Journal of Business Ethics 128 (2):411-432 (2015)

This study seeks to understand how consumers make unethical decisions and how unethical consumer behavior is formed in a relational society. By taking a relational interactive perspective and adopting a grounded theory approach, we have developed a theoretical framework for examining UCB’s developmental process in a relational society. The framework reveals 4 levels and 12 paths of UCB formation. Importantly, this study finds that UCB in a relational society is influenced by guanxi-oriented social culture so deeply that it cannot be considered the result of a purely individual behavior choice
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DOI 10.1007/s10551-014-2061-7
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A Theory of Justice: Revised Edition.John Rawls - 1999 - Harvard University Press.
Ethics.William K. Frankena - 1963 - Englewood Cliffs, N.J., Prentice-Hall.

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