Abstract

This study examined the levels of consumers' non-ethical behaviors in the marketplace and the factors affecting each category of them. The data were collected from 222 adults in Busan and Gyeongnam areas through a self-administered questionnaire. Frequencies, Cronbach's alpha, Pearson's correlation analysis and multiple regression analyses were conducted by SPSS Windows. The results from this study were as follows: First, respondents showed the highest level of non-ethical behavior in the no harm/no foul category, while the lowest level in the actively benefiting from questionable behavior category. Second, as the results of multiple regression analyses, age was significant in all categories of non-ethical behaviors. In addition, religion, consumer knowledge and consumer role attitudes were found to be significant in some categories. These results imply that the consumer ethics should be included in the consumer education for more effective consumer behaviors of young generation.

Keywords

• consumers' non-ethical behavior;
• marketplace

• 소비자 비윤리 행동;
• 상거래 활동;