Chinese people have been ill reputed for lower ethical standard for years, especially the piracy, and legislation would have a very limited impact on those behaviors of buying and using counterfeit products. Since many thinkers believe that it may be the key to understand morality through cultural differences in moral rules. Therefore, this study tries to understand the ethical judgments of Chinese consumers with the influence of Chinese culture. This study conducted the Hunt-Vitell model to examine the ethical judgments of Chinese consumers. According to the influence of Chinese culture, the consumers tend to be lack of social morality in public sphere. In the findings, it showed that Chinese consumers tend to adopt relativistic philosophy in forming their ethical judgments. However, Chinese consumers are unacceptable of arguable consumer practices in a public retail business. The implications for marketers, policy makers, and researchers are provided in this study.
Chinese people have been ill reputed for lower ethical standard for years, especially the piracy, and legislation would have a very limited impact on those behaviors of buying and using counterfeit products. Since many thinkers believe that it may be the key to understand morality through cultural differences in moral rules. Therefore, this study tries to understand the ethical judgments of Chinese consumers with the influence of Chinese culture. This study conducted the Hunt-Vitell model to examine the ethical judgments of Chinese consumers. According to the influence of Chinese culture, the consumers tend to be lack of social morality in public sphere. In the findings, it showed that Chinese consumers tend to adopt relativistic philosophy in forming their ethical judgments. However, Chinese consumers are unacceptable of arguable consumer practices in a public retail business. The implications for marketers, policy makers, and researchers are provided in this study.