Sellected antecedents of consumers ethics an empirical study in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Luu Chi Nhan SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS: AN EMPIRICAL STUDY IN VIETNAM MASTER OF BUSINESS (Honours) Ho Chi Minh City - Year 2015 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Luu Chi Nhan SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS: AN EMPIRICAL STUDY IN VIETNAM ID: 22120060 MASTER OF BUSINESS (Honours) SUPERVISOR: DR LE NHAT HANH Ho Chi Minh City – Year 2015 Runnung head: SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Luu Chi Nhan Mbus 3.2 Sellected Antecedents of Consumers’ Ethics: An Empirical Study in Vietnam Supervisor: Dr Le Nhat Hanh Ho Chi Minh City- Year 2015 i SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS ii ACKNOWLEDGEMENTS This thesis could not have been completed without the timely and proper advice and support from a number of people around me First and foremost I would like to thank my supervisors Dr Le Nhat Hanh for her unsparing academic advice as well as moral support All constructive suggestions and insightful advice based on her admirable expertise and erudition always impressed me I am sure that this thesis would not have been possible without her support Many thanks go to my MBUS colleagues who have been unforgettable companions on our common journey I also extend my hearty thanks to the staff members of the International School of Business for their efficient service and support all these years My special thanks go to all the participant group of this thesis They played an essential role in carrying out the research for this thesis I appreciate their precious time and endeavour Last but not least, I have to earnestly thank my family for their unending moral support and affectionate attention to me at all times Words cannot express how grateful I am to my parents and my family Luu Chi Nhan Ho Chi Minh City, December 22, 2015 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS iii ABSTRACT These have been wide range of critical questions about the role of ethics in today’s business and society Consumers are major participants in the business process and not considering them in ethics research could result in an incomplete understanding of that process With the increasing international trade, there is a growing need to increase our understanding of consumer ethics from different countries A report revealed that Southeast Asia has become Asia’s safe haven as China and India falter (NewsMax, 2012) As a result, more studies are needed to understand consumer ethical behaviour in Asian countries, particularly as a consequence of the prevalence of piracy and counterfeit goods (Ang et al., 2001; Chan et al., 1998; Lu and Lu, 2009) In Vietnam, around 81% of software used is pirated comparing to average 62% in Asia (Global Study, 2014) The general purpose of the present study was to contribute to the existing knowledge by getting a more thorough understanding of the why of consumer ethics, allowing marketers to predict unethical consumer behavior, and ultimately prevent consumers from taking advantage of the seller Particularly, this study investigates the possible effects of selfmonitoring, Machiavellism, and oppotunism on all dimensions of consumers’ ethical attitudes The sample is drawn from 340 Vietnamese has results in many significant findings For the dimension of ‘actively benefiting from illegal actions (ABIA)’, the result indicates positive relationship with self-monitoring and oppotunism but no relationship with Machiavellism As for ‘actively benefiting from questionable but legal actions (ABQA)’, the outcome shows a positive relationship with oppotunism and Machiavellism but no relationship with self-monitoring Same resuls found for ‘passively benefiting at the expense of the seller (PBEO)’, and ‘no harm, no foul actions (NHNF)’ In this study, literature on consumer ethics, self-monitoring, Machiavellism, and oppotunism as well as the introduction of Vietnam, are presented along with implications and recommendations for academic scholars, practitioners and the like SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS iv TABLE OF CONTENTS ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF FIGURES vi LIST OF TABLES vii CHAPTER 1: INTRODUCTION 1.1 Research background 1.2 Research gap 1.3 Research objectives 1.4 Research scope 1.5 Research contributions 1.6 Research structure CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENTS 2.1 Theoretical background 2.2 Hypotheses development 16 2.3 Summary 17 CHAPTER 3: RESEARCH METHODOLOGY 18 3.1 Research Process 18 3.2 Measurement scales 18 3.3 Qualitative Research 22 3.4 Sampling method 24 3.5 Data analysis methods 24 3.6 Summary 26 CHAPTER 4: DATA ANALYSIS AND RESULTS 27 4.1 Respondents’ demographic 27 4.2 Reliability Analysis 28 4.3 Exploratory Factor Analysis (EFA) 31 4.4 Multiple Regression Analysis 35 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS v 4.5 Discussion of findings 43 4.6 Summary 44 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS 45 5.1 Conclusion 45 5.2 Managerial Implications 45 5.3 Limitations and future research 47 REFERENCES 49 APPENDICES 59 APPENDIX A: Survey Questionnaire 59 APPENDIX B: Survey Questionnaire 62 APPENDIX C: Total Variance Explained of Independent Variables 66 APPENDIX D: Histogram, Scatter plot & Normal Regression of Dependent Variable 68 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS vi LIST OF FIGURES Figure 2.1 Research model 16 Figure 3.1 Research Process 18 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS vii LIST OF TABLES Table 2.1 The study’s hypotheses 17 Table 3.1 Scales of Consumer Ethics 19 Table 3.2 Scales of Self-monitoring 20 Table 3.3 Scales of Machiavellianism 21 Table 3.4 Scales of Opportunism 22 Table 3.5 Cronbach’s Alpha Reliability Coefficient 24 Table 4.1 Demographic Variables 28 Table 4.2 Reliability Statistics 29 Table 4.3 KMO and Bartlett's Test of Independent Variables 32 Table 4.4 Rotated Component Matrixa for Independent Variables 32 Table 4.5 Summary of EFA for Dependent Variables 34 Table 4.6 Correlations 35 Table 4.7 Coefficients tablea 36 Table 4.8 Model Summaryb for Dependent Variable: ABIA 37 Table 4.9 Coefficientsa for Dependent Variable: ABIA 38 Table 4.10 Model Summaryb for Dependent Variable: PBEO 39 Table 4.11 Coefficientsa for Dependent Variable: PBEO 39 Table 4.12 Model Summaryb for Dependent Variable: ABQA 40 Table 4.13 Coefficientsa for Dependent Variable: ABQA 41 Table 4.14 Model Summaryb for Dependent Variable: NHNF 42 Table 4.15 Coefficientsa for Dependent Variable: NHNF 42 Table 4.16 Summary of the hypothesis testing results 43 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS CHAPTER 1: INTRODUCTION 1.1 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., 2013), because marketing exchange is the focal point of most ethical problems in business (Vitell, Singhapakdi, & Thomas, 2001) Although the role of business ethics in the global economy has been thoroughly investigated (e.g., DeGeorge, 1993; Vogel, 1992), international consumer ethics has received growing attention In business, consumers are also the major participants (Vitell and Muncy, 1992) The importance of consumer ethical decision making has received considerable interest (e.g., Fullerton et al., 1996; Muncy and Vitell, 1992; Rawwas, 2003; Vitell et al., 1991) However, consumer ethics in Asian countries have been addressed less frequently (Ang et al., 2001; Chan et al., 1998; Erffmeyer et al., 1999; Rawwas, 2001; Rawwas et al., 1998; Thong and Yap, 1998) There were a few ethical studies targeting Indonesian markets (Rawwas, 2001; Sawono and Armstrong, 2001; Wu, 2001) In addition, although the ethical judgment of consumers in the United States and other industrialized countries has received considerable attention, consumer ethics in Asian-market settings have received less attention (e.g., Ang et al., 2001; Chan et al., 1998; Erffmeyer et al., 1999; Rawwas, 2001; Rawwas et al., 1998; Thong and Yap 1998) Vitell (2003) recommended additional cross-cultural studies Further research is warranted to examine ethical beliefs with more detail and cultural depth to examine the universality of consumers, or lack thereof, with respect to ethical beliefs On the eastern tip of the Indo-China peninsula in south-east Asia, Vietnam is one of the larger and more densely populated countries in the region Confirmed population figures are hard to obtain, but an estimate puts the Vietnam population in 2014 at 92.5 million, up from the 2012 estimate of 91.5 million and this impressive figure would make the country the 14th most populous on the planet or 46th most densely populated country on earth Moreover, this is one of the most diverse countries on earth when it comes to ethnicity splits and in fact, the Vietnamese government recognises no less than 54 ethnic groups within the country Furthermore, through the long years of the Vietnam War which have had some form of impact on the standard of living of Vietnamese This truth more or less affects Vietnamese consumers’ ethics on their daily practice SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 55 of Austrian consumers Journal of Business Ethics, 15(September), 1009-1019 Rawwas, M Y A (2001).Culture, personality and morality: A typologyof international consumers' ethical beliefs International Marketing Review, 18(2), 188209 Rawwas, M Y A and Singhapakdi, A (1998) Do consumers' ethical beliefs vary with age? 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ANTECEDENTS OF CONSUMERS’ ETHICS 57 The Voice of Vietnam (2015) Counterfeit goods undermine Vietnam’s economic prosperity Retrieved from http://english.vov.vn/Economy/Counterfeit-goods-undermineVietnams-economic-prosperity/287734.vov Thong, J Y L and C.-S Yap (1998) Testing an Ethical Decision-Making Theory: The Case of Softlifting Journal of Management Information Systems, 15(Summer), 213–237 Traphagan, M and A Griffith (1998) Software Piracy and Global Competitiveness: Report on Global Software Piracy International Review of Law, Computer & Technology, 12(3), 431–451 Trevino, L (1986) Ethical decision making in organizations: A person-situation interactionist model Academy of Management Review, 601-617 Uddin, N and Gillett, P R (2002) the effects of moral reasoning and self-monitoring on CFO intentions to report fraudulently on financial statements Journal of Business Ethics, 40, 15–32 Van Kenhove, P., Vermeir, I., and Verniers, S (2001) An empirical investigation of the relationships between ethical beliefs, ethical ideology, political preference and need for closure Journal of Business Ethics, 32(4), 347-36 VietnamPlus (2015) Vietnam, React cooperate in combating counterfeit products Retrieved from http://en.vietnamplus.vn/vietnam-react-cooperate-in-combating-counterfeitproducts/74265.vnp Vishnevsky, T., & Beanlands, H (2004) Qualitative research Nephrology Nursing Journal, 31(2), 234-238 Vitell, S J (2003) Consumer ethics research: Review, synthesis and suggestions for the future Journal of Business Ethics, 43(1/2), 33–47 Vitell, S J and Muncy, J (1992) Consumer ethics: An empirical investigation of factors influencing ethical judgments of the final consumer Journal of Business Ethics, 11(8), 585-597 Vitell, S J., Lumpkin, J R., and Rawwas, M Y A (1991) Consumer ethics:An investigation of the ethical beliefs of elderly consumers Journal of Business Ethics, 10(5), 365375 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 58 Vitell, S J and J Muncy (1992) 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Evidence from China Journal of Business Ethics, 113(3), 475-488 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS APPENDICES APPENDIX A: Survey Questionnaire English version List of Muncy – Vitell Questionnaire (MVQ) – 26 items Actively benefiting from an illegal activity Returning damaged merchandise when the damage is your own fault Changing price tags on merchandise in a retail store Reporting a lost item as “stolen” to an insurance company in order to collect the money Using a long distance access code that does not belong to you Drinking a can of soda in a supermarket without paying for it Giving misleading price information to a clerk for a nonpriced item Passively benefiting Saying nothing when the waitress miscalculates the bill in your favor Getting too much change and not saying anything Not informing the cashier about an unscanned item placed in the grocery bag Getting more food than you paid for at a fast-food restaurant and not informing the cashier Moving into a new residence and using a preexisting cable service that has not been purchased Lying about a child’s age in order to get a lower price Actively benefiting from a questionable action Using an expired coupon for merchandise Observing someone shoplifting and ignoring it 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 Using coupon for merchandise that you did not buy Returning merchandise to a store by claiming that it was a gift when it was not No harm, no foul Returning merchandise after trying it and not liking it Tasting grapes in a supermarket and not buying any 3* Spending over an hour trying on different clothes and not purchasing any Taking an ashtray or other “souvenir” from a hotel or restaurant Taping a movie off the television Recording an album instead of buying it Using computer software or games that you did not buy (*) scales were eliminated 59 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS Self-monitoring (Snyder, 1974) - 18 items I find it difficult to imitate the behavior of other people At parties and social gatherings, I not attempt to or say things that others will like I can only argue for ideas which I already believe I can make important speeches even on topics about which I have almost no information I guess I put on a show to impress or entertain people I would probably make a good actor In groups of people, I am rarely the center of attention (reverse) In different situations and with different people, I often act like very different persons 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 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 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 Never tell anyone the real reason why you did something unless it is useful to so The best way to handle people is to tell them what they want to hear One should take action only when sure it is morally right Most people are basically good and kind It is safest to assume that all people have a vicious streak and it will come out when given the chance Honesty is the best policy in all cases There is no excuse for lying to someone else Generally speaking, people won't work hard unless they're forced to so All in all, it is better to be humble and honest than to be important and dishonest 10 When you ask someone to 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 14 Most people are brave 15 It is wise to flatter important people 60 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 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 At times, I may have to overstate my difficulties in order to get others attention Sometimes data falsification is acceptable With minor injury, people tend to exaggerated claims for bigger compensation It is commonly seen that the insurer often neglected obligations to the claimant In the absent of the boss, the employee shows perfunctory role performance It is acceptable with masking information to the self benefit In developing countries, the company shows compliance only in the face of audit When love gone, empty promises come with love 61 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 62 APPENDIX B: Survey Questionnaire Vietnamese version PHIẾU KHẢO SÁT VỀ ĐẠO ĐỨC CỦA NGƯỜI TIÊU DÙNG Nghiên cứu chủ yếu liên quan đến quan điểm đạo đức người tiêu dùng Việc tham gia trả lời bảng khảo sát hoàn toàn ẩn danh tự nguyện Do vậy, bạn không cần phải ghi tên, thông tin bạn cung cấp bảo mật bạn có quyền dừng việc trả lời khảo sát lúc Vui lòng chọn câu trả lời phù hợp theo quan điểm cá nhân anh chị Tôi xin chân thành cảm ơn giúp đỡ anh chị Xin cam đoan tất thông tin thu thập dùng cho mục đích học thuật, liệu xử lý ẩn danh tuyệt đối bảo mật PHẦN I: THÔNG TIN TỔNG QUÁT Giới tính: Nữ Nam Tuổi: 15-29 30-44 Tình trạng hôn nhân: Độc thân Trình độ học vấn: Dưới đại học Thu nhập bình quân hàng tháng: 45-59 60 trở lên Đã cưới, chưa có Đại học Thạc sĩ < triệu 5-15 triệu 30-50triệu > 50 triệu Gia đình anh/chị có thành viên: Đã cưới, có Tiến sĩ Giáo sư 15-30triệu >5 Nghề nghiệp anh/ chị là: Học sinh/ sinh viên Nhân viên văn phòng Giáo viên Doanh nhân Nội trợ Kĩ sư / Bác sĩ Công nhân Khác…………………… PHẦN II: NỘI DUNG KHẢO SÁT Trong phát biểu liên quan đến quan điểm đạo đức người tiêu dùng Hãy đọc cẩn thận phát biểu vui lòng chọn câu trả lời phù hợp theo quan điểm cá nhân anh chị cách khoanh tròn đánh dấu vào ô số thích hợp khoảng từ đến bảng đánh giá SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS Hoàn toàn không Hầu không Không đồng ý đồng ý đồng ý chút Trung lập 63 Đồng ý chút Hầu đồng ý PHÁT BIỂU Hoàn toàn đồng ý Hoàn toàn không đồng ý Chủ động hưởng lợi từ hoạt động bất hợp pháp → Hoàn toàn đồng ý Đem trả lại hàng bị hư hõng thiệt hại lỗi bạn Tráo đổi nhãn giá sản phẩm hàng cửa hàng Khai báo gian để công ty bảo hiểm bồi thường Sử dụng thẻ điện thoại lậu để gọi liên tỉnh quốc tế Uống lon soda siêu thị mà không trả tiền Nói giá tính tiền thấp cho hàng bị rơi nhãn mác PHÁT BIỂU Hoàn toàn không đồng ý Hưởng lợi cách thụ động → Hoàn toàn đồng ý Giữ yên lặng hoá đơn tính tiền sai có lợi cho bạn Chọn thử nhiều thật không muốn mua từ đầu Làm lơ thâu ngân siêu thị tính tiền bị xót giỏ hàng mua Nhận số thức ăn nhiều số tiền trả cửa hàng fast food mà không tính tiền thêm Chuyển nhà & sử dụng đường cáp tivi có sẵn mà không trả phí Khai gian tuổi trẻ em để giá thấp PHÁT BIỂU Hoàn toàn không đồng ý Chủ động hưởng lợi từ hành động đáng ngờ → Hoàn toàn đồng ý Sử dụng phiếu mua hàng hạn Làm lơ không phản ứng thấy người khác bị móc túi Làm vỡ tô trộn sà lách siêu thị làm xảy Dùng mã số dự thưởng sử dụng dịch vụ trước Lợi dụng để trả lại hàng mua thực quà tặng PHÁT BIỂU Hoàn toàn không đồng ý Không hại không → Hoàn toàn đồng ý Trả lại hàng sau thử không thích Ăn thử nho siêu thị dù không muốn mua Lấy gạt tàn thuốc hay đồ khác từ khách sạn hay nhà hàng làm kỷ niệm Thu hình lại chương trình tivi Ghi âm đĩa nhạc mạng thay bỏ tiền mua Sử dụng phần mềm máy tính trò chơi mà không mua quyền PHÁT BIỂU Hoàn toàn không đồng ý Về thân → Hoàn toàn đồng ý Bắt chước hành vi người khác việc khó Tôi không cố nói hay làm để chiều lòng người khác SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 64 Tôi tranh luận ý kiến mà tin Tôi thuyết trình chí đề tài quan trọng mà thông tin sẵn Tôi cho diễn trò để gây ấn tượng hay làm vui người Tôi diễn xuất diễn viên Tôi thường tâm điểm ý đám đông Tôi nói chuyện dễ dàng với người khác tình khác Tôi giỏi làm cho người khác thích Bề người thật Tôi không thay đổi ý kiến (hay cách làm việc) để làm người khác vui lòng hay để gây thiện cảm Tôi muốn trở thành hoạt náo viên Tôi giỏi trò chơi đố chữ hay phản xạ nhanh Tôi thấy khó thay đổi cách cư xử để thích ứng với người khác tình khác Tôi thường tham gia vào câu chuyện phiếm buổi tiệc Tôi thấy vụng công ty tốt thân Tôi có thề nói dối tỉnh rụi nhìn thẳng vào mắt người đối thoại Tôi đối xử mặt không lòng với người khác PHÁT BIỂU Hoàn toàn không đồng ý Về chủ nghĩa gian → Hoàn toàn đồng ý Đừng nói cho biết lý làm việc không thấy có lợi Cách tốt để điều khiển người khác nói điều mà họ muốn nghe Con người nên làm việc chắn việc hợp đạo đức Hầu hết người tốt bụng tử tế An toàn cho người xấu chờ hội để bộc lộ Sống lương thiện kim nam tình Không có lời giải thích cho việc lừa dối người khác Nói chung, người ta không làm việc chăm không bị ép buộc Tốt nên khiêm tốn lương thiện tỏ quan trọng bất lương Khi nhờ giúp, nên nói kiểu nhờ vả kiểu lệnh Con người muốn hướng đến sống có đạo đức Ai mà sống tin chuốc lấy khó khăn cho Sự khác biệt lớn tội phạm dân thường tội phạm lọc lừa để bị bắt Hầu hết người dũng cảm Người khôn ngoan người biết tâng bốc người quan trọng Một người thể giỏi tất lĩnh vực Thật khó để dẫn đầu không tắt đón đầu Thánh có lúc sai Những người bị bệnh nan y nên quyền chọn chết êm dịu Hầu hết người dễ xót cha PHÁT BIỂU Hoàn toàn không đồng ý SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 65 Về chủ nghĩa hội → Hoàn toàn đồng ý Thỉnh thoảng phải nói khó khăn để người khác quan tâm đến Đôi việc giả mạo hồ sơ chấp nhận Con người thường thổi phồng việc/thiệt hại lên để nhận đền bù nhiều Con người thươgnf thờ nghĩa vụ công việc Khi sếp vắng mặt, nhân viên thường làm việc qua loa Việc che giấu thông tin để hưởng lợi cho thân chấp nhận Ở nước phát triển, công ty tuân thủ luật bị kiểm toán Khi hết tình người ta thất hứa XIN CHÂN THÀNH CẢM ƠN ANH CHỊ ĐÃ HOÀN THÀNH BẢN KHẢO SÁT SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 66 APPENDIX C: Total Variance Explained of Independent Variables Extraction Sums of Squared Initial Eigenvalues Factor Total Loadings % of Cumulative Variance % Total Rotation Sums of Squared Loadings % of Cumulative Variance % Total % of Cumulative Variance % 17.862 38.831 38.831 17.519 38.084 38.084 13.444 29.226 29.226 7.068 15.366 54.197 6.702 14.569 52.653 10.212 22.200 51.426 4.746 10.318 64.515 4.344 9.444 62.097 4.909 10.671 62.097 1.086 2.360 66.876 920 1.999 68.875 821 1.785 70.660 745 1.619 72.278 696 1.513 73.792 669 1.454 75.246 10 645 1.403 76.649 11 622 1.352 78.001 12 558 1.212 79.213 13 544 1.183 80.396 14 527 1.145 81.541 15 484 1.052 82.592 16 472 1.026 83.618 17 426 925 84.543 18 425 923 85.466 19 414 900 86.366 20 396 862 87.228 21 365 793 88.021 22 342 744 88.766 23 337 733 89.499 24 331 720 90.218 25 317 688 90.907 26 304 660 91.567 27 276 599 92.166 28 268 583 92.749 29 263 572 93.321 30 249 542 93.863 31 246 536 94.398 32 239 520 94.918 33 216 469 95.387 34 208 451 95.839 35 201 437 96.276 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 36 193 420 96.696 37 189 410 97.106 38 181 394 97.500 39 169 367 97.867 40 166 360 98.227 41 162 352 98.578 42 152 331 98.909 43 145 316 99.225 44 129 281 99.506 45 126 273 99.779 46 102 221 100.000 Extraction Method: Principal Axis Factoring 67 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS APPENDIX D: Histogram, Scatter plot & Normal Regression of Dependent Variable Figure D1 Histogram of ABQA Figure D2 Scatter Plot of ABQA 68 SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS Figure D3 Normal Plot of ABQA 69 ... School of Business Luu Chi Nhan Mbus 3.2 Sellected Antecedents of Consumers’ Ethics: An Empirical Study in Vietnam Supervisor: Dr Le Nhat Hanh Ho Chi Minh City- Year 2015 i SELLECTED ANTECEDENTS OF. ..UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Luu Chi Nhan SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS: AN EMPIRICAL STUDY IN VIETNAM ID: 22120060 MASTER OF. .. ethics in today’s business and society Consumers are major participants in the business process and not considering them in ethics research could result in an incomplete understanding of that