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 issues in business, as highlighted by Vitell, Singhapakdi, and Thomas (2001) While the significance of business ethics in 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, making their ethical decision-making processes a topic of considerable interest (Vitell and Muncy, 1992; Fullerton et al., 1996; Muncy and Vitell, 1992).
Consumer ethics in Asian countries have been less frequently studied compared to their counterparts in the United States and other industrialized nations While there have been some ethical studies focused on Indonesian markets, overall, the attention given to consumer ethics in Asian-market settings remains limited Researchers like Vitell (2003) have called for more cross-cultural studies to explore ethical beliefs in greater detail and cultural context, emphasizing the need to understand the universality or variability of these beliefs among consumers.
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 Although obtaining confirmed population figures can be challenging, estimates suggest that Vietnam's population reached approximately 92.5 million in 2014, an increase from 91.5 million in 2012 This significant growth highlights the country's demographic importance in Southeast Asia.
Vietnam ranks as the 14th most populous country and the 46th in terms of population density globally It is renowned for its ethnic diversity, with the government officially recognizing 54 distinct ethnic groups The enduring effects of the Vietnam War have significantly influenced the standard of living in the country, shaping the ethical practices of Vietnamese consumers in their daily lives.
SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 10
SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 10
The global rate of unlicensed PC software installations increased from 42% in 2011 to 43% in 2013, with the commercial value of these installations slightly declining to $62.7 billion, primarily driven by emerging economies Notably, Vietnam reported an alarming 81% rate of unlicensed software, significantly higher than the Asia-Pacific average of 62%, which has the highest overall rate of unlicensed installations worldwide (Global Study, 2014) On April 9, 2015, the Department of Market Management under the Ministry of Industry and Trade took action to address this issue.
Cooperative Vereniging SNB–REACT U.A (React), an anti-counterfeit network in Vietnam, has established a memorandum of understanding to enhance cooperation in the fight against counterfeit goods and to uphold intellectual property rights According to Do Thanh Lam, Vice Director of the Department, market-management forces across the country have addressed over 100,000 legal violations, including more than 10,000 cases related to counterfeit products and intellectual property infringement Despite these efforts, challenges remain in the battle against counterfeit goods, necessitating increased collaboration among various sectors and law enforcement agencies.
The globalization of manufacturing to countries with weak intellectual property protections has significantly fueled the rise of counterfeiting Additionally, the internet and e-commerce platforms, such as eBay, have facilitated the distribution of these counterfeit products Many consumers in Vietnam, often with limited disposable income, opt for lower-quality goods at cheaper prices, unknowingly jeopardizing the country's potential for a brighter future.
The World Health Organization estimates that 60% of counterfeit medicine cases are found in developing countries Many people mistakenly believe that purchasing fake medications is harmless as long as they are aware of what they are buying, viewing it as a bargain However, this perception is misleading and overlooks the serious dangers associated with counterfeit drugs, which can have harmful consequences for individuals and communities.
In 2014, law enforcement agencies identified and prosecuted 17,396 cases of counterfeit product trading, resulting in the seizure of fake goods valued at approximately VND 36 billion This marked a year-on-year increase of 24.2% in the number of cases and 12.1% in the total value of seized goods However, these figures may not fully represent the actual scale and impact of counterfeit products.
Vietnam's law enforcement struggles to combat increasingly sophisticated piracy due to a lack of advanced technology To effectively address this complex issue, a collaborative effort involving relevant authorities, businesses, and consumers is essential in the fight against counterfeiting.
Consumers often promote unethical practices due to their lax ethical standards In many ASEAN countries, the relatively low economic status of consumers limits their ability to afford legitimate, yet costly, products (Kusumadara, 2010).
The ethical perspectives of Vietnamese consumers reveal contrasting viewpoints on right and wrong, necessitating deeper exploration to identify key factors influencing consumer behavior Gaining this understanding can enhance company strategies aimed at mitigating the negative effects of counterfeiting on operations in Vietnam Additionally, it can inform government policies aimed at raising awareness and combating illegal activities and unethical consumption practices.
Research gap
Marketing ethics research primarily focuses on consumers' ethical perceptions of business and marketing practices, rather than examining their views on consumer behaviors This highlights a gap in understanding how consumers perceive their own ethical responsibilities in the marketplace (Vitell et al., 1991).
There is a notable gap in the marketing ethics literature regarding the ethical beliefs and attitudes of consumers towards potentially unethical practices, as highlighted by researchers in 1991 Recent studies by Rao and Al-Wugayan (2005) indicate a growing interest in consumer ethics, particularly in cross-cultural research However, the number of such studies remains limited, often focusing on specific geographic regions or even single countries, which underscores the need for broader, more diverse research in this field.
Cross-cultural studies on consumer ethics often overlook Vietnam, despite its integration into the global economy As a relatively new research site, there is a pressing need to explore the ethical judgments of Vietnamese consumers to address the existing research gap in consumer ethics across different cultures.
Research objectives
Consumers play a crucial role in the marketing process, and neglecting their perspectives in ethics research can hinder our understanding of ethical behaviors among all participants in exchanges Moreover, although there have been numerous appeals in marketing literature to incorporate personality and attitudinal factors into the study of marketing ethics, research on the influence of traits such as self-monitoring, Machiavellianism, and opportunism on consumer ethics remains scarce.
This research highlights the importance of exploring the interplay between various variables that influence exchange relationships, particularly within an ethical framework It emphasizes the need for systematic investigation into how these factors co-occur and relate to one another By examining personality traits like Machiavellianism and opportunism, alongside attitudinal factors such as self-monitoring, this study aims to enhance understanding of consumers' ethical perceptions regarding potentially unethical practices This research is particularly relevant in the context of Vietnam, a rapidly developing economy in the global market, where consumer behavior is evolving.
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 primarily emphasizes the marketing exchange process and its participants, as highlighted in studies by Ferrell and Gresham (1985), Hunt and Vitell (1986, 1992), and Chonko and Hunt (1989).
The marketing exchange process is a critical point where many ethical issues in business emerge, as highlighted by various studies (Baumhart, 1961; Brenner and Molander, 1977; Vitell and Festervand, 1987) While there is a substantial amount of literature on marketing ethics, research on ethical concerns in developing regions remains limited This gap emphasizes the necessity to investigate the ethical judgments of consumers in these areas, particularly in Ho Chi Minh City and Binh Duong City, Vietnam, focusing on 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 grasp the unique habits, customs, and ethical distinctions of consumers in foreign markets (Kramer and Herbig, 1994).
Multinational firms encounter significant challenges in 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 adapt marketing strategies to meet diverse consumer responses (Jeannet and Hennessey, 1992) As a result, cultural and ethical variations profoundly influence the design, 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 pathways through which different cultures interpret ethicality By understanding the influence of environmental factors, marketers can implement tailored strategies for engaging with consumers from various cultural backgrounds This approach allows marketing practitioners to enhance their comprehension of international consumer ethics and develop effective strategies for diverse markets.
Minister of Industry and Trade Vu Huy Hoang emphasized the significant impact of counterfeiting on Vietnam's competitive edge and its capacity to draw foreign investment He highlighted the necessity for the government to conduct thorough studies on this issue to enhance law enforcement measures, ensuring that the comparative advantages of foreign investors are upheld and safeguarded.
Understanding firm-level strategies to mitigate the negative effects of counterfeiting on operations in Vietnam is crucial This insight can also inform government policies aimed at increasing awareness and addressing illegal activities, particularly unethical consumption 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 the behavior of individuals in purchasing situations According to Dodge et al (1996), it involves assessing the rightness or wrongness of actions taken by buyers Muncy and Vitell (1992) further elaborate that these ethical standards guide how consumers acquire, utilize, and dispose of goods and services.
Research on consumer ethics has explored various aspects, including the establishment of normative guidelines through a consumer code of ethics (Stamfl, 1979), strategies to combat consumer abuse (Fullerton et al., 1996; Schubert, 1979), and consumer perceptions of the ethicality of different 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 consumer ethics across different cultural contexts (Rawwas et al.).
In the context of increasing globalization, understanding the impact of culture on consumer ethics has become crucial Despite the development of various marketing ethics theories, such as those by Ferrell et al and Hunt and Vitell, marketers have yet to fully explore the complex dynamics that shape consumer materialism and ethical behavior.
Since the early 1980s, ethical concerns in business have garnered significant academic attention, particularly regarding consumer behavior (Vitell and Muncy, 1992) While research on consumer ethics predates 1990, with notable studies by DePaulo (1986) and others, the bulk of relevant literature has emerged since then (Vitell, 2003) A key focus of this research has been consumer attitudes toward unethical practices, a topic that Vitell and other scholars have explored in depth.
Numerous studies have explored unethical consumer behavior, highlighting key insights from researchers such as Al-Khatib et al (1997), Muncy and Vitell (1992), and Vitell et al (1991) Additionally, consumer perceptions regarding unethical practices have been examined by various scholars, including Chan et al (1998) and Polonsky et al (2001) A significant number of these empirical investigations have utilized the consumer ethics scale developed by Muncy and Vitell (1992), demonstrating its relevance in understanding consumer attitudes towards ethical dilemmas.
According to Vitell (2003), three primary theoretical models explain individuals' ethical decision-making: those by Ferrell and Gresham (1985), Hunt and Vitell (1986, 1993), and Trevino (1986) Among these, the Hunt–Vitell model is particularly applicable to consumer ethical behavior, highlighting an individual's moral philosophy as a crucial factor influencing ethical judgments and actions Hunt and Vitell (2006) note that this ethical evaluation is shaped by various background factors, including cultural, professional, industry, and organizational contexts, as well as personal characteristics While the Hunt–Vitell model identifies several distinct factors, only personal characteristics and cultural environment are pertinent to consumer ethics (Vitell, 2003) Similarly, Ferrell and Gresham's (1985) model acknowledges both individual and situational variables in ethical decision-making through a contingency framework that considers multiple influences.
The Hunt–Vitell model identifies various personal factors influencing ethical judgments, including the individual's moral development level, as proposed by Kohlberg (1981), and personality traits Vitell (2003) highlights that several personal characteristics, such as value consciousness, Machiavellianism, risk propensity, need for closure, age, and gender, have been examined as independent variables affecting ethical intentions and decisions.
(2003) suggests that ‘‘these as well as other personality variables should be included insubsequent research studies.’’
This study aims to explore how personality traits such as self-monitoring, Machiavellianism, and opportunism impact consumer ethics While existing research has touched on the link between Machiavellianism and consumer ethics, including works by Chen et al (2008) and Tan (2002), there has been a notable lack of investigation into the roles of self-monitoring and opportunism in this context.
While extensive research has explored ethics in the marketplace, much of it has concentrated on sellers, neglecting the consumer perspective Marketing is fundamentally an exchange between buyers and sellers, and unethical behavior can arise from both sides Ignoring consumer ethics can lead to an incomplete understanding of this exchange and the formulation of ineffective marketing strategies Consequently, consumer ethics has gained prominence as a significant area of research in recent years.
Consumer ethics refers to the moral principles and standards that influence individual or group behavior in the selection, purchase, use, or sale of goods and services Research in this field has explored ethical decision-making among consumers For instance, Davis (1979) found that individuals are more inclined to assert their rights as consumers than to accept the associated responsibilities Additionally, De Paulo (1986) examined students' perceptions of the ethical implications of various behaviors, highlighting the contrasting unethical actions of buyers and sellers in negotiation scenarios.
According to Davis (1979), consumers tend to be more judgmental of sellers involved in potentially unethical practices compared to buyers exhibiting similar behaviors In a study by Vitell et al (1991), elderly consumers evaluated 20 consumer scenarios with potential ethical implications, rating each situation based on their perception of whether the actions were deemed wrong.
Recent research has explored the relationship between personality traits, such as Machiavellianism, and moral philosophy in consumer behavior Muncy and Vitell (1992) investigated consumer perceptions of ethical dilemmas and demographic influences, while subsequent studies focused on foreign consumers' views on ethically questionable situations and the impact of their preferred ethical ideologies For instance, Rawwas et al (1994) found that Lebanese consumers, affected by war and terrorism, exhibited higher levels of Machiavellianism and were more accepting of questionable practices compared to Egyptians AI-Khatib et al (1995) demonstrated that personal ethical ideologies significantly shape perceptions of right and wrong among Egyptian consumers In a comparative study, AI-Khatib et al (1997) identified notable differences in ethical beliefs between US and Egyptian consumers, attributed to economic and cultural factors Chan et al (1998) examined Chinese consumers, confirming that ethical judgments are influenced by the severity of unethical actions, though personal attitudes had less impact Additionally, Erffmeyer et al (1999) and McHoskey et al (1999) established connections between Machiavellianism, idealism, relativism, and consumers' perceptions of unethical practices in Japan.
Self-monitoring refers to the ability of individuals to regulate their verbal and nonverbal self-presentation (Snyder, 1979) This psychological construct has become a key focus in research related to social interactions.
Self-monitoring is a personality trait that indicates how well an individual adjusts their self-presentation based on social cues This trait can be evaluated using Snyder's refined eighteen-item scale, originally developed in 1974 and later updated in 1986 by Snyder and Gangestad.
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 concentrated on the individual, the context, or their interaction, with a focus on the balance between dispositional and situational factors influencing behavior (Belk 1974; Kassarjian 1971) This interest has led to the identification of stable personality traits and the examination of attitude-behavior consistency Acknowledging the differences in individuals' sensitivity to social cues and their adaptability, Snyder and colleagues introduced the concept of self-monitoring and developed a measurement scale (Snyder 1974; Snyder and Swann 1976) Self-monitoring serves as a tool to discern whether situational or dispositional factors predominantly influence specific individuals (Becherer and Richard 1978).
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 emphasize 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) highlighted foundational studies by Muncy and Vitell (1992) that introduced a consumer ethics scale This scale assessed consumer perceptions of ethicality regarding questionable behaviors, revealing four key dimensions of ethical beliefs: actively benefiting from illegal activities, passively benefiting from errors, and actively benefiting from deceptive practices.
(4) no harm/no foul (e.g., using computer software or games that you did not buy) (Vitell and Muncy, 1992).
Research indicates that consumer actions can be categorized into four dimensions based on their perceived legality and morality The first dimension consists of actions initiated by consumers who view these actions as illegal The second dimension includes instances where consumers passively benefit from sellers' mistakes The third dimension also involves consumer-initiated actions, but these are not seen as illegal, although they raise moral concerns Notably, consumers find it more unethical to actively benefit from illegal activities compared to passive benefits Lastly, the fourth dimension encompasses actions that most consumers do not consider unethical, primarily involving the copying of intellectual property, such as software, tapes, or movies.
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 refined version of the original 25-item scale This tool has demonstrated internal consistency, stability, and a lack of correlation with related measures, as noted by Snyder (1974) The scale includes ten reverse statements, with typical items such as, "I’m not always the person I appear to be," and "I would probably make a good actor." Higher scores on the scale indicate greater self-monitoring, with participants earning one point for each high self-monitoring response Specifically, a 'True' response was considered high self-monitoring for eight items, while a 'False' response was deemed high for the remaining 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 through the Mach IV scale, created by Christie and Geis in 1970 This scale consists of 20 items, with half framed to reflect Machiavellian traits and the other half phrased oppositely Participants rated their level of agreement 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 difficulties, making empty promises, falsification of information, overstating claims, neglecting obligations, and performing roles in a cursory manner Participants indicated 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 As noted by Vishnevsky and Beanlands (2004), qualitative research includes various methods within the naturalistic paradigm, each with distinct research designs The three common qualitative designs are ethnography, phenomenology, and grounded theory, which provide diverse approaches to understanding consumer behavior (Polit, Beck, & Hungler, 2001, as cited in Vishnevsky and Beanlands, 2004).
Phenomenology relies heavily on in-depth discussions between the researcher and the informant, making it an appropriate method for this study The following section will outline the sampling method, data collection process, and findings from the in-depth interviews.
Seven consumer representatives from diverse social classes, selected based on ethical indicators such as marital status and parenthood, will be individually investigated All participants reside in Ho Chi Minh City.
Before data collection, in-depth interviews are conducted to refine the draft questionnaire This process involves three steps: first, participants respond to initial questions, such as ethical dilemmas related to consumer behavior; second, they complete a detailed questionnaire; and finally, the researcher documents the findings from these interviews to enhance the official questionnaire.
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 questionnaire analysis revealed that the items "Spending over an hour trying on different clothes and not purchasing any" and "Returning merchandise after trying it and not liking it" conveyed similar meanings, leading to the exclusion of the former The official English questionnaire was translated into Vietnamese and back-translated to ensure validity 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 consumer ethics.
Questionnaires are distributed to respondents either directly or via social networks, providing a link to an online survey on Google Drive Each questionnaire includes a cover letter detailing the study's purpose, informed consent, confidentiality procedures, and clear instructions for completion Hard copy responses are manually entered into the system, while online responses are converted into an SPSS database for analysis Responses are measured using a seven-point Likert scale, ranging from 1 (strongly disagree) to 7 (strongly agree).
Sampling method
This study utilized a quantitative approach through a questionnaire survey to investigate 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, comprising 43 independent and 26 dependent variables Convenience sampling was employed to select participants for the survey.
Haire et al (2010) emphasize that for effective statistical analysis, the minimum sample size should be at least five times the number of variables involved, with a threshold of no less than 100 participants This means that the sample size (n) must be greater than zero and at least five times the number of variables (k) being analyzed.
The model in this study consisted four factors with sixty-two variables, thus, the necessary sample size should be: 69*545 observations.
For Exploratory Factor Analysis (EFA), it is generally recommended to have a minimum sample size of at least five times the number of variables being analyzed, with a total exceeding 100 observations (Hair et al., 2010) In this research, the minimum sample size required for EFA is calculated to be 345 observations.
Data analysis methods
All completed questionnaires were thoroughly reviewed, coded, and the raw data was entered into IBM SPSS Statistics version 22 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 (Hair et al., 2010).
Cronbach’s alpha serves as a criterion for evaluating instruments or scales, but it merely indicates whether the items are correlated rather than confirming that they accurately measure the intended attribute Consequently, it is essential to assess scales based on their content and construct validity as well.
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 alignment with the proposed population model, utilizing fit indices for better interpretation The primary aim of EFA is to uncover the latent constructs that underlie a collection of observable variables.
Hair et al (1998, cited in Lee and Hooley, 2005, p 376) claimed that with samples of
When conducting factor analysis, researchers should ensure that their sample size is adequate for accurate results, with a minimum of 350 participants needed for a factor loading of 0.3 to be deemed significant For smaller samples of around 200, a threshold of 0.4 is recommended Additionally, factors should only be considered significant if they have an eigenvalue of 1 or greater, as those with eigenvalues below this threshold are typically 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 difference between the actual and predicted values of a dependent variable results in random errors during sample data predictions, known as residuals (ε or e) This concept is fundamental in the application of the multiple regression formula.
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 variance explained by a regression model A higher R2 value indicates a stronger explanatory capability of the regression equation (Hair et al., 2010).
Summary
This chapter outlines the research methodology employed in the study, highlighting various analyses relevant to scientific research It details the research design and process, indicating that the study was conducted using a survey The chapter also discusses the design and administration of the questionnaire, along with the findings from its pre-testing The analysis and results of 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 demographic trend reflects Vietnam's "golden population structure," where the working-age population significantly outnumbers dependents.
Young consumers are a pivotal 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 total population Their influence in family decision-making is increasing, alongside a notable rise in purchasing power Many young consumers are actively involved in shopping for both their own needs and those of their families, highlighting the growing significance of the teenage and young professional segments in the marketplace.
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 removal of unstandardized scale items, with a recommended Cronbach's Alpha value of at least 0.6 to confirm internal reliability (Nunnally & Burnstein, as cited in Nguyen, 2011) Furthermore, the Corrected Item-Total Correlation was crucial; items with a correlation higher than 0.3 with the total of other scale items were deemed well correlated and considered valuable components of the overall rating (Nunnally & Burnstein, as cited in Nguyen, 2011).
Table 4.2 reveals that the majority of item scales tested demonstrate significantly high or very high internal reliability This includes 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 show strong average values.
The study reported a Cronbach’s Alpha of 0.879, indicating strong internal consistency Although the 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 revealed significant values for all measurement items, further supporting the reliability of the assessment.
All seven measurement scales demonstrated reliability in assessing the research concepts, with Cronbach’s Alpha values exceeding 0.6 Additionally, the Corrected Item-Total correlations for all scale items surpassed the standard threshold of 0.3 This confirms 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 by examining numerous relationships among interval variables (Leech et al., 2005) In this study, EFA utilized Varimax rotation to eliminate items with low loadings on the construct while retaining those with loadings above 0.5 and components with an Eigenvalue greater than 1.0.
The KMO value of 0.964, exceeding the threshold of 0.7 (Leech et al., 2005), confirms that there are adequate items for measuring each construct Additionally, Bartlett’s test yielded significant results with values below 0.05, indicating a strong correlation among the variables, making them suitable for factor analysis Overall, the diagnostic tests affirm the appropriateness of the data for conducting 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 three initial factors collectively explained 62.097 percent of the variance, indicating that over half of the variance can be accounted for by these factors.
The Rotated Component Matrix (refer to Table 4.4) displays the factor loadings for items after rotation, adhering to the acceptable standard of over 0.5 A total of 46 items from three independent variables were effectively grouped into three distinct components, each characterized by high loadings Furthermore, items within the same construct were consolidated into a single component with strong loadings, demonstrating no correlation with other components This indicates that the items for each construct were clearly defined and well conceptualized.
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 comprises 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) As indicated in Table 4.5, the KMO values for all four dimensions exceeded the acceptable threshold of 0.7, confirming sufficient items to assess each construct Additionally, the significant result of Bartlett’s test demonstrates a strong correlation among the variables.
Table 4.5 Summary of EFA for dependent variables
Dimension Variable KMO Sig Component
The 23 dependent variables were categorized into four distinct dimensions, with each dimension being consolidated into a single component, as illustrated in Table 4.5 This organization demonstrates that the items within each construct are clearly defined and well conceptualized.
Correlation testing is used 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 proceeding to regression analysis.
** Correlation is significant at the 0.01 level (2-tailed).
The Correlations matrix reveals a Pearson correlation among self-monitoring, Machiavellianism, opportunism, and consumer ethics, with values of 0.193, 0.196, and 0.346, respectively Furthermore, all variables exhibit significant values below 0.05, indicating a low likelihood of multicollinearity.
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 regression analysis was utilized to examine the hypotheses involving Self-monitoring, Machiavellianism, and Opportunism as independent variables, while consumer ethical beliefs—encompassing four dimensions: actively benefiting from illegal actions, passively benefiting at the expense of others, actively benefiting from questionable actions, and the concept of no harm, no foul—served as the dependent variable Prior to executing the multiple regression, 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.,
Variance Inflation Factor (VIF) is a statistical measure used to detect multicollinearity among variables in a dataset A VIF value of 5 or higher suggests the presence of collinearity, while a VIF greater than 10 indicates a high level of collinearity, which can affect the reliability of regression analyses (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 initial model analyzed consumer behaviors associated with "actively benefiting from illegal action" (ABIA), revealing a multiple correlation coefficient (R) of 0.241 The three variables—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 significant negative correlation with beliefs about benefiting from illegal actions, as indicated by a Beta value of -0.224 and a significance level of 0.001, supporting hypothesis H1a Research by Bahtışen Kavak et al (2009) suggests that individuals with high self-monitoring exhibit stronger ethical attitudes across various dimensions of consumer ethics This is further supported by Ross and Robertson (2003), who noted that high self-monitors are influenced by their social environment Additionally, Uddin and Gillett (2002) found that low self-monitors are more susceptible to the attitudes of others, reinforcing the idea that self-monitoring plays a crucial role in ethical decision-making.
(subjective norms) than high self-monitors when forming intentions to act in an unethical manner
Machiavellianism does not significantly correlate with the belief in benefiting from illegal actions, as evidenced by a Beta coefficient of -0.051 (p>0.05), indicating that H2a is unsupported by the data Cultural values play a crucial role in shaping ethical behavior, influencing what is deemed ethical or unethical There is a consensus that a nation's culture directly affects the ethical conduct of its citizens, where violations of societal norms often elicit surprise and anger, potentially resulting in sanctions for the offender As a Vietnamese proverb wisely states, “After death, a tiger leaves behind his skin, a man leaves his reputation,” underscoring the importance of reputation in ethical considerations.
Summary
This chapter reiterates the thesis objective outlined in the introduction, highlighting the link between the research findings and their practical applications through proposed managerial strategies Additionally, it addresses key limitations that should be acknowledged and suggests avenues for future research.
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 of consumer ethics The study addresses the relationship between various factors and consumer ethics, seeking to determine which factors exert the greatest influence Utilizing a scale of 69 variables that encompass self-monitoring, Machiavellianism, opportunism, and consumer ethics, the study draws significant conclusions regarding these dynamics.
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 highlights that self-monitoring has an opposite effect on consumer ethics, with perceived opportunism emerging as the most significant influence For managers aiming to enhance consumer ethics, addressing perceived opportunism should be their primary focus.
The study reveals 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 individuals adhere to social rules primarily in illegal contexts The findings align with Uddin and Gillett's (2002) research, which indicated that low self-monitors are more susceptible to the influence of others' attitudes, or subjective norms.
CONCLUSIONS AND IMPLICATIONS
Conclusion
This research aims to explore the attitudinal ethics of Vietnamese consumers by analyzing relevant literature and identifying the antecedents of consumer ethics The study seeks to answer critical questions regarding the relationship between various factors and consumer ethics, as well as to determine which factors exert the greatest influence Utilizing a scale that encompasses 69 variables related to self-monitoring, Machiavellianism, and opportunism, the study draws significant conclusions about the ethical behavior of consumers in Vietnam.
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 highlights that self-monitoring has a contrasting effect on consumer ethics, with perceived opportunism emerging as the most significant influence For managers aiming to enhance consumer ethics, addressing perceived opportunism should be their primary focus.
Managerial Implications
Research indicates that Vietnamese individuals with low self-monitoring exhibit limited ethical attitudes across various dimensions of consumer ethics, except when it comes to "actively benefiting from an illegal activity." This behavior can be attributed to the collectivist culture, where social norms are adhered to primarily in illegal contexts Supporting the findings of Uddin and Gillett (2002), low self-monitors are more susceptible to the influence of others' attitudes when contemplating unethical actions The study underscores the necessity for social education in consumer ethics to encourage a shift towards high self-monitoring, as these individuals are more inclined to manage their public image and perceive their constructed appearances as social realities Understanding the interplay between legal and ethical choices is crucial, as ethical training is essential for individuals to navigate these complexities effectively.
Research indicates a positive correlation between Machiavellian traits and unethical consumer attitudes, particularly regarding "passively benefiting at the expense of the seller," "actively benefiting from questionable actions," and "no harm, no foul" behaviors Simply perceiving oneself as ethical is insufficient to navigate the ethical dilemmas present in the marketplace Therefore, from a managerial perspective, implementing honest advertising that is informative, functional, and ethical, along with offering high-quality, environmentally safe products, can significantly foster trust and integrity in consumer-marketer interactions.
From a consumer perspective, perceived opportunism is a key indicator of ethical behavior, as it can lead to a decline in ethical standards Research indicates a significant positive correlation between opportunism and unethical consumer actions, with individuals exhibiting high levels of opportunism more likely to engage in questionable activities This trend suggests that Vietnamese consumers may be less conscious of ethical considerations, often justifying their unethical behavior Consequently, the market may also reflect this lack of ethical treatment, prompting consumers to mimic these behaviors during their shopping experiences To foster ethical consumerism, it is essential to provide accurate product information and promote honest advertising, thereby building trust and encouraging virtuous behavior among consumers.
The paper highlights several key implications, particularly emphasizing the crucial role of government support through laws and policies that promote ethical behavior This encouragement is essential in fostering integrity across various 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 mitigate unethical behavior stemming from the conflict between desires and moral obligations, as well as the phases of prediction, action, and recollection, further research is essential for improved outcomes Many individuals mistakenly believe they are ethical, and this self-deception perpetuates unethical actions By exploring the dynamics between the "want" and "should" selves through a temporal perspective, we aim to illuminate these misconceptions and disrupt the cycle of unethical behavior.
Limitations and future research
Our research acknowledges several limitations, particularly the use of convenience sampling, which may lead to biased and incomplete conclusions Additionally, social desirability bias could have influenced respondents' answers, as some may have provided socially acceptable responses to seem more ethical To address these issues, future studies should incorporate measures to mitigate such biases.
Secondly, the sample size is small and includes mainly Vietnamese adults who live in
The current study's findings are limited in generalizability due to its sample drawn exclusively from Ho Chi Minh City Future research should aim to include a more diverse representation of consumers across Vietnam to enhance the validity of the results Investigating the influence of self-monitoring, Machiavellianism, and opportunism on the ethical beliefs and orientations of consumers in various cities will provide valuable insights into how environmental factors shape these ideologies Additionally, the culturally specific nature of the study suggests that testing the hypotheses in different countries may yield varying outcomes, underscoring the need for broader research.
Most participants in this study are employed individuals, suggesting that future research should incorporate a broader range of work backgrounds, experience levels, and income brackets Additionally, demographic changes can significantly influence consumers' ethical beliefs, highlighting the need for longitudinal studies to explore these effects over time.
This study, despite its limitations, has made a valuable contribution to the field of consumer ethics by enhancing existing literature It specifically highlights the attitudes of ethical consumers in Ho Chi Minh City, Vietnam, an area previously under-researched Additionally, the research empirically tests U.S.-based models and instruments on an international sample, thereby broadening the theoretical application as recommended by Vitell (2003) for more cross-cultural studies.
This study enhances the understanding of Vietnamese consumers' ethical perceptions, offering valuable insights for corporations aiming to mitigate the negative effects of unethical practices like 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 Promoting ethical consumer behavior is essential, as it can significantly enhance the business environment, fostering increased foreign and domestic investments in Vietnam moving forward.
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Indonesia as targets The International Journal of Management Science, 29, 221–231. Zhao, B.C and Xu, S.S (2013) Does consumer unethical behavior relate to birthplace?
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 là hoàn toàn ẩn danh và tự nguyện, không yêu cầu ghi tên Thông tin bạn cung cấp sẽ được bảo mật, và bạn có quyền ngừng tham gia khảo sát bất kỳ lúc nào.
Xin vui lòng chọn câu trả lời phù hợp nhất theo quan điểm cá nhân của bạn Tôi xin chân thành cảm ơn sự hỗ trợ của bạn và cam đoan 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 kết hôn nhưng chưa có con, hoặc đã kết hôn và có con Về trình độ học vấn, bạn có thể thuộc các cấp bậc như dưới đại học, đại học, thạc sĩ hoặc tiến sĩ.
□ Giáo viên □ Doanh nhân □ Kĩ sư / Bác sĩ □Khác………
PHẦN II: NỘI DUNG KHẢO SÁT
Trong bài viết này, chúng tôi mời bạn tham gia vào việc đánh giá quan điểm đạo đức của người tiêu dùng thông qua các phát biểu được trình bày Hãy đọc kỹ từng phát biểu và chọn câu trả lời phù hợp nhất với quan điểm cá nhân của bạn bằng cách khoanh tròn hoặc đánh dấu vào ô số 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 hoàn toàn tin tưởng Tôi có khả năng thuyết trình về các đề tài quan trọng ngay cả khi không có nhiều thông tin sẵn có Hơn nữa, tôi tin rằng tôi có thể diễn xuất để gây ấn tượng hoặc 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 môi trường công sở và không thể hiện tốt khả năng của bản thân Dù vậy, tôi vẫn 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 cho người khác biết về hành động của mình nếu không thấy lợi ích Cách hiệu quả nhất để ảnh hưởng đến người khác là nói những điều họ mong 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 trục 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 đúng các quy định pháp luật khi bị kiểm tra hoặc 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