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 exchange is central to many ethical dilemmas in business (Vitell, Singhapakdi, & Thomas, 2001) While the impact of business ethics on the global economy has been extensively studied (e.g., DeGeorge, 1993; Vogel, 1992), there is a rising focus on international consumer ethics Consumers play a crucial role in business dynamics (Vitell and Muncy, 1992), making the study of consumer ethical decision-making increasingly significant (e.g., 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, with a limited focus on markets like Indonesia Notable research has highlighted the need for more cross-cultural studies to explore ethical beliefs in greater detail and cultural context This gap in research underscores the importance of understanding the universality, or lack thereof, of consumer ethics across different cultures, as emphasized by Vitell (2003).
Vietnam, located on the eastern tip of the Indo-China peninsula in Southeast Asia, is one of the region's larger and more densely populated countries While confirmed population figures are challenging to obtain, 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 prominence in Southeast Asia.
Vietnam ranks as the 14th most populous country and the 46th most densely populated nation globally, showcasing its remarkable 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 perspectives and daily practices of Vietnamese consumers.
SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 10
SELLECTED ANTECEDENTS OF CONSUMERS’ ETHICS 10
The global rate of unlicensed PC software installations increased slightly from 42% in 2011 to 43% in 2013, resulting in a commercial value of $62.7 billion, with emerging economies leading this trend Notably, Vietnam has an alarming unlicensed software rate of 81%, significantly higher than the Asia-Pacific average of 62%, which is the highest in the world (Global Study, 2014) On April 9, 2015, the Department of Market Management under the Ministry of Industry and Trade addressed this issue.
Cooperative Vereniging SNB–REACT U.A (React) has formalized a partnership with Vietnamese authorities through a memorandum of understanding (MoU) aimed at combating counterfeit goods and protecting intellectual property rights Do Thanh Lam, Vice Director of the Department, highlighted that nationwide market-management forces 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 fight against counterfeit goods, necessitating enhanced collaboration among all sectors and legal enforcement agencies.
The global shift of manufacturing to countries with weak intellectual property protections has significantly fueled the rise of counterfeiting E-commerce platforms, especially eBay, have facilitated the distribution of these counterfeit goods Additionally, many consumers in Vietnam, driven by limited disposable incomes, often choose lower-quality products at cheaper prices, unknowingly jeopardizing the nation'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 a harmless way to save money, assuming they know what they are buying However, this perception overlooks the serious dangers and consequences of counterfeit drugs, which pose significant risks to health and safety.
In 2014, law enforcement agencies identified and prosecuted 17,396 cases of counterfeit goods, resulting in the seizure of fake products valued at approximately VND 36 billion This marked a 24.2% increase in the number of cases and a 12.1% rise in the total value compared to the previous year However, these figures may not fully represent the actual scale and financial impact of counterfeit products.
Vietnam's law enforcement struggles to combat sophisticated piracy due to a lack of advanced technology To effectively address this complex issue, a collaborative effort is essential, involving relevant authorities, businesses, and consumers in the fight against counterfeiting.
Consumers play a significant role in promoting unethical practices, often influenced by lax ethical standards In many ASEAN countries, the low economic status of consumers limits their ability to afford authorized products, which are typically more expensive (Kusumadara, 2010).
The ethical perspectives of Vietnamese consumers reveal conflicting viewpoints on right and wrong, necessitating deeper exploration to identify key factors influencing consumer behavior Gaining this understanding can enhance firm-level strategies aimed at mitigating the negative effects of counterfeiting on business operations in Vietnam Additionally, it can inform government policies aimed at increasing awareness and combating illegal activities, particularly unethical consumer practices.
Research gap
Research in marketing ethics primarily focuses on consumers' perceptions of business and marketing practices, while less attention is given to their views on consumer behavior Studies, such as those by Vitell et al (1991), highlight this gap in understanding consumer practices within the ethical marketing landscape.
The marketing ethics literature reveals a significant gap regarding the ethical beliefs and attitudes of consumers towards potentially unethical practices (1991) Recent studies by Rao and Al-Wugayan (2005) highlight an increasing interest in consumer ethics, noting the emergence of cross-cultural research in this field However, they argue that the existing studies are limited in number and often focus on specific geographic regions or single countries, leaving a need for broader exploration of consumer ethics across diverse cultures (Al-Khatib et al., 2002; Polonsky et al., 2001; Al-Khatib et al., 1995; Chan et al., 1998; Erffmeyer et al., 1999; Van Kenhove et al., 2001).
Despite the growing body of cross-cultural studies on consumer ethics, Vietnam remains underrepresented in this research As the country integrates into the global economy, there is a pressing need to explore the ethical judgments of Vietnamese consumers Addressing this gap will contribute valuable insights into consumer ethics across diverse cultures.
Research objectives
Consumers play a crucial role in the marketing process, and neglecting their perspectives in ethics research can hinder our understanding of the ethical behaviors involved in exchanges Despite ongoing calls within marketing literature to incorporate personality and attitudinal factors into ethics studies, research on elements such as self-monitoring, Machiavellianism, and opportunism in relation to consumer ethics remains limited.
This research area is crucial, as various factors can influence the efficiency of exchange relationships It is essential for researchers to systematically investigate the interplay of these variables, particularly within an ethical framework The effectiveness of marketing models hinges on understanding the variables that significantly impact consumer behavior This study will advance previous research by exploring the influence of personality traits, such as Machiavellianism and opportunism, alongside attitudinal factors like self-monitoring, on consumers' ethical perceptions and judgments regarding potentially unethical practices in Vietnam, a rapidly developing region in the global market.
The overall objective of this study is to examine some factors that are associated with consumers’ ethical beliefs Specifically, it investigates:
The relationship between self-monitoring and consumers’ ethics
The relationship between machiavelianism and consumers’ ethics
The relationship between oppotunism and consumers’ ethics.
Research scope
Research on business ethics predominantly emphasizes the marketing exchange process and its participants, as highlighted in studies by Ferrell and Gresham (1985), Hunt and Vitell (1986), Ferrell et al (1989), Hunt and Vitell (1992), and Chonko and Hunt.
The marketing exchange process is central to many ethical issues in business, as highlighted by various scholars (Baumhart, 1961; Brenner and Molander, 1977; Vitell and Festervand, 1987) While there is a substantial amount of literature on marketing ethics, there is a notable lack of research focusing on ethical concerns in developing regions This gap underscores the necessity to investigate the ethical judgments of consumers in these areas, particularly in Ho Chi Minh City and Binh Duong City, Vietnam, where respondents are aged fifteen and older.
Research contributions
This research enhances existing literature on consumer ethics by offering valuable insights into how consumers develop their ethical orientations and beliefs To effectively meet the culturally influenced needs of their target audiences, 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 customers in emerging global markets due to varying cultural and ethical values compared to their home countries This necessitates a constant effort to navigate these culturally-driven differences, as consumer responses to marketing strategies can differ widely Additionally, cultural and ethical disparities greatly influence the form, content, and effectiveness of marketing communications.
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 achieve ethical standards By gaining a deeper understanding of environmental factors, marketers can implement tailored strategies for engaging with consumers from various cultural backgrounds These insights allow marketing practitioners to enhance their understanding of international consumer ethics, ultimately leading to the development of more effective strategies for diverse markets.
Minister of Industry and Trade Vu Huy Hoang emphasized the significant impact of counterfeiting on Vietnam's product competitiveness and foreign investment appeal He stated that understanding the extent of this issue is crucial for the government to enhance law enforcement measures, ensuring that the comparative advantages of foreign investors are safeguarded and respected.
Understanding firm-level strategies to mitigate the negative effects of counterfeiting on operations in Vietnam can enhance insights into government policies aimed at raising awareness and combating illegal activities, particularly unethical consumer practices.
Therefore, the expected contribution of this study is to close this gap in the literature.
In this framework, the present study will give special emphasis to examine the main and interaction effects of those selected personality factors on consumers’ ethical attitudes.
Research structure
This thesis is organized as follows:
- Chapter 1 presents the research background, research gap, research questions and objectives, research contribution, and research structure. review
- Chapter 2 introduces research model and its hypotheses as well as its literature
- Chapter 3 illustrates the methodology conducted in this paper
- Chapter 4 presents research results is based on data collected
- Chapter 5 summarizes the research results, provide the findings and recommendations
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENTS
Theoretical background
Ethics is defined as the ‘‘inquiry into the nature and grounds of morality where the term morality is taken to mean moral judgments, standards, and rules of conduct’’ (Taylor,
Consumer ethics refers to the moral principles that guide individuals in their purchasing decisions and behaviors According to Dodge et al (1996), it involves evaluating the rightness or wrongness of actions taken by consumers in various situations Muncy and Vitell (1992) further emphasize that these ethical standards influence how consumers obtain, use, and dispose of goods and services.
Research on consumer ethics encompasses several key areas, including the establishment of normative guidelines through a consumer code of ethics (Stamfl, 1979), strategies to address consumer abuse (Fullerton et al., 1996; Schubert, 1979), and insights into consumer perceptions of ethical behavior (Vitell and Muncy, 1992; Muncy and Vitell, 1992; Kallis et al., 1986; Moschis and Powell, 1986) Additionally, studies have explored the ethical beliefs of elderly consumers (Vitell et al., 1991) and examined consumer ethics across different cultural contexts (Rawwas et al.).
In the context of globalization, understanding the impact of culture on consumer ethics has become increasingly important, as highlighted by various marketing ethics theories developed since the 1980s Despite this growing need, marketers have yet to fully explore the complex dynamics that influence consumer behavior and materialism.
Since the early 1980s, ethical concerns in business have been a significant area of study, particularly focusing on consumer participation (Vitell and Muncy, 1992) Although research on consumer ethics began prior to 1990, most literature on the subject has emerged since then (Vitell, 2003) A key area of interest has been consumer attitudes toward unethical practices, which has garnered considerable attention from researchers, including Vitell and his colleagues.
Numerous studies have explored consumer perceptions of unethical behavior, referencing works by Al-Khatib et al (1997), Muncy and Vitell (1992), and others Key research has focused on the consumer ethics scale developed by Muncy and Vitell (1992), which has been widely utilized in empirical studies to assess consumer attitudes towards unethical practices (Chan et al., 1998; Fullerton et al., 1996; Higgs-Kleyn, 1998; Polonsky et al., 2001; Rawwas et al., 1995, 1996, 1998; Swaidan et al., 2003).
Vitell (2003) identifies three primary theoretical models that explain individual ethical decision-making: those of 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, emphasizing the individual's moral philosophy as a key factor influencing ethical judgments and actions According to Hunt and Vitell (2006), this ethical evaluation process is shaped by various background factors, including cultural, professional, and organizational contexts, as well as personal characteristics While the Hunt-Vitell model highlights multiple factors, only personal characteristics and cultural environment are pertinent to consumer ethics (Vitell, 2003) Similarly, other models, like Ferrell and Gresham's contingency framework, acknowledge the interplay of individual and situational variables in ethical decision-making.
The Hunt–Vitell model identifies several personal factors influencing ethical judgments, including an individual's moral development level, as proposed by Kohlberg (1981), and personality traits Vitell (2003) highlights the significance of various personal characteristics, such as value consciousness, Machiavellianism, risk propensity, need for closure, age, and gender, as independent variables that affect ethical decision-making and intentions.
(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 affect consumer ethics While previous research has investigated the link between Machiavellianism and consumer ethics, the roles of self-monitoring and opportunism have largely been overlooked.
While extensive empirical research has focused on marketplace ethics, primarily from the seller's perspective, it is crucial to recognize that unethical behaviors can also arise from consumers As noted by Rao and Al-Wugahan, marketing is fundamentally an exchange process between buyers and sellers, and neglecting consumer behavior may lead to an incomplete understanding of this dynamic This oversight can ultimately result in ineffective marketing strategies Consequently, consumer ethics has gained prominence as a vital research area over the past decade.
Consumer ethics refers to the moral principles that guide individuals or groups in their choices related to the selection, purchase, use, or sale of goods and services (Muncy and Vitell, 1992) Research on consumer ethics has focused on understanding ethical decision-making among consumers Davis (1979) found that individuals are more inclined to assert their consumer rights than to acknowledge their corresponding responsibilities Additionally, De Paulo (1986) examined students' perceptions of the ethicality of various behaviors, highlighting the differences in perceptions of unethical actions by buyers versus sellers during negotiations.
According to Davis (1979), consumers tend to scrutinize sellers more harshly for potentially unethical behavior compared to buyers Additionally, Vitell et al (1991) explored the perceptions of elderly consumers regarding 20 different consumer scenarios with ethical implications, asking respondents to evaluate whether they deemed each action as wrong.
Recent studies have explored the influence of personality traits, such as Machiavellianism, on ethical perceptions across various cultures Muncy and Vitell (1992) analyzed consumer dilemmas and demographic variables, while Rawwas et al (1994) found that Lebanese consumers, affected by war and terrorism, exhibit higher Machiavellianism and a greater acceptance of questionable practices compared to Egyptian consumers AI-Khatib et al (1995) highlighted the role of personal ethical ideology in shaping perceptions of right and wrong among Egyptian consumers Further comparisons by AI-Khatib et al (1997) revealed significant differences in ethical beliefs between US and Egyptian consumers, attributed to economic and cultural factors Focusing on Asia, Chan et al (1998) studied Chinese consumers, confirming that ethical judgments are influenced by the severity of unethical actions, with personal attitudes having less impact Additionally, Erffmeyer et al (1999) and McHoskey et al (1999) established connections between Machiavellianism, idealism, and perceptions of unethical behavior among Japanese consumers.
Self-monitoring refers to an individual's ability to manage their verbal and nonverbal self-presentation effectively (Snyder, 1979) This psychological construct has played a crucial role in understanding social interactions and behaviors since its inception.
Self-monitoring is a characteristic that indicates how well an individual adjusts their self-presentation based on social cues This trait is measured using Snyder's refined eighteen-item scale, originally developed in 1974 and later updated by Snyder and Gangestad in 1986.
Self-monitoring is about self-observation and self-control to notice situational cues for socially appropriate behavior in order to modify one’s behavior accordingly (Snyder, 1974).
In other words, ‘‘self-monitoring refers to the extent to which an individual looks internally or externally for cues to appropriate behaviors in a given situation’’ (Snyder, 1974).
According to Snyder (1974), individuals exercise control over their expressions in line with various norms of social appropriateness.
Consumer research has traditionally concentrated on the interplay between individuals and their environments, examining the influence of personal traits versus situational factors on behavior This focus has led to the exploration of enduring personality traits and the consistency of attitude-behavior relationships Recognizing individual differences in sensitivity to social cues and adaptability, Snyder and colleagues introduced the concept of self-monitoring, along with a measurement scale Self-monitoring helps identify individuals for whom situational or dispositional factors predominantly shape their behavior.
Hypotheses development
The research hypotheses for this study, therefore, are as follows:
Self-monitoring and Consumers’ Ethics
Self-monitoring is negatively related to beliefs regarding actively benefiting from illegal actions.
H1b Self-monitoring is negatively related to beliefs regarding passively benefiting at the expense of the seller.
H1c Self-monitoring is negatively related to beliefs regarding actively benefiting from questionable but legal actions (deceptive practices).
H1d Self-monitoring is negatively related to beliefs regarding ‘no harm, no foul’ actions.
Machiavellianism is positively related to beliefs regarding actively benefiting from illegal actions.
H2b Machiavellianism is positively related to beliefs regarding passively benefiting at the expense of the seller.
H2c Machiavellianism is positively related to beliefs regarding actively benefiting from questionable but legal actions (deceptive practices).
H2d Machiavellianism is positively related to beliefs regarding ‘no harm, no foul’ actions.
Opportunism is positively related to beliefs regarding actively benefiting from illegal actions. H3b Opportunism is positively related to beliefs regarding passively benefiting at the expense of the seller.
H3c Opportunism is positively related to beliefs regarding actively benefiting from questionable but legal actions (deceptive practices).
H3d Opportunism is positively related to beliefs regarding ‘no harm, no foul’ actions.
Summary
This chapter defines the dependent and independent variables while reviewing relevant literature on the research topic to emphasize the importance of the research problem and establish a theoretical framework The subsequent chapter will justify the research methodology and explain the methods employed in the study.
Problem definition Literature review Research model
Assessment of measurement (Cronbach alpha, EFA)
Testing of hypotheses(Standard multiple regression)
RESEARCH METHODOLOGY
Research Process
This study is conducted as given in the chart below
Measurement scales
In a comprehensive review of consumer behavior research since 1990, Vitell (2003) highlights significant studies, particularly those by Muncy and Vitell (1992) and Vitell and Muncy (1992), which introduced a consumer ethics scale This scale evaluates consumers' perceptions of the ethicality of various questionable behaviors, identifying four key dimensions of ethical beliefs that influence consumer actions: (1) actively benefiting from illegal activities, such as altering price tags, (2) passively benefiting, like accepting excessive change without reporting it, and (3) actively benefiting from deceptive practices, such as using expired coupons.
(4) no harm/no foul (e.g., using computer software or games that you did not buy) (Vitell and Muncy, 1992).
The study identified four dimensions of consumer behavior regarding ethical perceptions The first dimension involves actions initiated by consumers who view these actions as illegal In the second dimension, consumers passively benefit from sellers' mistakes The third dimension also sees consumer-initiated actions, but these are not perceived as illegal, though they raise moral questions Findings suggest that consumers consider it more unethical to actively benefit from illegal activities than to do so passively Lastly, the fourth dimension encompasses actions that most consumers do not perceive as unethical, primarily involving the copying of intellectual property like 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 based on an original 25-item true/false format This scale has demonstrated internal consistency, stability, and a lack of correlation with related constructs (Snyder, 1974) The 18-item version includes ten reverse statements, with examples such as "I’m not always the person I appear to be" and "I would probably make a good actor." Scoring is oriented towards high self-monitoring, where higher scores reflect greater self-monitoring ability Participants earned one point for each high self-monitoring response, with 'True' considered high self-monitoring for eight items and 'False' for the remaining ten (Ratner and Kahn, 2002).
Table 3.2 Scales of Self-monitoring
1 I find it difficult to imitate the behavior of other people.
2 At parties and social gatherings, I do not attempt to do or say things that others will like.
3 I can only argue for ideas which I already believe.
4 I can make important speeches even on topics about which I have almost no information.
5 I guess I put on a show to impress or entertain people.
6 I would probably make a good actor.
7 In groups of people, I am rarely the center of attention (reverse).
8 In different situations and with different people, I often act like very different persons.
9 I am not particularly good at making other people like me (reverse).
10 I am not always the person I appear to be.
11 I would not change my opinions (or the way I do things) in order to please someone else or win their favor.
12 I have considered being an entertainer.
13 I have never been good at games like charades or improvisational acting (reverse).
14 I have trouble changing my behavior to suit different people and different situations.
15 At a party, I let others keep the jokes and stories going (reverse).
16 I feel a bit awkward in company and do not show up quite as well as I should.
17 I can look anyone in the eye and tell a lie with straight face (if for a right end).
18 I may deceive people by being friendly when I really dislike them.
Machiavellianism was assessed using the Mach IV scale created by Christie and Geis in 1970, which consists of 20 items—ten framed to reflect Machiavellian traits and ten designed to measure the opposite Participants responded to each item by indicating their level of agreement or disagreement on a seven-point Likert scale, with a score of 7 representing 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 concealment of information, compliance only during audits, exaggeration of challenges, making empty promises, falsifying information, overstating claims, neglecting responsibilities, and performing roles in a cursory manner Participants rated their level of agreement or disagreement on a seven-point scale, 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 that influence consumers' ethical beliefs and their purchasing decisions Vishnevsky and Beanlands (2004) define qualitative research as a collection of methods within the naturalistic paradigm that adopt various research design approaches Common qualitative designs include ethnography, phenomenology, and grounded theory, as noted by Polit, Beck, and Hungler (2001, cited in Vishnevsky and Beanlands, 2004).
Phenomenology relies heavily on in-depth discussions where both the researcher and informant engage fully, making it an appropriate choice for this research The subsequent section will detail the sampling methods, data collection processes, and findings from the in-depth interviews.
The study involves seven consumer representatives selected from various social classes in Ho Chi Minh City, with a focus on ethical indicators such as marital status and parenthood Each participant will undergo individual investigation to gather insights into their perspectives and experiences.
Before data collection, in-depth interviews are conducted to refine and enhance the draft questionnaire This process involves three key steps: first, participants respond to questions regarding ethical dilemmas, such as "Drinking a can of soda in a supermarket without paying for it" and "Lying about a child’s age to obtain a lower price." Next, they review a detailed questionnaire that explores various factors Finally, the researcher documents the findings from the in-depth interviews to improve 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, originally in English and translated into Vietnamese for validity, consists of two sections The first section 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 examines the factors influencing consumer ethics Additionally, the items regarding "Spending over an hour trying on different clothes and not purchasing any" and "Returning merchandise after trying it and not liking it" were deemed similar, leading to the exclusion of the former from the analysis.
Questionnaires are distributed to respondents either directly or through social networks via a Google Drive link, accompanied by a cover letter detailing the study's purpose Informed consent, confidentiality procedures, and instructions for completing the questionnaire are provided Data from hard copy responses are entered manually, while online responses are transferred into an SPSS database for analysis All items utilize a seven-point Likert scale, ranging from 1 (strongly disagree) to 7 (strongly agree).
Sampling method
This study utilized a questionnaire survey to explore the relationship between self-monitoring, Machiavellianism, opportunism, and consumers' ethical beliefs in Vietnam Conducted in Ho Chi Minh and Binh Duong cities, the research involved 69 variables—43 independent and 26 dependent—using convenience sampling for data collection The quantitative method allowed for an empirical examination of these factors, contributing valuable insights into consumer behavior in the region.
Haire et al (2010) emphasized that for effective statistical analysis, the sample size should be at least five times the number of variables, with a minimum threshold of 100 participants This means that the sample size (n) must satisfy the condition n > 0 and n ≥ 5k, where k represents the number of variables.
The model in this study consisted four factors with sixty-two variables, thus, the necessary sample size should be: 69*545 observations.
For Exploratory Factor Analysis (EFA), it is recommended to have a minimum sample size of at least five times the number of variables being analyzed, with a total sample size exceeding 100 (Hair et al., 2010) In this research, the calculated minimum sample size for EFA is 345 observations, ensuring robust and reliable results.
Data analysis methods
The 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 is a valuable tool for evaluating the reliability of instruments or scales, as noted by Connely (2011, p 45) However, it should not be the sole criterion for assessment, as it merely indicates whether the items are cohesive To ensure that a scale accurately measures its intended attribute, it is essential to also consider its content and construct validity.
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) is grounded in a testable model that can be assessed based on its alignment with a proposed population model, utilizing fit indices to aid in model interpretation The primary aim of EFA is to uncover the latent constructs that exist beneath a collection of observable variables.
Hair et al (1998, cited in Lee and Hooley, 2005, p 376) claimed that with samples of
When conducting research, it's essential to consider the sample size in relation to factor loadings For samples of 350 or more, a factor loading above 0.3 is deemed significant, while for samples of 200, a loading of 0.4 or higher is necessary Additionally, factors with an eigenvalue of 1 or greater should be included in the analysis, as those with an eigenvalue below 1 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 error during sample data prediction, known as the residual (ε or e) This understanding forms the basis for 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) emphasize the significance of R2 in assessing the variance explained by a regression model, with a higher R2 indicating stronger explanatory power (Hair et al., 2010).
Summary
This chapter outlines the research methodology employed in the study, detailing the various analyses applicable to scientific research It highlights the progressive decisions made regarding 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
According to Table 4.1, half of the respondents were under 30 years old, with a notable majority being female at 61% compared to 39% male respondents Additionally, 75% of those surveyed were undergraduates, and 42% were employed This demographic trend reflects the "golden population structure" of Vietnam, where the working-age population significantly outnumbers dependents.
Young consumers are a vital demographic in the Vietnamese market, with a median age of 30 years (CIA Factbook, 2014) Over 25 million Vietnamese individuals, aged 15-29, account for nearly 28% of the total population (HKTDC, 2013) As a result, their influence in family decision-making is increasing, alongside a notable rise in their purchasing power Many young consumers are actively involved in shopping for both their personal needs and their families, highlighting the importance of the teenage and young professional segments in shaping consumption patterns in Vietnam.
Vietnam are the target audience of many international brands Therefore, young consumers are also the main focus of this study.
Variables Frequency Percent Cumulative Percent
Marital Mariage_no children 49 14 57 status Mariage_with children 146 43 100
Reliability Analysis
To ensure the reliability of the research instrument, Cronbach’s Alpha was utilized to assess the internal consistency of the scales, with a required value of at least 0.6 to confirm internal reliability (Nunnally & Burnstein, as cited in Nguyen, 2011) This test was crucial in eliminating unstandardized scale items Additionally, the Corrected Item-Total Correlation was significant; items with a correlation higher than 0.3 with the total of other scale items were considered well correlated and valuable components of the overall rating (Nunnally & Burnstein, as cited in Nguyen, 2011).
The results presented in Table 4.2 demonstrate a significantly high internal reliability across most tested item scales, particularly within the four dimensions of the Consumer Ethics Scale: actively benefiting from an illegal activity (ABIA), passively benefiting at the expense of others (PBEO), actively benefiting from a questionable action (ABQA), and the principle of no harm, no foul (NHNF) Additionally, factors such as Self-Monitoring, Machiavellianism, and Opportunism also exhibited strong average values.
The study reported a Cronbach’s Alpha of 0.879, indicating strong reliability While the Cronbach’s Alpha values for PBEO and NHNF were lower than those of other tested items, they still exceeded the minimum acceptance criteria Additionally, the Corrected Item-Total correlation revealed significant values for all measurement items.
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, focusing on the relationships among interval variables (Leech et al., 2005) This study utilized Varimax rotation in EFA to eliminate items with low loadings 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 values below 0.05, indicating a strong correlation among the variables, making them a solid foundation for factor analysis In summary, the diagnostic tests affirm the appropriateness of the data for factor analysis.
Table 4.3 KMO and Bartlett's Test of Independent Variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity Approx Chi-Square df Sig.
The cumulative analysis of the three factors revealed that they accounted for 62.097 percent of the variance, indicating that over half of the variance can be explained by these initial factors.
The Rotated Component Matrix (refer to Table 4.4) displays the item and factor loadings post-rotation, with a threshold of acceptable factor loadings set at above 0.5 A total of 46 items from three independent variables were effectively categorized into three distinct components, each characterized by high loadings Furthermore, the items within the same construct, after rotation, consolidated into a single component with strong loadings, demonstrating no correlation with other components This indicates that the items for each construct were well-defined and conceptually sound.
Table 4.4 Rotated Component Matrix a for Independent Variables
Extraction Method: Principal Axis Factoring.
Rotation Method: Varimax with Kaiser Normalization a a Rotation converged in 5 iterations.
The Consumer Ethics Scale 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) According to Table 4.5, the KMO values for these dimensions exceeded the acceptable threshold of 0.7, indicating sufficient items to effectively measure each construct Additionally, the significant results of Bartlett’s test confirm a strong correlation among the variables.
Table 4.5 Summary of EFA for dependent variables
Dimension Variable KMO Sig Component
The 23 dependent variable items were categorized into four dimensions, with each dimension consolidated into a single component as outlined in Table 4.5, demonstrating that the constructs were effectively conceptualized.
Correlation testing is used to examine the relationships between independent and dependent variables, as well as among independent variables The findings from 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 that the Pearson correlation coefficients for self-monitoring, Machiavellianism, and opportunism in relation to consumers' ethics are 0.193, 0.196, and 0.346, respectively Furthermore, all variables exhibit significant values below 0.05, indicating a low likelihood of multicollinearity among them.
Nevertheless, the Correlation matrix failed in testing multicolinearity sometimes while variance inflation factor (VIF) was quite strict indicator in examining such problem
Therefore, it needed to consider more the VIF value in the table of Coefficients (see Table 4.7) for withdrawing the best conclusion prior running multiple regression analysis.
According to Coefficients table in Table 4.7 above, all the VIF value were below 5 This indicated that there was no multicollinearity among independent variables.
Multiple regression analysis was utilized to examine the hypotheses, with self-monitoring, Machiavellianism, and opportunism as independent variables The study focused on consumers' ethical beliefs, which encompass four dimensions: actively benefiting from illegal activities, passively benefiting at the expense of others, actively benefiting from questionable actions, and the notion of "no harm, no foul," as the dependent variable Prior to conducting 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 factors (VIF) are essential for detecting multicollinearity in statistical analysis VIF measures the extent to which the variance of a variable is increased due to collinearity with other variables A VIF value of 5 or higher suggests the presence of collinearity, while a VIF greater than 10 indicates significant multicollinearity issues (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 related to "actively benefiting from illegal action" (ABIA), revealing a multiple correlation coefficient (R) of 0.241 The variables of Self-Monitoring, Machiavellianism, and Opportunism accounted for 5.8% of the variance in the dependent variable, indicated by an R² value of 0.058.
Table 4.9 Coefficients a for Dependent Variable: ABIA
Self-Monitoring has a significant negative relationship with beliefs about benefiting from illegal actions, as evidenced by a Beta value of -0.224 and a significance level of 0.001, supporting hypothesis H1a Research by Bahtışen Kavak et al (2009) indicates that individuals with high self-monitoring exhibit stronger ethical attitudes across all aspects of consumer ethics This is consistent with findings from Ross and Robertson (2003), which suggest 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, further highlighting the importance of self-monitoring in ethical decision-making.
(subjective norms) than high self-monitors when forming intentions to act in an unethical manner
Machiavellianism does not have a significant positive correlation with the belief in benefiting from illegal actions, as indicated by the data (Beta= -0.051, p>0.05), leading to the conclusion that H2a is unsupported Cultural context plays a crucial role in shaping ethical behavior, defining what is deemed ethical or unethical There is a consensus that a nation's culture influences its citizens' ethical conduct, with deviations from societal norms often provoking surprise, anger, and potential sanctions against wrongdoers As a Vietnamese proverb states, “After death, a tiger leaves behind his skin, a man leaves his reputation,” highlighting the lasting impact of one's ethical standing.
Summary
This chapter reinforces the thesis goal outlined in the introduction, illustrating the link between the thesis findings and their practical applications through proposed managerial strategies Additionally, it highlights key limitations that must be acknowledged and offers recommendations 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 seeks to answer the question of how various factors relate to consumer ethics and which factors exert the greatest influence Utilizing a scale comprising 69 variables, including self-monitoring, Machiavellianism, and opportunism, the study draws significant conclusions regarding the ethical behaviors 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 concludes that self-monitoring has an opposite effect on consumer ethics, with perceived opportunism emerging as the most significant influence This factor is crucial for managers aiming to foster ethical behavior among consumers.
Research on self-monitoring among Vietnamese individuals reveals generally low ethical attitudes towards consumer ethics, except in the area of "actively benefiting from an illegal activity." This phenomenon can be attributed to the collectivist culture in Vietnam, where individuals tend to adhere to social norms primarily in response to illegal situations The findings align with Uddin and Gillett's (2002) study, which indicated that low self-monitors are more swayed by the attitudes of others, or subjective norms.
CONCLUSIONS AND IMPLICATIONS
Conclusion
This research aims to explore the attitudinal ethics of Vietnamese consumers by reviewing existing literature and identifying the key factors that influence consumer ethics The study seeks to answer the questions regarding the relationship between these factors and consumers' ethics, as well as identifying which factors have the most significant impact A comprehensive scale comprising 69 variables related to self-monitoring, Machiavellianism, opportunism, and consumer ethics was utilized, leading to several important conclusions.
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 opposing effect on consumer ethics, with perceived opportunism identified as the most significant factor influencing these ethics Managers should prioritize addressing perceived opportunism to effectively foster ethical behavior among consumers.
Managerial Implications
Research indicates that Vietnamese individuals with low self-monitoring exhibit weak ethical attitudes across various dimensions of consumer ethics, except when it comes to "actively benefiting from an illegal activity." This trend can be attributed to the collectivist culture, where adherence to social norms tends to diminish in illegal contexts Supporting the findings of Uddin and Gillett (2002), low self-monitors are more susceptible to the influence of others' attitudes when considering unethical actions Consequently, this study underscores the necessity of social education in consumer ethics to encourage a shift toward higher self-monitoring High self-monitors are more adept at managing their public image and understand that their created appearances can shape social realities It is crucial to foster a clear understanding of the relationship between legal and ethical decisions, as effective training in both areas is essential for defining ethical behavior.
Research indicates a positive correlation between Machiavellian traits and consumers' unethical behaviors, particularly in scenarios involving passive benefits at the seller's expense, active gains from questionable actions, and the notion of "no harm, no foul." Simply perceiving oneself as ethical is inadequate for addressing ethical dilemmas in the marketplace From a managerial perspective, fostering an environment of trust and virtue in consumer-marketer exchanges can be achieved through honest, informative, and moral advertising, alongside the promotion of high-quality, environmentally safe products.
Perceived opportunism is a crucial factor influencing consumer ethics, as it can diminish ethical standards and lead individuals to prioritize their desires over moral considerations (Muncy and Eastman, 1998) Research indicates a significant positive correlation between opportunism and unethical consumer behavior, with opportunistic consumers more likely to engage in questionable activities In Vietnam, high levels of opportunism reflect a general lack of ethical awareness among consumers, who may not view their actions as unethical This trend suggests that the market also fails to treat customers ethically, prompting them to mirror these behaviors while shopping To foster ethical consumerism, it is essential to provide accurate product information and advertise honestly, thereby building trust and encouraging virtuous behavior among consumers.
The paper highlights crucial implications, particularly emphasizing the government's role in fostering ethical behavior through supportive laws and policies This includes the implementation of various regulations and public statements aimed at promoting integrity and accountability in key areas.
• Supporting and encouraging individuals, communities and firms to engage in dialogue and, ultimately, to do what is ethical
• Funding for information sources that consumers find useful, reliable and convincing so as to raise consumer ethical awareness;
• Translating ethical consumer trends into codes of ethical conduct where they do not currently exist.
• Ensuring that programs, policies, standards and decisions always take ethical considerations into account.
To address the unethical behavior stemming from the conflict between desires and moral obligations, further research is essential for improving outcomes Many individuals maintain a self-deception of being ethical, which enables the ongoing cycle of unethical actions By exploring the relationship between our conflicting desires and moral responsibilities through a temporal perspective, we aim to illuminate these misconceptions and disrupt their damaging cycle.
Limitations and future research
Our research acknowledges several limitations, including the potential for biased conclusions due to the convenience sampling method Additionally, social desirability bias may have influenced respondents' answers, as some individuals might have provided socially acceptable responses to appear more ethical To enhance the validity of future studies, it is essential to incorporate measures that effectively control for such biases.
Secondly, the sample size is small and includes mainly Vietnamese adults who live in
The current study conducted in Ho Chi Minh City limits the generalizability of its findings Future research should aim to collect data from a more diverse sample across Vietnam to better understand the roles of self-monitoring, Machiavellianism, and opportunism in shaping the ethical beliefs and orientations of consumers in various regions This approach will enhance our understanding of how environmental factors influence consumers' ethical beliefs and preferred ideologies Additionally, the culturally bound nature of the study suggests that testing these hypotheses in other countries may yield different results.
Most participants in this study are workers, suggesting the need for future research to incorporate a more diverse sample with varying work backgrounds, experience levels, and income brackets Additionally, changes in demographic variables can significantly influence consumers' ethical beliefs, highlighting the importance of conducting longitudinal studies to explore these effects further.
This study, despite its limitations, significantly advances the field of consumer ethics by enhancing existing literature It specifically explores the attitudes of ethical consumers in Ho Chi Minh City, Vietnam, a relatively unexplored area of research Additionally, the research empirically tests U.S.-based models and instruments on an international sample, thereby broadening the theoretical application as suggested by Vitell (2003) for further 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 such as piracy and counterfeiting on their operations The findings can assist the Vietnamese government and local organizations in raising public awareness and educating consumers about unethical behaviors Promoting ethical consumerism is crucial, as it can significantly improve the business environment, fostering increased foreign and domestic investments in Vietnam.
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Evidence from China Journal of Business Ethics, 113(3), 475-488.
List of Muncy – Vitell Questionnaire (MVQ) – 26 items
Actively benefiting from an illegal activity
1 Returning damaged merchandise when the damage is your own fault.
2 Changing price tags on merchandise in a retail store.
3 Reporting a lost item as “stolen” to an insurance company in order to collect the money.
4 Using a long distance access code that does not belong to you.
5 Drinking a can of soda in a supermarket without paying for it.
6 Giving misleading price information to a clerk for a nonpriced item.
1 Saying nothing when the waitress miscalculates the bill in your favor.
2 Getting too much change and not saying anything.
3 Not informing the cashier about an unscanned item placed in the grocery bag.
4 Getting more food than you paid for at a fast-food restaurant and not informing the cashier.
5 Moving into a new residence and using a preexisting cable service that has not been purchased.
6 Lying about a child’s age in order to get a lower price.
Actively benefiting from a questionable action
1 Using an expired coupon for merchandise.
2 Observing someone shoplifting and ignoring it.
3 Breaking a bottle of salad dressing in a supermarket and doing nothing about it.
4* Stretching the truth on an income tax return
5* Not telling the truth when negotiating the price of a new automobile
6 Using coupon for merchandise that you did not buy.
7 Returning merchandise to a store by claiming that it was a gift when it was not.
1 Returning merchandise after trying it and not liking it.
2 Tasting grapes in a supermarket and not buying any.
3* Spending over an hour trying on different clothes and not purchasing any
4 Taking an ashtray or other “souvenir” from a hotel or restaurant.
5 Taping a movie off the television.
6 Recording an album instead of buying it.
7 Using computer software or games that you did not buy.
1 I find it difficult to imitate the behavior of other people.
2 At parties and social gatherings, I do not attempt to do or say things that others will like.
3 I can only argue for ideas which I already believe.
4 I can make important speeches even on topics about which I have almost no information.
5 I guess I put on a show to impress or entertain people.
6 I would probably make a good actor.
7 In groups of people, I am rarely the center of attention (reverse).
8 In different situations and with different people, I often act like very different persons.
9 I am not particularly good at making other people like me (reverse).
10 I am not always the person I appear to be.
11 I would not change my opinions (or the way I do things) in order to please someone else or win their favor.
12 I have considered being an entertainer.
13 I have never been good at games like charades or improvisational acting (reverse).
14 I have trouble changing my behavior to suit different people and different situations.
15 At a party, I let others keep the jokes and stories going (reverse).
16 I feel a bit awkward in company and do not show up quite as well as I should.
17 I can look anyone in the eye and tell a lie with straight face (if for a right end).
18 I may deceive people by being friendly when I really dislike them.
Machiavellianism (Christie and Geis, 1970) - 20 items
1 Never tell anyone the real reason why you did something unless it is useful to do so.
2 The best way to handle people is to tell them what they want to hear.
3 One should take action only when sure it is morally right.
4 Most people are basically good and kind.
5 It is safest to assume that all people have a vicious streak and it will come out when given the chance.
6 Honesty is the best policy in all cases.
7 There is no excuse for lying to someone else.
8 Generally speaking, people won't work hard unless they're forced to do so.
9 All in all, it is better to be humble and honest than to be important and dishonest.
10 When you ask someone to do something for you, it is better to give the real reasons for wanting it to than give reasons which carry more weight.
11 People who get ahead in the world lead clean, moral lives.
12 Anyone who completely trusts others is asking for big trouble.
13 The biggest difference between criminals and others is that the criminals are stupid enough to get caught.
15 It is wise to flatter important people.
16 It is possible to be good in all respects.
17 It is hard to get ahead without cutting corners.
18 Barnum was wrong when he said that there's a sucker born every minute
19 People suffering from incurable diseases should have the choice of being put painlessly to death
20 Most people forget more easily the death of their father than the loss of their property
Opportunism (Dwyer and Oh, 1987) – 08 items
1 At times, I may have to overstate my difficulties in order to get others attention
2 Sometimes data falsification is acceptable
3 With minor injury, people tend to exaggerated claims for bigger compensation
4 It is commonly seen that the insurer often neglected obligations to the claimant
5 In the absent of the boss, the employee shows perfunctory role performance
6 It is acceptable with masking information to the self benefit.
7 In developing countries, the company shows compliance only in the face of audit
8 When love gone, empty promises come with love
PHIẾU KHẢO SÁT VỀ ĐẠO ĐỨC CỦA NGƯỜI TIÊU DÙNG
Nghiên cứu này tập trung vào quan điểm đạo đức của người tiêu dùng, với việc tham gia khảo sát hoàn toàn ẩn danh và tự nguyện Người tham gia không cần ghi tên, thông tin sẽ được bảo mật, và có quyền dừng trả lời khảo sát bất kỳ lúc nào.
Xin vui lòng chọn câu trả lời phù hợp nhất với quan điểm cá nhân của bạn Tôi chân thành cảm ơn sự hỗ trợ của bạn và cam kết rằng tất cả thông tin thu thập sẽ chỉ được sử dụng cho mục đích học thuật Dữ liệu sẽ được xử lý một cách ẩn danh và đảm bảo tuyệt đối về bảo mật.
PHẦN I : THÔNG TIN TỔNG QUÁT
Tình trạng hôn nhân có thể được phân loại thành ba nhóm: độc thân, đã cưới nhưng chưa có con, và đã cưới và có con Về trình độ học vấn, người ta có thể chia thành các cấp độ như dưới đại học, đại học, thạc sĩ, và tiến sĩ giáo sư.
□ Giáo viên □ Doanh nhân □ Kĩ sư / Bác sĩ □Khác………
PHẦN II: NỘI DUNG KHẢO SÁT
Trong các phát biểu liên quan đến quan điểm đạo đức của người tiêu dùng, hãy đọc kỹ từng câu 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 tin tưởng Tôi có khả năng thuyết trình về những đề tài quan trọng mặc dù không có nhiều thông tin sẵn có Ngoài ra, tôi cũng tin rằng mình 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 chưa thể hiện tốt bản thân trong công ty và có phần vụng về Tôi cũng có khả năng nói dối một cách tự nhiên, thậm chí khi nhìn thẳng vào mắt người đối diện.
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 bạn làm việc gì nếu không thấy lợi ích từ nó Cách hiệu quả nhất để ảnh hưởng đến người khác là nói những điều mà 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 thu lợi cá nhân có thể được chấp nhận trong một số trường hợp Tại các quốc gia đang phát triển, nhiều công ty chỉ thực hiện nghĩa vụ tuân thủ luật pháp khi có sự kiểm toán diễn ra.
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