ISSN:
0309-0566
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Entrepreneurs interested in entering different cultures andcountries can be confronted with a bewildering array of differences inmoral values. This situation is indicated by past research that hasexamined the moral judgements of American consumers, but has directedlittle or no effort towards investigating such attitudes inforeign-market settings with the intent to assist the entrepreneur inunderstanding differences across cultures. Compares attitudes ofconsumers in two different countries (Northern Ireland and Hong Kong)who share a common environment of colonialism. Uses a theoreticalthree-stage typology of moral development to establish hypotheses andexplain the results of this study. The findings reveal Irish consumersto be less sensitive to consumer ethical issues and less idealistic thanthe Hong Kong consumers. However, there was no difference between thesurvey groups with regard to relativism and Machiavellianism. Culture,competition, economics, war and terrorism might be factors that explainsuch differences, as well as similarities, between the two consumergroups.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/03090569510095017
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