CONSUMER ETHICAL BELIEFS AND PERSONALITY-TRAITS - AN EXPLORATORY ANALYSIS

The present study examines the relationships between consumers' ethica l beliefs and personality traits. Based on a survey of 295 undergradua te business students, the authors found that individuals with high nee ds for autonomy, innovation, and aggression, as well as individuals wi th a high propensity for taking risks tend to have ''less ethical'' be liefs concerning possible consumer actions. Individuals with a high ne ed for social desirability and individuals with a strong problem solvi ng coping style tend to have ''more ethical'' beliefs concerning possi ble consumer actions. The needs for achievement, affiliation, complexi ty and an emotion solving coping style were not significantly correlat ed with consumer ethical beliefs.