基于中国文化背景下的消费者伦理实证分析

Chinese Culture Based on Ethical Consumers Under the Empirical Analysis

消费者伦理研究属于营销伦理的范畴。尽管从20世纪70年代就已经提出这一概念,但大部分伦理研究主要是以卖方为主,忽略了买方,尤其在国内相关的分析仍很少。消费者作为商业活动的重要参与者与决策的影响者,是商业企业必须考虑的一个因素。基于此,在中国文化环境下,文章通过实证分析方法,运用回归分析,考察消费者伦理信念与消费者非伦理行为及消费者文化价值观之间的关系,并考虑把文化价值观作为消费者伦理信念与消费者非伦理行为的调节变量,进而得出减少消费者非伦理行为的一些建议。

Consumer ethics researches are areas of marketing ethics.Although 70 years have already raised this concept,but most of the ethics of research is mainly based on the seller,it ignores the buyer,especially in the domestic-related analysis is still very small.Consumers as an important participant in the commercial activities of the influencers and decision-making is a commercial enterprise to be considered a factor.For this reason,the Chinese cultural environment,this paper through the empirical analysis,using regression analysis,examine the ethical beliefs of consumers and consumer non-ethical behavior and the relationship between consumer culture and values,and taking into account the cultural values and ethical beliefs as consumers and consumer regulation of non-ethical behavior variables,and thus arrive at the non-ethical behavior of consumers to reduce some of the recommendations.