바로가기메뉴

본문 바로가기 주메뉴 바로가기

ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

logo

Ethical Consumption in Vietnam: An Analysis of Generational Cohorts and Gender

Ethical Consumption in Vietnam: An Analysis of Generational Cohorts and Gender

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2020, v.18 no.7, pp.37-48
https://doi.org/https://doi.org/10.15722/jds.18.7.202007.37
LE, Tri D. (School of Business, International University)
NGUYEN, Phuong Ngoc Duy (School of Business, International University)
KIEU, Tai Anh (Faculty of Business Administration, Van Lang University)
  • 다운로드 수
  • 조회수

Abstract

Purpose: There has been an increasing focus on consumer ethics by researchers and practitioners alike with the former seeking to examine the general discrepancy between ethical attitude, intention and actual behaviour by proposing behavioural measures to understand ethical consumption. Research into the effects of generational cohorts and gender, two fundamental demographic factors that shape the consumer habituated repertoire, on consumer ethics has reported mixed findings. The present study investigates if there are differences in ethical consumer behavior by generational cohorts and by gender in the context of an emerging market - Vietnam. Research design, data and methodology: Data was collected using a quantitative survey (a link to the questionnaire was posted on relevant social media platforms). A total of 539 usable responses was used for ANOVAs and independent t-tests to test the hypotheses. Results: a) There are significant differences in terms of ethical consumer behavior between Gen Z and Gens Y/X, but no difference between Gen X and Gen Y; b) There is no gender difference in ethically minded consumer behavior. Conclusion: For consumer ethics, generational effects may be moderated by macroeconomic conditions, while gender alone as a biological variable may not be a reliable predictor.

keywords
Consumer ethics, Ethically minded consumer behavior, Generational cohorts, Gender, Emerging markets

참고문헌

1.

Betz, M., O'Connell, L., & Shepard, J. M. (1989). Gender differences in proclivity for unethical behavior. Journal of Business Ethics, 8(5), 321-324. https://doi.org/10.1007/BF00381722

2.

Beu, D. S., Buckley, M. R., & Harvey, M. G. (2003). Ethical decision–making: a multidimensional construct. Business Ethics: A European Review, 12(1), 88-107. https://doi.org/10.1111/1467-8608.00308

3.

Bossuyt, S., & Van Kenhove, P. (2018). Assertiveness Bias in Gender Ethics Research: Why Women Deserve the Benefit of the Doubt. Journal of Business Ethics, 150(3), 727-739. https://doi.org/10.1007/s10551-016-3026-9

4.

Boyd, D. (2010). Ethical Determinants for Generations X and Y. Journal of Business Ethics, 93(3), 465-469. https://doi.org/10.1007/s10551-009-0233-7

5.

Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2014). Lost in translation: Exploring the ethical consumer intention–behavior gap. Journal of Business Research, 67(1), 2759-2767.https://doi.org/10.1016/j.jbusres.2012.09.022

6.

Carrington, M. J., Zwick, D., & Neville, B. (2016). The ideology of the ethical consumption gap. Marketing Theory, 16(1), 21-38. https://doi.org/10.1177/1470593115595674

7.

Cayla, J., & Eckhardt Giana, M. (2007). Asian brands without borders: regional opportunities and challenges. International Marketing Review, 24(4), 444-456.https://doi.org/10.1108/02651330710761017

8.

Chowdhury, R. M. M. I., & Fernando, M. (2014). The Relationships of Empathy, Moral Identity and Cynicism with Consumers’ Ethical Beliefs: The Mediating Role of Moral Disengagement. Journal of Business Ethics, 124(4), 677-694.https://doi.org/10.1007/s10551-013-1896-7

9.

Cox, D., Cox, A. D., & Moschis, G. P. (1990). When Consumer Behavior Goes Bad: An Investigation of Adolescent Shoplifting. Journal of Consumer Research, 17(2), 149-159. www.jstor.org/stable/2626807

10.

Dalton, D., & Ortegren, M. (2011). Gender Differences in Ethics Research: The Importance of Controlling for the Social Desirability Response Bias. Journal of Business Ethics, 103(1), 73-93. https://doi.org/10.1007/s10551-011-0843-8

11.

Davies, I. A., & Gutsche, S. (2016). Consumer motivations for mainstream “ethical” consumption. European Journal of Marketing, 50(7/8), 1326-1347.https://doi.org/doi:10.1108/EJM-11-2015-0795

12.

Devinney, T. M., Auger, P., & Eckhardt, G. M. (2010). The myth of the ethical consumer. Cambridge, United Kingdom:Cambridge University Press.

13.

Elder, G. H. (1975). Age Differentiation and the Life Course. Annual Review of Sociology, 1, 165-190. www.jstor.org/stable/2946043

14.

Flurry, L. A., & Swimberghe, K. (2016). Consumer Ethics of Adolescents. Journal of Marketing Theory and Practice, 24(1),91-108. https://doi.org/10.1080/10696679.2016.1089766

15.

Francis, T., & Hoefel, F. (2018). True Gen: Generation Z and its implications for companies. M. Company. https://www.mckinsey.com/industries/consumer-packagedgoods/our-insights/true-gen-generation-z-and-its-implicationsfor-companies#

16.

Franke, G. R., Crown, D. F., & Spake, D. F. (1997). Gender differences in ethical perceptions of business practices: A social role theory perspective. Journal of Applied Psychology, 82(6), 920. https://doi.org/10.1037/0021-9010.82.6.920

17.

Freestone, O., & Mitchell, V. (2004). Generation Y Attitudes Towards E-ethics and Internet-related Misbehaviours. Journal of Business Ethics, 54(2), 121-128. https://doi.org/10.1007/s10551-004-1571-0

18.

Fukuda, K. (2010). A cohort analysis of household vehicle expenditure in the U.S. and Japan: A possibility of generational marketing. Marketing Letters, 21(1), 53-64. https://doi.org/10.1007/s11002-009-9077-2

19.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ:Prentice Hall.

20.

Herbig, P., Koehler, W., & Day, K. (1993). Marketing to the baby bust generation. Journal of Consumer Marketing, 10(1), 4-9. https://doi.org/10.1108/07363769310026520

21.

Higgins, K. T. (1998). Generational marketing. Marketing Management, 7(3), 6.

22.

Hosta, M., & Zabkar, V. (2020). Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior. Journal of Business Ethics. https://doi.org/10.1007/s10551-019-04416-0

23.

Jackson, V., Stoel, L., & Brantley, A. (2011). Mall attributes and shopping value: Differences by gender and generational cohort. Journal of Retailing and Consumer Services, 18(1), 1-9.https://doi.org/10.1016/j.jretconser.2010.08.002

24.

Kang, M.-J., Wan, Y.-S., & Hwang, H.-J. (2019). The Study on the Effect of Experience Values of Chinese Coffee Shop on the Intent of Revisiting of Consumers Consumers: Focusing on the Mediation Effect of Emotional Responses. Journal of Disribution Science, 17(11), 47-52.https://doi.org/10.15722/jds.17.11.201911.47

25.

Kieu, T. A., & Le, T. D. (2020). Mindfulness approach to ethical consumption. In B. R. Hernández-Sánchez, J. C. SánchezGarcía, & A. C. Moreira (Eds.), Building an Entrepreneurial and Sustainable Society (pp. 289-304). IGI Global. https://doi.org/10.4018/978-1-7998-2704-7.ch015

26.

Ladhari, R., & Tchetgna, N. M. (2017). Values, socially conscious behaviour and consumption emotions as predictors of Canadians’ intent to buy fair trade products. International Journal of Consumer Studies, 41(6), 696-705. https://doi.org/10.1111/ijcs.12382

27.

Le, T. D., & Kieu, T. A. (2019). Ethically minded consumer behaviour in Vietnam: An analysis of cultural values, personal values, attitudinal factors and demographics. Asia Pacific Journal of Marketing and Logistics, 31(3), 609-626.https://doi.org/doi:10.1108/APJML-12-2017-0344

28.

Lee, H.-S. (2016). Do Ethical Consumers Really Love Green Brand? A Comparison of Chinese and Korean Consumers. Journal of Distribution Science, 14(12), 23-30.https://doi.org/10.15722/jds.14.12.201612.23

29.

Lee, H. (2019). Understanding Ethical Consumers Through Person/Thing Orientation Approach. Journal of Business Ethics, 158(3), 637-658. https://doi.org/10.1007/s10551-017-3661-9

30.

Littrell, M. A., Ma, Y. J., & Halepete, J. (2005). Generation X, Baby Boomers, and Swing: marketing fair trade apparel. Journal of Fashion Marketing and Management: An International Journal, 9(4), 407-419.https://doi.org/10.1108/13612020510620786

31.

Lu, L.-C., Chang, H.-H., & Chang, A. (2015). Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs. Journal of Business Ethics, 127(1),205-219. https://doi.org/10.1007/s10551-013-2024-4

32.

Martin, J., & Gentry, W. A. (2011). Derailment Signs across Generations: More in Common than Expected. The Psychologist-Manager Journal, 14(3), 177-195.https://doi.org/10.1080/10887156.2011.595973

33.

McCabe, A. C., Ingram, R., & Dato-on, M. C. (2006). ‘The Business of Ethics and Gender’. Journal of Business Ethics, 64(2), 101-116. https://doi.org/10.1007/s10551-005-3327-x

34.

Meyers-Levy, J., & Loken, B. (2015). Revisiting gender differences: What we know and what lies ahead. Journal of Consumer Psychology, 25(1), 129-149.https://doi.org/10.1016/j.jcps.2014.06.003

35.

Muncy, J. A., & Vitell, S. J. (1992). Consumer ethics: An investigation of the ethical beliefs of the final consumer. Journal of Business Research, 24(4), 297-311. https://doi.org/10.1016/0148-2963(92)90036-B

36.

Norum, P. S. (2003). Examination of Generational Differences in Household Apparel Expenditures. Family and Consumer Sciences Research Journal, 32(1), 52-75. https://doi.org/10.1177/1077727x03255901

37.

O’Fallon, M. J., & Butterfield, K. D. (2005). A Review of The Empirical Ethical Decision-Making Literature: 1996–2003. Journal of Business Ethics, 59(4), 375-413. https://doi.org/10.1007/s10551-005-2929-7

38.

Öberseder, M., Schlegelmilch, B. B., Murphy, P. E., & Gruber, V.(2014). Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and Validation. Journal of Business Ethics, 124(1), 101-115. https://doi.org/10.1007/s10551-013-1787-y

39.

Park, H., Kwon, T. A., Zaman, M. M., & Song, S. Y. (2020). Thrift shopping for clothes: To treat self or others? Journal of Global Fashion Marketing, 11(1), 56-70.https://doi.org/10.1080/20932685.2019.1684831

40.

Pekerti, A. A., & Arli, D. (2017). Do Cultural and Generational Cohorts Matter to Ideologies and Consumer Ethics? A Comparative Study of Australians, Indonesians, and Indonesian Migrants in Australia. Journal of Business Ethics, 143(2), 387-404. https://doi.org/10.1007/s10551-015-2777-z

41.

Penz, E., & Kirchler, E. (2012). Sex-Role Specialization in a Transforming Market: Empirical Evidence from Vietnamese Middle-Class Households. Journal of Macromarketing, 32(1), 61-73. https://doi.org/10.1177/0276146711421787

42.

Perryer, C., & Jordan, C. (2002). The influence of gender, age, culture and other factors on ethical beliefs: A comparative study in Australia and Singapore. Public Administration and Management: An Interactive Journal, 7(4), 367-382.

43.

Phau, I., & Kea, G. (2007). Attitudes of University Students toward Business Ethics: A Cross-National Investigation of Australia, Singapore and Hong Kong. Journal of Business Ethics, 72(1), 61-75. https://doi.org/10.1007/s10551-006-9156-8

44.

Quoquab, F., Mohammad, J., & Sukari Nurain, N. (2019). A multiple-item scale for measuring “sustainable consumption behaviour” construct: Development and psychometric evaluation. Asia Pacific Journal of Marketing and Logistics,31(4), 791-816. https://doi.org/10.1108/APJML-02-2018-0047

45.

Ramasamy, B., Yeung, M. C. H., & Au, A. K. M. (2010). Consumer Support for Corporate Social Responsibility (CSR):The Role of Religion and Values. Journal of Business Ethics, 91(1), 61-72. https://doi.org/10.1007/s10551-010-0568-0

46.

Roberts, J. A. (1995). Profiling Levels of Socially Responsible Consumer Behavior: A Cluster Analytic Approach and Its Implications for Marketing. Journal of Marketing Theory and Practice, 3(4), 97-117.https://doi.org/10.1080/10696679.1995.11501709

47.

Robin, D., & Babin, L. (1997). Making Sense of the Research on Gender and Ethics in Business: A Critical Analysis and Extension. Business Ethics Quarterly, 7(4), 61-90. https://doi.org/10.2307/3857209

48.

Rodrigues, P., & Borges Ana, P. (2015). Corporate social responsibility and its impact in consumer decision-making. Social Responsibility Journal, 11(4), 690-701.https://doi.org/10.1108/SRJ-02-2014-0026

49.

Roxas, M. L., & Stoneback, J. Y. (2004). The Importance of gender Across Cultures in Ethical Decision-making. Journal of Business Ethics, 50(2), 149-165. https://doi.org/10.1023/B:BUSI.0000022127.51047.ef

50.

Ryan, L. V. (2017). Sex Differences Through a Neuroscience Lens:Implications for Business Ethics. Journal of Business Ethics, 144(4), 771-782. https://doi.org/10.1007/s10551-016-3110-1

51.

Ryoo, Y., Sung, Y., & Chechelnytska, I. (2020). What makes materialistic consumers more ethical? Self-benefit vs. otherbenefit appeals. Journal of Business Research, 110, 173-183.https://doi.org/10.1016/j.jbusres.2020.01.019

52.

Schutte, N. S., & Bhullar, N. (2017). Approaching Environmental Sustainability: Perceptions of Self-Efficacy and Changeability. The Journal of Psychology, 151(3), 321-333.https://doi.org/10.1080/00223980.2017.1289144

53.

Seo, Y., & Fam, K.-S. (2015). Researching Asian consumer culture in the global marketplace. Qualitative Market Research: An International Journal, 18(4), 386-390.https://doi.org/10.1108/QMR-05-2015-0048

54.

Shaw, D., Grehan, E., Shiu, E., Hassan, L., & Thomson, J. (2005). An exploration of values in ethical consumer decision making. Journal of Consumer Behaviour, 4(3), 185-200. https://doi.org/10.1002/cb.3

55.

Sheeran, P., & Abraham, C. (2003). Mediator of Moderators:Temporal Stability of Intention and the Intention-Behavior Relation. Personality and Social Psychology Bulletin, 29(2),205-215. https://doi.org/10.1177/0146167202239046

56.

Shultz II, C. J. (2012). Vietnam:Political Economy, Marketing System. Journal of Macromarketing, 32(1), 7-17. https://doi.org/10.1177/0276146711428323

57.

Sudbury-Riley, L., & Kohlbacher, F. (2016). Ethically minded consumer behavior: Scale review, development, and validation. Journal of Business Research, 69(8), 2697-2710.https://doi.org/10.1016/j.jbusres.2015.11.005

58.

Swaidan, Z., Vitell, S. J., & Rawwas, M. Y. A. (2003). Consumer Ethics: Determinants of Ethical Beliefs of African Americans. Journal of Business Ethics, 46(2), 175-186. https://doi.org/10.1023/A:1025068902771

59.

Tjiptono, F., Arli, D., & Winit, W. (2017). Gender and young consumer ethics: an examination in two Southeast Asian countries. Young Consumers, 18(1), 94-114.https://doi.org/10.1108/YC-10-2016-00641

60.

van der Walt, F. (2016). Work ethics of different generational cohorts in South Africa. African Journal of Business Ethics, 10(1). https://doi.org/10.15249/10-1-101

61.

Vermeir, I., & Van Kenhove, P. (2008). Gender Differences in Double Standards. Journal of Business Ethics, 81(2), 281-295. https://doi.org/10.1007/s10551-007-9494-1

62.

Vieregge, M., & Quick, S. (2011). Cross cultural negotiations revisited: Are Asian generations X and Y members negotiating like their elders? Cross Cultural Management: An International Journal, 18(3), 313-326. https://doi.org/10.1108/13527601111152842

63.

Vitell, S. J. (2003). Consumer Ethics Research: Review, Synthesis and Suggestions for the Future. Journal of Business Ethics, 43(1/2), 33-47. https://doi.org/10.1023/A:1022907014295

64.

Vitell, S. J. (2015). A Case for Consumer Social Responsibility (CnSR): Including a Selected Review of Consumer Ethics/Social Responsibility Research. Journal of Business Ethics, 130(4), 767-774. https://doi.org/10.1007/s10551-014-2110-2

65.

Vitell, S. J., & Muncy, J. (2005). The Muncy-Vitell Consumer Ethics Scale: A Modification and Application. Journal of Business Ethics, 62(3), 267-275. http://www.jstor.org/stable/25123665

66.

Vitell, S. J., Paolillo, J., & Singh, J. (2006). The Role of Money and Religiosity in Determining Consumers’ Ethical Beliefs. Journal of Business Ethics, 64(2), 117-124.https://doi.org/10.1007/s10551-005-1901-x

67.

Williams, K. C., Page, R. A., Petrosky, A. R., & Hernandez, E. H.(2010). Multi-generational marketing: Descriptions, characteristics, lifestyles, and attitudes. The Journal of Applied Business and Economics, 11(2), 21-36.

The Journal of Distribution Science(JDS)