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In this paper we open up the topic of ethical corporate identity: what we believe to be a new, as well as highly salient, field of inquiry for scholarship in ethics and corporate social responsibility. Taking as our starting point Balmer and Greyser's (2003) AC 2 ID test model of corporate identity -a pragmatic tool of identity management -we explore the specificities of an ethical form of corporate identity. We draw key insights from conceptualisations of Corporate Social Responsibility and social orientated theories of business. We argue ethical identity potentially takes us beyond the personification of the corporation as agent. Instead, ethical identity is seen to be formed relationally, between parties, within a community of business and social exchange. Extending the AC 2 ID test model, we suggest the management of ethical 2 identity requires a more socially, dialogically embedded kind of corporate practice and greater levels of critical reflexivity.

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corporate social responsibility, Japanese multinational companies, sustainability, globalization, CSR managers,

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This paper examines the extent and direction of theoretical development within ethics studies in marketplaces by reviewing studies of the two major approaches in the area: the normative and descriptive approach. The paper suggests that in general there has been an emphasis upon the seller's perspective (i.e. business ethics), and that the buyer's perspective (i.e. consumer ethics) has merely been taken up as a part of this perspective. Whilst this has helped theoretical development, it is argued that consumer ethics need be understood more on its own terms, and in particular lacks a holistic model of ethical decision-making in consumption. Overall, in providing an overview of the recent developments in this area of research, it is hoped that the paper will help researchers gain an understanding of recent theoretical insights and offer a constructive overview for those wishing to better define and refine methodological approaches to individual research questions. About the AuthorKyoko Fukukawa is a lecturer in Marketing at Bradford University School of Management. Her current research interests include corporate social responsibility, and ethical decision-making in consumption and marketing.

On the basis of an empirical investigation in the context of Romania, this paper identifies a moderating role of neutralization techniques within ethically questionable consumer behavior. The quantitative study is based on a synthesized model of theory of planned behavior incorporating the factor of perceived unfairness and neutralization techniques. Significantly, neutralization techniques are shown to have a negative, but definite impact on the action to behave unethically. This leads to their consideration as a process of thinking, rather than as static judgment. As such, neutralization techniques are conceptually distinctive to the other factors. The paper analyzes the results specific to the Romanian context, but noting implications for an understanding of the morality of markets with similar historical, political, and economic conditions. Overall, the findings offer a more nuanced reading of consumer behavior. The paper places moral flexibility in terms of a specific cultural context, but also reveals how neutralization techniques can moderate ethically questionable behaviors beyond matters of self‐interest, which, in turn, has implications for how companies can consider their responsibilities in relation to their customers.