Exploring the Domains of Consumer Perceived Ethicality in Developing Countries. Comparative Qualitative Research on Romania and China

Laszlo Alexandru Gyori, Flavia Dana Oltean and Manuela Rozalia Gabor ()
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Laszlo Alexandru Gyori: Amazon Spain Services
Flavia Dana Oltean: “G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureş
Manuela Rozalia Gabor: “G. E. Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureş

A chapter in Sustainable and Resilient Businesses in the Global Economy, 2025, pp 199-214 from Springer

Abstract: Abstract This paper explores the domains that contribute to Consumer Perceived Ethicality (CPE) in developing countries. Brunk (AMA Winter Educators’ Conference Proceedings. Brussels: American Marketing Association, pp. 32–33 (2010a)) original framework of six CPE domains (consumers, employees, environment, overseas community, local community and economy, and business community) is used as a foundation. In-depth interviews with consumers from Romania and China (developing countries) were conducted to understand their perspectives on ethical business practices. The findings suggest that all six of Brunk’s domains are relevant to CPE in developing countries, but there may be nuances in how these domains are perceived compared to developed countries. For example, consumers in developing countries may be more concerned about the impact of business activities on local economies and the exploitation of labor overseas. This research contributes to the understanding of CPE by focusing on a previously understudied population (consumers in developing countries). The findings can be used by businesses to develop more ethical practices that resonate with consumers in these markets.

Keywords: Consumer perceived ethicality; Ethics; Developing countries; Qualitative analysis (search for similar items in EconPapers)
JEL-codes: D12 M14 M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-75883-6_13

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DOI: 10.1007/978-3-031-75883-6_13

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