Research On The Formation Of Consumer Non-ethical Behavior Intention

Since1970s business ethics gained considerable development both in academia and social practice, but the studies focused on the perspective of the buyer (consumer) is very scarce, that means discussion over consumer ethics is not sufficient. In China, the concept of ethical consumers has not been widely accepted yet, and only a handful of several scholars do little systematic research related to the subject, however the current situation of consumer ethics is not far from optimistic.For this situation, this paper takes domestic consumers as the research object, and improves the theory of planned behavior model (TPB) to investigate the formation of consumer non-ethical behavior intention, that is this study is to test whether consumer ethical belief, perceived behavioral control, subjective norm, perceived justice significantly impact the consumer non-ethical behavior and whether perceived behavioral control, subjective norm significantly impact consumer ethical belief. During the study, this paper integrates various research techniques, including literature research, questionnaire and data analysis. Based on the large sample survey, this paper tries to summarize the general formation process of consumer non-ethical behavior intention, in hope of guiding strategic decision making and regulating consumer ethics behavior in China.Based on the empirical results, this study indicates that the higher degree of consumer acceptance of non-ethical behavior, the higher degree of consumer subjective norm and perceived behavioral control in non-ethical behavior, the more injustice that consumer perceived, the more intention to carry out the non-ethical behavior; subjective norm and perceived behavioral control significantly influence consumer ethical beliefs. This study not only enriches and expands the theory exploration of the consumer ethics, but also provides useful suggestion for the consumer management practices.