Abstract
The aim of the study is to empirically examine the applicability of
Muncy & Vitell Scale in Pakistan and to identify its link with moral
intensity and behavioural intention. A field survey research design
targeting 410 general retail consumers of three major cities in Hazara
region was adopted. Data analysis is carried out using descriptive
statistics, correlation analysis and exploratory factor analysis through
SPSS 17.0 where Structural equation modelling is used for
confirmatory factor analysis and model estimation through AMOS 20.
The results of the study indicate that consumers in Pakistan consider
only two types of ethical issues of merit consideration i.e. the issues
that contain harmful outcomes and the issues with harmless outcomes.
The role of moral intensity and gender is also found positively
associated with consumer situations that result in harmful outcomes.
Consumers high on education level showed sensitivity towards
questionable behaviours even though they may seem to contain
harmless outcomes. The size of the family negatively influences the
harmless ethical beliefs of the consumers. The study is among few
studies that has empirically examined the famous Muncy & Vitell Scale
in Pakistan. The study also links Issue-contingent Model with Muncy &
Vitell Scale in Pakistani context
Syed Afzal Moshadi Shah, Muhammad Tahir, Aqeel Ahmed Soomro, Shehla Amjad. (2017) Consumers Ethics in Pakistan: Empirically Examining the Muncy & Vitell Scale, Journal of Managerial Sciences, Volume 11, Issue 2.
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