Measuring Unethical Consumer Behavior Across Four Countries

Abstract

This is the accepted version of the paper.This version of the publication may differ from the final published version. Permanent MEASURING UNETHICAL CONSUMER BEHAVIOR ACROSS FOUR COUNTRIES AbstractThe huge amounts spent on store security and crime prevention worldwide, not only costs international businesses, but also amounts to a hidden tax on those law-binding consumers who bear higher prices. Most previous research has focused on shoplifting and ignored many other ways in which consumers cheat businesses. Using a hybrid of both qualitative research and survey approaches in four countries, an index of 37 activities was developed to examine consumers' unethical activities across UK, US, France and Austria.The findings indicate that around three quarters of consumers in all four countries can be classified as heavy offenders for these minor cheats. The paper argues that government agencies, marketers, and retailers should adopt more pro-active preventative approaches, rather than reactive loss limitation measures to combat unethical behaviour.

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