sample data predictions, referred to as residuals (ε or e) This concept is foundational in understanding the multiple regression formula derived from these studies.
Y = a + β1X1 + β2X2 + … + βnXn + εWhere in: Y: is the dependent variable a: is constant β: is called beta weight, standardized regression coefficient, or beta coefficient
X: is the predictor entered into the equation in a single step ε: is the residual
Meyers, Gamst, and Guarino (2006) emphasized the significance of R2 in assessing the proportion of variance in the dependent variable explained by the complete regression model A higher R2 value indicates a stronger explanatory capability of the regression equation, as noted by Hair et al (2010).
Summary
This chapter outlines the research methodology employed in the study, detailing the analytical approaches used in scientific research It highlights the progressive decisions made regarding the research design and process, specifically noting that the study utilizes a survey The chapter also discusses the design and administration of the questionnaire, including the outcomes of its pre-testing The analysis and findings from the survey will be presented in Chapter 4.
DATA ANALYSIS AND RESULTS
Respondents’ demographic
Table 4.1 reveals that 50% of respondents are under 30 years old, with a higher percentage of females (61%) compared to males (39%) Additionally, 75% of respondents are undergraduates, and 42% are currently employed This data reflects the "golden population structure" of Vietnam, where the working-age population significantly outnumbers dependents.
Young consumers are a vital demographic in the Vietnamese market, with a median age of 30 years and over 25 million individuals aged 15-29, accounting for nearly 28% of the population Their influence in family decision-making is increasing, alongside a notable rise in their purchasing power Many young consumers are actively involved in shopping for both personal and family needs, highlighting their significant role in shaping consumption patterns in Vietnam.
Vietnam are the target audience of many international brands Therefore, young consumers are also the main focus of this study.
Variables Frequency Percent Cumulative Percent
Marital Mariage_no children 49 14 57 status Mariage_with children 146 43 100
Reliability Analysis
To ensure the reliability of the research instrument, Cronbach's Alpha was utilized to assess the internal consistency of the scales This test facilitated the elimination of unstandardized scale items, with a required Cronbach's Alpha value of at least 0.6 to guarantee internal reliability (Nunnally & Burnstein, as cited in Nguyen, 2011) Additionally, the Corrected Item-Total Correlation played a crucial role; items with a correlation exceeding 0.3 with the total of other items were deemed to be well correlated and considered valuable components of the overall rating scale (Nunnally & Burnstein, as cited in Nguyen, 2011).
The results presented in Table 4.2 demonstrate a notably high internal reliability across most tested item scales, particularly within the four dimensions of the Consumer Ethics Scale: actively benefiting from an illegal activity (ABIA), passively benefiting at the expense of others (PBEO), actively benefiting from a questionable action (ABQA), and the principle of no harm, no foul (NHNF) Additionally, the constructs of Self-Monitoring, Machiavellianism, and Opportunism also exhibited strong average values.
The study revealed a Cronbach’s Alpha of 0.879, indicating strong internal consistency While the Cronbach’s Alpha values for PBEO and NHNF were lower than those of other tested items, they still exceeded the minimum acceptance criteria Additionally, the Corrected Item-Total correlation analysis demonstrated significant values across all measurement items, reinforcing the reliability of the assessment.
All seven measurement scales demonstrated reliability in assessing the research concepts, as evidenced by Cronbach’s Alpha values exceeding 0.6 Additionally, the Corrected Item-Total correlations for all scale items surpassed the standard threshold of 0.3 These findings confirm that the scales meet the necessary reliability criteria, allowing them to be utilized in the main survey to evaluate the research hypothesis.
Exploratory Factor Analysis (EFA)
Exploratory Factor Analysis (EFA) was performed to validate the construct, focusing on the relationships among interval variables (Leech et al., 2005) In this study, EFA utilized Varimax rotation to eliminate items with low loadings while retaining those on the same scale A strict criterion was applied, removing factors with loadings below 0.5 and retaining components with an Eigenvalue greater than 1.0.
The KMO value of 0.964, exceeding the threshold of 0.7 (Leech et al., 2005), indicates an adequate number of items for measuring each construct Additionally, Bartlett’s test yielded significant values below 0.05, demonstrating a strong correlation among the variables, which supports their appropriateness for factor analysis In summary, the diagnostic tests confirmed the suitability of the data for factor analysis.
Table 4.3 KMO and Bartlett's Test of Independent Variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity Approx Chi-Square df Sig.
The analysis revealed that the three initial factors collectively explained 62.097 percent of the variance, indicating that over half of the variance can be attributed to these factors.
The Rotated Component Matrix (refer to Table 4.4) displays the factor loadings for items after rotation, with a threshold of more than 0.5 deemed acceptable A total of 46 items from three independent variables were categorized into three components characterized by high loadings Each construct's items, after rotation, clustered into a single component with strong loadings, demonstrating that they are distinct and not associated with other components This indicates that the items within each construct are well-defined and conceptually sound.
Table 4.4 Rotated Component Matrix a for Independent Variables
Extraction Method: Principal Axis Factoring.
Rotation Method: Varimax with Kaiser Normalization a a Rotation converged in 5 iterations.
The Consumer Ethics Scale encompasses four dimensions: actively benefiting from an illegal activity (ABIA), passively benefiting at the expense of others (PBEO), actively benefiting from a questionable action (ABQA), and no harm, no foul (NHNF) The analysis revealed that the KMO values for these dimensions exceeded the acceptable threshold of 0.7, indicating sufficient items to effectively measure each construct Additionally, the significant results from Bartlett’s test confirmed strong correlations among the variables.
Table 4.5 Summary of EFA for dependent variables
Dimension Variable KMO Sig Component
The 23 dependent variable items were categorized into four distinct dimensions, which were subsequently grouped into a single component as shown in Table 4.5 This classification demonstrates that the items within each construct are clearly defined and well conceptualized.
Correlation testing is utilized to examine the relationships between independent and dependent variables, as well as among independent variables themselves The outcomes of this correlation analysis serve as a foundation for progressing to the regression analysis stage.
** Correlation is significant at the 0.01 level (2-tailed).
The Pearson correlation matrix reveals a positive relationship between self-monitoring, Machiavellianism, opportunism, and consumer ethics, with correlation coefficients of 0.193, 0.196, and 0.346, respectively Furthermore, all variables exhibit significant values below 0.05, indicating a low likelihood of multicollinearity among them.
Nevertheless, the Correlation matrix failed in testing multicolinearity sometimes while variance inflation factor (VIF) was quite strict indicator in examining such problem
Therefore, it needed to consider more the VIF value in the table of Coefficients (see Table 4.7) for withdrawing the best conclusion prior running multiple regression analysis.
According to Coefficients table in Table 4.7 above, all the VIF value were below 5 This indicated that there was no multicollinearity among independent variables.
Multiple regressions were utilized to examine hypotheses involving Self-monitoring, Machiavellianism, and Opportunism as independent variables, while the consumer's ethical beliefs—encompassing four dimensions: actively benefiting from an illegal action, passively benefiting at the expense of others, actively benefiting from a questionable action, and the concept of no harm, no foul—were considered as the dependent variable Prior to performing the multiple regressions, it was essential for the variables to meet specific critical assumptions.
Leech at al (2005) mentioned three main assumptions:
Assumption 1: The linear relationship between independent variables and dependent variable occurred.
Assumption 2: The residual was distributed normally
Assumption 3: No multicollinerity among independent variables Results of testing assumption:
Assumption 1 In order to examine Assumption 1, the shape of overall regression plot could be used If overall regression plot made a curvilinear shape, it indicated that predictors did not linear relate to dependent variable With the plot shown in Appendix D, this assumption was satisfactory.
Assumption 2 This assumption could be confirmed by the residual scatterplot chart.
If the dots in chart were scattered, it meant that the data met the assumption of residuals being normally distributed In this research, this assumption was confirmed (Appendix D)
Assumption 3 Multicollinearity assumption was vital to be satisfied before running multiple regression This problem can lead to misleading or impact negatively to the significance of data analysis results Multicollinearity appeared in case there were high intercorrelations among some composite of the independent variables (Leech et al.,
To detect multicollinearity in statistical analysis, the variance inflation factor (VIF) is employed, which measures the extent to which the variance of a variable is increased due to collinearity A VIF value of 5 or higher suggests the presence of collinearity for that variable, while a VIF exceeding 10 indicates a significant level of collinearity, as noted by Leech et al (2005).
In summary, the data met all the required assumptions Therefore, all predictors were qualified enough for multiple regression analysis.
Results of multiple regression analysis
This research used the enter method to compute multiple regression It meant all three predictors would be input simultaneously for considering their impact on dependent variable.
Table 4.8 Model Summary b for Dependent Variable: ABIA
Std Error of the Estimate Durbin-Watson
1 241 a 058 050 8.85770 1.566 a Predictors: (Constant), OPPO, MACHIA, SELFMON b Dependent Variable: ABIA
The first model analyzed consumer behaviors associated with "actively benefiting from illegal action" (ABIA), yielding a multiple correlation coefficient (R) of 0.241 The variables of Self-Monitoring, Machiavellianism, and Opportunism accounted for 5.8% of the variance in the dependent variable, with an R² value of 0.058.
Table 4.9 Coefficients a for Dependent Variable: ABIA
Self-monitoring has a negative correlation with beliefs about benefiting from illegal actions, as evidenced by a Beta value of -0.224 and a significance level of 0.001, supporting hypothesis H1a According to Bahtışen Kavak et al (2009), individuals with high self-monitoring exhibit stronger ethical attitudes across various dimensions of consumer ethics This aligns with the findings of Ross and Robertson (2003), indicating that high self-monitors are influenced by their social environment Additionally, research by Uddin and Gillett (2002) suggests that low self-monitors are more swayed by the attitudes of others.
(subjective norms) than high self-monitors when forming intentions to act in an unethical manner
Machiavellianism does not show a significant positive correlation with the belief in benefiting from illegal actions, as indicated by a Beta coefficient of -0.051 (p>0.05), suggesting that Hypothesis 2a is unsupported by the data Cultural context plays a crucial role in shaping ethical behavior, influencing what is deemed ethical or unethical within a society There is a consensus that a nation's culture directly impacts the ethical conduct of its citizens, where violations of societal norms can evoke surprise and anger, often resulting in sanctions against the transgressor A Vietnamese proverb encapsulates this idea: “After death, a tiger leaves behind his skin, a man leaves his reputation.”
Summary
This chapter reinforces the thesis goal outlined in the introduction, highlighting the link between the thesis findings and their practical applications in management It suggests various strategies for implementing these results while also addressing key limitations that should be acknowledged Additionally, the chapter advocates for further research to expand on these insights.
Therefore, this chapter consists of three parts: conclusion, managerial implications, and limitation of study and future research.
This research aims to explore the attitudinal ethics of Vietnamese consumers by analyzing existing literature and identifying the antecedents that shape consumer ethics The study seeks to answer the critical question of how various factors relate to consumer ethics and which of these factors has the most significant influence Utilizing a scale comprising 69 variables, the research examines elements such as self-monitoring, Machiavellianism, and opportunism in relation to consumer ethics The findings from this study provide valuable insights into these relationships.
Firstly, the study contributes to our understanding of consumers’ ethics and its antecedent by examining their variables and their relationships.
Secondly, the relationship between consumers’ ethics and its antecedents are tested. And it gives opportunity to managers to choose an appropriate strategy for their organizations.
Thirdly, the present study relies on the sample of actual consumers who comes from different social classes.
The study concludes that self-monitoring has a contradictory effect on consumer ethics, with perceived opportunism emerging as the key factor influencing these ethics For managers aiming to enhance consumer ethics, addressing perceived opportunism should be their primary focus.
Research indicates that Vietnamese individuals with low self-monitoring exhibit weak ethical attitudes across various dimensions of consumer ethics, except when it comes to "actively benefiting from an illegal activity." This phenomenon can be attributed to the collectivist culture in Vietnam, where adherence to social norms tends to diminish in illegal contexts The findings align with Uddin and Gillett's (2002) study, which revealed that individuals with low self-monitoring are more swayed by the attitudes of others, or subjective norms.
CONCLUSIONS AND IMPLICATIONS
Conclusion
This research aims to explore the ethical attitudes of Vietnamese consumers by analyzing existing literature and identifying the factors that influence consumer ethics The study seeks to answer how various factors relate to consumer ethics and which of these factors has the most significant impact Utilizing a scale of 69 variables, the research examines elements such as self-monitoring, Machiavellianism, and opportunism in relation to consumer ethics Key conclusions have emerged from the study, shedding light on these relationships.
Firstly, the study contributes to our understanding of consumers’ ethics and its antecedent by examining their variables and their relationships.
Secondly, the relationship between consumers’ ethics and its antecedents are tested. And it gives opportunity to managers to choose an appropriate strategy for their organizations.
Thirdly, the present study relies on the sample of actual consumers who comes from different social classes.
The study concludes that self-monitoring has an opposite effect on consumer ethics, with perceived opportunism emerging as the most significant influence For managers aiming to foster ethical behavior among consumers, addressing perceived opportunism should be their primary focus.
Managerial Implications
Research indicates that self-monitoring Vietnamese individuals exhibit low ethical attitudes across various dimensions of consumer ethics, except when it comes to "actively benefiting from an illegal activity." This phenomenon can be attributed to the collectivist culture in Vietnam, where social norms are adhered to primarily in illegal contexts The findings align with Uddin and Gillett's (2002) study, which revealed that low self-monitors are more swayed by the attitudes of others when considering unethical actions A key takeaway from this study is the necessity for social education on consumer ethics to encourage a shift towards higher self-monitoring High self-monitors are more likely to project favorable images in social situations, believing that their appearances can shape social realities Therefore, understanding the interplay between legal and ethical decisions is crucial, as effective training in both areas is essential for individuals to discern ethical behavior.
Research indicates a positive correlation between Machiavellian traits and consumers' unethical attitudes, particularly in scenarios where individuals benefit passively at the seller's expense, actively engage in questionable actions, or adopt a "no harm, no foul" mentality Simply perceiving oneself as ethical may not adequately address the ethical dilemmas encountered in the marketplace Therefore, from a managerial perspective, implementing honest advertising that is informative, functional, and ethical, alongside offering environmentally safe and high-quality products, can significantly foster trust and integrity in marketplace interactions between marketers and consumers.
Perceived opportunism is a critical factor influencing consumer ethics, as it tends to lower ethical standards and diminish the likelihood of sacrificing desired possessions (Muncy and Eastman, 1998) Research indicates a significant positive correlation between opportunism and unethical consumer behavior, with individuals exhibiting higher levels of opportunism more prone to engage in questionable activities This trend suggests that Vietnamese consumers may be less ethically conscious, often justifying their unethical actions Consequently, the market may mirror this behavior by failing to treat customers ethically, leading consumers to adopt similar attitudes during their shopping experiences To foster ethical consumer behavior, it is essential to provide accurate product information, advertise honestly, and highlight true quality features to build trust and promote virtuous purchasing habits.
The paper highlights several key implications, with a primary focus on the crucial role of government support in fostering ethical behavior This support is manifested through various laws and policy statements designed to encourage ethical practices across essential sectors.
• Supporting and encouraging individuals, communities and firms to engage in dialogue and, ultimately, to do what is ethical
• Funding for information sources that consumers find useful, reliable and convincing so as to raise consumer ethical awareness;
• Translating ethical consumer trends into codes of ethical conduct where they do not currently exist.
• Ensuring that programs, policies, standards and decisions always take ethical considerations into account.
To address the unethical behavior stemming from the conflict between desires and moral obligations, as well as the temporal aspects of decision-making, further research is essential for improving outcomes Many individuals mistakenly view themselves as ethical, which enables the continuation of unethical actions By exploring the dynamics between the "want" and "should" selves through a temporal perspective, we aim to illuminate these misconceptions and disrupt their ongoing cycle.
Limitations and future research
Our research acknowledges several limitations that raise unanswered questions The use of convenience sampling may lead to biased and incomplete findings, while social desirability bias could have influenced some responses, despite efforts to mitigate this effect It is possible that respondents offered socially acceptable answers to appear more ethical Future studies should focus on incorporating measures to control for these biases.
Secondly, the sample size is small and includes mainly Vietnamese adults who live in
The current study conducted in Ho Chi Minh City limits the generalizability of its findings, highlighting the need for future research to include a more diverse sample from across Vietnam To enhance understanding of how environmental factors influence consumers' ethical beliefs and ideologies, subsequent studies should explore the roles of self-monitoring, Machiavellianism, and opportunism in various cities nationwide Additionally, the culturally specific nature of the findings suggests that testing these hypotheses in different countries may yield varying results.
The majority of participants in this study are employees, highlighting the need for future research to encompass a broader range of work backgrounds, experience levels, and income brackets Additionally, changes in demographic variables can significantly influence consumers' ethical beliefs, suggesting that longitudinal studies should be conducted to explore these effects further.
This study, despite its limitations, has made a valuable contribution to the field of consumer ethics by enhancing existing literature and providing insights into the attitudes of ethical consumers in Ho Chi Minh City, Vietnam Additionally, it empirically tested U.S.-based research models and instruments on a non-U.S sample, thereby broadening the theoretical application as recommended by Vitell (2003) for further cross-cultural studies.
This study enhances the understanding of Vietnamese consumers' ethical perceptions, offering valuable insights for corporations to mitigate the negative effects of unethical practices such as pirating and counterfeiting on their operations in Vietnam The findings can assist the Vietnamese government and local organizations in raising public awareness and educating consumers about unethical behaviors By promoting ethical consumer practices, the study aims to create a more valuable business environment, thereby attracting increased foreign and domestic investments in Vietnam.
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Evidence from China Journal of Business Ethics, 113(3), 475-488.
List of Muncy – Vitell Questionnaire (MVQ) – 26 items
Actively benefiting from an illegal activity
1 Returning damaged merchandise when the damage is your own fault.
2 Changing price tags on merchandise in a retail store.
3 Reporting a lost item as “stolen” to an insurance company in order to collect the money.
4 Using a long distance access code that does not belong to you.
5 Drinking a can of soda in a supermarket without paying for it.
6 Giving misleading price information to a clerk for a nonpriced item.
1 Saying nothing when the waitress miscalculates the bill in your favor.
2 Getting too much change and not saying anything.
3 Not informing the cashier about an unscanned item placed in the grocery bag.
4 Getting more food than you paid for at a fast-food restaurant and not informing the cashier.
5 Moving into a new residence and using a preexisting cable service that has not been purchased.
6 Lying about a child’s age in order to get a lower price.
Actively benefiting from a questionable action
1 Using an expired coupon for merchandise.
2 Observing someone shoplifting and ignoring it.
3 Breaking a bottle of salad dressing in a supermarket and doing nothing about it.
4* Stretching the truth on an income tax return
5* Not telling the truth when negotiating the price of a new automobile
6 Using coupon for merchandise that you did not buy.
7 Returning merchandise to a store by claiming that it was a gift when it was not.
1 Returning merchandise after trying it and not liking it.
2 Tasting grapes in a supermarket and not buying any.
3* Spending over an hour trying on different clothes and not purchasing any
4 Taking an ashtray or other “souvenir” from a hotel or restaurant.
5 Taping a movie off the television.
6 Recording an album instead of buying it.
7 Using computer software or games that you did not buy.
1 I find it difficult to imitate the behavior of other people.
2 At parties and social gatherings, I do not attempt to do or say things that others will like.
3 I can only argue for ideas which I already believe.
4 I can make important speeches even on topics about which I have almost no information.
5 I guess I put on a show to impress or entertain people.
6 I would probably make a good actor.
7 In groups of people, I am rarely the center of attention (reverse).
8 In different situations and with different people, I often act like very different persons.
9 I am not particularly good at making other people like me (reverse).
10 I am not always the person I appear to be.
11 I would not change my opinions (or the way I do things) in order to please someone else or win their favor.
12 I have considered being an entertainer.
13 I have never been good at games like charades or improvisational acting (reverse).
14 I have trouble changing my behavior to suit different people and different situations.
15 At a party, I let others keep the jokes and stories going (reverse).
16 I feel a bit awkward in company and do not show up quite as well as I should.
17 I can look anyone in the eye and tell a lie with straight face (if for a right end).
18 I may deceive people by being friendly when I really dislike them.
Machiavellianism (Christie and Geis, 1970) - 20 items
1 Never tell anyone the real reason why you did something unless it is useful to do so.
2 The best way to handle people is to tell them what they want to hear.
3 One should take action only when sure it is morally right.
4 Most people are basically good and kind.
5 It is safest to assume that all people have a vicious streak and it will come out when given the chance.
6 Honesty is the best policy in all cases.
7 There is no excuse for lying to someone else.
8 Generally speaking, people won't work hard unless they're forced to do so.
9 All in all, it is better to be humble and honest than to be important and dishonest.
10 When you ask someone to do something for you, it is better to give the real reasons for wanting it to than give reasons which carry more weight.
11 People who get ahead in the world lead clean, moral lives.
12 Anyone who completely trusts others is asking for big trouble.
13 The biggest difference between criminals and others is that the criminals are stupid enough to get caught.
15 It is wise to flatter important people.
16 It is possible to be good in all respects.
17 It is hard to get ahead without cutting corners.
18 Barnum was wrong when he said that there's a sucker born every minute
19 People suffering from incurable diseases should have the choice of being put painlessly to death
20 Most people forget more easily the death of their father than the loss of their property
Opportunism (Dwyer and Oh, 1987) – 08 items
1 At times, I may have to overstate my difficulties in order to get others attention
2 Sometimes data falsification is acceptable
3 With minor injury, people tend to exaggerated claims for bigger compensation
4 It is commonly seen that the insurer often neglected obligations to the claimant
5 In the absent of the boss, the employee shows perfunctory role performance
6 It is acceptable with masking information to the self benefit.
7 In developing countries, the company shows compliance only in the face of audit
8 When love gone, empty promises come with love
PHIẾU KHẢO SÁT VỀ ĐẠO ĐỨC CỦA NGƯỜI TIÊU DÙNG
Nghiên cứu này tập trung vào quan điểm đạo đức của người tiêu dùng Tham gia khảo sát hoàn toàn ẩn danh và tự nguyện, bạn không cần ghi tên Thông tin bạn cung cấp sẽ được bảo mật, và bạn có quyền dừng trả lời khảo sát bất kỳ lúc nào.
Xin vui lòng lựa chọn câu trả lời phù hợp nhất với quan điểm cá nhân của bạn Tôi xin chân thành cảm ơn sự hỗ trợ của bạn và cam kết rằng tất cả thông tin thu thập sẽ chỉ được sử dụng cho mục đích học thuật Dữ liệu sẽ được xử lý một cách ẩn danh và hoàn toàn bảo mật.
PHẦN I : THÔNG TIN TỔNG QUÁT
Tình trạng hôn nhân của bạn có thể là độc thân, đã cưới nhưng chưa có con, hoặc đã cưới và đã có con Về trình độ học vấn, bạn có thể thuộc các mức sau: dưới đại học, đại học, thạc sĩ hoặc tiến sĩ giáo sư.
□ Giáo viên □ Doanh nhân □ Kĩ sư / Bác sĩ □Khác………
PHẦN II: NỘI DUNG KHẢO SÁT
Trong bài viết này, chúng tôi đề cập đến quan điểm đạo đức của người tiêu dùng thông qua các phát biểu cụ thể Vui lòng đọc kỹ từng phát biểu và chọn câu trả lời phản ánh quan điểm cá nhân của bạn bằng cách khoanh tròn hoặc đánh dấu vào ô số thích hợp từ 1 đến 7 trong bảng đánh giá dưới đây.
Thu nhập bình quân hàng tháng: □ < 5 triệu □ 5-15 triệu □ 15-30triệu
□ 30-50triệu □ > 50 triệu Gia đình anh/chị có bao nhiêu thành viên: □ 2 □ 3 □ 4 □ 5 □ >5
Nghề nghiệp của anh/ chị là:
□ Học sinh/ sinh viên □ Nhân viên văn phòng □ Nội trợ □ Công nhân
Trung lập Đồng ý một chút Hầu như đồng ý Hoàn toàn đồng ý
Chủ động hưởng lợi từ các hoạt động bất hợp pháp
→ Hoàn toàn đồng ý Đem trả lại hàng bị hư hõng khi thiệt hại là do lỗi của chính bạn 1 2 3 4 5 6 7
Tráo đổi nhãn giá sản phẩm hàng trong cửa hàng 1 2 3 4 5 6 7
Khai báo gian để được công ty bảo hiểm bồi thường 1 2 3 4 5 6 7
Sử dụng thẻ điện thoại lậu để gọi liên tỉnh quốc tế 1 2 3 4 5 6 7
Uống một lon soda trong siêu thị mà không trả tiền 1 2 3 4 5 6 7
Nói giá tính tiền thấp hơn cho món hàng bị rơi nhãn mác 1 2 3 4 5 6 7
Hưởng lợi một cách thụ động
Giữ yên lặng khi hoá đơn tính tiền sai có lợi cho bạn 1 2 3 4 5 6 7
Chọn thử rất nhiều nhưng thật ra không muốn mua từ đầu 1 2 3 4 5 6 7
Làm lơ khi thâu ngân siêu thị tính tiền bị xót giỏ hàng mua 1 2 3 4 5 6 7
Nhận số thức ăn nhiều hơn số tiền đã trả trong cửa hàng fast food mà không tính tiền thêm 1 2 3 4 5 6 7
Chuyển nhà & sử dụng đường cáp tivi có sẵn mà không trả phí 1 2 3 4 5 6 7
Khai gian tuổi trẻ em để được giá thấp 1 2 3 4 5 6 7
Chủ động hưởng lợi từ một hành động đáng ngờ
Sử dụng phiếu mua hàng quá hạn 1 2 3 4 5 6 7
Làm lơ không phản ứng khi thấy người khác bị móc túi 1 2 3 4 5 6 7
Làm vỡ tô trộn sà lách trong siêu thị và làm như không có gì xảy ra 1 2 3 4 5 6 7
Dùng mã số dự thưởng trong khi không có sử dụng dịch vụ trước đó 1 2 3 4 5 6 7
Lợi dụng để trả lại hàng đã mua trong khi thực ra đó là quà tặng 1 2 3 4 5 6 7
Không hại ai thì không sao
Trả lại hàng sau khi thử và không thích 1 2 3 4 5 6 7 Ăn thử nho trong siêu thị dù không muốn mua 1 2 3 4 5 6 7
Lấy gạt tàn thuốc hay đồ nào khác từ khách sạn hay nhà hàng làm kỷ niệm 1 2 3 4 5 6 7
Thu hình lại chương trình tivi 1 2 3 4 5 6 7
Ghi âm đĩa nhạc trên mạng thay vì bỏ tiền ra mua 1 2 3 4 5 6 7
Sử dụng phần mềm máy tính hoặc trò chơi mà không mua bản quyền 1 2 3 4 5 6 7
Bắt chước hành vi của người khác là một việc khó 1 2 3 4 5 6 7
Tôi không cố nói hay làm gì để chiều lòng người khác 1 2 3 4 5 6 7
Tôi chỉ tranh luận về những ý kiến mà tôi tin tưởng, và tôi có khả năng thuyết trình về các đề tài quan trọng mặc dù không có nhiều thông tin sẵn Hơn nữa, tôi tự tin rằng mình có thể diễn trò để gây ấn tượng và mang lại niềm vui cho mọi người.
Tôi có thể diễn xuất như diễn viên 1 2 3 4 5 6 7
Tôi thường là tâm điểm chú ý trong đám đông 1 2 3 4 5 6 7
Tôi có thể nói chuyện dễ dàng với những người khác nhau trong các tình huống khác nhau 1 2 3 4 5 6 7
Tôi khá giỏi làm cho người khác thích mình 1 2 3 4 5 6 7
Bề ngoài không thể hiện con người thật của tôi 1 2 3 4 5 6 7
Tôi không thay đổi ý kiến (hay cách làm việc) chỉ để làm người khác vui lòng hay để gây thiện cảm 1 2 3 4 5 6 7
Tôi đã từng muốn trở thành hoạt náo viên 1 2 3 4 5 6 7
Tôi khá giỏi trong các trò chơi như đố chữ hay phản xạ nhanh 1 2 3 4 5 6 7
Tôi thấy khó khi thay đổi cách cư xử để thích ứng với những người khác nhau và các tình huống khác 1 2 3 4 5 6 7 nhau.
Tôi thường tham gia vào các câu chuyện phiếm tại các buổi tiệc 1 2 3 4 5 6 7
Tôi cảm thấy mình khá vụng về trong công ty và chưa thể hiện tốt bản thân Dù vậy, tôi có khả năng nói dối một cách tự nhiên, thậm chí có thể nhìn thẳng vào mắt người đối diện mà không hề chớp mắt.
Tôi có thể đối xử bằng mặt nhưng không bằng lòng với người khác 1 2 3 4 5 6 7
Về chủ nghĩa gian hung
Đừng bao giờ tiết lộ lý do thực hiện công việc của bạn nếu không mang lại lợi ích Cách hiệu quả nhất để ảnh hưởng đến người khác là chia sẻ những điều họ muốn nghe.
Con người chỉ nên làm việc khi chắc chắn việc đó hợp đạo đức 1 2 3 4 5 6 7
Hầu hết mọi người đều tốt bụng và tử tế 1 2 3 4 5 6 7
An toàn nhất là cứ cho rằng ai cũng là người xấu chỉ chờ cơ hội để bộc lộ ra 1 2 3 4 5 6 7
Sống lương thiện là kim chỉ nam trong mọi tình huống 1 2 3 4 5 6 7
Không có lời giải thích nào cho việc lừa dối người khác 1 2 3 4 5 6 7
Nói chung, con người ta không làm việc chăm chỉ nếu không bị ép buộc 1 2 3 4 5 6 7
Tốt nhất là nên khiêm tốn và lương thiện hơn là tỏ ra quan trọng và bất lương 1 2 3 4 5 6 7
Khi nhờ ai giúp, nên nói kiểu nhờ vả hơn là kiểu ra lệnh 1 2 3 4 5 6 7
Con người ai cũng muốn hướng đến cuộc sống trong sạch và có đạo đức 1 2 3 4 5 6 7
Ai mà sống quá cả tin thì chỉ chuốc lấy khó khăn cho mình 1 2 3 4 5 6 7
Sự khác biệt lớn nhất giữa tội phạm và dân thường là tội phạm quá lọc lừa để bị bắt 1 2 3 4 5 6 7
Hầu hết mọi người đều dũng cảm 1 2 3 4 5 6 7
Người khôn ngoan là người biết tâng bốc những người quan trọng 1 2 3 4 5 6 7
Một người có thể thể giỏi ở tất cả các lĩnh vực 1 2 3 4 5 6 7
Thật khó để dẫn đầu nếu không đi tắt đón đầu 1 2 3 4 5 6 7
Thánh cũng có lúc sai 1 2 3 4 5 6 7
Những người bị bệnh nan y nên được quyền chọn cái chết êm dịu 1 2 3 4 5 6 7
Hầu hết mọi người dễ xót của hơn mất cha 1 2 3 4 5 6 7
PHÁT BIỂU Hoàn toàn không đồng ý
Về chủ nghĩa cơ hội → Hoàn toàn đồng ý
Thỉnh thoảng tôi phải nói quá khó khăn của mình để người khác quan tâm đến 1 2 3 4 5 6 7 Đôi khi việc giả mạo hồ sơ cũng có thể chấp nhận được 1 2 3 4 5 6 7
Con người thường thổi phồng sự việc/thiệt hại lên để có thể nhận được đền bù nhiều hơn 1 2 3 4 5 6 7
Con người thươgnf thờ ơ các nghĩa vụ trong công việc của mình 1 2 3 4 5 6 7
Khi sếp vắng mặt, các nhân viên thường làm việc qua loa 1 2 3 4 5 6 7
Việc che giấu thông tin để thu lợi cá nhân có thể được chấp nhận trong một số trường hợp Tại các quốc gia đang phát triển, nhiều công ty chỉ thực hiện tuân thủ pháp luật khi có sự kiểm toán.
Khi hết tình thì người ta cũng thất hứa 1 2 3 4 5 6 7
XIN CHÂN THÀNH CẢM ƠN ANH CHỊ ĐÃ HOÀN THÀNH BẢN KHẢO SÁT
APPENDIX C: Total Variance Explained of Independent Variables
Loadings Rotation Sums of Squared Loadings
Extraction Method: Principal Axis Factoring.
APPENDIX D: Histogram, Scatter plot & Normal Regression of Dependent Variable.
Figure D2 Scatter Plot of ABQA