Research On The Impact Of Business Ethics To Consumer Response Based On Consumer Beliefs

With the deepening of economic globalization, constantly grim phenomenon ofproduct homogeneity, overcapacity, diminishing marginal utility, and many otherfactors, modern enterprises are facing very complex, competitive marketenvironment. Meanwhile, more and more successful companies are finding thatincreasingly sophisticated consumers not only focus on the demand of product orservice levels but also pay much more attention to the Environmental protection,charity and other moral level of appeal. Besides, other organizations based onstakeholder theory such as governments, environmental organizations and so on paymore attention to the moral level. These internal and external environmental factorsare also unremitting force of encouraging enterprises to attach importance tobusiness ethics and actively build good corporate image.Based on the average consumer perspective, this paper mainly researched themechanism of Business ethics to consumer response. We started from business ethicsbased on the average consumer perspective and analyzed such impact to the businessethics. Consumer beliefs was drawn into the research mechanism, so as we couldunderstand how the consumer beliefs about the win-win situation affects therelationship between business ethics and consumer response, in order to provide abasis for business decisions about how to boost consumer beliefs so as to maximizethe consumer response. We chose the measure dimensions for the three corevariables, based on the literature review. We measured business ethics throngconsumer factors, environment factors and community factors. And we measured theconsumer response from a consumer internal and external response. Then weexplored the influence about the three dimensions of business ethics to consumerinternal and external response in turn, after then we researched the influence aboutbusiness ethics as a whole, to the consumer response. In addition, this article wouldexplore how the consumer beliefs play a regulatory role between the influent ofbusiness ethics to consumer response. Thereafter, we analyzed the collected data in order to verify the relationship between the variables and assumptions of the article.The results show that business ethics can be measured by the three dimensionsof consumer factors, environmental factors, and community factors. And theintensity of positive impact about the three dimensions of business ethics toconsumer response decreasing order was consumers factor, community factor,environmental factors. Consumer beliefs play a significant regulatory role betweenbusiness ethics and consumer response.There were two main innovation points in this paper: on one hand, we measuredconsumer response from the consumer’s internal and external response in order tomake the study more comprehensive. The response of consumer to the businessethics activity was complex, and there were internal and external response exists.Through a more comprehensive, integrated measure about the response of consumerto the business ethics activities, we could have a better understand about consumerresponse when they implemented business ethics activities. On the other hand, theconsumer beliefs were drawn into the mechanism of business ethics to consumerresponse. We analyzed the regulating influence about the response of consumer tobusiness ethics from the inner, subjective view, in order to have a better understandof the impact between business ethics to consumer response.This paper’s limitations might be the following aspects. First, this paper put thebeverage industry which was familiar to ordinary consumers as evaluation objectsince this article was based on the perspective of the average consumers. Second,future research could explore the impact of other moral dimension to consumerresponse in order to enrich the research results, because this paper focused businessethics on the three dimensions which were much more familiar to consumers. At last,our range of questionnaire survey was too narrow, the quality of measuring scalesneed to be improved, and the subjective of the questionnaires filled object was sostrong as to influence the correctness and objectivity on the conclusions.