How Perceived Income Inequality Affects Consumer Ethics

Research output: Contribution to conferenceAbstractResearchpeer-review


Consumers are key participants in marketing systems and consumers’ (un)ethical behaviours have significant effects on the functioning of marketing systems (Chowdhury, 2020). There has been considerable research on understanding the antecedents of consumer ethics (see Hassan et al. (2022) for a recent review). However, compared to the research on the effects of personal variables on consumer ethics, there has been significantly less research on the effects of social variables. From a macromarketing perspective, this is a significant gap in the literature on consumer ethics, as macromarketing focuses on the interplay of society and marketing systems (Hunt et al., 2021). An important social variable that has been neglected in research on consumer ethics is income inequality. This research examines the effects of perceived income inequality on consumer ethics.
Original languageEnglish
Number of pages2
Publication statusPublished - 20 Jun 2022
EventGlobal Macromarketing Conference 2022: The New Normal - Online
Duration: 20 Jun 202224 Jun 2022
Conference number: 2nd (Conference website) (Proceedings of the 47th Annual Macromarketing Conference) (2022 Global Conference Program)


ConferenceGlobal Macromarketing Conference 2022
OtherCovid-19 continues to ravage the world, its people and their markets. Supply chains are disrupted, products are delayed, workers are locked at home/working at home/working in dangerous conditions, children are schooled at home online, elderly members of society are isolated from their friends and families, and travel is severely disrupted. Inequality has widened around the world and within countries.

Citizens continue to get sick and die, health systems are strained, while vaccine roll outs have frequently stalled below claimed effective levels.

At the same time we are at a pivotal time in the need to change our relationship with the climate and how people impact upon it. Covid has demonstrated that major changes can be made in very short time periods, that transport related carbon can be reduced dramatically and that science can lead society’s response to a crisis.

When the conference is held we will be in the third Covid year. It is time to ask ourselves:
- What is the new normal? Is it normal? Or is it, as some have said the new abnormal?
- What should the new normal be? And how do we get there?
- What are the roles for government and business?
- What has changed that we should keep?
- What has changed that we should remove as quickly as possible?
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