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Consumers' Perceptions toward Immoral Shopping Behaviors in Apparel Retailing  

Lee, Mi-Young (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
Journal of Fashion Business / v.11, no.6, 2007 , pp. 75-86 More about this Journal
Abstract
This study investigated the differences of consumers' perception toward immoral shopping behavior when they shop in apparel retail stores by consumer characteristics such as ethical ideology and gender. Forsyth's(1980) ethical ideology measuring idealism and relativism was used. Three hundred twenty-five college students enrolled at a large university located in a metropolitan area participated in the study. These students were divided into four groups on the basis of their ethical ideology: situationist, subjectivist, exceptionist, or absolutist. A series of factor analyses revealed three factors of immoral shopping behaviors: shoplifting, active immoral shopping behaviors, and passive immoral shopping behaviors. The four groups significantly differed in regard to their perceptions toward active immoral shopping behaviors and passive immoral shopping behaviors. T-tests revealed that females tended to perceive shoplifting and passive immoral shopping behavior factor worse than males. The results of this study would be used for developing consumer educational programs and retail training programs.
Keywords
immoral shopping behavior; shoplifting; apparel retailing; ethical ideology;
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Times Cited By KSCI : 1  (Citation Analysis)
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