Mediating Role of Cultural Values in the Impact of Ethical Ideologies on Chinese Consumers’ Ethical Judgments
研究通过大规模调查中国五大城市消费者，发现伦理意识形态（理想主义和相对主义）通过文化价值观（整合和道德纪律）间接影响消费者在四种问题消费情境中的伦理判断，为促进负责任消费行为提供依据。
Abstract This paper develops and tests a new conceptual model incorporating the indirect impact of two ethical ideologies (idealism and relativism) on Chinese consumers’ ethical judgments under four ethically problematic consumption situations (active benefit, passive benefit, deceptive practice, and no/indirect harm) through two cultural values (integration and moral discipline). Data from a large-scale online consumer survey in five major Chinese cities ( N = 1046) support most hypotheses. The findings are consistent with the postulated global impact of ethical ideology on forming an individual’s beliefs and values and highlight the importance of a thorough understanding of the significant determinants of consumer ethics to promote ethically responsible consumption behaviors. This study also uses an emic approach to conceptualize and measure Chinese cultural values by using cultural constructs and measures that are designed explicitly in the Chinese context.