The Developmental Process of Unethical Consumer Behavior: An Investigation Grounded in China
作者： Zhiqiang Liu , Zhilin Yang , Fue Zeng , David Waller
DOI: 10.1007/S10551-014-2061-7
关键词:
摘要: This study seeks to understand how consumers make unethical decisions and consumer behavior (UCB) is formed in a relational society. By taking interactive perspective adopting grounded theory approach, we have developed theoretical framework for examining UCB’s developmental process The reveals 4 levels (i.e., the socio-cultural, individual psychological, situational, behavioral levels) 12 paths of UCB formation. Importantly, this finds that society influenced by guanxi-oriented social culture so deeply it cannot be considered result purely choice.
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