AI Summary & Key Takeaways
AI InsightIn this direction, activities (such as training, seminars, publicspots, education for children) can be carried out to increase the level of moral maturity of consumers.Besides this, marketing managers can prevent unethical consumer behaviors by applying differentmarketing strategies (in the conclusion section, the recommendations are mentioned in detail) toconsumers with low/high moral maturity level.
📌 3 Key Takeaways
Abstract
Purpose – The purpose of this research is to examine the impact of consumers’ levels of moral maturityon their unethical behavior. Design/methodology/approach – The research model of this study examines the effect of moralmaturity on consumer ethics dimensions (“actively benefiting from an illegal situation” and“benefiting from actions perceived as harmless”). The universe of this descriptive research consists ofconsumers living in Turkey. The online survey method was applied to 457 consumers selected byconvenience sampling method. While creating the questionnaire, moral maturity statements wereprepared by using the scales developed by Şengün and Kaya (2007), and the consumer ethicsstatements were prepared by the help of the scale developed by Muncy and Vitell (1992). The resultshave been analyzed with SPSS and AMOS statistics programs. Frequency analysis, reliability analysis,explanatory factor analysis, confirmatory factor analysis and structural equation model analyses havebeen used. Findings – The findings suggest that the level of moral maturity has a significant and negative effecton both unethical consumer behavior dimensions: “actively benefiting from an illegal situation” and“benefiting from actions perceived as harmless”.Discussion – Moral maturity refers to the assimilation of moral principles, the evaluation of moralrules by the conscience, and the realization of actions in this direction. People who have reached thelevel of moral maturity are expected to display ethical behaviors in the society in daily life. Accordingto the findings of the research, as the moral maturity of the individual increases, the possibility ofexhibiting unethical behavior decreases; as the moral maturity decreases, the possibility of unethicalbehavior increases. The results obtained show how effective the concept of morality on ethicalconsumer behavior is. Marketing managers should consider the moral maturity of consumers in orderto understand their unethical behaviors. In this direction, activities (such as training, seminars, publicspots, education for children) can be carried out to increase the level of moral maturity of consumers.Besides this, marketing managers can prevent unethical consumer behaviors by applying differentmarketing strategies (in the conclusion section, the recommendations are mentioned in detail) toconsumers with low/high moral maturity level.