Consumer Choices in the Global Marketplace: A Perspective

This study is a review of current literature in an attempt to define where the research is now and set a course for future research in the area of consumer ethics. Specifically of interest here is whether cultural differences should be considered as a key factor impacting consumers’ ethical perceptions. This discussion will hopefully encourage future research in the field of global marketing and the ethical implications therein. By reviewing the impact of consumers’ ethical opinions of firm activity on firm performance, the hope is that marketers will gain a greater ability to maintain customer satisfaction and thus to elevate long term brand equity through stronger consumer relationships. BACKGROUND Extensive research has been conducted in the area of ethics, social responsibility and philanthropy and the impact of these variables on consumer perceptions within the marketplace. Most research has focused on the implications and results of managerial ethical judgment, but very little has been done to explore the implications of consumers ’ ethical perceptions on the marketplace, specifically the global marketplace. (Ingram, Skinner & Taylor, 2005). Marketing literature supports focusing on customer needs and the development of solutions supporting these needs (Slater & Narver, 1999). According to Creyer (1997), “although behaving ethically should be important for its own sake, whether a firm behaves ethically or unethically may also have significant influence on consumers ’ purchase decisions ” (p. 427)