Journal
INTERNATIONAL MARKETING REVIEW
Volume 18, Issue 2, Pages 188-209Publisher
MCB U P LIMITED
DOI: 10.1108/02651330110390006
Keywords
international marketing; consumer behaviour; national cultures; ethics
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With business becoming more international marketers need to understand the ethical beliefs of foreign consumers because of their effect on the outcomes of market expansion strategies. The ethical judgments of US consumers have been examined but few studies have investigated similar attitudes in foreign-national settings. To understand the various types of consumer ethics, this exploratory study classifies ethical beliefs by linking Hofstede's cultural taxonomy to Personality and ethics. This classification is achieved by comparing ethical judgments of consumers from eight different countries the USA, Ireland Austria, Egypt Lebanon, Hong Kong, Indonesia, and Australia. Labels for the emergent cultural personality types ave also developed Strategic implications for marketers ave then discussed.
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