What is it about?
The ethics of retailers are vital for retailers' survival and long-term prosperity. This paper examines how consumers perceive retailer ethics. We conceptualize consumer perceptions of the ethics of retailers (CPER) as a multidimensional construct and investigate its effects on consumer purchase behavior and word-of-mouth communication. The model we developed was validated using responses from 399 Chinese consumers.
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Why is it important?
The issue of ethics has become pertinent to business strategy and operation. It is important to retailers because when consumers are unhappy with a retailer's unethical behavior, such as feeling misled or overcharged by the retailer, they will feel cheated and share their bad experiences with their peers by spreading negative word-of-mouth. With the proliferation of social media and mobile technologies, bad word-of-mouth can sink a big business. The study's findings indicate that CPER comprises product fairness, price fairness, non-deception, fair trade, and green products. CPER positively influences consumer purchase behavior and word-of-mouth.
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This page is a summary of: The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs, Journal of Business Ethics, February 2020, Springer Science + Business Media, DOI: 10.1007/s10551-020-04431-6.
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