The role of social acceptability and guilt in unethical consumer behavior: Following the crowd or their own moral compass?
Journal of Business Research(2021)
摘要
•Internal and external forces guide consumer unethical behavior.•The social acceptability of a behavior drives consumer unethical behavior.•Individual guilt matters less when the unethical behavior is less acceptable.•The results are robust across numerous settings.•Managers can minimize unethical behavior through acceptability of context.
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关键词
Consumer ethics,Guilt,Moral compass,Pay what you want,Piracy,Social acceptability
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